Univision Joins Nielsen’s Addressable TV Beta

CHICAGO – Nielsen’s consortium that is beta-testing addressable TV advertising technology has just got a big name broadcast tester, in the shape of Hispanic TV netword Univision. Nielsen recently began working with seven US TV networks to beta-test addressable TV advertising technology, ahead of a planned full launch later this year. A+E Networks, AMC Networks, […]

 

Addressable TV Is Going National: Beet Retreat Panel

SAN JUAN, PR — Until now, the shimmering promise of targeted TV ads was stuck in a marginal concept – that it could only be executed in live, linear TV, and only within a sliver of ad inventory. But that is all set to change. US addressable TV is going national. In a session dubbed […]

 

Nielsen’s Addressable TV Beta Focusing On ‘Mechanics’

SAN JUAN, PR — Nielsen is working with seven US TV networks to beta-test addressable TV advertising technology, ahead of a planned full launch later this year. A+E Networks, AMC Networks, ViacomCBS, Discovery, Fox, NBCUniversal and WarnerMedia will run dynamically swapped-out ads ads in live linear TV feeds, under the scheme launched in January. “The […]

 

Seven Networks Beta-Test Nielsen’s Addressability: Abcarian

LAS VEGAS — A+E Networks, AMC Networks, CBS, Discovery, Fox, NBCUniversal and WarnerMedia will run dynamically swapped-out ads ads in live linear TV feeds as part of a beta test for Nielsen’s addressable TV advertising technology. Nielsen announced the beta on Monday. It will run through the first half of 2020 ahead of a planned […]

 

What’s Holding Back National Addressable? Nielsen, Cadent & Amobee Discuss

In the complex and fragmented US TV ecosystem, the roll-out of “addressable” TV advertising capabilities outside of an OTT environment is somewhat limited. TV networks give cable and satellite platforms the ability to sell just two minutes per hour of advertising in their live feeds of network programming. What is it going to take for […]

 

TV Programmers ‘Leaning In’ To Data-Driven TV: Nielsen’s Abcarian

Over the last few years of growth in data-fuelled, personalized TV advertising, one truth has been clear – the possibilities are great, but the proportion of programmatic spend within overall US TV ad spend is forecast to remain small. eMarketer puts that figure at 5% of the total in 2019. That opens up a disconnect […]

 

Finding The Umbrella For Advanced TV: Omnicom’s Steuer & Nielsen’s Abcarian

CANNES — Smart TVs offer amazing new opportunities to target viewers at the household level – but getting your head around what is still a fragmented and evolving ecosystem is a bit like herding cats. In a sit-down discussion at Cannes Lions, Tracey Scheppach – who encountered that challenge over years spent specialising in smart […]

 

Nielsen Prepping Platform For Addressable TV, Ad Decisioning

Having bulked up on assets in the smart-TV space, Nielsen is targeting next year for the launch of a platform that will help scale addressable television advertising. Key to the effort will be executing ad replacement and decisioning. One of Nielsen’s most recent acquisitions was of Sorenson Media. The company now has technical underpinnings of […]

 

Commonality Of TV Audience Segments Will Ease Buying Friction: Nielsen’s Abcarian

Because there is no fluidity of audience-based television buying to insure a common, consistent definition across buyers and sellers, friction is the byproduct. “And I think that’s what’s going to drive frictionless buying. Education and a common language so that everyone is speaking against that common building block,” says Nielsen’s Kelly Abcarian. The SVP of […]

 

Five Years Out: How Data Will Change TV Ad Buying according to Nielsen, Cross MediaWorks, Turner & Sinclair

MIAMI — It is the “new oil” that is fuelling value creation in businesses across the world, and now the TV ad sales business is really getting its motor running on data. Advertisers’ own primary data, off-the-shelf datasets and more… a new world of viewer information has opened up to make TV ad targeting to […]

 

Nielsen’s Comcast Deal Meets Growing Data Demand: Abcarian

MIAMI — The partnership Comcast and Nielsen announced last month came as TV and advertising companies are making bigger and bigger demands for data that understands the modern viewer, according to one of the women familiar with the deal. The deal involves Comcast agreeing to give its set-top data to Nielsen’s local TV measurement service. “The need […]

 

Nielsen Enables Easier Measurement Of Netflix Consumption: Abcarian

Not that Netflix is open to advertisers yet – but, if it ever is, those advertisers may credit 2017 as the year when the building blocks of third-party Netflix measurement were put in place. Nielsen just switched on measurement for 13,000 streaming Netflix shows using TV-style ratings based on age and gender – the same […]

 

Out-Of-Home Viewing Metric Assigns Value To Overlooked Audiences: Nielsen’s Kelly Abcarian on Turner Deal

Television networks whose programming is seen in such out-of-home venues as airports, restaurants and offices are getting a welcome lift from Nielsen. Lift as in the incremental size of OOH audiences beyond traditional ratings metrics. Time Warner’s CNN and Turner Sports this week signed on for Nielsen’s OOH measurement service, which uses a panel of […]

 

Nielsen’s Abcarian Backs TV Networks’ New Data Strategies

LAS VEGAS — Some sections of the industry may associate Nielsen with a historic and ageing panel-based method of measuring TV audience. Others may observe how TV networks themselves are now launching head-long in to offering audience-based ad-buying solutions. But Nielsen says it has been doing that for years. “We’re very supportive of OpenAP and all these initiatives […]