Nielsen Adds Gracenote Smart TV Data to Marketing Cloud

Nielsen is using real-time smart TV data from its media and entertainment data firm Gracenote, to enhance the audience targeting, consumer analytics and measurement capabilities of its Marketing Cloud data management platform.

The $560m Gracenote acquisition concluded last year, providing Nielsen with access to information on millions of movie and television listings, as well as music tracks. The firm gathers smart TV viewing data in real-time using patented Video Automatic Content Recognition (ACR) technology installed in more than 27 million smart TVs across eight consumer electronics brands. This technology identifies TV programs, movies, ads and video games being viewed in real-time, and provides insights such as how long consumers engage with content and what they tune in and out of.

Nielsen's DMP connects Gracenote viewing data to a wide range of Nielsen, first- and third-party consumer data for person-level consumer insights. The firm says this provides brand marketers and advertisers with a view of what audiences are watching across local and national markets on linear TV, on-demand and DVR; delivering enhanced individual viewing patterns to improve personalization, control cross-device ad exposure frequency, and more accurately measure sales impact. The person-level TV viewing data is also combined with Nielsen audience data spanning consumer demographics, personalities, digital behavior, credit card spending and specific product purchases.

SVP Product Leadership Kelly Abcarian says this is the first time Nielsen has made Gracenote smart TV segment data widely available to marketers and media owners looking for a deeper understanding of TV viewership across all platforms and services. Damian Garbaccio, EVP - Nielsen Marketing Cloud, adds: 'This helps our clients better understand individual consumer behavior across media touch points to improve marketing and sales impact across traditional and digital channels. It also strongly supports our growth in the addressable TV market'.

Web site: www.nielsen.com .

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