- Best Video Marketing/Advertising Platform
- Most Innovative Implementation of Addressable
- Outstanding Reporting And Analytics
The Nielsen Advanced Audience Suite was also a finalist in the Best Audience-based Buying Platform category.
These wins come at a time when data-driven linear and addressable TV advertising are at a monumental tipping point. The global COVID-19 pandemic has accelerated many elements in the TV landscape, which are now converging into a path that leads straight to more advanced TV advertising.
Over time advanced TV has evolved to include everything from connected TV (CTV), data-driven linear TV to addressable TV. Data-driven linear TV allows advertisers to deliver audience-based advertising via linear television by building purchase and other audience data on top of the traditional demo-based models. This goes hand-in-hand with addressable TV, which is the delivery of personalized TV ads to target households rather than broadcasting one advertisement to an entire program audience.
“The TV industry is rapidly evolving the way advertisers connect with consumers and the way the premium content we love is monetized, shifting addressable TV from a nice to have to a must-have in 2021,” says Kelly Abcarian, General Manager, Advanced Video Advertising, Nielsen. “Uncertainty is higher than ever but so is the need to move faster and with confidence. Fluctuating consumer sentiments, tighter marketing budgets, the need to prove ROI, and more content options than ever have greatly accelerated the demand for flexible and more accountable TV advertising.”
The TV industry is rapidly evolving the way advertisers connect with consumers and the way the premium content we love is monetized, shifting addressable TV from a nice to have to a must-have in 2021.Kelly Abcarian, General Manager, Advanced Video Advertising, Nielsen
Overall, the big benefit of advanced TV is that it allows advertisers to serve ads on a targeted basis, going beyond broad age and gender proxies to provide data-driven buying and reporting capabilities. The Advanced Audience Suite takes audience-based buying one step further by validating that the targeted advertising is reaching the audiences that matter most—be it a first-time car buyer or home improvement enthusiast. It’s paramount for media buyers and sellers to have transparent data points to transact and qualify advertising outcomes with real-time measurement of advanced audiences. As we close out an unprecedented yet enlightening year, Nielsen is taking a big, bold step towards a smarter advertising future.
“In 2021, we will continue our momentum towards transforming the measurement that underpins the premium video marketplace to keep pace with the many ways people are consuming content, ” says Scott Brown, General Manager, Audience Measurement, Nielsen. “This win from Cynopsis directly foreshadows what is on the horizon—a total understanding of audiences brought together by advanced TV’s ability to expand on systems of the past, providing the best of both digital and linear TV.”
The Cynopsis Ad Tech Awards are designed to celebrate the best advances in the technology that underpins the media business. From outstanding ad and brand safety solutions to deft achievements in strategy and implementation, Cynopsis puts a spotlight on those who are making a difference in the digital media supply chain. Winners were named across 14 categories during a live virtual event on Tuesday, Dec. 1, 2020.