LAS VEGAS — Hive, an advanced tech company that uses AI to identify and capture metadata related to TV content through its Hive Media platform, has partnered on a joint offering with advanced data and analytics company 605, which focuses its efforts on the media and entertainment industries.
The joint offering is designed to provide deeper insights into both paid and earned media on television, the companies note.
The joint offering is being showcased through Thursday (4/12) at Hive’s exhibit (SL10030) at the 2018 NAB Show.
Hive Media currently ingests more than 200 channels of broadcast TV across the U.S. and Europe. Each second of this footage is tagged using Hive Media’s proprietary deep learning models that recognize brands, products and objects in real-time.
605 offers independent audience and attribution analytics that it says “leverage large, complex data-sets to deliver deeper and more certain business insights to clients. This data combines scientifically-proven methods with one of the industry’s largest TV viewership datasets available. Unlike traditional sample-based approaches, 605 utilizes census-level data to deliver more accurate, granular and actionable results.”
The combination of the two is designed to give deeper insights to marketers and programmers seeking a richer understanding of brand exposure and audience engagement within linear TV content.
As part of the agreement, Hive Media and 605 will fuse aggregated, second-by-second viewership data with Hive Media’s tagged TV content, to deliver comprehensive content analytics such as brand exposure, audience engagement, tune-in/tune-out and conversion.
“We are excited to finally start understanding the wealth of TV data we have at our disposal,” said Kevin Guo, Co-Founder and CEO of Hive. “Having 605 as our partner will be invaluable in this process. When we combine our tagged content with 605’s viewership data, we can extract incredibly powerful insights to help broadcasters and brands optimize their on-screen strategies.”
Ben Tatta, Co-Founder and President of 605, added, “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.”
Hive Media does not share customers’ personally identifiable data with outside sources, only insights that they have been derived from in-house analysis and measurements. Hive Media and 605 will collaborate in bringing this advanced measurement solution to their respective clients.