Tech-based analytics companies 605 and Hive have created a joint offering designed to help media better measure brand exposure, audience engagement and conversion of video ad campaigns.
605 provides audience and attribution analytics based on census-level TV viewership data.
The Hive Media platform using artificial intelligence and machine learning to identify and capture TV content metadata to recognize brands and products in real time.
The companies say the combination will provide insights about brand exposure and engagement within linear TV content for programmers and marketers.
“Hive Media’s ability to capture both paid and earned brand exposure on more than 200 linear channels is truly unique,” said Ben Tatta, co-founder and president of 605. “This partnership is an important step forward in our effort to fill the measurement void in television and to provide clients with deeper, more valuable insights into the impact of TV.”
For example, Hive Media can recognize a brand’s storefront signage in a scene in an episode of Showtime’s Billions, or a logo on a golfer’s hat during coverage of the Masters. Hive Media can recognize the brand impression and 605 helps assign a value to that impression.