TV data provider Alphonso has raised $5.6 million, led by Manifest Investment Partners and including individual investors such as former TV executive Jeff Sagansky. Alphonso plans to use the funds to increase domestic and global distribution and ramp up hiring. Alphonso said it’s been profitable since 2014 and has been customer-funded.
Alphonso is among the companies that is using data to improve the impact and efficiency of TV advertising. The company has built its Alphonso TV Data Cloud by tracking all of the programming and ads that appear on 200+ broadcast and cable TV networks in the U.S. plus top OTT services. In addition, Alphonso has its automated content recognition (ACR) embedded in 40 million+ set-top boxes, smart TVs and smartphones that monitor and record what viewers are watching in real time.
TV data company Alphonso has debuted Alphonso Insights, which provides advertisers and agencies with real-time analysis of TV ads along with closed loop attribution. The benefit for buyers is to better understand the performance of their ads and how well they stand up to those of competitors. Over 2,500 end users from 200 different advertisers and agencies have been using Alphonso Insights during its beta period.
One of the big benefits of online video advertising is vastly improved audience targeting beyond typical demographics found in traditional TV. TV networks are responding by investing significantly in data and audience segmentation to stay competitive.
What they’re prioritizing, how they’re overcoming key challenges and how these efforts synch with online video and other digital initiatives were all in focus at our recent Video Ad Summit session, “Optimizing Video Ad Targeting Through Data and Insights.”
The panel featured Gabe Bevilacqua (VP, Product Management, Viacom Vantage), Denise Colella (SVP, Advanced Advertising Products & Strategy, NBCU), David Ernst (VP, Audience Measurement & Innovation, Discovery Communications), Mark Gall (Chief Revenue Officer, Alphonso), Vikram Somaya (SVP, Global Data Officer, ESPN) with Mike Chapman (Managing Partner, Accenture Strategy) moderating.
For anyone seeking a better understanding of how TV networks are moving beyond purely demographic-based targeting, the session offers a ton of insights.
Watch the video below (33 minutes, 23 seconds).
Connected TVs are soaring in popularity due to plummeting prices of smart TVs and the proliferation of inexpensive devices like Roku, Apple TV, Chromecast and others. As more homes adopt connected TV devices and long-form online viewership shifts to them, there’s a huge opportunity for advertising.
This was the topic of discussion for the Video Ad Summit session, “Connected TVs and Advertising: A Match Made in the Living Room,” which included Tal Chalozin (CTO and Co-Founder, Innovid), Ashish Chordia (CEO and Founder, Alphonso), Josh Mallalieu (VP, Partner, Portfolio Management, Universal McCann) and Scott Rosenberg (VP, Advertising, Roku) with Colin Dixon (Chief Analyst and Founder, nScreenMedia) moderating.
The session touched on what types of video ad units are working best on connected TVs, how advertisers are using data to target audiences on connected TVs, why mobile is benefiting connected TVs, how the ad experience on connected TVs is becoming richer and much more.