Ashish Chordia, Founder and CEO, Alphonso, is a serial
entrepreneur who also is a great supporter of start-ups and mentorship. His
current company was launched four years ago by eight founders from Bell Labs
and VideoSurf (recently acquired by Microsoft) who have deep backgrounds in the
automatic content recognition (ACR) space.
Using ACR technology will help facilitate seamless cross
platform measurement and further demonstrate the value of TV content across
platforms and devices by verifying audience delivery. Focusing on TV, Alphonso,
according to Chordia, “collects real-time TV viewership data on a second by
second basis for TV ads and shows being watched for live TV, DVR and OTT
content.”
Charlene Weisler: Tell
me more about Alphonso.
Ashish Chordia: Alphonso is the market leader in providing
verified TV audiences. We deliver one-on-one TV audiences on mobile and web, at
scale and across premium apps and sites. Through our partnerships with Smart
TVs, living room devices and mobile apps we understand what people are watching
on TV and in real-time deliver this audience on mobile apps and websites.
Currently, our technology is being used by a majority of Fortune 100 brands to
run TV targeted digital campaigns and get granular closed loop attribution on
TV spend.
Charlene Weisler: So
are you competing with Nielsen on some level?
Ashish Chordia: Alphonso does not directly compete with
Nielsen as we do not have a ratings product. Nielsen has had a panel based
measurement approach for decades and they provide currency in the form of
ratings. Without ratings networks, agencies and advertisers won't have a common
basis to transact on. Nielsen is an enabler that way. We are not focused on
creating a currency or rating system. Instead, we focus on delivering digital
quality insights on TV campaigns. We enable granular and sophisticated
measurement for closed loop attribution for TV spend by mapping real-time TV
viewership to off-line data sets.
For example, for a large retailer, we can tell what is the
impact of TV spend to drive people to retail or to drive purchase of certain
items in store. We enable this measurement across many verticals such as auto,
retail, telco, insurance, financial services, QSRs etc.
Charlene Weisler: How
are you connecting the data from all of the different platforms?
Ashish Chordia: The key data set that we collect is
anonymous digital IDs, such as IDFAs/AdId, that enable us to map real-time TV
viewership from various devices to other data sets both third party and the
brand’s own CRM data sets.
Charlene Weisler: What
metrics do you use to measure cross platform?
Ashish Chordia: Alphonso measures impact of TV and TV +
Digital by evaluating three main metrics a) engagement across platforms both TV
and Digital b) lift in brand metric measured independently with one of the
large research companies across both TV and Digital and c) measure of impact of
TV and TV + Digital both with off-line data sets such as location data, credit
card purchase, policy bind, car sales etc.
This article first appeared in www.Mediapost.com
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