Choose Your Ads

Nowadays, TV viewers have the power to influence more and more the advertising field in order to receive relevant ads. So, in order to help advertisers deliver their watchers new, interesting and more-to-the-point ads, Google is making an analysis using tuning metrics. The parameter represents the data available in the played TV spots and the summary reports which ad helps producers track the performance of their TV campaigns. In short, this parameter will help them optimize and improve their TV commercials.

This type of analysis is made by Google each week using data (provided by Google’s partner EchoStar) from millions of set-top boxes (STBs) that show which TV channels are viewed second by second. Using the parameter presented below, Google provides the ad producers with reports presenting the number of televisions that broadcasted their commercials and the public’s reaction, because using the remote control, TV viewers can control and influence the “life” of an ad more than they think.

In order to obtain accurate and quite fast results, Google exploits in its analysis the % Initial Audience Retained (%IAR), which represents the percentage of the audience that was present at the beginning of an ad and then watched it entirely. If the public likes the broadcasted commercials, the %IAR will be high, which means that the ads are good and the advertisers have done their job well.

Even if it sounds simple, it’s not. Many more factors influence the public’s behavior concerning the TV ads – the nature of programming, their personality, the time of the day, the day of the week and more. And if these types of analysis help identify the factors that drive away the audience, advertisers can concentrate even more on the ones that give them what they want – the viewer’s focus. By doing this the viewers actually choose the type of commercials they want to watch on TV at a certain moment of the day, on a certain day, with a certain type of product and more.