Provides Media Owners and Buyers Ability to Forecast TV Viewership for Advanced Audience Segments to Drive Media Spend ROI
Nielsen recently announced the launch of its Advanced Audience Forecasting tool that will provide clients with forecasts of TV audiences defined by advanced audience segments, which have been gaining traction in the marketplace.
By leveraging Nielsen’s advanced audience segment definitions, media owners and marketers alike will now have the ability to accurately and more directly forecast inventory for a precise target across all nationally measured television networks. These audience segments can be defined based on any unique combination of person-level attributes, including in-store and online credit/debit transactions (e.g., big box store shoppers), psychographics (e.g., pet owners), and shortly CPG loyalty card data (e.g., laundry detergent buyers).
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This new tool, built through a collaboration between Nielsen and clypd, will accelerate the industry’s evolution towards audience-based buying on TV by providing more consistency and transparency. In addition to supporting custom advertiser-defined segments, the tool will surface more than 80 pre-defined audience segments curated by the Advanced Target Standards Group (ATSG) across key advertising verticals (including CPG, Automotive, Finance, and Telecom), providing preliminary insights into the total addressable inventory for these segments on all measured National TV Networks.
“Discovery is committed to providing clients with complete transparency so it’s imperative that we have access to reliable tools that not only guarantee on advanced audiences but provide full visibility. With Nielsen’s new solution we will accomplish that in a more timely manner which is critical in today’s competitive marketplace,” said Keith Kazerman, Group SVP, Client Solutions, Discovery Communications.
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This new capability will enable media buyers and sellers to have more transparent pricing and scheduling discussions as they head into the upfronts. Nielsen will also provide a representative person-level measurement for these advanced segments throughout the 2018 television season, bringing the same level of confidence to this new form of buying as advertisers have had in the currency ratings for decades.
“The way marketers and media companies use data to plan, target, transact and measure advertising is evolving. In today’s world of growing content options across devices and platforms, reaching the consumers that matter most—be it first-time car buyers or home improvement enthusiasts—is critical for both TV networks and advertisers. To keep up with the changing landscape, advanced tools — like this solution — are now required to accurately forecast TV audiences beyond age and gender,” said Kelly Abcarian, SVP, Product Leadership, Nielsen.
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