Kantar Media is showing the Return Path Data (RPD) and Synchronised Experience technology SyncNow at IBC for the first time since acquiring its developer, Civolution’s Watermarking Unit.
RPD is a form of TV audience measurement that retrieves in-home viewing data from either set-top boxes or operator services. It also integrates viewing from other devices such as tablets or PCs, to measure and report all channels and types of digital viewing activity.
SyncNow gives a ‘second screen’ smart device, such as a tablet or smartphone, the ability to become ‘content-aware’ and know what content is being watched on the main screen. The device can then deliver synchronised content associated with the viewed show, film or advert.
According to Kantar Media: “RPD services allow pay-TV operators, channels, advertisers and their agency partners to fully understand subscriber viewing across all activities and devices.”
SyncNow increases the impact of TV ad campaigns and drives revenue with individual viewing data for audience targeting.