First-person smart TV data from Gracenote will now be incorporated into the Nielsen DMP -- Nielsen Marketing Cloud’s Data Management Platform.
Gracenote, a Nielsen company, gets real-time smart TV viewership data from more than 27 million smart TVs, across eight different TV brands using its Video Automatic Content Recognition (ACR) technology.
Brand marketers can now see what audiences are watching across local and national markets on linear TV, on-demand and DVR, and can adjust their messaging across linear and other media platforms as well as measuring sales impact.
For example, Gracenote says, a TV viewer who sees a brand awareness campaign on a smart TV in the evening could be delivered a direct-response mobile ad while commuting to work the following morning. The ads can be tracked with Nielsen’s In-Flight Analytics and Multi-Touch Attribution (MTA) solutions.
Gracenote's real-time viewership data will be combined with Nielsen’s audience data -- consumer demographics, personalities, digital behavior, credit-card spending and specific product purchases.
Kelly Abcarian, senior vice president of product Leadership for Nielsen, stated: “Gracenote ACR technology is bridging linear TV with the marketing and measurement capabilities that we’ve come to expect from the digital world.”
Nielsen DMP clients will be able to activate Gracenote Smart TV Segment Data in real-time -- 200 milliseconds. Marketers can use existing Gracenote Smart TV audience segments or create custom audience combinations with more than 60,000 Nielsen marketing cloud segments.
So how would that work?
A TV may be Smart but it doesn't know who is watching. How can a follow-up ad then be served to an individual when it wasn't known if they watched the initial content?
Surely the real value of connected TV monitoring is the potential for programmatic TV advertising.
So does this mean that Gracenote is 'activated' on 27 million smart TVs, or that it could potentially get data from 27 million smart TVs? Also, is activated the default - and do those people know that they are being tracked?
Further, how does Gracenote know about 'all' activity on the TV, or does it just know the audio that it can match against?
I can see its massive potential, but if it is tracking all tuning on 27 miilion smart TVs with the knowledge of all people in those homes I'd be a tad surprised.
And of course as Christopher points out, it is tracking the HH viewing and not the individual viewing.