Vodafone Deutschland taps Synamedia to evaluate ad performance

Vodafone Deutschland has tapped Synamedia Clarissa to help evaluate advertising performance and reveal actionable insights into viewing behaviour across its GigaTV service.

Per the agreement, 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. Clarissa will provide Vodafone about which viewers are watching a video stream at any given second.

The deal will help Vodafone identify new audience segments of interest to advertisers and agencies.

Deployed as-a-service, Synamedia Clarissa currently analyses data from over one million devices running GigaTV, including RDK and Android TV set-top boxes (STBs). Clarissa also provides insights to support Vodafone’s use of Synamedia Iris for addressable advertising.

Vodafone is also using Clarissa to inform data-driven decisions such as the development of STB features and how to update services to increase consumption.

Wolfgang Zeller, head of TV architecture and development at Vodafone Group, said, “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.”

Amruta Shankar, director of data and analytics at Synamedia, said, “With Clarissa, we’ve created a single source of truth for Vodafone Deutschland to use across the organisation and ensured it was GDPR compliant from the get-go. By normalising all the data into consistent video-aligned metrics, Clarissa offers Vodafone a treasure trove of insights.