ZDF relies on measurement infrastructure from smartclip

Thursday, May 30th, 2024 
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ZDF relies on scalable and proven measurement infrastructure from smartclip

  • The adtech provider strengthens position as technology leader for Broadcaster solutions in Germany

HAMBURG/MAINZ — ZDF is now using the proven and scalable technology from smartclip for the digital measurement and audience analysis of its main channel, ZDF, as well as for the special interest channels ZDFneo and ZDFinfo. The adtech development unit of the RTL Group is reinforcing its position as a technology leader for broadcasters across Europe with this additional partnership.

The TV market is changing rapidly: today, the granular detection of media usage data is necessary for a deeper understanding of viewing behaviour. The completely anonymised measurement by smartclip, enables ZDF to determine usage data, including how many TV sets are tuned in, when and for how long, and to which content. The data provides a basis for programme selection and planning and complements existing measurement systems. The measurement takes place in real-time to determine the performance of channels and the performance of individual formats in a much more granular way than before. In addition, regional viewing differences can be identified.

Dr. Florian Kumb, SVP Programming at ZDF, said: “For us, the measurement options by smartclip provide high value as they deliver comprehensive real-time updates on changing viewer needs and preferences. The measurement gives us the opportunity to understand our users even better in order to provide them with an excellent offer across all distribution channels – and thus to be a ZDF for everyone.”

Thomas Servatius, Co-CEO at smartclip, said: “We always focus on the requirements of our broadcaster partners, as they are a fundamental prerequisite for our data protection-compliant, fully anonymised, cross-market technology solutions. We are delighted that our monitoring solution, which allows various metrics to be arranged and filtered according to customer-specific requirements, has also convinced ZDF. Each new partner motivates us to further expand our technology leadership in the broadcaster sector for Europe.”

Links: smartclip; ZDF