Video software provider Synamedia announced that Vodafone Germany has gone live with Synamedia Clarissa to help evaluate advertising performance and reveal actionable insights into viewing behaviour across its GigaTV service.
Vodafone and its partner AdScanner use event data from Clarissa to measure advertising viewership, while taking into account how viewers’ interactions with the GigaTV service affects the efficacy of an advert.
Deployed as-a-service, Synamedia Clarissa currently analyses data from over one million devices running GigaTV, including RDK and Android TV set-top boxes (STBs). Clarissa also provides insights to support Vodafone’s use of Synamedia Iris for addressable advertising.
Vodafone is also using Clarissa to inform data-driven decisions such as the development of STB features and how to update services to increase consumption. In one example, by ingesting data across all devices and sources including third-party data, Clarissa took under 24 hours to uncover how many concurrent recording streams GigaTV viewers were accessing, helping to inform decisions about which new capabilities to include in its next generation of STBs.
Wolfgang Zeller, head of TV architecture and development at Vodafone Group, said: “What felt like mission impossible became mission possible thanks to Clarissa. 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.”
Following a multi-year contract announced in April 2020, Vodafone also uses additional elements from Synamedia’s portfolio to manage its cloud based GigaTV platform, including set-top box software and security products.