AdScribe, a subsidiary of Zenterio, has announced that Norwegian pay-TV operator RiksTV has deployed its audience measurement and analytics tool AdScribe Audience to accurately measure live TV, time-shift TV, catch-up TV, and VOD content viewed on connected set-top boxes, Android apps, and iOS devices, including iPhone, iPad, and Apple TVs. Running in the cloud, Audience collects data about what is being watched, processes it, and presents the information to RiksTV, according to standard industry metrics such as share, reach, and rating, via an intuitive browser-based UI. By providing RiksTV with access to detailed, first-party data and analytics, Audience enables the operator to proactively tackle pressing business issues, increase ARPU, and maximise cost savings.
"As TV viewing continues to fragment across multiple devices, it is essential that we are able to accurately measure and analyse viewing habits to fully understand customer behaviour and take actionable insights to help drive product innovation and increase customer satisfaction," said Ole Martin Andersen, head of market insights at RiksTV. "AdScribe Audience is the ideal fit for our needs, making it easy to create custom segments of customers based on criteria such as viewing behavior, devices used, location, and more. By allowing us to provide a tailored television experience to viewers, Audience helps to increase our customer loyalty and attract new subscribers."
Audience is an end-to-end cloud-based Software-as-a-Service tool for TV audience measurement and analysis. By collecting, analysing, and breaking down data about how users interact with the RiksTV service, Audience helps the operator get to know its subscribers in a whole new way. The data collection process by Audience is fully secure, anonymised, and contains no personally identifiable information, meeting RiksTV's consumer privacy requirements.
"Legacy panel-based measurement systems are not sufficient in the modern media ecosystem where content owners and advertisers are accustomed to full census measurement,” said Donal O'Connor, CEO at AdScribe. “Operators like RiksTV need access to first-party data in order to better understand their customers and tailor products and services to serve them. With AdScribe Audience deployed, RiksTV can add new services and more relevant content, including targeted ads, to boost monetization."