Videology—one of the world’s largest video advertising platforms—today announced a direct platform integration of Nielsen UK data, including the TV segments built from Broadcasters’ Audience Research Board (BARB) TV panel data, that enables true cross-screen planning, buying, delivery and measurement. This will provide a single-source solution for advertisers to execute seamless, scalable cross-platform campaigns that can be optimised for bottom line results. As video is increasingly planned as part of the TV marketing mix, this integration provides the crucial data link between consumers’ TV consumption and their online viewing behaviours, enhancing the ability to target and optimise video campaigns in real-time in relation to their TV plan.
“This is a significant step forward for Videology and the U.K. online video industry as a whole,” said Rhys McLachlan, Head of Global TV Strategies at Videology. “Offering clients the ability to effectively forecast, plan and deliver online video campaigns, optimised in real-time and against TV-viewing data, is an evolutionary milestone in the establishment of online video as a legitimate channel on communication plans. This integration is testament to our commitment to placing TV at the heart of our business and ensuring we provide best-in-class products and delivery capabilities to our TV clients.”
By fusing Nielsen’s NetView panel, which measures the behaviour of online audiences by demographic, to BARB’s TV panel, Nielsen is able to take the TV viewing behaviours of the BARB panellists and unify them with its online consumer data for enhanced digital selection. This data underpins Videology’s first cross-screen targeting capability TV Amplifier: Extend in the UK, which allows planners to target TV audiences broken out by level of viewing consumption in total (e.g. Light and Heavy TV Viewers) and consumption of show categories. As a result, marketers can take advantage of the ability to target audiences online based upon their TV behaviours to drive incremental reach from television.
“For effective cross-screen video planning, the ability to apply insights based on TV viewing data is an imperative. This release will provide clients the confidence to scale their Video-on-Demand (VOD) investments safe in the knowledge that the data that underpins the activity is the same trusted source as their TV activity,” said John Heather, Head of Audio-Visual at Zenith Optimedia.
This UK integration extends a long-standing collaboration between Nielsen and Videology. Earlier this year, Videology integrated Nielsen TV data into its TV Amplifier suite in the US, with solutions that allow media planners to optimally allocate their budget across TV & video, and then supplement their television strategy with specific digital video campaigns using a common set of metrics. Since then, a quarter of the video-campaign RFPs sent to the company have requested TV Amplifier tools, signaling a growing demand to buy in a TV-like way in several markets.
“The UK is experiencing significant growth in the online video sector and consumers are increasingly viewing video content on various devices,” said Nielsen senior vice-president for research & analytics in Europe Matt Dodd. “As data continues to be the lifeblood for measuring audiences, especially for TV and video content, our extended collaboration with Videology means that, together, we’re able to help clients derive the most value from both our data sets.”
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.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, NY with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Tokyo, Singapore, Sydney and sales teams across North America.
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Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA, and Diemen, the Netherlands. For more information, visit www.nielsen.com.