A joint effort among audience measurement firm Nielsen plus loyalty card/coupon data firm Catalina, Nielsen Catalina Solutions (NCS), is currently providing purchase-based ad targeting with regard to connected TV and Over-the-Top (OTT) TV .
Previously, NCS’ Sophisticated TV Suite used purchase information to develop targeted audience segments of anonymized households for linear TV plus addressable TV, but only carried out measurement on connected TV plus OTT, SVP Tom Eaton mentioned in an interview. He added that will, to his knowledge, this is the 1st use of purchase data for advertisement targeting on CTV or OTT.
How this really is employed. A possible make use of case, for instance, is a brand that will wants to advertise to households that will regularly eat peanut butter.
If the loyalty cards are utilized for purchases including peanut butter, those purchases can be linked with the Nielsen Marketing Cloud with gadget graphs for those households, connected simply by street addresses or other identifiers that apply to both devices plus loyalty cards.
A good anonymized household ID for that peanut butter-loving household is then given by the TV programming provider, such as a wire company or Roku, so that advertisements about peanut butter can be instructed toward the online-delivered programming because household.
While purchase-based ad targeting on linear TELEVISION can be delivered to audience segments viewing specific series, it cannot be sent to the household level for addressable TELEVISION, CTV and OTT. Eaton observed that the NCS Advanced TV Package delivers data to whatever system the brand chooses for advertisement delivery, such as the Adobe Advertising Impair.
Why this particular matters to marketers . Linked TV has a built-in Internet connection, and has apps for such services because Netflix or Amazon Prime. Over-the-Top TV usually refers to TV-linked exterior boxes like Roku or Apple company TV, which are internet-connected and also have applications for online-delivered TV programming such as Netflix.
NCS’ development of purchase-based targeting for CTV and OTT means that online-delivered TELEVISION is taking yet another step towards becoming a full-fledged member of the electronic advertising ecosystem. But , as the distinctions between targeted ads on geradlinig TV, CTV/OTT and web sites start to fade, online-delivered TV could arise as a powerhouse because of its current quick growth and because it allows a far finer level of granularity and reaction measurement than its older brother, transmit TV.
This particular story first appeared on MarTech Nowadays. For more on marketing technology, click here.
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