German public broadcaster ZDF is now using technology from smartclip for the digital measurement and audience analysis of its main TV channel as well as for special interest channels ZDFneo and ZDFinfo.
The completely anonymised measurement enables ZDF to determine usage data, including how many TV sets are tuned in, when and for how long, and to which content. The data provides a basis for programme selection and planning and complements existing measurement systems, according to smartclip.
The adtech subsidiary of RTL Group stresses that the measurement takes place in real-time to determine the performance of channels and the performance of individual formats in a much more granular way than before. In addition, regional viewing differences can be identified.
“For us, the measurement options by smartclip provide high value as they deliver comprehensive real-time updates on changing viewer needs and preferences. The measurement gives us the opportunity to understand our users even better in order to provide them with an excellent offer across all distribution channels – and thus to be a ZDF for everyone,” said Dr Florian Kumb, SVP Programming at ZDF.
Thomas Servatius, Co-CEO at smartclip, added: “We always focus on the requirements of our broadcaster partners, as they are a fundamental prerequisite for our data protection-compliant, fully anonymised, cross-market technology solutions. We are delighted that our monitoring solution, which allows various metrics to be arranged and filtered according to customer-specific requirements, has also convinced ZDF. Each new partner motivates us to further expand our technology leadership in the broadcaster sector for Europe.”
