Demystifying Viewership Data With Beeswax

Xfinity, Comcast, FreeWheel, and Beeswax Deliver a Transformational Advertising Technology

Connecting the dots between Linear TV, CTV, and Internal and external identity sources and signals powers a next-generation TV advertising platform.

In our recent webinar, Demystifying Viewership Data With Beeswax, Xander Kotsatos and Moe Ismail break down what a newly launched integrated system, the result of the acquisition of Beeswax, means for advertisers, brands and agencies.

In order to understand this new TV advertising model, it’s important to understand the difference between ACR (Automated Content Recognition) systems and Deterministic Data.

Seeding CTV Viewership Data Sources

Smart TV manufacturers and OTT technology providers monetize their products by providing solutions that categorize streaming content. Using a quasi-automated stack, samples of programming are taken (screen grabs and audio clips) and tagged. Then streaming programming is compared to samples using automation to categorize streaming content at scale. 

The advantage of this approach is a pretty good guess at a relatively low cost. This approach has tradeoffs, however. They’re relying on modeling to build audiences at scale. A household might have multiple devices from different manufacturers leading to difficulty covering a household. Also, different smart TV brands themselves attract different demographics, with a premium brand gathering a different audience than a discount brand. This approach also struggles with live events and premiers or first-time shows, as there are no baseline data to compare this content to. 

In the end, you’re only going to get what that provider thinks it knows and your audience only covers smart TVs, not traditional Linear TVs.  It’s hard to execute a media buy across platforms to manage your reach and frequency at a household level.

Buying TV advertising through Beeswax, you get a one-of-a-kind solution that delivers deterministic TV audience targeting.

Being a Linear TV provider, we have access to the actual programming schedule, vs a guess based upon whatever the TV manufacturer happens to be. 

Viewership Data Modeling

Comcast provides the signal to the house, letting us add a household-level demographic layer with over 2,000 dimensions. We serve 1 in 4 US households, so our ability to model audiences is unmatched and we’re adding deterministic datasets from additional third parties.

Nationally Scaled, Deterministic & Aggregated Viewership Data

The resulting solution enables unprecedented personalization and measurement of TV advertising. You can define audiences by viewership, exposure to specific brands, genres, individual networks, and programs as well as one-off events.

FWCC & Linear Viewership Data

Combining these data sources with sophisticated modeling lets you expand your reach to consumers on digital who have not seen your ads on Linear TV or to double down on an audience by reaching them both via Linear TV and digital. Comcast Data + other digital sources are providing the seed data which we are modeling off of. The depth and breadth of seed data is directly linked to modeling accuracy. Defining audiences by ad views also lets you execute conquest campaigns or reach net new audiences for your own brand or competitor brands. 

CTV Viewership Use Cases

Buying through Beeswax gives you access to Freewheel inventory, non-freewheel inventory, mobile devices, desktop devices, and CTV. 

You can watch the full webinar here to learn more.