-->

Videology Adds Nielsen Data for Combined TV/Online Ad Buying

Article Featured Image

Video advertising platform Videology will integrate Nielsen TV data into its platform, Videology announced, giving ad buyers the ability to plan and measure TV and online video advertising campaigns with the same tools. Videology will add audience segments from Nielsen's Cross-Platform Homes Panel and TV/Online Fusion. Videology will be able to connect these segments to TV viewing behavior, matching aggregated users to ad exposure data.

Videology notes that another benefit is the ability to deliver bi-directional audience insights. Besides letting advertisers target TV audiences online, this data lets advertisers find online audiences through traditional TV. The result is that advertisers can enjoy the granularity available online when targeting TV viewers.

"The convergence between TV and video is now fully recognized by advertisers,” says Scott Ferber, Videology's chairman and CEO. “Advertisers need the tools to execute seamless, scalable campaigns across television and online video that can be optimized for bottom line results."

Videology certainly isn't alone in seeing the inevitable merging of TV and online video ad buying. Earlier this week, Adap.tv added programmatic buying of linear TV to its platform. Last month, Videology announced the results of a survey predicting that combined TV and online video ad planning was coming in three years. It looks like Videology is trying to speed up that timeline.

Streaming Covers
Free
for qualified subscribers
Subscribe Now Current Issue Past Issues
Related Articles

Mobile Viewing Both Opportunity and Threat, Finds IBC Panel

While mobile viewing is on the rise, content providers and advertisers are struggling to create richer and more informative experiences for viewers.

The New Season Is No Season: Viewers No Longer Tied to TV Seasons

While viewers once eagerly awaited new programming in September, today's viewers aren't tied to TV seasons, finds Videology.

AOL Will Offer Nielsen Ratings for Online Shows by the Fall: WSJ

At its NewFront presentation next week, AOL will offer true TV-style ratings, and new shows from Ellen DeGeneres and Ron Howard.

Adap.tv Adds Programmatic Buying for Linear TV

Audience Path, Adap.tv's programmatic buying platform, now lets buyers execute targeted linear and digital campaigns with one tool.

Combined TV/Online Video Ad Campaign Planning Coming in 3 Years

A survey commissioned by Videology shows that holistic planning is coming, and that programmatic won't replace buying ads on specific shows.

Videology Platform Unifies TV and Online Video Ad Buying

Dubbed "Descartes," the platform helps advertisers find the best mix of reserved and non-reserved media buys.