Viant Acquires TVision

Viant Announces Agreement to Acquire TVision

Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, today announced it has entered into a definitive agreement to acquire TVision. With this acquisition, Viant strengthens its AI-powered programmatic platform by integrating TVision’s proprietary attention signals directly into its buying platform.

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TVision Study: What We Watch When We Watch YouTube On TV

TVision’s data looked at several different metrics: how much time was spent with each video, how much of the viewers’ attention it received and whether it was viewed solo or in a group. What they found was that big-name creators, the MrBeasts of the world, got more viewing time overall and more co-viewing time than smaller creators. The smaller creators though made up for that with attention—viewers were far more engaged than they were with the bigger names.

Ted Lasso Again Takes Top Spot in TVision Power Score

Netflix has seven shows in top 20.

Ted Lasso Takes Top Spot in TVision Power Score

Apple TV Plus series Ted Lasso climbed to the top of TVision’s Power Score rankings for shows on connected TV for the week of May 8.

Among Streamers, Netflix and YouTube Lead for HHR, According to TVision

Netflix and YouTube offer up the best TV U.S household reach, with a 53% and 52% reach numbers respectively, according to TVision estimates.

Can Attention Metrics Impact Outcomes?

Last month Lumen and TVision, two leaders in the attention measurement space, announced a new partnership which combines their two datasets, enabling advertisers to plan and track their campaigns based on attention data collected by the two companies.

The Forever Fan

While many may lump “sports fans” together as one singular group, recent research from TVision Insights has uncovered that sports fandom is much more dynamic.

Ad Supported Video Platforms Rise 55% in Time Spent

Subscription-only, ad-free streaming platforms declined 30% (to a 36 share) in time spent during the second half of 2022, while ad-supported connected TV (CTV) rose 55% (up to 48% share), according to data from TVision.

YouTube Is the First App CTV Users Choose When They Fire Up Their Smart TVs ... By a Lot, Study Finds

More than twice as many streaming consumers choose to peruse YouTube than the next closest competitor, The Roku Channel, according to TVision.

Ten Measurement Milestones that Reshaped the Industry

iSpot led a $16 million investment round in alternative measurement panel provider TVision, giving it exclusive access to TVision’s full connected TV measurement capabilities.

Why Does CTV Advertising Feel Like a Guessing Game?

While CTV advertising brings forward the best of digital media in terms of nuanced audience targeting and programmatic delivery, the available metrics for measuring CTV can sometimes feel more archaic than legacy TV standards.

Why Nielsen Rival iSpot is Investing Millions in TVision Alternative Panel

TV measurement panel provider TVision has closed a $16 million investment round led by iSpot.tv in a deal that will give the Nielsen rival expanded access to coverage of connected TV audiences across more than 900 streaming apps and publishers.

ISpot Leads $16M VC Round In Panel Provider TVision To Measure Co-Viewing

Panel-based measurement provider TVision announced a $16 million venture round led by alternative TV measurement provider iSpot with participation from SIG Capital, Accomplice and Golden Ventures. This brings TVision total funding to $58 million.

Political Ads Score Higher Viewability and Attention: TVision

The "viewability" and "attention" metrics of political advertising continue to score better results compared to other TV advertising, according to TVision.

The Most Effective Ads of the Summer

The following ads are ones that got the top Creative Attention scores on TVision’s Ad Scoreboard for the period from June-August 2022.

How to Use Attention Metrics

Attention metrics are – ahem – receiving a lot of attention these days.

Why The TV Industry Says Panels are In Again

In a word, calibration is about “personification,” Cunningham added. “Calibration panels have a much narrower application than audience panels and can help produce more stable, identity-based measurement,” he said.

Scripps Networks to Use TVision Attention Data During Upfronts

E.W. Scripps’ Scripps Networks division said it will use TVision’s viewer attention data to highlight the engaged audiences of its over-the-air channels during upfront presentations.

Will 'Attention' Metrics Bring 'Impressions' Reform?

“Attention” measurement grabbed the limelight on the opening day of the ARF Audiencexscience Conference Tuesday.

Super Bowl Ads Score More Attention From Men, Highest 'Attention' Ever For Halftime Show: TVision

In a break with the past, Super Bowl commercials pulled in more “attention” from men than women. TVision, which uses “eyes on screen” technology -- “computer vision” -- says men scored a 126.7 index for “commercial attention” vs. a 120.3 index for women.

ANA Readies Pilot of Nielsen TV Panel Alternatives that Will Likely Include Kantar

While TV measurement moves to big data sets, panels remain crucial as lawsuits and widely varying claims roil industry.

TV’s Viewability Problem: One In Three TV Ads Play To Empty Rooms

Can you make a sale off an ad that no one’s seeing? Not without a side of telepathy. According to a paper published in the academic journal Marketing Science last week, 30% of TV ads play to empty rooms.

It’s Super Bowl Sunday—Do You Know Where Their Eyeballs Are?

As we count down the final hours to Super Bowl 56, there’s only one question left to answer—what the question is, though, depends on whether you are a viewer or a marketer. For fans, of course, the question is whether the LA Rams or Cincinnati Bengals will dominate the gridiron. But for marketers, it’s not about the battle for the Lombardi Trophy—it’s about the battle for eyeballs.

The 21 Hottest AdTech Companies of 2021

Most TV measurement services can determine whether an ad was shown, but not whether people were engaged with it, or if they were even in the room when the ad aired. TVision, which is trying to unseat de facto TV measurement leader Nielsen, places a box with eye-tracking technology in the homes of volunteers.

Future of TV Briefing: How the TV ad measurement landscape has changed since summer

Once again a crisis is catalyzing change in the TV and streaming ad industry.