Vodafone Deutschland is using Synamedia’s business insights solution, Clarissa, to help evaluate advertising performance across more than one million GigaTV devices.
The insights are expected to help to create new business opportunities in the advertising industry and drive decisions about future product features and service updates.
Vodafone and its partner AdScanner are using event data from Clarissa to measure advertising viewership, while considering how viewers’ interactions with the GigaTV service affect an advert’s efficacy.
Clarissa’s granularity gives Vodafone pin-point accuracy about which viewers are watching a video stream at any given second, said Synamedia, enabling Vodafone and its partners to identify new audience segments of interest to advertisers and agencies.
Deployed as-a-service, Synamedia Clarissa currently analyses data from over one million devices running GigaTV, including RDK and Android TV set-top boxes (STBs). Clarissa also provides insights to support Vodafone’s use of Synamedia Iris for addressable advertising, added the company.
Vodafone is also using Clarissa to inform data-driven decisions such as the development of STB features and how to update services to increase consumption.
Wolfgang Zeller, head of TV architecture and development at Vodafone Group, said, “What felt like mission impossible became mission possible thanks to Clarissa. Clarissa gives us a ton of information on the usage of the service from our customers, so we could actually make really data-driven decisions. And, as a managed service which supports our other business insight systems, Clarissa’s integration with our existing infrastructure and third-party solutions was seamless and painless, with minimal disruption.”