USSI Global and AdMobilize partner to offer audience analytics for NEXTGENTV services
USSI Global has recently created a program that will provide audience analytics to its broadcast clients offering NEXTGENTV services. The program has been created through its partnership with AdMobilize. USSI Global’s development platform will leverage the native IP backbone of ATSC 3.0, the broadcast industry’s next-generation over-the-air TV standard.
“The intrinsic IP networking capabilities of the ATSC 3.0 standard can support the two-way interactivity requirements for customized and personalized content like targeted advertising – which itself relies on in-depth audience analytics. While these real-time audience intelligence strategies are common in digital signage and DOOH, broadcasters have been limited to embedded analytics platforms that provide only basic audience information”, said Anthony Morelli, COO, USSI Global.
AdMobilize measures audience impressions, giving audience experience feedback on any new NEXTGENTV features, content or advertising. This will complement the native audience measurement capabilities of the ATSC 3.0 standard.
“Together we will deliver anonymous audience impressions, demographics, and engagement data at scale and in real-time. This will bring improved value to the broadcasting industry and foster greater trust with viewers”, has comment Rodolfo Saccoman CEO, AdMobilize.
Public venues that display content on air would represent the first phase of deployment. The workflow would be similar to that of a DOOH or digital signage network that dynamically pulls media from a content management system, but using components and workflow systems familiar to broadcasters.
“Through our partnership with AdMobilize and the power of AI, we can gather a richer set of viewer analytics by combining what the viewer is watching, or experiencing, along with their emotional reaction to what they were watching. Broadcasters can then dynamically adjust advertising content and various features to optimize viewer engagement based on content correlated audience analytics”, has said Ted Korte, Vice President of Programs and Innovation Lab, USSI Global.