ToVA: targeted and optimised video advertising
How do you get the most out of your video campaigns? ToVA helps you intelligently combine TV and online video, measure performance and optimise results.
Strategic cross-media planning decisions
ToVA (Total Video Advertising) is the strategic video planning tool of the CIM that integrates TV and online video into one system. The tool is based on CIM TAM (Television Audience Measurement), conducted by GfK, which measures viewing behaviour on TV sets in a panel of approximately 1.500 households (± 3.700 individuals aged 4+) using audiometers, and CIM DAM (Digital Audience Measurement), conducted by Gemius, which measures online traffic via a panel of 85.000 individuals aged 12+, also owned by the CIM. These data are enriched with insights from the CIM-CPS (Cross-Media Platform Survey), which analyses the overlap between TV and online video.
Thanks to ToVA Pre-Buy, media planners have a tool that:
- estimates the net reach of combined TV and online video campaigns;
- measures the incremental contribution of online video platforms to a TV plan;
- maps overlap and consumption across linear TV, YouTube, video sites and apps, as well as news sites and apps from major Belgian broadcasters and publishers.
These applications are developed into concrete use cases available via the CIM platform.
Robin Florin,
Media Director CIM
The latest version of ToVA also integrates connected TV (CTV), responding to the growing share of smart TVs in media consumption. This includes platforms such as GoPlay, VRT MAX, VTM GO, RTBF Auvio, RTL Play and YouTube.
Discover also the use cases of Hanne Henkens (ZIGT Media), Laurie Tchaoussoglou (Wavemaker), Charlotte Van der Stappen (Ads & Data), Delphine Goor (Mediaplus), Mélusine Naômé (DPG Media) and Lise Renard (Mindshare).
How do you compare TV GRPs with online impressions?
Evaluation and optimisation of video campaigns
The CIM is also developing a ToVA Post-Buy solution for reporting and evaluating video campaigns in Belgium. The tool helps broadcasters, publishers and sales houses demonstrate effectiveness, while agencies and advertisers can better analyse and optimise campaigns. Initially, the focus is on local broadcasters.
This solution will:
- measure campaigns across video platforms of local broadcasters, including linear TV, BVOD (Broadcaster Video On Demand), addressable TV (via telecom platforms) and online video on apps and websites (both long- and short-form);
- provide uniform reporting across TV and online platforms and all devices (TV, connected TV, desktop and mobile), with insight into combined and unique reach per platform.