Vodafone Deutschland has gone live with Synamedia Clarissa to help evaluate advertising performance and reveal insights into viewing behaviour across its GigaTV service.
These business insights will help to create new business opportunities in the advertising industry and drive decisions about future product features and service updates, according to video software provider Synamedia.
Vodafone and its partner AdScanner use event data from Clarissa to measure advertising viewership, while taking into account how viewers’ interactions with the GigaTV service affects the efficacy of an advert.
Providing a holistic view across all video and TV data while complying with GDPR and local advertising standards, Clarissa’s granularity gives Vodafone accuracy about which viewers are watching a video stream at any given second, according to Synamedia, adding that this new level of insight further allows Vodafone and their partners to identify new audience segments of interest to advertisers and agencies.
Deployed as-a-service, Synamedia Clarissa currently analyses data from over 1 million devices running GigaTV, including RDK and Android TV set-top boxes. Clarissa also provides insights to support Vodafone’s use of Synamedia Iris for addressable advertising.
“What felt like mission impossible became mission possible thanks to Clarissa. Clarissa gives us a ton of information on the usage of the service from our customers, so we could actually make really data-driven decisions. And, as a managed service which supports our other business insight systems, Clarissa’s integration with our existing infrastructure and third-party solutions was seamless and painless, with minimal disruption,” said Wolfgang Zeller, Head of TV Architecture and Development at Vodafone Group.
Following a multi-year contract announced in April 2020, Vodafone also uses additional elements from Synamedia’s portfolio to manage its cloud-based GigaTV platform, including set-top box software and security products.