Kemajuan teknologi dan kebutuhan untuk mendapatkan laba atas investasi iklan yang lebih baik mendorong permintaan akan model iklan baru dalam ekosistem televisi linier. Addressable TV adalah solusi hibrida yang sempurna bagi para pemasar, yang menyediakan penargetan, data, dan kontrol iklan digital dengan potensi jangkauan dan dampak televisi tradisional.
Namun, menayangkan iklan yang dapat dialamatkan ke rumah tangga tidak seperti membalik sakelar. Menghubungkan iklan ke rumah tangga tertentu membutuhkan perangkat seperti smart TV atau set-top-box untuk menayangkan iklan yang dapat dituju, serta grafik rumah tangga yang akurat dan terukur untuk memastikan iklan ditayangkan ke rumah yang tepat. Dengan 54% rumah tangga di Amerika Serikat yang memiliki setidaknya satu smart TV, mereka menawarkan peluang yang unik dan berkembang pesat untuk meningkatkan penyebaran kampanye iklan yang dapat ditargetkan secara linear.
When Nielsen built its addressable TV technology, it did so with the understanding that it needed to be easy to implement and use without compromising core elements required for future sustainability. โWe know that having an ad decisioning engine that is robust, accurate and scaled is critical for any addressable tech stack, as it maximizes each ad occurrence so that it is seen by the right audience,โ said Kelly Abcarian, General Manager, Nielsen Advanced Video Advertising.
With audience targeting being a critical element for addressability to scale and gain advertiser trust, Nielsen enriched the smart TV data of its addressable solution with Tru Optikโs more than 80 million U.S. connected TV (CTV) households. This integration ensures more accurate audience targeting and activation at the time a linear ad is being replaced on the TV glass.
Abcarian melanjutkan, "Kerja sama kami dengan Tru Optik meningkatkan kemampuan kami untuk menayangkan iklan yang dapat dialamatkan ke rumah tangga TV linear tertentu di seluruh perangkat TV pintar dan meningkatkan kemampuan aktivasi pemirsa kami. Dengan kolaborasi ini, Platform Addressable TV Nielsen memungkinkan konversi jumlah maksimum tayangan yang dapat dialamatkan yang tersedia untuk kampanye tertentu. Karena dapat dialamatkan pada skala smart TV, menyelaraskan wawasan tingkat perangkat dengan karakteristik rumah tangga yang sebenarnya adalah kunci untuk meningkatkan kumpulan tayangan saat merek berusaha untuk memberikan materi iklan yang disesuaikan dengan selera dan preferensi spesifik konsumen."
Nielsen meningkatkan jumlah perangkat yang mendukungnya di rumah-rumah di Amerika Serikat karena kemampuannya untuk mengintegrasikan ACR ke dalam model smart TV apa pun. Selain itu, teknologi ACR Nielsen bersifat agnostik terhadap sinyal, yang memungkinkannya untuk mengenali semua sinyal linier pada tingkat kaca, baik sinyal tersebut berasal dari dekoder, perangkat OTT, atau antena. Sekarang dengan Tru Optik, Nielsen menyelesaikan separuh persamaan lainnya: memastikan bahwa penggantian yang dapat dialamatkan pada siaran linier menjangkau pemirsa rumah tangga yang tepat dan diprofilkan secara akurat.
โWe are excited for Nielsen and their addressable beta program participants to leverage the Tru Optik Data Management Platform, allowing real-time addressable audience forecasting and building at scale against both first party and third party data ,โ said Andre Swanston, Chief Executive Officer, Tru Optik. โBy integrating with Tru Optik, Nielsen and its clients will have access to our Data Marketplace, which is the most relied upon across CTV ad tech platforms and publishers. As a result, this relationship will empower Linear TV advertisers with the same addressable targeting ability as Connected TV and digital.โ
Earlier this year, nine of the leading U.S. programmers joined Nielsenโs Addressable look TV beta program to test and evaluate the solution. With this data integration the platform offers participants the ability to execute linear addressable campaigns with first and third-party data that can also leverage CTV defined audience segments across the linear ecosystem, maximizing impression conversion, and better activating advertisersโ unique audience profiles.
Selain itu, peserta beta akan mendapatkan keuntungan dari integrasi Tru Optik dalam tiga cara unik:
- Capture Fluidity of TV Audiences: Consumersโ use of the largest screen in the home is blurring the lines between linear and CTV. Consolidating households of linear viewers and CTV device owners into a single, holistic segment enables a more accurate representation of the homeโs true composition. The marriage of linear and CTV audiences allows for greater audience discoverability and the ability to maximize impact at the outset of a campaign in order to drive efficiency and minimize waste during the addressable ad conversion process.
- Maximizing the Addressable Funnel: Addressable TV is transacted on household impressions. As a result, itโs important to have a scaled and accurate household graph for smart TVs to ensure targeted ads are reaching real homes. Nielsenโs Addressable TV platform offers publishers and advertisers a higher degree of confidence that their linear addressable ads are reaching real people while maximizing the conversion of impressions in the addressable funnel.
- Onboarding & Accessing First and Third-Party Data: With Tru Optikโs 88% match rate and 90% coverage of CTV ad viewing audiences, Nielsenโs Addressable TV Platform now allows publishers and marketers to onboard and seamlessly activate their first-party data against an addressable TV campaign. With the third-party data that is already available in Tru Optikโs platform, beta participants will have the ability to choose from datasets that are already popular in the advanced TV ecosystem and activate against them. They will also have the ability to combine multiple third-party data sets together to create a new class of master target audiences.
For our beta participants, having an addressable TV solution backed by strong household characteristics is key to making comprehensive addressable strategies. Working with Tru Optik, Nielsen brings to the marketplace consistency across many activation and planning points. The key to addressable ad conversion from linear TV to targeted household impressions is a strong device footprint, an addressable tech stack, and trusted household graph. In the end, addressable TV can now be as easy as flipping a switch.
