Nets, Nielsen To Test Addressable Ad Platform

Nielsen Tuesday announced the beta launch of its Addressable TV platform. As part of the beta, programmers including A+E Networks, AMC Networks, CBS, Discovery, FOX, NBCUniversal and WarnerMedia will test the solution by running addressable ad campaigns and evaluating how it interoperates with existing and evolving workflows.

The beta program is underway and will run through the first half of 2020 in preparation for its commercial debut later in the year.

“As programmers take on the challenge of unlocking the value of their 14 minutes per hour of advertising time, they require solutions to manage complex addressability workflows,” said Kelly Abcarian, General Manager, Advanced Video Advertising at Nielsen. “Having programmers engage with Nielsen’s Addressable TV Advertising solution to execute test campaigns with brands will allow us to evaluate the end-to-end touchpoints across an addressable TV media buy.”

On the heels of several Nielsen-led trials conducted over the last year, this is the next phase in preparing broadcast and cable networks to launch expanded addressable ad campaigns with buyers.

“With viewing habits constantly changing, advertisers need to ensure their messages are reaching target audiences in the most direct and efficient way. Addressable TV offers the targetability of digital with the scale and brand safety of linear,” said Kim Kelleher, President of Advertising Sales and Partnerships for AMC Networks. “As an early believer and adopter of addressable TV technology, we are excited to be part of Nielsen’s beta program to test linear TV campaigns and better understand how we can leverage our highly engaged audiences across our range of well-defined linear networks to maximize the value of our ad inventory and the relevance of the advertising we deliver to viewers.”

Nielsen’s addressable TV advertising solution offers programmers an open and modular platform to effectively manage their addressable TV inventory and campaigns, empowering inventory owners with additional sales options to optimize the value of their ad inventory.