Demystifying the Advanced TV Ecosystem

Advanced TV illustration

Ed Kim, VP Strategy

With the fall TV season fast approaching, it will be interesting to see what new trends and preferences emerge in consumer viewing habits. The TV industry has seen so much exciting change over the past few years, opening new doors for advertisers and creating more choice than ever before.

The new ecosystem that has emerged to support demand for more viewing choices has brought along with it a myriad of new terms—many of them fluid and not well defined. As I sit down to write this blog post, I’ve just read two opposing definitions of OTT—both by well-respected organizations. As a result of the rapid change in this industry, sometimes it seems as if we’re speaking in completely different languages. In this post, I’ll define some of the more fluid and commonly misunderstood terms being used in the TV industry today, to help clear up some confusion and get us speaking the same language.

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Purchase-Based Personalization: Now In Real Time On Connected TV & OTT

NCS And Innovid Personalization

Cord-cutters. Cord-nevers. The myriad ways in which consumers can get their media fix grows larger every day. Is the linear TV audience slipping through your fingers? Not if you’ve got the right tools in your toolbox.

Innovid has launched a new twist in their leading video marketing platform to deliver real-time personalization and addressability to OTT and connected TV audiences. But what exactly is being personalized and addressed? That’s where NCS comes in.

Innovid’s dynamic ad targeting is powered by Nielsen Marketing Cloud and NCS’ industry-leading 90MM-household purchase dataset, so CPG brands and their agencies can customize creative based on each individual consumer’s past purchase behavior in real time. Why does purchase behavior matter? It is the #1 predictor of future behavior when it comes to CPG media planning and buying.

GroupM’s Modi Media get it. They’ll be running a campaign to dynamically serve up creative, so cat food buyers get cat creative, and dog food buyers get — you guessed it — dog creative. It’s a no-brainer considering just how precisely and effectively you can reach an audience that is, in many ways, incremental to linear TV.

Read the official press release for details, or get in touch with NCS.

Addressable TV Brings Digital Flexibility To The 1st Screen

The time has come for advertisers to fully embrace Addressable TV.

To be fair, for NCS the time came a while back, as we’ve been targeting and measuring addressable campaigns since early 2015. Just consider this a more formal announcement.

The 42 million households that make up the current addressable TV universe represent a significant opportunity to reach consumers on the most coveted of screens, precisely delivering the ad of your choosing to the audience member of your choosing, just like TV’s little brother Digital has been doing since its inception. Hence, addressable advertising on television.

For NCS, it’s a great new vessel for helping brands and networks improve their media buys, but our story hasn’t changed. We’re still the CPG industry’s premier partner for measuring the ROAS and incremental sales impact of a campaign. We still enable advertisers to tie target audiences to campaign goals based on historical purchase behavior — the #1 predictor of future behavior. And, we still make sure anything we do is backed by an authoritative dataset, which in this case, is 90 million unique households of in-store shopper data combined with the addressable TV universe which, when unified to form a single source, results in 30 million U.S. addressable households informed by purchase data and ready to activate today.

If Addressable TV advertising is new to you (or, if understanding how Addressable ads can be optimized to drive sales is new to you), get in touch with NCS and we’ll show you the ropes. For a primer you can pass around the office, download our infographic here.

Targeting Buyers With Addressable TV