Nielsen tests the beta version of its addressable TV with seven major networks

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 09, 2020, 10:18 AM UTC

These networks are A+E Networks, AMC, CBS, Discovery, Fox, NBCUniversal and WarnerMedia.

Nielsen had announced that seven major media firms will join the beta version of their addressable TV ad platform. Programmers will use its tools to manage inventory, campaigns and to measure the effects among a handful of brand partners who are testing the format.

The beta version’s first segment familiarises programmers with the tech before they segue into a limited consumer environment to test actual campaigns. Nielsen’s Kelly Abcarian says that programmers require solutions to “manage complex addressability workflows”.

The company’s industry-wide position could “standardise and benchmark” the format. The article concludes by stating that though this new development can improve the efficiency in TV spending, advertisers must remember that TV’s strength lies in signalling a brand’s willingness and ability to pay for mass reach.

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