An advertising agency representing a Texas tourism marketing organisation is piloting an advertising solution that provides third-party measurement of connected TV viewing and also demonstrates unduplicated, incremental reach achieved with connected TV video advertising campaigns, and therefore also shows the unduplicated reach that linear TV is delivering in a combined linear/connected TV campaign. Proof Advertising of Austin, working for Travel Texas, helps promotes Texas as a tourist destination both to out-of-state U.S. consumers and overseas markets. The agency is partnering with SpotX, which is now using Nielsen’s connected TV and linear TV reporting. SpotX (the video advertising and monetisation platform) says it is the first SSP (supply-side platform) to leverage Nielsen analytics for connected TV inventory.
This solution combines ad exposure data from SpotX with panel data from Nielsen. “We intuitively know that combining connected TV with traditional TV allows us to reach incremental audiences,” says Ly Tran, Associate Partner and Chief Media Officer at Proof Advertising. “For our client, Travel Texas, we jumped at the chance to start using Nielsen’s unique CTV and Linear TV reporting with SpotX because it is a solution we needed. It will make us smarter and enable us to better understand how our total ad spend reaches an unduplicated audience reach on TV and beyond.”
With Nielsen’s CTV and linear TV reporting, SpotX can share campaign level audience measurement data with their clients. This includes insights on reach, frequency and GRPs (gross rating points) of connected TV campaigns, broken out by demographic (Nielsen demos).The same insights can be reported for traditional TV advertising if this is part of the same campaign. The solution is only available for the U.S. market today.
“Brands that run CTV campaigns on SpotX will be able to understand the unduplicated and incremental reach of a campaign’s ads on connected TV and linear TV using Nielsen metrics,” SpotX emphasises. The Nielsen analytics can also be used to improve the understanding of how CTV works alongside desktop and mobile advertising.
Mike Shehan, Co-Founder and CEO at SpotX, declares: “Trusted third-party measurement in CTV has historically been the number-one barrier to entry for advertisers. Media buyers need measurement to make smarter CTV investment decisions. We are thrilled to work with the industry leader [referring to Nielsen] to address this need for buyers while simultaneously creating more opportunities for publishers to monetise connected TV inventory.”
SpotX points out that having independent measurement of ads is more important than ever, given the increase in viewing via connected TV devices. “This will stimulate wider adoption for CTV overall,” Shehan predicts.