18 January 2023
Realytics, a new subsidiary of smartclip, has been awarded a Silver Trophy in the ‘Media – Audience’ category at this year’s Trophées Études & Innovations (Studies & Innovations Trophies). Organised by 100%Media, the awards celebrate innovative work, studies, and research across nine categories. Realytics received the honour for BEE (Box Exposition Engagement), its new opted-in STBs audience measurement solution.
In collaboration with France’s Bouygues Telecom, Realytics developed BEE in response to market demand for a solution that could measure the TV and online performance of segmented TV advertising campaigns. BEE collects GDPR-compliant data gathered via the TV exposure of opted-in set-top boxes. By tracking all STB events in opted-in households, BEE can record all TV spots being watched (via segmented TV campaigns as well as traditional TV and Replay IPTV campaigns), and subsequent web and app connections being made.
This solution delivers something that has never been achieved before – a real 360-degree view of TV exposure and online engagement. In combining these two elements, BEE is able to follow the online journey of households exposed to TV campaigns and also trace the TV history of households that visit a brand’s site or app. By blending KPIs for TV campaigns (e.g. impressions delivered and coverage and repetition achieved) with KPIs from the online side (e.g. the number of households engaged online and the quality and depth of engagement), BEE gives brands the vital information they need to optimise TV campaigns and investment.
Realytics is continuing to build on BEE’s potential, which it sees as a solution that will pave the way for more extensive research on the TV medium and its effectiveness. BEE has already measured the exposure of TV campaigns and web and app engagement of the 1.3 million opted-in addressable households subscribing to Bouygues Telecom in France, and plans are underway for further roll-out.