Specific Media Adds STB Data to Audience Segments

Multi-screen measurement company Specific Media has added Kantar Media and Rentrak set top box (STB) data to its TV Audience Segments (TVAS) solution, to help advertisers with their audience targeting.

TVAS enables advertisers to reach online users based on their television viewing habits, integrating data from Nielsen and BARB (Broadcasters' Audience Research Board). The solution also measures TV tune-in lift generated by online ad exposure.

The new development means advertisers can access Kantar Media's TV second-by-second return path data sourced from set top boxes, combined with Specific Media's online segmentation capabilities. They will also gain access to Rentrak's STB data, allowing them to enhance their campaigns across mobile devices based on TV viewing habits.

Vic Catalfamo (pictured), Specific's VP Advanced Media Solutions, says it is 'critical' for the firm to offer a comprehensive range of audience data. He continues: 'TVAS is the first industry solution to include combined panel and set top box data to provide advertisers with access to the best and most granular TV data sets in the market in one integrated solution, cross-platform and in a programmatic environment.'

Web sites: www.specificmedia.com , www.kantar.com and www.rentrak.com .