launches attention-getting analytics for TV ads

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An example of's new Creative Wear analytics, showing attention drop over time.

An example of’s new Creative Wear analytics, showing attention drop over time. monitors TV ads, getting regular data streams from software on 10 million Vizio TVs.

The Bellevue, Washington-based company is now taking its ad monitoring a step further by releasing three analytics products to measure viewers’ attention when ads are shown. CEO and founder Sean Muller told me that this is the first large-scale real-time solution for measuring attention and its falloff across all ads.

Owners of these Vizio sets have opted in or out when the set first turns on. If they ignore the option after five times of set turn-ons, Muller says the software assumes that’s an opt-out. But, he added, if you opt, out you don’t get the TV program recommendations made available from iSpot data.

The three new analytics products are based on data iSpot has been collecting over the last several years, which measures four kinds of explicit interruptions: changing the channel, pulling up the guide, fast-forwarding or turning off the TV. In the past, however, the data was only made available through a few metrics, such as average viewing rate of an ad, not through separate analytics packages that give a more complete view.

[Read the full article on MarTech Today.]

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


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