合作为迪士尼的 "可寻址优先 "方法提供了更大的灵活性
New York, NY – June 5, 2020 – Nielsen (NYSE: NLSN) today announced that Disney Media Networks is the latest U.S. programmer to join in the company’s Addressable TV beta program. By participating in the program, Disney will be able to test, evaluate and experience Nielsen’s addressable TV advertising capabilities and technology first-hand and prepare for its commercial launch. This collaboration is part of Disney’s approach to being ‘Addressable First’ and offering advertisers innovative ad solutions at the audience level. With the addition of Disney, the nine participating programmers in the beta program represent 75% of linear TV impressions in the U.S.
迪斯尼是高级广告领域的领导者，其统一的高级广告功能套件 Luminate 包括归因、数据驱动的线性和广泛的数据定位。通过加入尼尔森的可寻址电视测试计划，迪斯尼加强了其对广告创新的承诺，以及对提高广告客户价值和灵活性的关注。
"迪斯尼广告销售部跨组合解决方案高级副总裁劳拉-尼尔森（Laura Nelson）说："在迪斯尼，我们致力于提供创新的广告解决方案，让我们的忠实观众更接近他们喜爱的品牌。"在过去的几年里，我们已经采取了一些措施，以可寻址的方式启用我们的商业库存，这只是最新的一个例子。我们很高兴能成为尼尔森可寻址电视测试计划的一部分，我们相信他们的技术和先进的可寻址功能将满足我们和广告商的独特需求。
Insights from the beta program will help Disney understand how the Nielsen technology integrates into their existing advertising ecosystem and how it can be leveraged across Disney’s unique set of programming options. In addition, Disney will experience the technology in action as it seamlessly inserts and replaces ads on linear TV channels within milliseconds, maintaining a crisp user experience that does not impact video quality, channel change behavior or audio volume.
"尼尔森高级视频广告部总经理凯利-阿布卡里安（Kelly Abcarian）表示："迪斯尼加入我们的测试计划，我们感到非常高兴，因为他们加倍努力开发新技术，为其'可寻址优先'战略增加灵活性。尼尔森高级视频广告部总经理 Kelly Abcarian 说："随着媒体行业的发展，电视节目制作人对如何最好地货币化他们的库存拥有控制权和灵活性至关重要。我们期待与迪斯尼合作，在他们将其内容的魔力和创造力与先进的受众交付能力相融合的过程中，扩大寻址能力的价值，从而实现其广告商所期待的灵活性和价值。
利用尼尔森的可寻址电视广告解决方案，节目制作商将能够在其优质视频库存中提供灵活的可寻址广告活动。尼尔森解决方案提供先进的库存和收益管理功能，使节目制作人能够全面控制在其线性电视网络中利用可寻址电视广告的方式、时间和地点。该解决方案使用户能够根据线性广告活动的 KPI 指标，为可寻址广告打开或关闭线性广告活动广告点。这有助于自动优化线性广告和可寻址广告的收益率，确保收益率最大化。这是尼尔森致力于帮助电视行业发展并推动大规模采用可寻址电视的又一例证。
关于尼尔森
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.
联系方式
尼尔森
高尔基-德洛斯-桑托斯
gorki.delossantos@nielsen.com
