Expanding a beta test of an addressable TV platform, Nielsen has added major TV networks to the trial including A+E Networks, AMC Networks, CBS, Discovery, Fox, NBCUniversal and WarnerMedia.
With the effort, TV networks can review decisions over advertising inventory and campaign management, audience targeting, dynamic ad replacement, and C3/C7, among other areas. Nielsen says TV networks can gain viewer insights ahead of the upcoming TV season.
“Addressable TV offers the targetability of digital with the scale and brand safety of linear," stated Kim Kelleher, president of advertising sales and partnerships for AMC Networks.
The beta test will run through the first half of 2020 in preparation for its commercial debut later in the year. The platform plans to be ready for the TV upfront buying season, which starts in June.
Nielsen has been testing the addressable TV product since last year.
U.S. addressable TV ad spending is projected to grow to $3.3 billion by the end of 2020, according to eMarketer -- growing more than 30% over 2019. About 70 million of Nielsen-measured 120 million TV homes can receive targeted addressable TV advertising.