Specific Media has launched TV Audience Segments (TVAS), a targeting solution that allows advertisers to accurately reach online users based on their TV viewing. By fusing data from trusted industry sources, notably Nielsen and BARB (Broadcasters’ Audience Research Board), the solution allows for a robust cross-media campaign.
The solution enables advertisers to accurately extend TV reach by locating the elusive ‘light’ TV viewers online who may not have seen their TV ad, and also provides the means to target online segments based on their ‘offline’ viewing habits, such as high TV sports viewership. Advertisers can then manage a campaign’s ad frequency and sequential messaging to audiences across both mediums.
Gavin Johnson, VP of UK sales at Specific Media explained the solution’s inception; “We saw our clients looking increasingly to the importance of how offline consumer behaviour influences their online behaviour. TV Audience Segments is uniquely positioned to join the dots between TV and online, which allows targeting to be seamless and more effective. This is part of a huge drive at Specific Media to work towards marketing solutions rather than just digital solutions.”