技術の進歩と広告投資に対するより良いリターンの必要性は、リニアテレビのエコシステムにおける新しい広告モデルへの要求を推進している。アドレサブルTVは、マーケターにとって完璧なハイブリッドソリューションであり、デジタル広告のターゲティング、データ、コントロールを、従来のテレビのリーチポテンシャルとインパクトで提供する。
しかし、各家庭にアドレサブル広告を配信するのは、スイッチを入れるようなものではない。特定の世帯に広告を配信するには、アドレサブル広告を配信するスマートTVやセットトップボックスのようなデバイスと、広告が適切な世帯に配信されていることを確認するための正確でスケーラブルな世帯グラフが必要だ。米国では54％の世帯が少なくとも1台のスマートTVを所有しており、スマートTVはリニア・アドレサブル広告キャンペーンの展開を加速させるユニークで急成長している機会を提供している。
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. “We 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,” 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 Optik’s 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.
Tru Optikとの提携により、スマートTVデバイスを通じて特定のリニアTV世帯にアドレサブル広告を配信する能力が高まり、視聴者活性化能力が強化されます。このコラボレーションにより、ニールセンのアドレサブルTVプラットフォームは、特定のキャンペーンで利用可能な最大数のアドレサブル・インプレッションの変換を可能にします。スマートTVでのアドレサブルの規模が拡大するにつれ、ブランドが消費者の特定の嗜好や好みに合わせたクリエイティブを提供しようとする際に、デバイスレベルのインサイトと実際の世帯の特性を照らし合わせることが、インプレッションプールを増やす鍵となります。"
ニールセンは、ACRをあらゆるスマートテレビに組み込むことができるため、米国の家庭でACR対応機器を増やしている。さらに、ニールセンのACR技術は信号にとらわれないため、セットトップボックス、OTT機器、アンテナのいずれからの信号であっても、ガラスレベルですべてのリニア信号を認識することができる。Tru Optikによって、ニールセンはリニア放送のアドレサブルな代替が、正確にプロファイリングされた世帯視聴者に確実に届くようにするという、方程式のもう半分を解決しようとしている。
“We 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 ,” said Andre Swanston, Chief Executive Officer, Tru Optik. “By 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.”
Earlier this year, nine of the leading U.S. programmers joined Nielsen’s 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 advertisers’ unique audience profiles.
さらに、ベータ参加者は、3つのユニークな方法でTru Optik統合の恩恵を受けることができます：
- Capture Fluidity of TV Audiences: Consumers’ 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 home’s 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, it’s important to have a scaled and accurate household graph for smart TVs to ensure targeted ads are reaching real homes. Nielsen’s 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 Optik’s 88% match rate and 90% coverage of CTV ad viewing audiences, Nielsen’s 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 Optik’s 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.
