Vodafone Germany has gone live with Synamedia Clarissa. Clarissa is a video advertising analytics platform that helps operators measure the effectiveness of their advertising campaigns and gain insights into viewer behaviour.
Clarissa uses event data from across Vodafone’s GigaTV, RDK and Anroid TV services to measure advertising viewership. It takes into account how viewers’ interactions with the service affect the efficacy of an advert. This data can then be used to improve the targeting and placement of advertising, as well as to measure the return on investment (ROI) of advertising campaigns.
In addition to measuring advertising performance, Clarissa also provides insights into viewer behaviour. This information can be used to inform decisions about the development of new features and services, as well as to improve the overall user experience. The company made sure to provide the above while adhering to strict GDPR laws and local advertising guidelines.
“Clarissa gives us a ton of information on the usage of the service from our customers, so we could actually make really data-driven decisions. And, as a managed service which supports our other business insight systems, Clarissa’s integration with our existing infrastructure and third party solutions was seamless and painless, with minimal disruption.”
Wolfgang Zeller, head of TV architecture and development at Vodafone Group
The adoption of Clarissa by Vodafone Germany is a sign that telecommunications companies are increasingly recognising the value of video advertising analytics platforms. As the video advertising market continues to grow, we can expect to see more and more companies adopt these platforms in order to improve the effectiveness of their advertising campaigns and gain insights into viewer behaviour. Naturally, with more companies adopting the above, demand for specialists who can oversee such platforms will also increase.
About Synamedia
Synamedia is the world’s largest independent video software provider. The company’s solutions enable operators to deliver a personalized, multiscreen video experience to their subscribers. Synamedia’s customers include some of the world’s leading telecommunications companies, cable operators, and satellite providers.
About Vodafone
Vodafone is a leading global telecommunications company with operations in 21 countries. The company provides mobile, fixed, and broadband services to over 300 million customers worldwide. Vodafone is committed to using technology to improve the lives of its customers and to making a positive impact on society.
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