Data Giants Team Up for Visible World

In the US a TV ad solutions firm is to bring together the services of Nielsen, Experian and Acxiom to help clients improve ad effectiveness using their existing data segmentation and optimization models.

The company, Visible World, says that to date clients have manually translated and converted consumer information from proprietary or syndicated databases into segments for targeted TV ad campaigns: the new solution will automate this work, cutting down the time and effort needed to help advertisers hone in on their target audiences.

'Targeting doesn't exist without data, and while these data sets are commonly used in other marketing mediums, until now this level of segmentation has not been systematically applied to television,' said Visible World CEO Seth Haberman. 'Simplifying data integration has removed significant advertiser and agency barriers, and we look forward to offering this capability across the broader media plan.'

New York-based Visible World promises TV ad solutions that enable advertisers to target, customize and rapidly change their messages to address diverse audiences and business situations.

The firm is online at www.visibleworld.com .