Videology Strengthens Nielsen Links

TV and online ad targeting specialist Videology has extended its relationship with Nielsen to include audience segments from the latter's eXelate subsidiary, allowing better cross-screen segmentation.

More than three years ago, Videology announced it would integrate Nielsen's Online Campaign Ratings (now known as Digital Ad Ratings) into a predictive targeting solution for advertisers; and a year later it added Nielsen TV data, to allow measurement of campaigns running across both linear television and online video.

The latest move means Videology can create a model of audiences across TV and digital screens. The firm says this means more targeted and efficient TV ad campaigns, increased reach for combined TV and video campaigns, better tracking of duplication across the two, and improved linking of TV and video campaign performance to specific advertiser KPIs including online behavior and off-line sales.

Scott Ferber, CEO and Chairman of Videology, comments: 'The ability to leverage rich data for TV ad decisioning, whether provided by eXelate, other approved data providers, or approved advertiser's data, allows us to marry the precision associated with digital video with the power and scale of TV'. He adds: 'When Videology first initiated our integration of Nielsen TV data, most of the market was focused on driving convergence between video and display advertising. In contrast, we always looked at TV as the ultimate complement to video based on their shared brand building capabilities of sight, sound and motion'.

Privately-held, venture-backed Videology is headquartered in New York, with offices on four continents and is online at www.videologygroup.com .