Sydney, Australia – Nexxen, a global, unified advertising technology platform with deep expertise in video and connected TV (CTV), in partnership with VIDAA, has announced the launch of ‘TV Viewership Audiences’ across Australia.
The launch builds upon Nexxen’s broader TV intelligence offering, a suite of planning, targeting, and measurement capabilities rooted in exclusive ‘automatic content recognition’ (ACR) data from VIDAA, which is the smart TV operating system that powers Hisense, Toshiba, and other ‘original equipment manufacturer’ (OEM) brands.
The new and expanded data-driven solutions aim to improve audience targeting using TV viewership data from various channels while ensuring privacy compliance.
After its US$25m investment in VIDAA in 2022, Nexxen reaffirms its dedication to providing exceptional TV targeting and measurement solutions that adapt to industry change with the newly-released solutions.
Built to enable brands to reach TV audiences with precision and scale, ‘TV Viewership Audiences’ leverages the exclusive ACR data to create custom segments based on viewership patterns, specifically brand ads’ exposure activities using opted-in household viewership data.
Nexxen’s exclusive access to VIDAA ACR data enables the delivery of a comprehensive TV solution. This includes proprietary planning tools like the ‘Nexxen TV Planner’, which provides insights for optimised TV reach across linear and streaming platforms. Additionally, campaign results and incremental reach can be measured through reporting solutions such as ‘Nexxen TV Measurement’, aligning with marketing objectives across linear, CTV, and digital channels.
Moreover, Nexxen now offers unique ‘TV viewership audiences’, ensuring precise, representative, and scalable reach. These audiences come with advanced capabilities like suppression or retargeting of linear ad-exposed viewers, competitive conquest, and targeted preferences across channels and programmes.
Nexxen’s unique approach is supported by shared infrastructure and technology between its demand-side platform (DSP) and supply-side platform (SSP).
Josif Zanich, managing director for JAPAC at Nexxen, said, “This is a huge milestone for Nexxen in the Japan-Asia Pacific (JAPAC) region. Having exclusive access to VIDAA’s ACR data will not only enable us to push the boundaries of what’s possible, delivering advanced TV solutions to advertisers, but will also allow us to exponentially enhance the effectiveness of TV buys across all screens, unlike ever before.”
Commenting on the launch, Guy Edri, CEO at VIDAA, also shared, “We are thrilled to expand our partnership with Nexxen in Australia and the wider Asia Pacific region. With our shared goal of empowering advertisers with valuable insights derived from TV viewership behaviours, we aim to drive innovative advertising solutions tailored to the unique needs of this market, ultimately providing greater efficiency and success for advertisers.”
