Amobee, which applies data to help marketers plan and buy media across TV and digital, is one of the first to integrate Nielsen’s Enterprise Audience API with its platform. Nielsen provides TV and online media consumption data that can be leveraged through the API to optimise media buys across linear and digital TV properties. This strengthens the ability to introduce audience-based buying that looks beyond age and gender towards need-states, lifestyles, ownership and attitudes as a way of defining a target audience segment.
“With Amobee’s integration of Nielsen data, marketers now have the ability to leverage rich data for advertising across TV and digital, allowing them to marry the precision associated with digital video with the power and scale of TV,” says Jessica Hogue, Senior Vice President of Digital Solutions at Nielsen. “This opens up opportunities beyond age and gender-based buys as well as greater monetisation for the industry at large.”
The partnership brings a number of benefits to advertisers. It will help them plan, buy and measure the same audience across TV and digital. It will enable them to plan and buy TV campaigns based on digital data insights that are applied to TV audiences. It will also help marketers understand the contribution of each channel (i.e. TV, broadcaster digital, other digital like search or social) to the overall reach and business results of cross-screen campaigns.
Amobee says the precise, data-driven ad decisioning that becomes easier with this integration will make TV campaigns more efficient. It will help marketers increase the reach of TV campaigns by finding viewers who have so far missed an advertisement on broadcast, by exposing ads to them via digital video, including connected TV.
The new solution will also help media buyers calculate duplication (i.e. so they know when two ads were served, via different screens, but to just one person) and manage frequency across linear TV, connected TV, digital video, mobile and other programmatic media.
Amobee says its partnership with Nielsen will also help buyers to link TV and video campaign performance to specific advertiser KPIs, including online behaviours and offline sales. It also becomes easier to understand the TV viewing habits of their best customers. Crucially, it takes a big step towards one of the Holy Grails of modern marketing – achieving a single view of the audience.
“Consumers are moving seamlessly between screens and devices and the technology needs to follow them, from linear TV to digital,” says Aleck Schleider, Senior Vice President of Client and Data Strategy at Amobee. “Our agreement with Nielsen helps further solve the challenges of fragmentation and applies the right data in the right places across the TV and digital ecosystem. We are working to help marketers develop elevated and scaled omnichannel strategies that are guided by deep analytical insights to reach consumers and achieve their business goals.”