Online Advertisers Could Target TV Viewers15 Aug, 2012 By: Doug McPherson
NEW YORK – Media research giant Nielsen has announced a program that will help online advertisers target online consumers based on their TV and Web viewing habits. The program, called “Nielsen Online Audience Segments – TV Viewing,” could “prove invaluable to marketers … planning their advertising campaigns,” says Jonathan Carson, general manager of digital for Nielsen.
Carson adds the program will enable network partners to organize their audiences according to what those individuals watched on television, and that it could attract advertisers looking to reach consumers who don’t watch a lot of TV. Microsoft, Adap.TV, Specific Media, Undertone and Videology are all partnering with Nielsen on the program.
Videology’s CEO, Scott Ferber, told Adweek.com that the program could be used to help buy integrated campaigns. “Whether this data is used to increase the impact of an existing television campaign or to extend reach by targeting light television users who might not otherwise be exposed to a campaign, the end result is the same: breaking down the silos between consumers’ viewing experiences,” he said. “Data that allows advertisers to focus on the consumer, rather than on the device, will lead to a more holistic assessment of campaign results and, ultimately, to a truer assessment of ROI.”
Carson says in statement: “This is a tremendous next step in connecting the dots between offline and online behavior. The fact that we’re using the very same data that’s deployed within the traditional TV economy is a key differentiator, which resonates with the industry. Being able to interact with consumers online who are, for example, heavy viewers of college sports or home design programming, or light television viewers who are difficult to reach through that medium, ‘Nielsen Online Audience Segments – TV Viewing’ works by leveraging Nielsen’s unique data assets and TV knowledge and correlating how people watch TV with how they behave online.”
About a year ago, Nielsen unveiled an online campaign ratings system designed to share reach, frequency and gross rating point metrics for Internet advertising. In April, it launched a measurement service that combines information from Nielsen’s online ratings system and its television audience measurement system. And this summer it bought Vizu to boost its ad measurement technology.