Vizio launches advertising analytics platform

Vizio has introduced a suite of advertising analytics tools on a new platform along with partner integrations to help advertisers measure cross-screen engagement and brands develop tailored approaches to reaching audiences on connected TVs.

Called Vizio Analytics, the product uses Inscape ACR (automated content recognition) data combined with strategic partnerships such as Neustar, Oracle, Experian, LiveRamp, Epsilon, Lotame, Axciom, IRI, and others. Inscape, a subsidiary of Vizio, says ACR data is integrated from 20 million connected TVs for glass-level data on anonymous viewing behaviors.

Vizio just last week expanded its relationship with Nielsen, so the latter could integrate data for both its local and national audience measurement.

One key feature of the analytics platform is a planning tool that also gives advertisers a view into incremental audience reach and frequency that Vizio Ads generate on top of linear TV spend.

Vizio ad analytics

A prominent theme of the NewFronts is the shift of TV viewing to smart TVs and streaming, and the need for ad dollars to catch up. A new video ad spend report from IAB released Monday found that connected TV ad spend increased 57% in 2021 to $15.2 billion, and is forecast to grow an additional 39% this year to $21.2 billion. However, IAB says the amount of dollars currently allocated to CTV doesn’t align with viewership, as connected TV will account for 36% of total time spent with linear and CTV in 2022 but only 18% of total video ad dollars are being spent on CTV – compared to total video spend which also includes linear TV, social and short-form video.

For the new Vizio analytics platform, the company said advertisers can measure and validate their ad impact against a slate of KPIs, including lift factors like brand awareness, perceptions, familiarity, favorability and purchase intent. It also provides insights into metrics like location and site attribution and conversion, online sales lift and foot traffic.

“We’ve built a custom analytics platform that gives brands the ability to leverage our massive TV footprint and data infrastructure for cross-platform campaigns,” said Travis Hockersmith, VP of Vizio’s Platform + Business, in a statement. “This makes it easier to connect their customer management and measurement services of choice with our analytics support to achieve their goals. The result provides consumers with more relevant ads and gives clients outcome-based accountability with their investment decisions.” 

In pointing to success in the platform, Vizio said one media and entertainment client used the platform to quantify a 94% lift in audience engagement and noted 96% of the Vizio viewers who engaged with the campaign wouldn’t have seen it otherwise on linear TV. It noted that an insurance provider used the platform to track conversions to its website, with Vizio ads campaign driving 6.5x more visits to the website than Vizio audiences that didn’t see the ad.

Vizio also offers third-party measurement support from partners Nielsen DAR, iSpot.tv, Videoamp, and Comscore, which all license the Inscape data for ad measurement use cases.

After the 2021 NewFront, Vizio Ads secured more than $100 million in commitments from agency holding companies. Vizio's 2022 NewFronts presentation is slated for May 2.