What is ACR? And why should you care?
Automated content recognition (ACR) is a technology that is increasingly important for political advertisers and media buyers. As the political landscape becomes more complex and fragmented, ACR provides a powerful tool for understanding and targeting different segments of the voting population.
The number of people who watch television on smart TVs is increasing rapidly. By 2026, 51% of households worldwide are expected to own smart TVs — TVs that have the ability to gather viewership data on everything those households watch.
Streaming services and smart TVs — such as Roku, Vizio, Samsung, and LG — can monitor viewers’ activities within their own platforms, and ACR technology expands this capability to encompass not only content and advertisements viewed on connected TV platforms but also any device connected to an ACR-enabled smart TV, such as set-top boxes and Blu-ray players. The collected data can subsequently be utilized to tailor advertisements to specific audience segments, suggest TV shows and movies to viewers, and reengage TV viewers with personalized advertisements on different devices.
Furthermore, the information regarding the advertisements and programming that individuals watch on their TVs can be leveraged to create audience profiles, which may consist of groups of individuals who watch a particular show or were exposed to a specific advertisement. This data can also be linked to an IP address, email address, or even a physical street address to establish connections with other types of data and preexisting profiles, allowing for the identification of individuals belonging to specific demographic groups and income levels.
This brings us to the main benefit of ACR for political advertisers and media buyers: the ability to reach specific demographic groups based on what they’ve been exposed to. By using ACR technology to track viewership patterns, advertisers can identify the shows and channels that are the most popular among certain demographics, such as age, gender, income, or political affiliation. This information can be used to create specialized advertising campaigns that are likely to resonate with their audience.
Another important benefit of ACR for political advertisers is the ability to track the effectiveness of their advertising campaigns. It allows media buyers to measure the number of viewers who are exposed to a particular ad, as well as their engagement and behavior. This gives advertisers valuable insights into the impact of their campaigns and can help them optimize their advertising strategies and allocate resources more effectively to achieve desired results. For example, if an advertiser notices that a particular ad is not generating much engagement, they could use ACR to identify the programs or channels where the ad is being shown and adjust their strategy accordingly.
ACR also provides political advertisers and media buyers with a powerful tool for measuring the success of their messaging. By analyzing the content of the programs and shows that are being watched by different segments of the voting population, advertisers can gain a better understanding of the issues and concerns that are most important to their target audience. This can help them tailor their messaging to address their audience’s specific needs and priorities and create more effective campaigns that resonate with voters. For example, if an advertiser wants to reach voters who are concerned about health care, they could use ACR to identify the programs and channels where health care-related content is being watched and create advertising campaigns that address those concerns.
Finally, ACR can help political advertisers stay ahead of the competition by identifying emerging trends and opportunities in the media landscape. By monitoring viewership patterns and tracking changes in the political climate, advertisers can anticipate shifts in public opinion and adjust their strategies accordingly.
How does a4 approach ACR?
At a4 we utilize the power of deterministic ACR data to revolutionize audience reach and engagement. With deterministic ACR, the focus is on capturing individual viewer engagement on a one-to-one basis, providing unparalleled insights into audience behavior, segment preferences, and viewership habits.
Leveraging this data allows for both conquesting and suppression strategies, enabling political advertisers and media buyers to expand their reach to new viewers while also finding specific segments.
What does this mean for our advertising partners?
- Reach viewers who have not been previously engaged, expanding the potential audience.
- Exclude viewers who have already been reached, optimizing resources and preventing overexposure.
- Know exactly what your key demographics are watching at any given moment and adjust your media plans accordingly.
- Deliver a specific message that resonates with your target audience.
- Unparalleled precision allows the elimination of media waste.
To sum it all up, ACR is an important tool for political advertisers and media buyers. By providing valuable data on viewership patterns and engagement, ACR enables advertisers to create more effective campaigns that reach specific demographic groups, measure the effectiveness of their messaging, and stay ahead of the competition. As the political landscape continues to evolve, ACR will become even more important in ensuring that political advertisers and media buyers are able to reach their intended audience and achieve their goals. Contact a4 today to find out more.
This article was written by Evgeniia Masiuta