DPG Media rolls out panelless CTV measurement solution

TV, radio and publishing group DPG Media is launching a measurement solution for connected TV (CTV) on Flemish streaming platform VTM Go, in partnership with Brand Metrics.

The tool allows VTM Go advertisers to measure the brand-lift effect of their campaigns in real time, without the use of research panels.

It uses a custom VAST (video ad serving template) tag, integrated into the player, to deliver brand-lift measurement within the CTV environment.

This measures the frequency and time of campaign exposure, then delivers a question directly to the user’s CTV device, enabling instant response via their remote control.

According to DPG Media, this provides campaign results across four key metrics: awareness, consideration, preference and action intent.

Following the launch on VTM Go, DPG Media will roll out the solution across other services in its portfolio, starting with RTL Play.

Stefan Havik, chief digital officer at DPG Media, said: “With our new interactive brand-lift surveying product, DPG Media allows advertisers and agencies to better understand the impact of this channel, making it more accountable than ever before.”

The tool aims to help the industry “move towards a more transparent and addressable ecosystem”, added Brand Metrics CEO Anders Lithner.