A+E Networks、AMC Networks、CBS、Discovery、FOX、NBCUniversal、WarnerMedia、その他のメディアパブリッシャーは、2020年のアップフロンツに向けてアドレサブルTVの取り組みを強化する。
New York, NY — Jan. 7, 2020 — 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の広告営業担当EVPであるピーター・オルセンは、「A+E Networksは、前回のアドレサブル広告キャンペーンの試みに続き、ニールセンとのコラボレーションを継続できることを嬉しく思っています。「このイニシアチブは、透明性、価値、証明可能な成果に焦点を当てた実用的なイノベーションを市場に投入するという当社の目標に合致しています。当社の優れたストーリーテリングと適切で効果的な広告を組み合わせることで、当社のパートナーは消費者とつながり、テレビの力を活用してビジネスを推進することができます。
ニールセン主導で昨年実施されたいくつかのトライアルに続き、これは、バイヤーによるアドレサブル広告キャンペーンの拡大に向け、放送局やケーブルネットワークが準備する次の段階である。参加ネットワークは、画期的なソリューションをそれぞれのワークフロー、プロセス、技術スタックにプラグインする。その後、これらのクライアントは、広告在庫やキャンペーン管理、オーディエンス・ターゲティング、広告決定、ダイナミック広告の差し替え、必要に応じてC3/C7測定の調整など、オープンソリューションの全機能を検証する。ニールセンのベータ環境を通じてアドレサブル・テストキャンペーンを実施することで、テレビネットワークは次のテレビシーズンに向けて販売戦略に役立つ知見を得ることができる。
“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 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.”
このプラットフォームのオープンで柔軟なアプローチは、VASTやSCTEを含む既存の業界標準と互換性があり、エコシステムのあらゆる側面にサービスを提供するサードパーティのコンポーネントとシームレスに統合することができます。全体的または部分的に標準ベースのソリューションと同様、すべての関係者にとって機能する包括的なソリューションをまとめる必要があります。ニールセンは、実績のあるテクノロジーをベースにした強力なソリューションを市場に提供することで、放送局から広告代理店、広告主から消費者まで、すべての人々の利益のためにテレビ広告に革命を起こそうとする動きをリードしている。
“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.”
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ニールセンについて
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.
連絡先
ニールセン
ゴーリキ・デ・ロス・サントス
gorki.delossantos@nielsen.com
ニールセン
スノック・パク
sunok.pak@nielsen.com
