Videology— one of the world’s largest video advertising platforms— today announced a direct integration of Nielsen TV data that will allow true cross-screen planning, buying and measurement across linear television and online video. This integration is the first of its kind for creating a unified solution where advertisers can most effectively and efficiently plan, buy and measure ad campaigns across linear television and digital video platforms.
“This year marks a tipping point in that half of the video advertising placed through our platform will come from television buyers, and half will come through traditional digital channels. The convergence between TV and video is now fully recognized by advertisers,” said Scott Ferber, Chairman and CEO, Videology. “Advertisers need the tools to execute seamless, scalable campaigns across television and online video that can be optimized for bottom line results. This integration now makes that a reality for brand marketers.”
Cross-Screen Audience Behavioral Data
Through the collaboration, Videology will be integrating audience segments from the Nielsen Cross-Platform Homes Panel and Nielsen TV/Online Fusion into its platform. Videology can then tie these segments back to TV viewing behaviors across all Nielsen-measured broadcast and cable networks and syndicated programming. Videology can also match users, in an aggregated, privacy-safe way, to all TV Ad Exposure data.
Bi-directional Audience Insights
Another important benefit of this integration is the ability to offer bi-directional audience insights. Prior tools allowed advertisers to find TV audiences online, whereas now advertisers can also find digital audiences on TV. As a result, marketers can take advantage of the granularity of audience attributes and behavioral data available online to reach similar consumers on television where such granularity may not be available.
A Scalable Solution for Cross-screen Video Advertising Planning and Reporting
Videology launched its first cross-screen planning and reporting tool—TV Amplifier℠—in 2012. Last year, approximately 25% of video campaign RFPs received by Videology included requests for the TV Amplifier tool. The new integration builds upon and extends the capabilities of TV Amplifier by allowing the management and matching of data within the platform, greatly increasing scale and improving the ability to reach more discrete consumer segments across screens.
Budget Optimization and Streamlining of Entire Advertising Cycle
The integration of Nielsen data with Videology’s platform creates value for advertisers throughout the entire planning and buying cycle:
Pre-planning: advertisers are able to determine the optimal budget allocations between television and online video available through Videology to achieve their goals, such as reach and frequency, or sales lift.
Buying: advertisers can reach consumers through Videology across both television and online video within their specified buying criteria, such as demo, household attributes or other behavioral data.
Measurement and Optimization: advertisers can measure and validate campaign delivery for reach, demo or household income using Nielsen Online Campaign Ratings, and/or use other data to measure a diverse range of metrics from online action to offline sales lift, then optimize against those desired outcomes.
“We are continually looking for new ways to help clients derive the most value possible from our data,” said Andrew Feigenson, SVP, Digital Client Services, Nielsen. “Our expanded relationship with Videology helps our advertiser and agency clients more seamlessly plan and buy media across devices, and helps our media clients, particularly those in linear television, more fully participate and benefit from the growth of programmatic trading opportunities.”
Videology (videologygroup.com) is one of the world’s largest video advertising platforms. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.