Adap.tv Launches Audience Unifier to Bridge TV and Video Advertising
SAN MATEO, Calif., Aug. 16, 2012 /PRNewswire/ — Adap.tv today announced Adap.tv Audience Unifier, a unified measurement and management system for media buying that allows advertisers to create more targeted, better optimized digital video ad campaigns by aligning those campaigns with the TV viewing behaviors of their target audiences.
With Audience Unifier, media buyers gain immediate and direct access to powerful new audience data from Nielsen’s cross-platform offering – “Nielsen Online Audience Segments – TV Viewing” – along with automated tools to apply it to their integrated TV and online video campaigns.
Audience Unifier is the first and only media buying solution that fully leverages the power of Nielsen’s new data across every stage of the video ad buying cycle, including campaign forecasting, targeting, buying, optimizing and analyzing.
“The combination of Nielsen’s new cross-platform data and Adap.tv Audience Unifier is tremendously helpful in creating more effective, integrated digital video and TV ad campaigns,” said Mike Racic, EVP and Managing Partner at UM, an Adap.tv customer. “This new tool allows UM to easily find TV viewers and create custom segments based on a client’s TV advertising buys. It also integrates with UM’s planning and buying tool sets, specifically AMP, which is a tool we use that directly ties into Nielsen’s cross-platform data. AMP and Adap.tv allow us to instantly understand avails, price, and performance for target segments, so we can then programmatically plan and buy inventory across any type of model – spot, RTB, or committed. This is a major advance in digital video advertising and UM is excited to continue to partner with Adap.tv.”
Until now, advertising agencies and marketers have faced significant challenges in managing their TV and online video advertising campaigns in a unified way. Without access to a common, cross-platform set of measurement data and an integrated system for buying and managing media, it has been difficult to plan, measure and optimize integrated TV and digital video campaigns.
With Adap.tv’s unique solution, advertisers can:
- Select pre-defined Nielsen TV audience segments or custom segments based on types of TV viewership, including shows or channels most viewed, light or heavy viewers, genres and viewer attributes.
- Instantly forecast the price and availability across all inventory sources of the targeted Nielsen audiences.
- Move beyond impressions to precisely estimate and manage the unique reach, frequency, and GRPs. For example, specific frequency caps can be applied to any campaign and target audience.
- Optimize performance against specific goals before running a single impression. For example, you can optimize performance against in-target audience delivery based on Nielsen data.
- Programmatically buy defined Nielsen audiences across a range of buy models, including spot, RTB, and committed. No other video ad provider offers this range of buying flexibility.
“Effectively managing audiences across platforms is the holy grail of TV and video advertising. Adap.tv Audience Unifier moves the industry closer to fully bridging the gap between TV and online video,” said Vijay Rao, Vice President of Client Strategy at Adap.tv. “It enables online video to be used more effectively to reach hard-to-find audience segments such as light TV viewers and to reinforce exposure to TV ads.”
Adap.tv Audience Unifier is now live and available through the Adap.tv Marketplace and the Adap.tv Platform.
Adap.tv builds technology that destroys the inefficiencies of television and video advertising. It delivers a programmatic way to plan, buy, sell and measure across multiple sources, screens and methods of transacting. Adap.tv is comprised of two operational units – the Adap.tv Platform and the Adap.tv Marketplace. The Adap.tv Platform provides advertisers, publishers and ad networks with automated ad trading solutions customized to meet any business goal. As the world’s largest source of video supply and demand, the Adap.tv Marketplace has thousands of sellers and hundreds of campaigns running daily. Headquartered in San Mateo, Calif., Adap.tv has offices in New York, Los Angeles, Chicago, Seattle, London and Sydney. Adap.tv is a privately held company backed by Bessemer Venture Partners, Gemini Israel Funds, Redpoint Ventures and Spark Capital. For more information, please visit http://adap.tv/. Follow Adap.tv on Twitter @Adaptv.