Innovid segments connected TV audiences with Nielsen Catalina SolutionsFriday, June 16th, 2017
Innovid Launches First Real-time Creative Targeting System for Digital TV Based on Offline CPG Purchase Data from Nielsen Catalina Solutions
- MODI Media First to Enable Clients to Target and Optimize Digital Video Ads Across Connected TV and OTT Devices Based on Purchase Behavior
NEW YORK — Innovid, the world’s leading video marketing platform for advertisers to create, deliver and measure video experiences on any device, today launched the first-ever technology solution for marketers to dynamically customize connected TV and over-the-top (OTT) ads based on purchase-based CPG (Consumer Packaged Goods) audience segments from Nielsen Catalina Solutions (NCS), a leader in purchase-based targeting and return on ad spend (ROAS) measurement for the CPG industry. MODI Media, GroupM’s advanced television business, will be the first to use this solution, which can deliver advertisements on more than 25 different connected TV devices, including OTT-enabled boxes, smart TVs, gaming consoles, and Blu-ray streaming players and more than 1,000 different TV and video apps.
“Connected TV and OTT viewing platforms combine premium video viewing with the sophistication of digital, which opens up a whole new world for marketers,” said Carl Spaulding, EVP of Strategy, Nielsen Catalina Solutions. “With this solution, marketers can be confident that the right creative will be delivered to the right audience.”
This new solution will combine Innovid’s platform for Connected TV and OTT video delivery, smart real-time decisioning and advanced analytics with Nielsen Catalina Solutions’ purchase dataset, which leverages Catalina’s shopper database, and Nielsen Marketing Cloud’s data management platform. Now, CPG marketers with multiple products in their portfolio can have access to a technology solution that can reach the most relevant households based on purchase behavior and better manage spend to increase their return on ad spend (ROAS).
“Nestle Purina is highly aware of the shift happening in the television space towards smarter more connected devices,” said Patricia Hogan, Senior Media Manager, Nestle Purina PetCare. “We anticipate a world of one-to-one communications in television marketing and believe this innovation is making a real leapfrog towards that.”
“With this new solution from Innovid and NCS, Modi clients, especially those with a diverse portfolio of products, can now leverage purchase data to maximize the impact of every impression served via broadcast quality programming on Connected TV,” said Seth Walters, President of MODI Media. “This is the ideal state dynamically customized connected TV advertising; relying on data to improve communication accuracy, allowing brands to capitalize on an attentive audience so that the right viewers see the right message at correct stage of their journey.”
“More than anything we are fascinated with this new future of television, as it truly creates a significantly better viewer experience,” said Tal Chalozin CTO and Co-Founder of Innovid. “The world of captive viewer attention is gone and now our mission is to reward viewers’ attention with the most relevant stories and gorgeous experiences, using technology to generate learnings. This is the future of TV and we are committed to build the technologies to make it happen.”
The new solution is live now across all Connected TVs, OTT devices and apps, allowing marketers to truly split “audience” and “storytelling.” It will be demonstrated at Cannes Lion Festival in Nice, France from June 19th to 22nd.