Nielsen (NYSE: NLSN) announced today that it will collaborate with clypd, a leading audience-based sales platform for television networks. The syndicated service will offer the advertising ecosystem a fully integrated, linear TV targeting solution that will benefit marketers, agencies, buying platforms and publishers seeking to plan and buy on demographics beyond age and gender.
In today’s world of growing content options across devices and platforms, reaching the audiences that matter most—be it a first time car buyer or a frequent lunchbox snack purchaser—is paramount for both TV networks and advertisers. By enabling buyers to seamlessly share their media plans and the audience segments created via Nielsen’s planning service, Nielsen Media Impact, with sellers through the clypd platform, media owners will be able to instantaneously price, evaluate and execute targeted audience buys. In addition, publishers will be able to more effectively manage their sales efforts and make decisions with greater agility accelerating the adoption of audience-based buying at scale.
With the advent of targeted linear TV, demands from marketers to leverage their own audience data sets for the purposes of planning and executing TV advertising buys has been limited in scale and cumbersome. clypd and Nielsen are creating a streamlined workflow to bring efficiency to marketers looking to transact on TV with their own data and for media buyers new to TV advertising to leverage unique digital assets within TV.
The collaboration between Nielsen and clypd will give clients the ability to target Linear TV audiences by leveraging consumer profiles available through Nielsen TV MRI Fusion, Nielsen Buyer Insights, Nielsen Catalina Solutions, and other first-party data segments.
“The collaboration between Nielsen and clypd will give marketers and media owners a frictionless, reliable and cost-effective way to transact linear TV, enabling them to spend more time making decisions that can truly drive bottom line results,” said Kelly Abcarian, SVP, Product Leadership, Nielsen. “Being able to seamlessly define and execute buys against advanced audiences, as well as validate the delivery of these audience segments with the same rigor as we demand for age and gender across all linear TV programming today, is a crucial advancement for the industry.”
Additionally, this flexible solution, powered by the Nielsen Marketing Cloud, will pave the way for advertisers to activate an even wider range of valuable audiences on linear TV. It allows linear TV audiences to be defined based on thousands of additional consumer attributes and helps marketers reach these audiences across all marketing channels, as well as analyze and optimize the performance of their campaigns.
“We are excited to deepen our relationship with Nielsen, bringing innovations to market which will allow media owners and marketers to optimize their audience-driven TV advertising by activating Nielsen’s industry-leading data products,” said Joshua Summers, CEO and Co-founder at clypd. “This collaboration marks a turning point in the industry, bringing us one step closer to realizing the power of advanced audience optimization and true targeted linear TV advertising.”
This solution brings together the most advanced audience-based buying data and solutions from Nielsen with clypd’s advanced target proposal, forecasting and yield management platform to enable inventory optimization for the buying of Linear TV audiences. Advertising campaigns originating through this service will be posted using the clypd platform, which will be integrated with Nielsen’s industry-leading TV ratings methodologies to provide advertisers with the same confidence that they already expect from age and gender buys today.
“The industry is at a critical juncture where marketers are looking to pinpoint important and valued consumers,” said Keith Kazerman, Group Senior Vice President, Discovery Communications. “We are thrilled to be working with Nielsen and clypd as they bring a new collaborative solution to the marketplace that delivers a much-needed standard for agencies and buyers, clients and sellers, to execute audience based buying.”
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
clypd is the leading audience-based sales platform for television advertising. Founded in 2012, the company’s TV sales platform delivers workflow automation, data-enhanced decisioning and provides media partners with tools to manage their sales efforts. The company’s clients represent 42% of the $74 billion US television advertising spend, including leading national cable networks such as Discovery Communications, ESPN, and Fox Networks Group. The clypd team is comprised of both TV and digital advertising experts, which uniquely positions the company to understand and meet the needs of the television industry while leveraging the best strategies from the digital world. For more information about clypd, please visit www.clypd.com or follow clypd on Twitter @clypd.