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Google analyzes data from set-top boxes, and looks at what channels they are tuned to on a second-by-second basis. Google uses tuning metrics like % Initial Audience Retained (%IAR) to see what percentage of the audience stays tuned through an entire ad.
"Many factors affect audience behavior, including the nature of the programming, the time of day, the day of week, and, of course, the personality of each viewer. But ads themselves also have an impact," says Zigmond. "By identifying which factors affect tune-away, we can focus in on how the audience reacted to the ad itself." It's kind of like bounce rate for a web site.
Zigmond says Google is getting closer to matching the right ads to the right TV audience, and that they are able to offer advertisers better measurement and more accountability for their TV campaigns.
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On another Google TV-related note, they are now providing a feature that makes it easier to produce your own ads through Adobe Premiere or Apple Final Cut Pro.
"For each of these software packages, we've prepared a settings preset file which, once imported, makes exporting a video in the correct format a snap,"
Settings and preset files can be downloaded at this
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