At A Glance
The Device and Account Sharing (DASH) study, developed by the ARF, provides insights into how American households consume TV and digital media. By combining DASH data with Experian Marketing Data, advertisers can create audience segments based on real-world viewing habits, helping campaigns reach the right people with greater accuracy. This collaboration provides a clearer, evidence-based view of how people watch TV today.Viewers shift between streaming services, live TV, and on-demand content across multiple devices, making it harder to know exactly who sees your message. Instead of wondering if your ads are reaching the right viewers, it’s important to have a clearer understanding of viewing behaviors so you can focus your efforts on the audiences that matter most to your campaign.
Experian has collaborated with The Advertising Research Foundation (ARF) to create new opportunities for marketers. By combining data from the ARF’s DASH (Device and Account Sharing) study with Experian Marketing Data, we’ve developed a new way for you to understand and reach modern TV viewers. Instead of estimating who might see your message, you gain a clearer view of viewing behavior and can align activation with the audiences that matter to your campaign.
What is the DASH study?
The DASH study, developed by the ARF together with the National Opinion Research Center (NORC) and seven industry sponsors, including Experian, provides a detailed picture of how American households consume TV and digital media. This research offers an unbiased and accurate view of media habits, measuring everything from device usage to streaming account sharing.
When this viewership data is combined with Experian Marketing Data, it allows for the creation of unique audience segments. These segments are built on real-world media and device usage, providing a more accurate representation of how people watch, share, and engage with TV content. This combination of identity and connectivity helps marketers understand exactly how people engage with media, technology, and their favorite brands.
“Television viewing behavior has undergone a massive transformation, making it challenging for advertisers to reach their target audience and optimizefrequency. These audiences give advertisers invaluable tools for managing their campaigns in an increasingly fragmented environment.”
ExperianDoug McLennan, Director of Product Management
How do DASH audiences help?
By using the DASH study, Experian developed TV audience segments that reflect how people truly interact with content. These audiences provide the insights you need to align your campaigns with actual media consumption habits, helping you reach viewers with more relevant messages.
This approach moves beyond basic demographics. It allows you to connect with people based on specific behaviors, such as co-viewing, screen preferences, or household streaming habits. The result is a more focused and efficient advertising strategy that delivers better outcomes.
“DASH has established itself as a reliable and unbiased calibration set, a “true North”, for media measurement. Our collaboration with Experian puts the power and precision of DASH in the hands of marketers and advertisers as well.”
ARFPaul Donato, Chief Research Officer
Which audience segments help you target viewers more effectively?
These audience segments make it possible to find specific types of viewers and align your marketing campaigns with their media usage. Whether you’re connecting with people who are receptive to ads, households that enjoy shows together, or individuals who are frequent streamers, you can approach campaigns with greater accuracy and confidence. We’re pleased to introduce these segments and continue our partnership with the ARF, creating new opportunities to help you build effective connections with your target audiences.
Explore some of our key audience segments:
- Ad Acceptors: Viewers who are more open to watching advertisements.
- Ad Avoiders: People who actively try to skip or block ads.
- Co-Watchers: Households where multiple people view content together.
- Solo Watchers: Individuals who typically watch TV by themselves.
- Paid TV High Spenders: Households that subscribe to multiple paid TV or streaming services.
- Large Screen Viewers: People who primarily watch content on large television screens.
- Small Screen Viewers: Individuals who prefer watching on smaller devices like tablets or phones.
How can I use these audiences?
Experian’s DASH audiences are available in your demand-side platform (DSP) of choice, ready for activation across all offline and online channels. This easy access means you can build more effective campaigns without changing your existing workflow.
Using these segments, you can manage your advertising with greater confidence. You gain the tools needed to navigate the fragmented media environment and ensure your campaigns are seen by the right people. This targeted approach helps you maximize the impact of your marketing efforts and achieve your goals. Strengthen your TV planning and activation with DASH audiences.
Are you ready to connect with your audience in a more meaningful way?
FAQs
The DASH study, developed by ARF, provides an unbiased view of how American households consume TV and digital media. It measures device usage, streaming habits, and account sharing to create a detailed picture of media consumption.
Experian combines its Marketing Data with insights from studies like DASH to create audience segments based on real-world behaviors. This allows advertisers to align their campaigns with how people actually consume content.
Audience segments include Ad Acceptors, Co-Watchers, Solo Watchers, Paid TV High Spenders, and Large or Small Screen Viewers, enabling precise targeting based on viewing habits.
By focusing on actual media consumption habits, advertisers can deliver more relevant messages, reduce wasted impressions, and improve the overall effectiveness of their campaigns.
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B2B marketers can now deliver the right message to the right user at the right time across devices and channels NEW YORK, NY–(Marketwired – Jun 1, 2016) - Madison Logic, one of the world's fastest growing companies dedicated to solving the digital needs of B2B marketers, is partnering with Tapad, the leading provider of unified and now a part of Experian, cross-screen marketing technology solutions. Now business-to-business (B2B) marketers can power targeted advertising and content syndication programs across all channels, including smartphones, computers and tablets. The increasing shift in content consumption across mobile devices makes cross-device identification and attribution a top priority for B2B marketers. The Madison Logic and Tapad partnership gives B2B marketers unprecedented reach and scale with the ability to run always-on, cross-device, account-based marketing programs targeting decision makers who are actively researching similar products and services. "Screens are everywhere and so is the B2B buyer," said Vin Turk, SVP of Audience Development for Madison Logic. "This partnership allows marketers to harness the power of Madison Logic's intent data and combine it with Tapad's cross-device solutions to connect with the most-likely-to-convert prospects with hyper-relevant content wherever and whenever they're doing their research." "Relevance is essential to the success of B2B marketers, particularly now, when breaking through the clutter is difficult," said Dave Fall, COO of Tapad. "This partnership with Madison Logic allows marketers to leverage their existing customers while identifying and reaching new audiences with messaging tailored to every device." For more information about Madison Logic's account-based marketing platform, please visit https://www.madisonlogic.com/account-based-marketing/. For more information about Tapad's cross-platform advertising solutions, please visit https://www.experian.com/marketing/consumer-sync. Contact us today
NEW YORK, June 1, 2016 /PRNewswire/ — Are Traasdahl, CEO and founder of Tapad, the leader in cross-device marketing technology and now a part of Experian, has been named Founder of the Year by the Nordic Startup Awards. The Nordic Startup Awards' Founder of the Year Award recognizes an individual that has shown exceptional achievements in fundraising, customer growth, financial savvy, and/or leadership throughout the past year. The Nordic Startup Awards evaluates hundreds of players in the startup ecosystem, ranging from investors and founders, to developers and journalists in Denmark, Sweden, Iceland, Norway and Finland. Taking place in two stages, each country selects its nominees for consideration for the regional awards which were held in Iceland on May 31, 2016. Traasdahl is recognized for his continuous investment in Tapad as a whole, as well as his dedication to growing and developing Tapad since founding the company in 2010. He has led Tapad from startup through a steady period of growth resulting in an acquisition by the Telenor Group for $360 million in February 2016. "I am truly honored to be named Founder of the Year by the Nordic Startup Awards, among so many other remarkable leaders in the space," said Traasdahl. "That said, this has always been a team effort. We started Tapad with the goal of giving employees unprecedented growth opportunities while developing breakthrough solutions for our clients. This is a win for everyone at Tapad who has committed themselves to these principles over the past four-and-a-half years." Tapad is reinforcing its commitment to fostering entrepreneurship with the launch of their new Propeller Program. Through Propeller, Tapad will host five early-stage companies at Tapad's New York headquarters for a year to set them up for global expansion. In its inaugural year, the first participants will come from Traasdahl's native Norway. For more information on the Nordic Startup Awards, please visit: http://www.nordicstartupawards.com. Contact us today
NEW YORK, May 4, 2016 /PRNewswire/ – Tapad, the leader in cross-device marketing technology and now a part of Experian, has been honored with two iMedia ASPY Awards. Announced on May 3rd at the iMedia Summit in Lost Pines, TX, Tapad's 2016 ASPY Awards include "Best Customer Service" and "Best Mobile Partner." In 2015, Tapad's proprietary technology, Tapad Device Graph™, was named "Best New Media Innovation" and Tapad employee Chris Martin was awarded the "Rising Star Award." The iMedia ASPY Awards – determined exclusively by agency votes – recognize the industry's top marketing technology, media companies and publishers for outstanding service to agencies. The award for "Best Customer Service" recognizes Tapad's client services team and their dedication to helping agencies fully understand their consumers' behavior and achieve the best cross-screen campaign ROI through Tapad's Campaign Pulse and TV Pulse analytics reporting. The "Best Mobile Partner" win recognizes the abilities of the Tapad Device Graph™ to deliver unified cross-screen solutions for the company's partners. "We are privileged to have a talented and dynamic group of people on our client services team, and we are honored to be recognized by iMedia Connection and our agency partners," said Tapad Founder and CEO, Are Traasdahl. "We have always strived to provide the best solutions and the best customer support, so it's extremely gratifying to be rewarded for our efforts. If our clients and partners are happy, we are happy." For more information on the iMedia ASPY Awards please visit: http://aspyawards.com. Read the full press release here. Contact us today