What If You Could Measure TV Advertising Like YouTube?

11 June 2025

For decades, TV was a black box. You bought time, aired your ad in the chosen spot, and held your breath while hoping for results. But in a media landscape defined by accountability and performance, the traditional approach to TV no longer holds up.

Today, advertisers demand more, and TV must deliver.

TV Was Built for a Different Era

Traditional linear TV was never designed for today’s marketing challenges. Campaigns were planned in advance, bought in bulk, and measured through panels or extrapolated estimates.

• There was no feedback loop.

• Little post-campaign insight.

• And no real way to measure ROI with confidence, especially in-flight.

That approach worked when broad messaging was enough. But today, brands need relevance, adaptability, and results. They need platforms that match digital’s speed and precision without losing TV’s scale and impact.

TV Advertising, Built for 2025

Hoppr’s SSAI-enabled instream advertising (called mid-roll), delivered in partnership with StarHub, is changing what’s possible for TV in Singapore.

Now, advertisers can:

• Deliver the right ad to the right audience at the right time.

• Ensure every impression is viewable, targetable, and trackable.

• Activate across live, on-demand, and app-based inventory in one buy.

This isn’t theoretical. It’s live. It’s measurable. And it’s optimised through Darwin, Hoppr’s planning and campaign platform.

Real-Time Data. Smarter Decisions. Stronger ROI.

With Darwin, advertisers get full visibility into campaign performance, and in real time.

You can track:

• Daily delivery and pacing.

• Performance by segment, asset, day, or content genre.

• View rates, frequency, and household-level reach.

For example, during a major tentpole event like the Olympics, a sportswear brand can:

• Build an evolving segment of sports fans based on viewing behaviour.

• Target them with relevant creative as they navigate across channels.

• Expand the audience daily as more fans tune into coverage.

This is not just reach, it’s behavioural insight delivered and optimised in real time.

From Performance Tracking to Strategic Retargeting

Darwin doesn’t just show you what happened. It enables you to act on it, and quickly.

Advertisers can:

• Test creative and assess audience-level performance.

• Conduct brand lift studies to understand impact.

• Build sequential messaging strategies.

• Retarget engaged viewers to move them down the funnel

While all data is anonymised and privacy-compliant, planners can still answer essential questions:

• Who saw the ad?

• How often did they see it?

• What should they see next?

It’s the same logic that drives digital performance, now applied to Total TV.

Key Takeaways

1. TV no longer has to be planned on gut feel, every impression can be measured, tracked, and optimised.

2. Darwin gives planners full visibility across live, on-demand, and app-based inventory.

3. Audience segments are dynamic and responsive, allowing for real-time targeting and creative updates.

4. TV is now part of a performance loop, not the end of a campaign

The result? TV advertising with real accountability, real flexibility, and real ROI.

Just like YouTube, but on the biggest screen in the home.

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About Hoppr

We’re Hoppr and our Total TV platform uses a patented overlay technology that offers a unique way for advertisers to engage households on the largest screen in the house.

Using behavioural data driven research, combined with new ultra-premium inventory, we curate an audience that is - for the first time ever - guaranteed to view a brand’s advert on TV.

We have the connected solution for a disconnected TV audience that delivers engagement and attention.

Our CTV platform can be used to deliver true hero storytelling moments and provide new advertising revenue opportunities for all. Hoppr has a global team operating across North America, Europe and APAC.