Nielsen believes in addressable TV

 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.

Connection of TV ads and Mobile for more efficient targeting

      Concerns exist for how effectiveness are TV ads in promoting brand awareness and more importantly,  driving consumers down toward the funnel to execute the action of buying. Now, the problem may be solved as Millennial Media, a mobile advertising network consisting of 65,000 mobile apps, is partnering with Rentrak, a video measurement company whose measurement currency are used across screens, (movie studios, cable, satellite, local and national television network, etc.) to allow advertisers to connect TV ads with audience's smartphone. Using Rentrak data, after a viewer sees a commercial on TV, he/she is then matched in Millennial Media's smartphone user database. Then a targeting video related to the commercial he/she just seen will be placed in the mobile apps the viewer installed in the mobile device. Effectiveness of ads can be measured as whether the user clicks on the mobile ads or agrees to receive promotion and emails from sellers. 

     The strategic partnership meets the growing demand from advertisers to conduct advertising activities across different channels and utilizing all the screens in front of consumers to reinforce brand awareness. Furthermore, rich media such as video as well as mobile advertising are enjoying growing spending from advertisers and will become the most important method and channel of marketing. 


http://www.ft.com/intl/cms/s/0/a70871f0-8e0f-11e5-8be4-3506bf20cc2b.html?ftcamp=crm/email/20151120/nbe/CompaniesBySector/product