Advanced Television

Nielsen expands Dynamic Ad Insertion pilot

November 29, 2018

Nielsen is expanding its US Dynamic Ad Insertion (DAI) pilot, adding a leading Smart TV platform and national cable network.

Global semiconductor company MediaTek, currently powering more than 50 per cent of Smart TVs, will bring advanced DAI to its Smart TV platform for the first time. A+E Networks is joining CBS, as revealed in May 2018, to begin replacing advertisements in live linear programming on select networks.

Nielsen’s DAI pilot, powered by Gracenote Video Automatic Content Recognition (ACR) technology, will enable MediaTek-powered Smart TV platforms to deliver addressable advertising capabilities in live trials across five major US markets. MediaTek Smart TV platforms can be found in all leading Smart TV brands in the US.

As part of this pilot, A+E Networks and CBS will be the first broadcasters in the industry to replace traditional linear TV advertisements dynamically as well as show/network promotions with targeted advertisements to ensure the right message reaches the right viewer at the right time.

The dynamic ad replacement and delivery platform considers audience gender and age as well as advanced demographics to deliver on the promise of true addressable advertising. Advertisers and networks will be able to leverage the joint Gracenote-MediaTek DAI solution to expand their traditional linear TV ad offerings and maximise the value of their ad inventory. At the same time, advertisers can deliver more personalised advertising, manage ad frequency and exposure, and better track ROI.

“Nielsen recognises the huge opportunity addressable TV presents for our clients,” said Kelly Abcarian, Senior Vice President, Product Leadership for Nielsen. “So, we’ve worked hard to create an advanced DAI solution that covers everything from ad targeting to delivery. As the result of our expanded DAI pilot with leading Smart TV platforms and manufacturers and some of the largest broadcast and cable networks, marketers will be able to better realise the value of their advertising inventory, achieve maximum return on their ad spend and viewers will see messages that are most relevant to them.”

“MediaTek and Nielsen Gracenote have worked closely with leading broadcasters and TV manufacturers to push the boundaries of what MediaTek’s Smart TV platform can do and how it performs for business owners, while still offering secure and innovative experiences consumers expect,” said Mike Chang, General Manager of MediaTek Inc. “MediaTek’s goal is to give consumers around the globe a smarter TV experience so they can enjoy incredible entertainment and seamless great performance.”

Since acquiring Gracenote in 2017, Nielsen has integrated its media recognition technology, Gracenote unique IDs and metadata into an increasing number of its measurement, analytics and advanced advertising solutions. Now in millions of Smart TVs from various global brands, Gracenote’s Video ACR technology enables a wide range of network and advertiser benefits, from media measurement and content discovery to addressable programming and advertising.

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