The role of TV, and also its strength, is to build up reach fast. It is a mass channel. And this is why it is so effective in building brands and ultimately driving sales. With our data we can help you maximise your reach on linear TV and help fill out gaps via other channels with our TV Boost solution. It is not about pouring more money into the plan but to use our large sample size of second-by-second data to get more reach within the budget you have available.
In our Cockpit you can run ex-post reports such as spotlists, reach curves, incremental reach analysis, exact position and reach in block, for your brand and your competitors. These reports already allow you to optimise your campaign ahead of your flight or during the campaign. But next to self-serve reports in the Cockpit you can work with our team to get bespoke standardized reports such as special placement index reports, sponsoring analysis, reach and affinitiy rankings for your audience.
For a fully personalised support and insights you can opt for our managed service. We help you get insights within your given TV strategy, or to inform your TV strategy, that allow you to reach your audience more effectively and making sure that your investment is well placed.
TV performance varies among regions, viewing intensities and profiles. To compensate for these variations we transmit reach or ad pressure gaps to line items within your DSP to programmatically compensate for ad pressure gaps in linear TV. This can be done with digital media or Digital Out Of Home Media. We have partnerships with DOOH vendors in Germany. Balancing out your media mix based on linear TV gaps helps you gain SOV advantage or orchestrate your media mix in a targeted way for more effectiveness and a more efficient media mix.
Our Apollo module is the new benchmark for TV campaign planning. Whether the goal is maximum reach in the shortest time, the highest possible conversion or brand building: with our unique algorithm which is based on millions of data points and an extensive database of ex-post TV campaigns and station reach, success in effectiveness and efficiency is guaranteed. The module can be booked as self service, but we also offer campaign planning via Apollo as a managed service. There are a total of around 39 million TV households in Germany - the ratio between the number of households measured and the number of households actually present is accordingly 1:39. As this is a very high and valid database, we do no extrapolation.
From a subset of the measured households, we have built a new TV viewer dashboard for Germany together with Vodafone. This is representative of households with connected devices which now corresponds to a large proportion of German households. This subset can be used for extrapolations, but we clearly prefer to work with "big & smart data". In the next step, we will therefore also combine panel and overall measurement, i.e. we will use the viewer dashboard data to validate and calibrate the large volume of data.
Since we are tracking data on a second-by-second basis with a large sample size (over 1 Mio. devices) we can report on the exact position in the ad break and the ad break's as well as the content's reach development. This allows you to understand reach curves within an ad block, analyse your spots performance and make informed decisions for the next campaign or TV strategy.
With our placement index analysis you can see if your spot placement was efficient in terms of reach. Special placements, be it in the adblock such as pre- or post-splits, single splits, sponsorships or special placements within the content such as Cut-Ins or sponsorship require significant investments. We can help you evaluating whether the investment was justified in terms of reach and help you plan such special placements based on our stick and return rates which are reach indices that compare reach in an adblock versus reach just before or the ad block has started. So you will see if and how many devices are zapping away and when and if they are coming back.
In the increasingly fast-paced world of advertising campaign execution, TV campaign planning is also becoming increasingly about fast processes and efficient implementations. With Apollo, this is made easy: our unique algorithm is based on millions of data points per day and many years of measuring TV reach across the largest TV providers - handles planning and optimization in a few, transparent steps and based on real availabilities. With Apollo, the TV planner can thus fully focus on realizing the highest ROI for the planned campaign.
Building brand profiles
Our profiles are based on current viewing behaviour on linear TV. Defining your audience based on actual intererests allows you to getting closer to your actual marketing audience rather than demographic definitions that often serve as proxies in TV. We already have a range of generel profiles but work closely with brands to create their bespoke audience profile.
With our Cockpit data we can run every analysis such as placement index analysis, channel or EPG rankings as well as track campaign performance and analyse past performances for your relevant profile. This allows you to plan for example your channel and daypart mix or special placements based on your specific audience's viewing behaviour reaching them in a more effective way via linear TV.
Track your reach and Share of Voice within your relevant brand profile to then push out digital or DOOH activities to boost your reach in a targeted way, be it locally or nationally, and push for dominating Share of Voice, especially during key sales periods such as Christmas, Easter, Back To School or Black Friday.
Your brand profile will also be built for our Apollo planning tool. By planning your TV campaign on behaviourally defined audiences you can drive maximum reach within your relevant audience and no longer need to rely on demographic proxies. With its algorithm Apollo combines precision targeting with effective reach in the relevant audience.
With data that is available the next morning and a comprehensive Cockpit you can easily track and monitor your and competitor's campaigns to either use it for further analysis, sharing with other teams or acting on them to stay ahead in terms of Share of Voice.
KPis such as reach, ad pressure, airings, minutes or gross spends of your own campaign and your competitor's campaign can be analysed almost immediately the next day since we feed yesterdays data into our Cockpit overnight and make it available the next morning. So we help you to stay on top of what is going on in your segment on linear TV. We also set up individual reports for you that allow you to track and monitor the market in an easy, fast and simple way. You can either receive these on a weekly or monthly or campaign basis, as well as receiving daily spotlists if you want to. Creatives of campaigns are also easily accessible and can be evaluated based on spotlists. So you see exactly where your competitors are running, whether they are having a high share of special placements or prefer certain EPGs (electronic programming guides).
Especially during highly competitive periods such as Christmas you want to stay on top of the segment and dominate for example the Share of Voice. TV Boost automates this process for you. As soon as a competitor achieves a higher SOV with his campaign, programmatic media such as inline video or DOOH are activated automatically and protect your market share from strong competitor campaigns. This way, your campaign can constantly adapt to the market. And during calmer times you save money to be able to react quickly when the storm arrives.
Solutions / Partners
Our main data source are Telcos but also OTT/Streaming providers. In a nutshell, we receive anonymized TV platform data like usage data from IPTV/Cable TV/OTT households for audience measurement and EPG data which we combine with our own video recognition algorithm for an automated detection of TV ads. That works GDPR compliant without modifying the TV platform and works for linear TV as well as non-linear TV.
Combining audience with advertising data is the basis for all our products. This data set gets calibrated and socio-demographically validated via panel data from our partner's TV base and via integrated zip codes. We are sharing and matching data with DSPs (Demand Side Platforms) and SSPs (Supply Side Platform) in an automated way to bridge TV with digital advertising. Get in touch if you want to hear more about how we can work together!
The trade press loves all eyes on screens data! Only with us do the leading publications in the media industry have the opportunity to analyze and present second-by-second reach trends and campaign insights in never seen detail.
The cooperation with the leading media magazine DWDL.de which publishes daily articles based on our data demonstrates the relevance. And regular articles in industry-leading publications like Absatzwirtschaft use our data to support journalistic analysis.
You are a publisher yourself and want to use our data? Feel free to contact us any time!
Since our inception, AEOS has been accompanied by a strong group of investors. The list of VCs includes South Central Ventures, J&T Ventures and Lead Ventures amongst others.
Solutions / Channels
Analysing channel performance
As a channel you can analyse your channel or EPG reach, pull reach graphs for a longer period or drill down into understanding the performance of your content by for example zapping maps to see when your audience is zapping in and zapping out, down to the second. Our data also helps your sales teams to approach your advertising clients and provide clear advantages and assurance.
Analysing your client's performance
With our extensive ex-post analysis you can provide performance reports of your client's campaigns. Our data is available the next day so you can track your client's campaigns, provide updates and deliver post campaign reports.