Nielsen Catalina Solutions (NCS) has announced an expansion of its Advanced TV Suite, which now enables purchase-based ad targeting in addition to sales measurement for data-driven linear TV, addressable TV, OTT and connected TV. With the addition of a new capability that enables CPG advertisers and agencies to buy connected-TV inventory based on in-store purchase behaviour, it’s now simpler to reach the right household on their choice of device(s) with advertising that is most likely to influence a purchase.
“As consumer viewing patterns continue to evolve, new players are entering an already complex TV & video ecosystem. These changes bring with them many exciting new opportunities for marketers to reach more relevant viewers across devices,” said Thomas Eaton, SVP of TV and Programmatic Solutions, Nielsen Catalina Solutions. “The ability to target TV advertising with digital-like precision and measure the resulting incremental sales is helping CPG advertisers navigate the new world of TV advertising, driving real growth for their brands.”
Together with Nielsen Marketing Cloud, NCS can identify the audience that is most likely to purchase a CPG product, and match the audience to connected TV households. Adobe Advertising Cloud and Eyeview are the first platforms to offer these purchase-based targets to their CPG clients for CTV targeting, which can be syndicated to the platforms directly from the Nielsen Marketing Cloud, allowing advertisers to centralise their data workflow.
“As adoption of connected devices reaches a tipping point, marketers need solutions for television that are accountable to their business objectives,” said Brian Pozesky, CPO, Eyeview. “Programmatic buying of connected TV inventory based on real in-store purchases and empowering marketers to tailor the message according to that activity represents a milestone in advertising history. The vision of true addressability and video personalisation is finally becoming a reality on the big screen, delivering more effective advertising to the right shoppers.”
Todays enhanced TV ad targeting announcement builds on a cross-screen measurement solution announced earlier this year–which measures the in-store sales driven by any advertising delivered across today’s multidimensional TV and video landscape.