The Broadcasters’ Audience Research Board (BARB) has announced the launch of a beta BVOD planner that is designed to help agencies and advertisers plan campaigns across BARB-reported commercial broadcasters’ linear channels and VOD platforms.
BARB is jointly owned by the BBC, ITV, Channel 4, Channel 5, Sky and the Institute of Practitioners in Advertising.
It said that the new planner will enable agencies and advertisers to forecast the reach and frequency delivered by advertising campaigns on BARB-reported commercial BVOD services over multiple screens (i.e. TV sets, PCs, tablets and smartphones). The body added that users can forecast BVOD reach for impressions planned against specified target audiences, as well as by service. The tool can be used to plan standalone BVOD campaigns, or in conjunction with a linear advertising campaign.
The planner incorporates BARB’s census and BVOD and smartphone viewing data independently collected and reported by IPA TouchPoints. The modelled output also uses ad impressions data provided by broadcasters.
Justin Sampson, BARB’s CEO, said: “Assessing the performance of television campaigns across linear channels and BVOD services is critical for buyers and sellers of advertising. Our beta BVOD planner provides valuable guidance on how BVOD campaigns can extend the reach of linear advertising campaigns, and does so because it relies primarily on independently-specified and collected data sources.”
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