Yaniv Davidson (pictured at right), Founder of Tunity, believes that it is possible to attribute actual listening to specific out of home
viewing. “Turner’s 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 viewing,” he explained. “Viewers 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 set.”
“Our goal is to constantly improve the passenger experience by bringing air travelers quality news and entertainment programming wherever they may be in the airport,” explains Debbie Cooper (pictured below), President of Turner Private Networks. “Bringing 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 headphones.”
I recently spoke to Yaniv and Debbie about Tunity, Turner, out of home measurement and much more.
Charlene Weisler: What is the unique advantage of using Tunity for television out of home measurement?
Yaniv 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 doesn't exist in out of home, or exists but might be just a background noise to a consumer that is merely in the TV's 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; it's hard, detailed data about real viewers. It can be the first platform to shed a light on an audience that's never been measured before.
Charlene: How do you expect CNN Airport Network will use the information gained from Tunity?