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MediaHills Launches a TV Advertising Monitoring System

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The company MediaHills, dealing with the analysis of TV audiences, has launched the TV advertising monitoring system “Sledopyt” (Pathfinder). This is stated in the company’s official press release, a copy of which is available to the Mediasat.

The hardware-software solution for automatic monitoring of the appearing commercials (Measurement Probe), designed in the company’s Novosibirsk Development Center, will allow for monitoring TV channels and automatically detecting the appearance of commercials.

On a real-time basis and in the selected cities, the complex is able to analyze TV broadcasts and automatically detect when a commercial appears on the screen. Each video in the system contains a description of its advertiser and falls under a certain category, such as alcohol, food, clothes, etc. (there are over 1,300 of them).

The solution “Sledopyt” runs along with a telemetry system, which is already accumulating TV viewing data in 42 Russian cities. This will allow tracking the actual audience of every commercial. With the state-of-the-art developments, the data can be received within 3 hours after the commercial’s going on the air. The obtained information will allow companies to focus more precisely on their target audience, as well as to place their ads on TV more effectively.

The launch of the commercials monitoring system is the second step towards setting up an integrated telemetry system. The first step was to run TV audience measurement in 42 Russian cities.

The MediaHills does not use peoplemeters in its work. The company is guided by the data coming from IPTV set-top boxes, so that it was connected to over 200 operators over Russia. This set-top box automatically sends information about viewed channels to the server, where the data is analyzed and generated into reports. For the time being, the telemetry console MediaHills covers more than 80 thousand households in 42 cities.

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