Nielsen’s Advanced Video Advertising Solution 和 Advanced Audience Suite were recently selected as the winner of not one, but three Cynopsis Ad Tech Awards:
- 最佳视频营销/广告平台
- 最具创新性的可寻址
- 出色的报告和分析
The Nielsen Advanced Audience Suite was also a finalist in the Best Audience-based Buying Platform category.
数据驱动的线性和可寻址电视广告正处于一个重要的转折点，而这些胜利正是在这个时候取得的。COVID-19 在全球的流行加速了电视领域许多因素的发展，这些因素现在正汇聚成一条通往更先进电视广告的道路。
随着时间的推移，先进的电视已发展到包括联网电视（CTV）、数据驱动的线性电视和可寻址电视在内的一切领域。数据驱动的线性电视允许广告商通过线性电视投放基于受众的广告，方法是在传统的基于演示的模式上建立购买和其他受众数据。这与可寻址电视相辅相成，后者是向目标家庭投放个性化电视广告，而不是向整个节目受众播放一个广告。
"尼尔森高级视频广告部总经理凯利-阿布卡里安（Kelly Abcarian）表示："电视行业正在迅速发展广告商与消费者的联系方式以及我们喜爱的优质内容的货币化方式，使可寻址电视从一个不错的选择转变为2021年的必备品。尼尔森高级视频广告部总经理 Kelly Abcarian 说："不确定性比以往任何时候都要高，但我们也需要更快、更有信心地行动起来。消费者情绪的波动、营销预算的紧缩、证明投资回报率的需要，以及比以往更多的内容选择，都大大加快了对灵活、更负责任的电视广告的需求。"
电视行业正在迅速改变广告商与消费者的联系方式以及我们喜爱的优质内容的货币化方式，使可寻址电视从 "不错 "变成 2021 年的 "必备"。
Kelly Abcarian，尼尔森高级视频广告部总经理
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.”
Cynopsis 广告技术奖旨在表彰支撑媒体业务的技术方面的最佳进步。从杰出的广告和品牌安全解决方案到战略和实施方面的巧妙成就，Cynopsis将目光投向那些在数字媒体供应链中有所作为的人。在 2020 年 12 月 1 日星期二举行的现场虚拟活动中，14 个类别的获奖者获得了提名。
