gain greater influence over traditional TV media buyers, Videology, the digital advertising network that has been moving into TV’s addressable ad space recently, will integrate Nielsen TV data
into its platform for cross-screen planning and buying.
Videology will use data from the Nielsen Cross-Platform Homes Panel and Nielsen TV/Online Fusion for its platform, which can tie TV
viewing behaviors across all Nielsen-measured broadcast and cable networks and syndicated programming.
"This year marks a tipping point in that half of the video advertising placed
through our platform will come from television buyers, and half will come through traditional digital channels,” said Scott Ferber, chairman/chief executive officer of Videology.
company says previous tools allowed advertisers to find TV audiences online. Now, marketers can also find digital audiences on TV, where they can take advantage of the granularity of online audience
behavioral data reaching similar consumers on television.
In December, Videology began working with addressable TV ad technology developer Invidi, where Videology uses enhanced audience
targeting technologies to deliver specific TV ads to individual TV set-top boxes via Invidi’s technology.
Videology has been delivering TV ads for a number of advertisers -- campaigns
that have served about 13 million households out of a potential 40 million homes from cable and satellite TV operators that use Invidi’s addressable TV ad technology.
inventory comes from the two minutes per hour of local TV advertising avails national TV networks give to local operators as part of their distribution agreements."Watching TV" photo from Shutterstock.