Here’s the latest nail in the coffin of TV ad deals based solely on Nielsen measures of viewers’ age and sex.
NBCUniversal says today that it will offer “select advertisers” in this year’s upfront market guarantees that their spots will reach more narrowly targeted audiences.
The new offering from NBCU’s Audience Targeting Platform, called ATP 2.0, will use data from multiple sources to measure its success, or failure, to fulfill its guarantees. Sources include the ocean of information that parent company Comcast amasses from its set top boxes, Fandango movie ticket service, GolfNow, and “anonymized first and third-party consumer data.”
The company offers free, make-good ads if it falls short of its targets,
“ATP 2.0 represents another profound advancement in how we measure and target audiences more accurately,” says Mike Rosen, EVP of Advertising Sales, News and Hispanic Groups. The use of “rich data as both the selection criteria and guaranteed currency of advertising investments provides a new level of accountability to more optimally and efficiently deliver each client’s unique business objectives.”
NBCU will als offer the targeted ad viewing guarantees to its video on demand platforms.
Nielsen SVP Product Leadership Kelly Abcarian says that “analytics data and currency measurement ratings data are two fundamentally different things” — and it’s “imperative to have an independent, unified and common measurement used for advertising currency.”
The ratings company adds that “the industry still needs age and gender based measurement for large scale ad campaigns.” And Nielsen is developing its own information offerings that enable buyers and sellers to become “more sophisticated at finding consumers and fueling advanced guarantees.”
Last month Fox spelled out it’s plans to use non-Nielsen data for ad deals. Turner also has been experimenting with alternative approaches.