Os avanços tecnológicos e a necessidade de um melhor retorno sobre o investimento em publicidade estão impulsionando a demanda por novos modelos de anúncios no ecossistema da televisão linear. A Addressable TV é a solução híbrida perfeita para os profissionais de marketing, fornecendo a segmentação, os dados e o controle da publicidade digital com o potencial de alcance e o impacto da televisão tradicional.
No entanto, a veiculação de anúncios endereçáveis para residências não é como apertar um interruptor. Para conectar um anúncio a um domicílio específico, é necessário um dispositivo como uma smart TV ou um set-top-box para veicular os anúncios endereçáveis, bem como um gráfico de domicílios preciso e escalável para garantir que os anúncios sejam veiculados nos domicílios certos. Com 54% das residências dos EUA possuindo pelo menos uma smart TV habilitada, elas oferecem uma oportunidade única e de rápido crescimento para turbinar a implantação de campanhas de anúncios endereçáveis lineares.
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.
Abcarian continua: "Nosso trabalho com a Tru Optik aumenta nossa capacidade de fornecer anúncios endereçáveis para residências específicas de TV linear em dispositivos de smart TV e aprimora nossos recursos de ativação de público. Com essa colaboração, a plataforma de TV endereçável da Nielsen permite a conversão do número máximo de impressões endereçáveis disponíveis para uma determinada campanha. À medida que o endereçamento na smart TV aumenta, a reconciliação dos insights em nível de dispositivo com as características reais do domicílio é fundamental para aumentar o conjunto de impressões, já que as marcas buscam oferecer criativos adaptados aos gostos e preferências específicos dos consumidores".
A Nielsen está aumentando sua pegada de dispositivos habilitados nos lares americanos devido à sua capacidade de ter o ACR integrado em qualquer modelo de smart TV. Além disso, a tecnologia ACR da Nielsen é agnóstica em relação ao sinal, o que permite reconhecer todos os sinais lineares no nível do vidro, independentemente de o sinal vir de um set-top-box, dispositivo OTT ou antena. Agora, com o Tru Optik, a Nielsen está resolvendo a outra metade da equação: garantir que as substituições endereçáveis na transmissão linear atinjam o público doméstico correto e com perfil preciso.
“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.
Além disso, os participantes da versão beta se beneficiarão da integração do Tru Optik de três maneiras exclusivas:
- 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.
