Smartme Analytics presents its new Incremental Audiences locator service
Posted: Mon Jan 06, 2025 8:59 am
Smartme Analytics , the technology and observational data company, presents its new Incremental Audiences locator service, a service that was created with the aim of detecting the most consumed medium for each target based on the total number of viewers within the framework of the 38th edition of AEDEMO TV .
According to Lola Chicón, CEO & Founder of Smartme Analytics, the television medium has changed, but not only television, but also its consumers themselves, who now combine their television consumption with other media, such as social networks. This new solution allows to detect the combination of media that achieves the greatest net coverage taking into account the affinity that each medium has with the specific audience that it wants to reach , and therefore be more efficient.
According to the first data collected by this measurement technology, the streaming platform Twitch is presented as one of the media with the greatest affinity among the target audience of those under 35 , while for the older audience, that is, those over 35, it would be RTVE Play. Once the medium with the greatest affinity has been detected, this locator looks for the media that best complement it, locating exclusively those that provide greater incremental coverage, that is, a greater proportion of new users.
This cross-media Incremental Audience locator takes into account both the target's affinity with each jordan number screening medium and the volume of people that this combined group of media covers most efficiently. In this way, it reduces media overlap and provides incremental coverage, counting on data on cross-media consumption of the same individuals.
Smartme Analytics presents an Incremental Audience Locator Service
The Incremental Audience Locator is based on cross-media consumption data from 24 hours a day, 7 days a week: television channels, digital media, social platforms, OTTs, and radio stations that the Spanish population consumes based on a representative sample. The selected targets can be based on sociodemographic criteria such as age, gender, socioeconomic index or type of household.
Audiences can also be selected based on brand-specific criteria, for example by choosing Amazon, Mercadona, Carrefour and Dia buyers as targets, or specific behavioural or interest-based criteria (fashion lovers, foodies or athletes, among others). For example, according to the Cross-Media Incremental Audience Locator, women interested in fashion have a greater affinity with Snapchat and the media with which advertisers should combine their campaigns to achieve greater incremental coverage are Upday, HBO Max and RTVE Play.
An increasingly complex media consumption landscape to measure
Advertising investment in Spain grew by 4.7% during 2022 according to Infoadex and specifically, digital advertising increased by 10%, according to IAB Spain compared to the previous year. This growth in digital investment is mainly attributed to the rise of new formats, with Connected Television accounting for the largest increase, 318%, reaching 39.8 million euros (according to data provided by IAB and PWC). In order to cope with the situation in the sector, advertisers need to measure this effectiveness by better quantifying the contribution of these new formats in an increasingly complex media consumption environment to follow. The new Smartme Analytics solution offers advertisers an omnichannel view and a way to measure the penetration of their target audience regardless of the medium.
Lola Chicón highlights that the current advertising ecosystem demands a realistic view of how viewers consume media and new formats. Chicón highlights that “the challenge is no longer to measure this holistic consumption of media, which is already possible, but to take advantage of the knowledge that this measurement provides.” Smartme Analytics makes it possible to move from measuring media to measuring how people consume media by obtaining complete data on the consumption of the different media.” The professional highlights that now the challenge is to be able to take advantage of this data to reach the target audience.
According to Lola Chicón, CEO & Founder of Smartme Analytics, the television medium has changed, but not only television, but also its consumers themselves, who now combine their television consumption with other media, such as social networks. This new solution allows to detect the combination of media that achieves the greatest net coverage taking into account the affinity that each medium has with the specific audience that it wants to reach , and therefore be more efficient.
According to the first data collected by this measurement technology, the streaming platform Twitch is presented as one of the media with the greatest affinity among the target audience of those under 35 , while for the older audience, that is, those over 35, it would be RTVE Play. Once the medium with the greatest affinity has been detected, this locator looks for the media that best complement it, locating exclusively those that provide greater incremental coverage, that is, a greater proportion of new users.
This cross-media Incremental Audience locator takes into account both the target's affinity with each jordan number screening medium and the volume of people that this combined group of media covers most efficiently. In this way, it reduces media overlap and provides incremental coverage, counting on data on cross-media consumption of the same individuals.
Smartme Analytics presents an Incremental Audience Locator Service
The Incremental Audience Locator is based on cross-media consumption data from 24 hours a day, 7 days a week: television channels, digital media, social platforms, OTTs, and radio stations that the Spanish population consumes based on a representative sample. The selected targets can be based on sociodemographic criteria such as age, gender, socioeconomic index or type of household.
Audiences can also be selected based on brand-specific criteria, for example by choosing Amazon, Mercadona, Carrefour and Dia buyers as targets, or specific behavioural or interest-based criteria (fashion lovers, foodies or athletes, among others). For example, according to the Cross-Media Incremental Audience Locator, women interested in fashion have a greater affinity with Snapchat and the media with which advertisers should combine their campaigns to achieve greater incremental coverage are Upday, HBO Max and RTVE Play.
An increasingly complex media consumption landscape to measure
Advertising investment in Spain grew by 4.7% during 2022 according to Infoadex and specifically, digital advertising increased by 10%, according to IAB Spain compared to the previous year. This growth in digital investment is mainly attributed to the rise of new formats, with Connected Television accounting for the largest increase, 318%, reaching 39.8 million euros (according to data provided by IAB and PWC). In order to cope with the situation in the sector, advertisers need to measure this effectiveness by better quantifying the contribution of these new formats in an increasingly complex media consumption environment to follow. The new Smartme Analytics solution offers advertisers an omnichannel view and a way to measure the penetration of their target audience regardless of the medium.
Lola Chicón highlights that the current advertising ecosystem demands a realistic view of how viewers consume media and new formats. Chicón highlights that “the challenge is no longer to measure this holistic consumption of media, which is already possible, but to take advantage of the knowledge that this measurement provides.” Smartme Analytics makes it possible to move from measuring media to measuring how people consume media by obtaining complete data on the consumption of the different media.” The professional highlights that now the challenge is to be able to take advantage of this data to reach the target audience.