Together, Turner and Tunity Advance Out Of Home Measurement

Yaniv Davidson pictured at rightamp160Founder of Tunity believes that it is possible to attribute actual listening to specific out of home viewingamp160amp8220Turneramp8217s bold decision to adopt Tunity and promote it first to its CNN Airport Network viewers opens up a whole new era in out of home viewingamp8221 he explained amp8220Viewers will now be able to receive crystal clear audio via their cell phones at the same time they see the video on a live TV setamp8221amp8220Our goal is to constantly improve the passenger experience by bringing air travelers quality news and entertainment programming wherever they may be in the airportamp8221 explains Debbie Cooper pictured belowamp160President of Turner Private Networks amp8220Bringing a technology like Tunity to CNN Airport Network allows us to better serve passengers allowing them to be engaged with the screens not only with a visual but with clear synchronized sound at their personal volume level We know through years of research that if someone cannot hear the audio clearly they are less likely to pay attention Tunity is a unique opportunity to take advantage of the technology that many of us use every day a smart phone and headphonesamp8221I recently spoke to Yaniv and Debbie about Tunity Turner out of home measurement and much moreCharlene Weisler amp160What is the unique advantage of using Tunity for television out of home measurementYaniv Davidson Currently there is no good metric for TV out of home because there is no technology out there that can capture who is watching what and where For example the portable people meter needs to capture audio which either doesn39t exist in out of home or exists but might be just a background noise to a consumer that is merely in the TV39s general area Tunity can prove that a viewer is actively watching a TV when and where It is not an anecdotal piece of information like a survey it39s hard detailed data about real viewers It can be the first platform to shed a light on an audience that39s never been measured beforeCharlene amp160How do you expect CNN Airport Network will use the information gained from Tunityamp160Debbie Cooper The data sets that we are creating with Tunity will give us insights into who our audience is what they are interested in and maybe even someday where they are headed on their next flight The strategic knowledge we get from this information will allow us to deliver a more personalized engaging experienceYaniv We are still in the phase of working on the data and we want CNN Airport Network to be a partner in that We would like CNN Airport Network to give us their input so the end result is something they could use as a metric to evaluate how many additional viewers are watching a specific channel at a specific time in a specific location and communicate this toamp160their potential advertisers This is just the beginningamp160Eventually I think that Tunity will enable content creators like Turner to push personalized content to viewers39 screens while they are watching TVamp160 This will be based on who the viewers are what they are watching at the moment where they are and their past preferences or preferences of viewers who belong to the same segment and are in the same context as them Tunity can help Turner evaluate the effectivity of every piece of content by segment location context etcCharlene Will CNN Airport Network get demographic or lifestyle attributesYaniv There is some direct data that we have like age and location and there is additional demographic data that can be extracted or added to the data we already have amp160For now we are focusing on location age and gender but there is a lot more we plan to add in the futureCharlene What makes this unique compared to other outofhome measurement applicationsDebbie For CNN Airport Network itamp8217s not just an issue of outofhome measurement but constantly improving the customer experience amp160If we can be more available to more people regardless of their proximity to a television screen thatamp8217s a benefit to us and to the audience amp160We will continue to use our other measurement tools and systems but having Tunity data will give us the best available data using the best technology in as close to real time as possible This allows us to know who when and where our audience is There have been several times Iamp8217ve been at an airport either in a gatehold area restaurant or lounge and Iamp8217ve seen one person see the promotion weamp8217re running for Tunity that explains how it works amp160They download the app and in a matter of seconds the audio is synched to the screen Another few seconds pass and the person sitting next to them asks how they are able to get the audio and they repeat the download process You can see the light bulbs go off as people experience Tunity for the first time They have their phones out constantly they typically have their headphones in too Tying those together with whatamp8217s on the screen across the room or seating area is a breakthrough for CNN Airport NetworkYaniv This is the first time a major media company is working to solve the issue of measuring outofhome TV viewership and leveraging a new and unique solution to both solve a real issue for its audience and advertisers as well as extract unique data not available until today Turner is leveraging the latest technology to statistically and scientifically measure what is a significant portion of their viewership This level of Computer Vision and Deep Learning could not have been done four years ago as computing power was just too expensive and Deep Learning did not really exist It also solves an issue for their viewers on the go and the advertisers trying to engage with themThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet management or associated bloggersamp160

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Together, Turner and Tunity Advance Out Of Home Measurement

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Charlene Weisler

"About That with Carl Mayer:" Alaina Donnellon (Episode 6) - By Carl Mayer

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