A+E Networks, AMC Networks, CBS, Discovery, FOX, NBCUniversal, WarnerMedia e outras editoras de mídia dobram as iniciativas de TV endereçáveis antes dos Upfronts de 2020
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 A+E Networks está animada para continuar nossa colaboração com a Nielsen, dando continuidade ao nosso teste anterior de campanhas de anúncios endereçáveis", disse Peter Olsen, vice-presidente executivo de vendas de anúncios da A+E Networks. "Essa iniciativa se alinha com nosso objetivo de trazer ao mercado inovações práticas com foco em transparência, valor e resultados comprováveis. A combinação de nossa excelente narrativa com publicidade relevante e eficaz ajuda nossos parceiros a se conectarem com seus consumidores e a aproveitarem o poder da televisão para impulsionar seus negócios."
Após vários testes conduzidos pela Nielsen no ano passado, essa é a próxima fase na preparação das redes de transmissão e de TV a cabo para lançar campanhas publicitárias endereçáveis expandidas com os compradores. As redes participantes conectarão a solução inovadora em seus respectivos fluxos de trabalho, processos e pilhas de tecnologia. Posteriormente, esses clientes analisarão todos os recursos da solução aberta, inclusive o inventário de anúncios e o gerenciamento de campanhas, a segmentação de público-alvo, a tomada de decisões sobre anúncios, a substituição dinâmica de anúncios e a reconciliação da medição C3/C7, conforme necessário. Ao executar campanhas de teste endereçáveis por meio do ambiente beta da Nielsen, as redes de TV obterão insights para informar sua estratégia de vendas antes da próxima temporada de TV.
“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.”
A abordagem aberta e flexível da plataforma é compatível com os padrões existentes no setor, incluindo VAST e SCTE, e pode se integrar perfeitamente a componentes de terceiros que atendem a todos os lados do ecossistema. Como acontece com qualquer solução que seja total ou parcialmente baseada em padrões, é necessário reunir uma solução abrangente que funcione para todas as partes. Ao fornecer ao mercado uma solução poderosa, baseada em tecnologia comprovada, a Nielsen está liderando a iniciativa de revolucionar a publicidade na TV para o benefício de todos - das emissoras às agências, dos anunciantes aos consumidores.
“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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Sobre a Nielsen
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.
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Nielsen
Gorki De Los Santos
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Nielsen
Sunok Pak
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