Uniting Planned + Reserved with Programmatic + Real-time
Television advertising measurement has been fractured by the explosive consumer adoption of streaming media services viewed via connected TVs. In 2019 the viewership of YouTube, Hulu, Roku and other services has grown over 35% to a $7 billion market in the U.S. alone, according to a recent report from eMarketer. Unfortunately, this transition to connected TV distribution has created a blind spot for both broadcasters and advertisers. They know consumers are watching, but to date it has not been possible to achieve demographically-verified measurement across all four screens: connected TV, linear TV, mobile and desktop.
For the first time, Nielsen-generated demographics, long the industry standard for planning and buying TV, will be applied to Gracenote smart TV viewership and ad exposure data. With this new solution, Nielsen is utilizing machine learning to compare behavioral patterns in its National TV Panel to the millions of real-time Smart TV viewership data collected via Gracenote’s ACR technology, in order to assign demographics to viewership data. This industry-first solution is available via the Amobee platform and is fundamentally transformative for agencies, brands and broadcasters.
Using Amobee 4Screen, it will now be possible for advertisers, agencies, and broadcasters to:
- Plan and forecast campaigns across all four screens: Connected TV, linear TV, mobile and desktop
- Continuously measure audience exposure during a campaign
- Optimize the targeting and cross-channel allocation
- Access pacing and reporting across four screens
With Nielsen’s unique combined dataset, Amobee provides advertisers and broadcasters with true convergence and the ability to bridge the gap between linear TV, connected TV and digital video. Media buyers and sellers will now have the ability to coordinate upfront and scatter buys against Nielsen-defined audiences regardless of screen or distribution platform. It facilitates the ability to plan, buy and sell inventory against a common target audience, and gather strategic insights into how cross-screen campaigns build reach and drive measurable business results.
What does this collaboration mean to the industry?
This collaboration brings together Amobee’s next generation technology with access to Gracenote’s anonymized smart TV viewership and ad exposure data, with appended Nielsen demographics. Nielsen and Amobee are helping advertisers and broadcasters overcome the fundamental challenge of fragmentation by bridging linear TV and digital data, and standardizing Nielsen demographic audience definitions across screens.
In order for advertisers and broadcasters to successfully measure across channels, both need 1) cross-screen packaging of a common audience and 2) cross-screen analytics against that identified audience. This merged dataset can be harnessed to plan against a commonly defined demographic or strategic target audience across linear and connected TV, as well as digital video and other programmatic media.
For the first time, ad buyers will be able to use the same analytics across linear TV and connected TV exposure, giving advertisers the ability to understand the impact of cross-screen buying and optimize campaigns in near real-time against Nielsen demographics for maximum reach and impact.
Benefits for broadcasters include cross-channel holistic selling of their linear and connected TV assets, supporting data-driven buying and increasing yield. The ability to package and verify audiences (within a single network or across a family of networks) will increase overall yield by preventing digital assets from falling into secondary markets or auctions where other entities are more adept at applying data against their inventory. Additionally, broadcasters will see an increase in insights into connected TV walled gardens and other distribution channels will see an increase in the efficiency of their packaging and overall yield.
“Nothing beats the ROI of TV for mass audience reach and driving brand awareness. But as consumers increasingly use video on demand and other streaming services, the industry has struggled to keep up with the fragmentation. Amobee, combined with Nielsen’s trusted, standard TV audiences, are bridging the gap between CTV and linear TV,” says Philip Smolin, Chief Strategy Officer at Amobee. “This is the cross-screen solution the industry has been waiting for, and we’re thrilled to collaborate with Nielsen to bring it to market for the first time for both advertisers and broadcasters.”
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