Nielsen Catalina Solutions, the joint venture of Nielsen and Catalina that specializes in data and measurement relevant to the CPG industry, says it has expanded its Advanced TV Suite to include purchase-based ad targeting.
The new capability will work alongside the suite’s existing capabilities, which track sales measurement.
The suite allows CPG marketers to measure data-driven linear TV, addressable TV, over-the-top (OTT) video, and connected TV (CTV).
“Not only does this new capability simplify the targeting process for advertisers and agencies, but it also expands the availability of media inventory on the TV screen that can be targeted at the household-level to platforms across the ecosystem, including Hulu, Roku and SlingTV, reaching the elusive cord-cutter and cord-never audiences with digital-like precision,” the companies stated.
Advertisers can target their audience based on in-store purchases, on whatever screen or platform they choose.
For example, a CPG company could find lapsed customers — customers who previously bought their products but haven’t recently — and target them specifically.