Videology – the video advertising platform – has 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 cross-screen planning, buying, delivery and measurement. This will provide a single-source solution for advertisers to execute scalable cross-platform campaigns that can be optimised for bottom line results.
“This is a significant step forward for Videology and the UK 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 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.