技术进步和提高广告投资回报率的需求推动了线性电视生态系统对新广告模式的需求。可寻址电视是营销人员的完美混合解决方案，既能提供数字广告的定位、数据和控制，又能发挥传统电视的覆盖潜力和影响力。
然而，向家庭投放可寻址广告并不像打开开关那样简单。将广告连接到特定家庭需要智能电视或机顶盒等设备来投放可寻址广告，还需要准确且可扩展的家庭图谱来确保广告投放到正确的家庭。美国 54% 的家庭至少拥有一台已启用功能的智能电视，这为线性寻址广告活动的部署提供了一个独特且快速增长的机会。
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 继续说："我们与 Tru Optik 的合作提升了我们通过智能电视设备向特定线性电视家庭投放可寻址广告的能力，并增强了我们的受众激活能力。通过这次合作，尼尔森的可寻址电视平台能够为特定的广告活动转换最大数量的可用可寻址印象。随着智能电视寻址规模的扩大，在品牌寻求提供针对消费者特定品味和偏好的创意时，将设备级洞察与真实家庭特征相协调是增加印象库的关键所在。
由于尼尔森能够将 ACR 集成到任何型号的智能电视中，因此其在美国家庭中启用设备的覆盖范围不断扩大。此外，尼尔森的 ACR 技术与信号无关，可在玻璃层识别所有线性信号，无论信号来自机顶盒、OTT 设备还是天线。现在，尼尔森通过 Tru Optik 解决了方程式的另一半：确保线性广播中的可寻址替代信号能够到达正确、准确的家庭观众。
“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.
此外，测试版参与者还将以三种独特的方式受益于 Tru Optik 集成：
- 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.
