Information, data, and measurement company Nielsen is to leverage Gracenote’s Real-Time Smart TV Data to enhance the audience targeting, consumer analytics and measurement capabilities of Nielsen Marketing Cloud’s Data Management Platform (DMP).
The Nielsen DMP connects Gracenote viewership data to a wide spectrum of Nielsen, first- and third-party consumer data for person-level consumer insights, as well as hundreds of integrated paid and owned media platforms for marketing activation. According to Gracenote, brand marketers and advertisers have an unprecedented view of what audiences are watching across local and national markets on linear TV, on-demand and DVR.
Gracenote, a Nielsen company, gathers Smart TV viewership data in real-time using its patented Video Automatic Content Recognition (ACR) technology, which is implemented in more than 27 million Smart TVs across eight global consumer electronics brands. Gracenote ACR technology identifies TV programmes, movies, advertisements and video games being viewed in real-time and provides valuable insights including how long consumers engage with content and what they tune in and out of. The addition of Gracenote Smart TV data brings the industry one step closer to standardised audience segments across linear, advanced TV and digital, making inventory more valuable as demand for a consistent addressable currency for advanced audiences continues to grow.
Nielsen has moved beyond household-level viewership data to create the industry’s first person-level TV DMP. With Gracenote Smart TV data integrated with the existing Nielsen person-level TV exposure data, the Nielsen DMP delivers enhanced individual viewing patterns to help media planners, creative professionals, digital marketing leads and data analysts further personalize advertising and content, control exposure frequency across linear and addressable advertising and more accurately measure sales impact. Additionally, this comprehensive person-level TV viewing data is combined with Nielsen’s expansive set of audience data spanning consumer demographics, personalities, digital behaviour, credit card spending and specific product purchases to give clients the most in-depth and comprehensive view of consumers available.
“Gracenote ACR technology is bridging linear TV with the marketing and measurement capabilities that we’ve come to expect from the digital world,” said Kelly Abcarian, SVP, Product Leadership for Nielsen. “This is the first time that we are making Gracenote Smart TV segment data widely available to marketers and media owners who are looking for a deeper understanding of TV viewership across all platforms and services so they can seamlessly optimise and activate buying across linear TV and digital video and provide a more accurate measurement of ROI.”
“We are connecting Gracenote’s real-time Smart TV viewership data to the entire Nielsen audience data universe that lives in the Nielsen Marketing Cloud,” said Damian Garbaccio, EVP – Nielsen Marketing Cloud. “This helps our clients better understand individual consumer behaviour across media touch points to improve marketing and sales impact across traditional and digital channels. It also strongly supports our growth in the addressable TV market.”
Nielsen DMP clients will be able to activate Gracenote Smart TV Segment Data in real-time (200 milliseconds) across dynamic personalisation, content management, programmatic, search, social, email, video, mobile and over-the-top (OTT-TV) platforms. Clients can target pre-built Gracenote Smart TV segments or create custom audience combinations with more than 60,000 Nielsen Marketing Cloud segments.
As an example, a viewer exposed to a brand awareness campaign on their Smart TV while watching a specific programme at night could be re-engaged with a direct response mobile advertisement while commuting to work the following morning. Consumer engagement with these cross-channel, sequenced messages can be tracked throughout the path-to-purchase with Nielsen’s In-Flight Analytics and Multi-Touch Attribution (MTA) solutions.