New Solution Enables CPG Advertisers and Agencies to Buy Television Advertising with Digital-like Precision Based on In-Store Purchase Behavior

Nielsen Catalina Solutions (NCS) announced an expansion of its Advanced TV Suite, which now enables purchase-based ad targeting in addition to sales measurement for data-driven linear TV, addressable TV, over-the-top (OTT) and connected TV (CTV). With the addition of a new capability that enables CPG advertisers and agencies to buy connected-TV inventory based on in-store purchase behavior, it’s now even simpler to reach the right household on their choice of device(s) with advertising that is most likely to influence a purchase.

@ncsolutions announces holistic, device-agnostic advanced TV targeting solution

Today, the NCS Advanced TV Suite provides the CPG industry with a holistic, device-agnostic targeting and sales measurement solution for advertising delivered in any television content via any screen or service. 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, SlingTV and Sony Crackle, reaching the elusive cord-cutter and cord-never audiences with digital-like precision.

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Using this solution, advertisers and agencies can define their purchase-based audience once and reach that audience with advertising on any screen or platform. Purchase-based ad targeting ensures that advertising is being delivered to the audience that’s most likely to make a purchase. For example: brands can deliver advertising to lapsed buyers that haven’t purchased a product recently but were previously loyal or deliver an ad for baby food to a household that purchases baby formula.

“As consumer viewing patterns continue to evolve, new players are entering an already complex TV & video ecosystem. These changes bring with them many exciting new opportunities for marketers to reach more relevant viewers across devices,” said Thomas Eaton, SVP of TV and Programmatic Solutions, Nielsen Catalina Solutions. “The ability to target TV advertising with digital-like precision and measure the resulting incremental sales is helping CPG advertisers navigate the new world of TV advertising, driving real growth for their brands.”

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Together with Nielsen Marketing Cloud, NCS can identify the audience that is most likely to purchase a CPG product, and match the audience to connected TV households. Adobe Advertising Cloud and Eyeview are the first platforms to offer these purchase-based targets to their CPG clients for CTV targeting, which can be syndicated to the platforms directly from the Nielsen Marketing Cloud, allowing advertisers to centralize their data workflow.

“As adoption of connected devices reaches a tipping point, marketers need solutions for television that are accountable to their business objectives,” said Brian Pozesky, CPO, Eyeview. “Programmatic buying of connected TV inventory based on real in-store purchases and empowering marketers to tailor the message according to that activity represents a milestone in advertising history. The vision of true addressability and video personalization is finally becoming a reality on the big screen, delivering more effective advertising to the right shoppers.”