Press release. Total monitoring of TV advertising in Kazakhstan.

ASTEL, together with the Russian company Comexp, launched a project in Kazakhstan for the Total Monitoring of All TV Advertising (TV-Monitoring.Pro). Within the framework of the TV-Monitoring.Pro project, the outputs of all advertising on TV channels of any broadcast source (air, cable, satellite) in any city of Kazakhstan are analyzed at the request of customers. The service allows advertisers, advertising agencies and their media partners to audit their own TV placements and monitor advertisements from other companies and competitors. The importance of controlling your own advertising is due to the presence of violations in advertising broadcasts according to control measurements (transfer to off-prime and other time shifts, absenteeism, technical failures).

In addition, Comexp and ASTEL monitoring allows you to quickly track advertising activities of any third-party brands and companies in order to use market data when planning promotion on TV. Along with analytical reports, advertisers receive instant notifications when a new competitor's creative is on air or activate the “wrong clip on air” service for operational control of their own placements. As part of the TV-Monitoring service. In addition to basic TV ad monitoring reports (brand, advertiser, product / service, ad type, etc.), advanced analytics are provided at the request of advertisers and their agencies. For example, you can get descriptions of the creative you are interested in and the placement of competitors: plots, slogans, prime / off-prime, the number of the video in the block, etc.

Thus, users of the service will have access to both aggregated statistics for any brands and product categories on a country or regional scale, as well as detailing to the level of a specific advertising creative. The launch of the project became possible as a result of the technological development of the Comexp monitoring system, based on its own patented TAPe-technology for image recognition. Digital fingerprint technology allows images to be identified and searched within large video arrays with maximum speed and accuracy.

The monitoring base is constantly updated in an automated online mode with additional control at the operator service level, which describes all events on the air. “Continuous advertising monitoring allows advertisers and their partners to receive a complete and tranparent picture of placements in the regions of both their own TV advertising and other brands.

These data are important for media planning and control of advertising broadcasts, assessing audience coverage and increasing the effectiveness of TV advertising in general, ”said Sergey Minkov, head of the TV-Monitoring.Pro project at Comexp.