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Nielsen to Begin Measuring Addressable Ads

November 10 2020

Nielsen is adding measurement of 55 million addressable devices, including smart TV and set-top box return-path data, to its National TV currency ratings.

Scott BrownAddressable TV advertising is the ability to show different ads to different households while they are watching the same program, and Nielsen announced the beta launch of its linear Addressable TV platform earlier this year. Through the firm's latest round of data integrations, viewing data will be added from AT&T's DirecTV and Dish set-top boxes, and Vizio smart TV, expanding Nielsen's National TV panel to millions of US homes. Nielsen will calibrate tune-in and exposure data from MVPDs and Smart TV OEMs against its panel, to correct for bias and to deliver 'persons-level' data.

Preview data will be shared from the first half of 2021, and Nielsen says this will help 'unlock' new value and flexibility for publishers and advertisers to insert addressable ads in any commercial minute they choose. Nielsen will continue to measure both targeted and linear audiences, and explains that the new measurement of addressable TV will supplement its Connected TV (CTV) offerings, providing comparable campaign measurement metrics. The company says this is a critical step in its plan to deliver 'holistic, cross-media metrics across all premium video'.

Scott Brown (pictured), GM of Audience Measurement, adds: 'As TV continues to become more digital in nature, there is greater demand for comprehensive independent measurement of reach and frequency that's scaled across linear and advanced TV. Addressable TV advertising can only scale if media buyers and sellers can monetize those impressions. By marrying big data with Nielsen's panels, we can ensure all metrics are representative, accurate and trusted'.

Web site: www.nielsen.com .

All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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