Advertisers are being offered a new insight tool for connected TV, designed to help them better understand who is watching a TV show within a multi-device household.
With the days of family viewing consigned to the advertising dustbin, and replaced by kids, teens and parents all doing their own thing, Nielsen has launched “Streaming Signals” to help firms measure CTV reach for more efficient advertising and to maximise ad revenue.
The platform uses custom machine learning models to determine who is in the household based on historical viewership data, and delivers a signal within 50 milliseconds to CTV operators showing who is currently streaming programme content instantly.
This, it is claimed, will allow advertisers and agencies to make better, faster choices to reach their target audiences, apparently eliminating delivery of irrelevant advertising to viewers.
In turn, media owners can attract more media spend with ad inventory that is more accurately packaged, by delivering real-time advertising to the right audience.
The machine learning algorithms are combined with viewing data from Nielsen’s panel and the CTV provider viewership data, assigning person-level demographics instantly.
Once integrated, the CTV provider will notify the Nielsen system and will receive a signal containing information regarding who is most likely watching within the household.
For example, if Sons of Anarchy is being watched within a household, the 35-year-old male likely watching the show will be shown an auto ad instead of a yogurt ad, giving CTV operators the ability to sharpen ad delivery from their inventory.
The tool works alongside Nielsen’s Digital Ad Ratings, with both tools designed to allow users to optimise and measure CTV reach.
The launch comes ahead of Nielsen One in late 2022, which aims to unify Nielsen’s audience measurement products, as part of a plan to fully embrace cross-media metrics by autumn 2024.
Further tools will be released by Nielsen over the next year ahead of the Nielsen One launch.
Nielsen general manager digital and advanced TV Ameneh Atai said: “Streaming Signals brings a layer of unmatched real-time, person-level demographic precision to audience optimisation.
“We know that the media industry is going through accelerated change, switching to a streaming-first approach, and with an audience watching programming whenever, wherever, and on a number of devices.”
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