Nielsen and OpenAP are proud to share that their joint submission to the Digiday Media Buying & Planning Awards was named a winner in the Best Use of Technology category. OpenAP, an advanced advertising company that brings simplicity and scale to audience-based campaigns in television, collaborated with Nielsen to accelerate the speed of audience activation, powering brands to improve campaign efficiency and eliminate advertising waste.
Creating advanced audience campaigns in television can be a laborious process that traditionally has taken weeks to complete, so Nielsen integrated OpenAP’s OpenID, the common identity framework for TV, with Nielsen Audience Planner, Nielsen’s end-to-end solution that creates advanced audiences leveraging first-, second- or third-party data to quickly share a campaign with the market.
The integration created an environment where planning, executing and measuring audience-based TV campaigns contains the same capabilities as doing so with traditional age and gender demographics, with the added benefit of advanced audiences. OpenAP can now create custom audience segments on the fly while narrowing the turnaround timeline from three (or more) weeks to instantaneous segment creation.
The inaugural Digiday Media Buying and Planning Awards program recognizes the companies, brand integrations and technology modernizing media buying and planning. And the Best Use of Technology category awards the use of technology that has most significantly and positively impacted campaign performance.
As brands continue to invest in proprietary first-party data, it’s crucial that they are able to link that data to other datasets, enrich it, use it across processes, and distribute it through the ecosystem. The Nielsen/OpenAP integration increases campaign efficiency by allowing advertisers to seamlessly link their own first-party data and other datasets to reduce the turnaround time to create media buys focused on strategic, action-oriented audiences. The Nielsen-OpenAP acceleration of Advanced Audiences has generated over 50 data-driven linear buys in 2021, with over $75 million in media investments.
For more information about the Digiday Media Buying & Planning Awards, and a full list of winners, visit the Digiday Media Buying and Planning Awards Guide.