Even though an
average person nowadays have multiple devices and more and more time is spend
looking at a phone, TV remains very important channel of interaction with potential
customer. Average TV watch time per day is forecasted
to be 46 minutes in the US (Nielsen). Addressable TV is one of the most
discussed topics in this field. Sceptics often argue that it is impossible
since many households have multiple viewers each of whom needs individual
approach. Moreover, they claim that it is difficult to measure the effect of
this tool and that it is quite expensive. However, according to adage
addressable TV has a higher CPM then traditional television.
Nielsen strongly believes in the future of addressable advertising and highly invest in this idea. The company acquired Qterics (Smart TV software and privacy management company), Gracenote (automatic content recognition technology) in 2016, and recently Sorenson Media for $11.25mln (leading addressable TV technology). The idea is to leverage the best technologies to provide real-time optimization, deliver relevant content, and make results measurable.
Nielsen strongly believes in the future of addressable advertising and highly invest in this idea. The company acquired Qterics (Smart TV software and privacy management company), Gracenote (automatic content recognition technology) in 2016, and recently Sorenson Media for $11.25mln (leading addressable TV technology). The idea is to leverage the best technologies to provide real-time optimization, deliver relevant content, and make results measurable.
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