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TiVo Ads is strengthening its advertising measurement proposition in Europe through a new partnership with Happydemics, which will become its brand-lift measurement partner across the region.
The agreement will add independently verified brand-lift insights to TiVo Ads’ existing measurement capabilities. Advertisers and agencies will therefore be able to assess not only where campaigns were delivered, but also how exposure influenced the audiences reached.
TiVo Ads runs full-funnel campaigns across TV home screens, CTV in-stream video, display, mobile, tablet and audio, supported by TiVo’s first-party audience data. Integrating Happydemics adds direct audience feedback to these campaign metrics, providing another layer for evaluating brand impact across different touchpoints.
Happydemics measures incremental advertising impact by comparing people who recall seeing an advertisement with a statistically similar control group. Its In-Flight solution can collect and report these responses while a campaign is still active.
This real-time approach allows advertisers to identify which audiences, channels and creative executions are generating the strongest responses before a campaign ends. Brands can then adjust creative, change their media mix or redirect investment while budgets are still being deployed.
Virginie Chesnais, CMO at Happydemics, said the partnership is designed to make human response a more central part of advertising measurement. Chris Kleinschmidt, VP EMEA Advertising Sales at TiVo Ads, meanwhile positioned the agreement as part of TiVo’s move toward a more outcomes-led advertising proposition.
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