ITN will use the Teletrax digital watermark to verify distribution of its customized networks.
Teletrax has struck a multi-year deal with ITN Networks to track and monitor ads in ITN’s ad hoc national broadcast networks, the companies announced today.
A joint venture of Royal Philips Electronics and Medialink Worldwide Inc., Teletrax offers global digital video monitoring and content tracking services to studios, news organizations, TV syndicators and the advertising industry.
ITN assembles networks for individual advertisers that want to target their brands’ key consumers within specific time periods.
“We have chosen to work with Teletrax because our testing has shown that its expansive coverage area and excellent technology offer a highly effective way to verify the distribution of our advertiser brand based custom networks,” said Tim Daly, executive vice president and chief information officer, ITN Networks. “Incorporating Teletrax real-time commercial monitoring data into our systems and processes will take the quality of ITN’s service and accountability to a higher level.”
“Our partnership with ITN is significant for Teletrax, as it advances our presence into the mainstream advertising market,” said Teletrax President Andy Nobbs. “In today’s highly fragmented market, it is critical for advertisers to leverage their ad performance and maximize expenditures. We’re delighted that ITN—known industry-wide as an innovative user of technology—is using Teletrax to provide an even more comprehensive level of service to its clients.”
According to Teletrax, its technology embeds an imperceptible and indelible digital watermark into video whenever it is edited, transmitted, broadcast or duplicated.
A global network of decoders, or “detectors,” then captures all occurrences of the embedded video being transmitted via satellite, cable or terrestrially and generates tracking reports for the content owners.
Reports of individual broadcast airings are delivered online in near real-time to each client’s custom-designed portal or in data file transfers. Each client’s broadcast activity is updated dynamically, 24 hours a day, enabling clients to respond immediately to reported results such as changes in end-user preferences or detections of unauthorized use.
Teletrax currently maintains a proprietary network of detectors that monitor the television broadcasts of 1,300 channels from more than 50 nations, including the top 150 markets in the United States, representing more than 90% of all U.S. television households. Its international network comprises 12 monitoring stations in Europe, Asia, the Middle East, Australia, South and Central America, and Canada.
Teletrax clients include BBC, Buena Vista Television, ABC Television Network, Tribune Entertainment, NBC News Channel, The NBC Agency, NBC Universal Domestic Television, Reuters Television, Advanced Results Marketing, Direct Impact Group, Mercury Media, Euro RSCG 4D DRTV, Media Review International, and Medialink.
A number of other companies are also in active trials with the Teletrax service.