Guerillascope Lets Agencies Into Digital Homes

Audience viewing data for multichannel platforms has been broken down into regional figures for the first time, thanks to a new application from digital TV agency, Guerillascope.

Using existing BARB data, the company has created a tool which analyses audience figures so that advertisers and media owners can identify the geographical location of people watching digital TV channels.

David Yorath, managing director of Guerillascope, explained that the new application provides a more accurate way of measuring and differentiating the value of digital television. He said: “In the past if you bought viewers on a multichannel station you wouldn’t know where they were coming from. What we’re doing with Macroscope is showing where the viewers are by looking at the existing data in more detail.”

The application will also allow agencies to buy more geographically targeted campaigns and will enable channels with a valuable regional audience to argue for a higher cost per thousand.

Yorath added: “The data has always been available, but until now it wasn’t easily accessible. Macroscope values channels by day-parts and programmes, making it possible not only to address regional priorities but also re-evaluate channels as a whole.”

Guerillascope, which claims to be the first UK media agency to specialise in digital TV, launched last September to cater for companies wishing to target the growing digital TV audience (see UK’s First Digital Agency Launches).

Guerillascope: 020 7404 3233 www.guerillascope.co.uk

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