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Disney latest to join Nielsen Addressable TV beta

Disney has become the latest media programmer to join Nielsen’s Addressable TV beta programme, the measurement firm has said.

The addition of Disney brings the number of participating programmers in the beta to nine, representing 75% of linear TV impressions in the US.

Nielsen’s Addressable TV Advertising solution promises programmers the ability to offer  flexible addressable campaigns across their premium video inventory. In particular, Nielsen’s solution provides advanced inventory and yield management capabilities to provide programmers with full control over how, when and where they leverage addressable TV advertising across their linear TV networks.

This is achieved by enabling users to toggle the linear campaign ad spot on or off for addressable ads based upon how the linear campaign is pacing against its KPIs. Nielsen says that this helps to automate yield optimisation across linear and addressable and ensures the ability to maximise yield.

Disney has already heavily invested in the advanced advertising space with Luminate, its unified advanced advertising product suite that launched in 2018. The company said that participating in the beta will help it understand how Nielsen’s tech can be integrated into its existing advertising ecosystem.

Laura Nelson, senior vice president of cross portfolio solutions at Disney Advertising Sales, said: “At Disney, we are focused on delivering innovative ad solutions that bring our loyal audiences closer to the brands they love. Over the past several years, we have taken steps to enable our commercial inventory in an addressable first way and this is just the latest example. We are excited to be part of Nielsen’s Addressable TV beta program and we are optimistic that their technology and advanced addressable capabilities will serve our unique needs and that of our advertisers.”

Kelly Abcarian, general manager of Advanced Video Advertising at Nielsen, said: “We are thrilled to have Disney join our beta program as they double-down on new technology that adds flexibility to their ‘Addressable First’ strategy. As the media industry evolves, it’s crucial that TV programmers have control and flexibility over how to best monetise their inventory.

“We look forward to working with Disney to scale the value of addressability as they blend the magic and creativity of their content with advanced audience delivery capabilities to deliver on the flexibility and value their advertisers are expecting.”