NEW YORK, Jan. 7, 2020 /PRNewswire/ -- Nielsen
(NYSE: NLSN) today announced the beta launch of its Addressable TV
platform. As part of the beta, programmers including A+E Networks,
AMC Networks, CBS, Discovery, FOX, NBCUniversal and WarnerMedia
will test the solution by running addressable ad campaigns and
evaluating how it interoperates with existing and evolving
workflows. The beta program is underway and will run through the
first half of 2020 in preparation for its commercial debut later in
the year.
"As programmers take on the challenge of unlocking the value of
their 14 minutes per hour of advertising time, they require
solutions to manage complex addressability workflows," said
Kelly Abcarian, General Manager,
Advanced Video Advertising at Nielsen. "Having programmers engage
with Nielsen's Addressable TV Advertising solution to execute test
campaigns with brands will allow us to evaluate the end-to-end
touchpoints across an addressable TV media buy."
"A+E Networks is excited to continue our collaboration with
Nielsen, following up on our previous trial of addressable ad
campaigns," said Peter Olsen, EVP,
Ad Sales, A+E Networks. "This initiative aligns with our goal of
bringing to market practical innovations with a focus on
transparency, value, and provable outcomes. Combining our great
storytelling with relevant and effective advertising helps our
partners connect with their consumers and leverage the power of
television to propel their business forward."
On the heels of several Nielsen-led trials conducted over the
last year, this is the next phase in preparing broadcast and cable
networks to launch expanded addressable ad campaigns with buyers.
Participating networks will plug the ground-breaking solution into
their respective workflows, processes and tech stacks.
Subsequently, these clients will review the open solution's full
capabilities, including ad inventory and campaign management,
audience targeting, ad decisioning, dynamic ad replacement, and
C3/C7 measurement reconciliation as necessary. By executing
addressable test campaigns via Nielsen's beta environment, TV
networks will gain insights to inform their sales strategy ahead of
the upcoming TV season.
"With viewing habits constantly changing, advertisers need to
ensure their messages are reaching target audiences in the most
direct and efficient way. Addressable TV offers the targetability
of digital with the scale and brand safety of linear," said
Kim Kelleher, President of
Advertising Sales and Partnerships for AMC Networks. "As an early
believer and adopter of addressable TV technology, we are excited
to be part of Nielsen's beta program to test linear TV campaigns
and better understand how we can leverage our highly engaged
audiences across our range of well-defined linear networks to
maximize the value of our ad inventory and the relevance of the
advertising we deliver to viewers."
"CBS is excited about the potential of addressable TV, and we
recognize the need for standard workflows to scale solutions across
the ecosystem. As a participant in the previous trial, CBS engaged
with Nielsen to provide insight into TV programmer workflows.
We look forward to continuing the momentum via this beta, to test
the platform and evaluate the results," said Mike Dean, Senior Vice President, Advanced
Advertising and Automation, CBS.
Nielsen's Addressable TV Advertising solution offers
programmers an open and modular platform to effectively
manage their addressable TV inventory and campaigns, empowering
inventory owners with additional sales options to optimize the
value of their ad inventory. By unlocking addressable inventory,
media sellers will enable maximum delivery of ROI to advertisers
across both linear and addressable TV impressions. Programmers can
establish whether certain addressable ad loads are open to single
or multiple advertisers, and manage campaign pacing.
"At Discovery, we are committed to enhancing TV measurement
capabilities, and we are excited to integrate Nielsen's platform
into our robust suite of advanced advertising products," said
Keith Kazerman, Executive Vice
President, Digital Sales, Advanced Advertising and Research for
Discovery. "Addressable advertising not only offers advertisers an
unprecedented level of precision and efficiency, it also provides
viewers with a better experience. Together as an industry, our work
with this platform will move TV advertising forward."
The platform's open and flexible approach is compatible with
existing industry standards, including VAST and SCTE, and can
seamlessly integrate with third-party components that service all
sides of the ecosystem. As with any solution that is either wholly
or partially standards-based, there is a need to bring together a
comprehensive solution that works for all parties. By delivering a
powerful solution built on proven technology to the marketplace,
Nielsen is leading the push to revolutionize TV advertising for the
benefit of all—from broadcasters to agencies and advertisers to
consumers.
"WarnerMedia has spent the last half-decade developing
industry-leading audience-based capabilities that empower
advertising to deliver more relevant brand messaging to the
audiences that matter most to their business," said Dan Aversano, Senior Vice President of Ad
Innovation and Programmatic Solutions, WarnerMedia Ad Sales. "We
believe that all digital and linear modalities where consumers
engage with our premium content should be addressable. This will
help create more engaging and relevant ad experiences for our
consumers and more effective advertising for agency and advertiser
partners. We look forward to working with Nielsen through this beta
period to uncover new opportunities to expand our effort towards
that goal."
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and
data analytics company that provides the most complete and trusted
view available of consumers and markets worldwide. Nielsen is
divided into two business units. Nielsen Global Media, the arbiter
of truth for media markets, provides media and advertising
industries with unbiased and reliable metrics that create a shared
understanding of the industry required for markets to function.
Nielsen Global Connect provides consumer packaged goods
manufacturers and retailers with accurate, actionable information
and insights and a complete picture of the complex and changing
marketplace that companies need to innovate and grow.
Our approach marries proprietary Nielsen data with other data
sources to help clients around the world understand what's
happening now, what's happening next, and how to best act on this
knowledge.
An S&P 500 company, Nielsen has operations in over 100
countries, covering more than 90% of the world's population. For
more information, visit www.nielsen.com.
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SOURCE Nielsen