Videology Taps Nielsen for Cross-Screen Ad Measure

In the US, online video ad targeting specialist Videology is to integrate Nielsen TV data into its platform, to help marketers plan and measure campaigns running across both linear television and online video.

Baltimore-based Videology (formerly TitalTV) develops video ad technology that helps clients target precise consumer segments by demographics, psychographics and behavioral habits. In 2012, Videology launched a tool called 'TV Amplifier', which enables advertisers to apply Nielsen's cross-platform measurement data to their targeted digital video campaigns. The latest Nielsen partnership builds on TV Amplifier's capabilities by enabling the management and matching of data within Videology's platform, and improving the ability to reach more specific consumer segments across screens.

Videology will integrate audience segments from the Nielsen Cross-Platform Homes Panel and Nielsen TV/Online Fusion into its platform, and will then tie these segments back to TV viewing behavior across all Nielsen-measured broadcast and cable networks and syndicated programming.

Scott Ferber (pictured), Videology Chairman and CEO, comments: 'This year marks a tipping point in that half of the video advertising placed through our platform will come from television buyers, and half will come through traditional digital channels. Advertisers need the tools to execute seamless, scalable campaigns across television and online video that can be optimized for bottom line results. This integration now makes that a reality for brand marketers.'

Web sites: www.videologygroup.com and www.nielsen.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.