Advertisers are increasingly directing their money toward video platforms that can connect the dots between seeing an ad and taking a desired action. This puts TV at a distinct disadvantage. Alphonso wants to level the playing field.
Chapter 1: About Alphonso (0:45)
John M. Gee, SVP of Business Development for Alphonso, says the company was created to use data to bridge the gap between what’s happening on TV and what’s happening in the digital world.
Chapter 2: How Alphonso gets the data (1:30)
Alphonso indexes and “fingerprints” all TV programs and included ads on 200 linear TV channels. The company also has software running on 40 million devices. This includes 20M smartphones and 10M smart TVs.
Automatic content recognition (ACR) is used to create a distinctive fingerprint of the shows and ads on each channel. When a view is watching TV with their device to hand, small snippets of audio are sent to the cloud for comparison with the fingerprint database. When the ad or TV show the viewer is watching is recognized, one of three things happens.
Chapter 3: Extending the TV audience to digital (2:30)
The first thing that can happen is the TV advertiser can use the system to deliver a “reinforcing” ad to the mobile device. Mr. Gee says this is important because when a device is in the hands of a viewer while they are watching TV brand recall drops from 40% to 4%.
Chapter 4: Target the ad, make a conquest (4:00)
The second model supported by Alphonso is to allow advertisers to target a specific type of TV viewer. For example, Game of Thrones contains no advertising, but an advertiser can reach that viewer on their mobile device using Alphonso.
The third model allows for a brand to “conquest” a competitor TV ad. For example, Dominos could use the Alphonso system to deliver a mobile ad to a viewer every time the system recognizes a Papa John’s ad.
Chapter 5: Delivering TV ad attribution (5:20)
The retargeted mobile ad can be delivered within seconds or minutes of recognizing an ad running on TV. However, Mr. Gee says advertisers typically like to retarget an ad within a few hours of the viewer seeing the ad on television.
Chapter 6: The value to television (6:00)
One of the toughest challenges for TV advertisers is delivering attribution. It is very hard to know that an specific ad led to a desired action by the viewer. Alphonso can deliver this by combining the ad recognition data with credit card purchase information. Mr. Gee says this analysis shows that brand lift and call-to-action effectiveness both increase 20% using Alphonso’s ad retargeting technique.
Improving TV ad attribution is critical as advertisers are increasingly directing money toward platforms that are best at delivering.