UMG.team integrates MediaHills audience analytics for Smart TV ad buys
UMG.team has connected MediaHills' analytics data to its advertising ecosystem, covering Smart TV campaigns placed through uSSP, uDSP and uAdEx, the company told AdIndex. MediaHills, part of the Mediascope group, measures Smart TV ad impressions using a pixel embedded in the creative, cross-checked against its own technology sources and partner networks run by telecom operators. The resulting data lets buyers target by socio-demographic audience parameters and evaluate campaigns using digital-style metrics: impressions, reach and frequency. Vladilen Sitnikov, chief product officer and junior partner at UMG.Team, said Smart TV viewing is becoming the new television and requires new media planning tools. 'What we wanted from the partnership with MediaHills was data comparable to the familiar Mediascope metrics, so we could plan Smart TV placements using the same logic as classic TV,' he said.
Packaged Smart TV placements on UMG's network now come with the MediaHills report by default, and licensees of the ecosystem can request it without paying an extra fee, since the cost sits inside the placement price. Combined with the existing Protected Media anti-fraud checks, that gives buyers a Smart TV report built on socio-demographic targeting, reach and frequency, metrics that map directly onto the linear TV figures agencies already use for planning. AdIndex previously reported that nearly a third of Smart TV viewers surveyed switch to a smartphone or computer to visit a brand's website after seeing its ad on the home screen, a gap this kind of verified impression data helps agencies track.