Learn how Hoppr is changing the narrative of audience-first advertising Total TV measurement W hile we’re seeing precise targeting and accurate measurement offered in Total TV advertising today, much of it relies on panels and extrapolated user bases,
limiting accuracy beyond the top shows. Hoppr delivers a solution that offers true measurement across the entire platform and extends into YouTube and, soon, TikTok, Instagram and Facebook. “Our definition of Total TV really does mean total TV,” shares George Gelavis, founder and executive chair at Hoppr. “It doesn’t only mean FAST apps, streaming services, pay TV services or broadcast services. It means everything. “The biggest challenge – but also biggest opportunity – is being able to federate all those different types of viewing and allow brands and advertisers to access the audience, instead of trying and pick off certain bits of content. Whether that’s coming through a streaming service, FAST channel or pay TV, we provide one view, and that really is at the core of what we do at Hoppr.” Understanding your audience is a vital part of the process for Hoppr. “You need a holistic view,” says Chris Singleton, head of innovation. “Then you look at those insights,
plan and deliver. We built the platform for just that. “We have agents on every single device, be they Android, RDK or Linux, and personal devices or televisions. These agents all feed into our audience insight platform, allowing you to view and track people to see what they’re doing, but in a privacy-first environment.” According to Hoppr, targeting has previously been too fragmented – something the company has strived towards improving. “A common complaint – particularly for AVOD or BVOD – is about repetition, which is something we pride ourselves on. We have super-precise frequency capping, which is delivered by our
technology stack and audience insights engine.” For Hoppr, the future of advertising is audience-first and screen-agnostic. “I’ve always liked Chris’s analogy about TVs being like the kitchen table,” concludes Gelavis. “Everyone sits around the table and shares their views about what happens in their lives. It’s the same with big-screen TV – it’s a shared experience, and you have to be able to find that audience.”
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