Tag: Nexxen

Singapore – A new report from Nexxen has recently highlighted key preferences and habits around advertising platforms and formats-specifically on OTT platforms. In its report, it highlighted that around51% of surveyed consumers in Singapore said they watched content on ad-supported streaming platforms such as meWATCH, Singtel CAST, Viu, iQIYI, WeTV, Tubi TV, and Viddsee multiple times per week. 

Moreover, some 35% indicated that they watched once a day or more. Among the ad-supported content viewers, meWATCH was the most popular streaming platform.

In Singapore, mobile devices lead as the primary platform for consumption at 77%, followed by Smart TVs at 64%, demonstrating a growing demand to consume content across larger screens. Computers and laptops followed at 51%. Tablets, streaming devices and game consoles were also represented, but with fewer users primarily using them for consumption.

Meanwhile free, ad-supported platforms are popular among Singaporean consumers, 60% of whom identify cost as a key factor in their choice of video streaming platform. Nexxen also signalled that ease of use was another leading factor of this choice. 

The report also highlighted that the format and delivery method of ads clearly matters, with the data stating that viewers prefer shorter ads that deliver value without disrupting their experience. This is why 61% of advertisers are already using 6 to 15-second ad formats around content to meet this demand. 

In addition to brevity, the occurrence of the ad relative to the content is also worth noting. When asked which types of ads generally caught their attention when watching ad-supported streaming platforms, 36% of consumers identified pre-roll ads (running before the content starts), and 32% identified mid-roll ads (displayed during the show). Pre-roll ads were identified by 44% of advertisers as being effective. 

Effective personalisation is another important ingredient in increasing the likelihood that ads will be noticed and acted on. Viewers (41%) also indicated this as an area where ads on streaming platforms could improve; they want more personalised ads that are relevant to their interests.

The report also highlighted insights from advertsers, noting that 50% of advertisers are planning to incorporate OTT into their media strategies within the next two years. 

While not all surveyed advertisers are currently using OTT, around 73% of them hold a positive impression of its role in the marketing mix, with more than 25% recognising its potential to outperform traditional media.

Half of surveyed advertisers are already anticipating to benefit from these trends, while the other half are still on the fence, despite generally holding a positive impression of OTT advertising’s capability. 

Lastly, the report observed that 73% of Singapore-based advertisers hold a positive impression of OTT advertising and expect to factor it considerably into their overall marketing mix in the next 2-3 years. Additionally, more than a quarter of advertisers see potential to outperform traditional media in this sector. 

Japan – Nexxen, a global advertising technology platform with deep expertise in data and advanced TV, has appointed Masatsune Shironishi as its new vice president, country manager for Japan.

With over 30 years of experience in marketing, sales, and advertising, Shironishi brings deep expertise in linear TV, in-stream video, over-the-top (OTT) and connected TV (CTV), digital media, ad tech, and branding solutions to Nexxen. Based in the company’s Tokyo office, he will play a key role in driving Nexxen’s growth in the Japanese market.

Before joining Nexxen, Shironishi spent nearly three years at Microsoft Advertising as regional vice president, marketplace development. During his tenure, he successfully led the launch of Netflix Ads in Japan—where Microsoft served as the tech partner—and played a key role in advancing programmatic business strategies across Microsoft-owned platforms.

Shironishi also held leadership roles at leading ad tech firms, including Xandr, Amobee, and Videology. His career also includes senior sales positions at OpenTable, Elsevier, and I&S BBDO, further showcasing his expertise in driving growth across digital media and advertising.

Commenting on his appointment, Shironishi said, “I am thrilled to join Nexxen as its new VP, Country Manager for Japan. Given Nexxen’s strengths as a platform – particularly in data, CTV and creative solutions – I’m confident we’ll be able to help to transform advertising strategies throughout the Japanese market, and I’m eager to leverage my industry experience to drive this growth.”

“We are delighted to welcome Masatsune Shironishi as our new VP, Country Manager for Japan. His extensive knowledge and skill set will be instrumental to innovating within Japan’s digital advertising ecosystem, and we look forward to working with him as Nexxen continues to expand its presence across Asia,” said Josif Zanich, managing director for JAPAC at Nexxen.

As we approach 2025, several key trends are poised to significantly affect the advertising industry. It is undeniable that ongoing advancements in advertising technologies such as personalised connected TV (CTV) and Free Ad-supported streaming TV services, as well as rapidly evolving AI technologies will influence advertiser strategies moving forward. 

The following insights shed light on the key trends likely to make an impact on the marketing and advertising sector in 2025.

Putting Data Front and Centre 

Data is becoming the cornerstone of advertising strategies as brands move beyond traditional methods like third-party cookies to build more robust and sustainable first-party data ecosystems. Nexxen’s Head of Client Success, Tanja Williams, explains that advertisers are increasingly investing in advanced data solutions to drive precise targeting, measure ROI, and personalise consumer experiences. 

“We’re seeing advertisers focus on developing their first-party data as they look for ways to reduce their reliance on cookies,” she explains. “This shift is empowering brands to own their data strategies, create direct connections with their consumers and better tailor their messaging.” 

The acceleration of subscription video-on-demand (SVOD) platforms and Free Ad-Supported Streaming TV (FAST) channels are reshaping the TV landscape. The arrival of VOZ Trading and Streaming, plus initiatives like Foxtel’s Video Futures Collective further adds to the momentum, creating new opportunities but complexities for advertisers. Automatic Content Recognition (ACR) data is emerging as a key data source to navigate the complexities of this fragmented media landscape. 

“Advertisers are increasingly seeing the value of ACR data to bridge the gap between streaming and linear TV,” Williams notes. “By providing real-time insights into what content and ads are being consumed/viewed and where, ACR allows brands to identify overlapping audiences, tailor messaging across screens and ensure they’re reaching the right viewers.” 

FAST channels, which continue to grow rapidly, highlight the importance of leveraging planning and measurement tools powered by ACR data. “FAST channels are not just cost-effective, they also offer niche and highly engaging content,” she notes. “ACR data enables advertisers to optimise campaigns in this space by unlocking insights into viewing habits and delivering personalised ads that resonate across platforms.” 

She also highlights how data analytics and cross-screen measurement tools are enabling advertisers to measure the effectiveness of their investments more accurately. “Advertisers are leveraging programmatic technology and converged insights to engage audiences in a fragmented media environment,” she says. “With advanced attribution modelling, exclusive data sets like ACR and the ability to measure across screens, brands can make data-informed decisions that maximise campaign performance and ROI.” 

AI Opportunity 

As we move further into an era of AI-driven advertising and data analytics, Jay Kim, Director of Analytics & Platform Solutions in APAC at Nexxen, discusses the benefits organisations can gain by embracing AI and integrating it with advanced data and analytics tools. 

“Continuing to integrate AI into data analytics tools is going to be a major way to strengthen those solutions, enabling deeper insights and faster, more accurate predictions,” he says. 

“By providing predictive insights from real-time data, we’ll be able to help advertisers optimise their campaigns and anticipate trends even more effectively, empowering them to adapt strategies quickly and thus maximise ROI.” 

Kim adds that as AI becomes more deeply embedded in data workflows, organisations will need to carefully balance innovation with ethical considerations. 

“As this technology evolves, it will be critical to ensure the data used to train AI models is representative of diverse demographic groups and its AI systems are regularly audited to ensure biases are quickly identified and corrected.” 

Engaging the Next Generation of Audiences 

With Gen Z and Millennials increasingly shaping consumer trends, Nexxen’s Senior Sales Director for Southeast Asia, Amresh Kumar, explains how advertisers can adapt their strategies to resonate with these demographics in 2025. 

“As has been made clear in recent years, brands taking a position on contentious social issues can backfire. Even younger consumers will react poorly if an advertiser is perceived to be engaging in insincere ‘wokewashing’ in an attempt to pander to socially conscious demographics,” he says. 

“Values such as authenticity and transparency appeal to both younger and older generations, so advertisers may like to try doubling down on those things.” 

Kumar adds that brands are expected to leverage new technology, interactive experiences and high-quality content to captivate younger audiences. 

“When it comes to grabbing and holding the attention of younger, digitally native audiences, businesses are now in a CX arms race. In the past, there has been a focus on gamification, and that will likely continue, but I also predict there will be increased interest in things like interactive video content and possibly AR and VR.” 

“Technology may advance and attention spans may shorten, but humans will always be attracted to narratives with which they can emotionally connect. The form of the brand experience – experiential marketing, influencer content, micro-content – isn’t as important as its function, which should be to forge or deepen an emotional connection between the brand and the consumer.

“With modern insights tools like Nexxen Discovery, advertisers can analyse content engagement and user behaviours across digital and social. These solutions will be critical at engaging the next generation of audiences,” he concludes. 

Retail Media is Set to Bloom 

Retail media – the advertising of brands not just on retail shelves but across websites, apps, in-store screens and other digital properties – is set to see major growth, according to Janice Chan, VP Platform & Client Service, APAC. Retail media enables advertisers to connect with shoppers at pivotal moments in their buying journey, driving higher engagement and sales. 

PwC estimates the retail media category in Australia will hit $2.6 billion by 2026. “Major Australian retailers are already making significant moves in this space, together with the acceleration of DOOH (in-store digital screens and shopping malls) and the growth of e-commerce,” says Chan. 

Retail media is also expanding beyond traditional retailers. “We’re seeing financial services launch media networks, which will allow advertisers to reach customers through their physical and digital channels (branches, ATMs, publications and digital platforms), using de-identified transaction data to help with targeting,” she adds. 

As retail media continues to expand in Australia, Chan says advertisers are benefiting from improved engagement and precise targeting in a contextual and timely manner, resulting in higher sales return. 

“Apart from ad space and inventory opportunities, retailers’ first- party data plays a key role in providing insights and measurement for brands to better tailor their ads, target new shopping audiences, and measure the campaign effectiveness,” she says.

Chan adds that retail media has been activated programmatically in various forms, and more standardised full-funnel capabilities will continue to be built out. The standard for measurement and metrics will also need to advance alongside industry growth and in consideration with the evolving privacy laws in Australia. 

“We expect to see a lot of innovation and growth in the retail media space, as retailers and brands connect their data to expand and energise their marketing strategies,” she concludes. 

Today’s brands, in and outside of Southeast Asia, face a constant challenge: Cutting through the noise and connecting with consumers in a meaningful way. Traditional marketing approaches – often focused on chasing fleeting trends or aligning with pre-planned events – are proving increasingly ineffective. The key to success lies in embracing an agile, data-driven approach that prioritises real-time insights and responsiveness.

This approach moves beyond simply reacting to trends; it anticipates them. Instead of attempting to dictate what’s “in,” successful brands across Southeast Asia are leveraging data analytics to understand the deeper currents shaping consumer behaviour. By identifying and responding to emerging interests and sentiments in real-time, these brands are able to craft highly relevant and resonant messaging. This is not about creating trends, but rather reacting organically to them – capitalising on spontaneous moments and authentic connections.

One compelling example is the Singapore Grand Prix, where Singapore Airlines went beyond simple alignment. According to Singapore’s Ministry of Trade and Industry, since it began in 2008, the F1 Singapore Grand Prix has attracted more than 550,000 international visitors and generated around $2 billion (SGD) in incremental tourism spend. By strategically sponsoring and aligning with the event, the airline capitalised on increased passenger traffic and exposed its branding to millions of viewers tuning in globally. In understanding the broader cultural context, Singapore Airlines successfully amplified its presence – highlighting the importance of understanding the wider culture of an event or trend to maximise impact and ROI.

That said, the success of agile, data-driven marketing hinges on several key elements:

  • Real-Time Data Analysis: The ability to monitor and interpret real-time data is crucial. This allows brands to identify emerging trends, gauge audience sentiment, and adjust messaging accordingly. Tools providing real-time analytics on consumer interests, social media conversations and search trends are vital.
  • Rapid Response Mechanisms: Once a trend or opportunity has been identified, brands must be able to act swiftly. This requires efficient internal processes, streamlined approval workflows and a culture of overall responsiveness.
  • Contextual Relevance: Messaging needs to be tailored to the specific context and culture of each target audience; generic, one-size-fits-all approaches are ineffective.
  • Authentic Storytelling: Consumers are increasingly discerning; they can easily spot inauthentic marketing attempts. Brands need to craft compelling narratives that resonate with their values and aspirations.

In the Southeast Asian marketplace, agility is the cornerstone of sustainable brand success. Data-driven insights, targeted media activation, and authentic storytelling are just a few tools that allow brands to move beyond reactive trend-chasing, and towards more proactive, meaningful engagement with their audiences. To stand out in this competitive landscape, the capacity to adapt and react to the ever-changing preferences of consumers will determine who thrives here…and who gets left behind.

This thought leadership is written by Amresh Kumar, SEA Commercial Lead, Nexxen

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT in Marketing 2024-2025, a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.

New York, USA – Nexxen has announced the launch of ‘Deal Marketplace,’ the company’s latest feature within its demand-side platform, Nexxen DSP. With a centralized interface, Deal Marketplace is built to enable advertisers to better discover, visualise and activate preferred deals across connected TV (CTV), online video (OLV) and display, reducing overall time spent planning and executing campaigns.

The marketplace was designed to improve efficiency while also empowering advertisers to make data-backed decisions. Through Nexxen’s Deal Marketplace, advertisers gain transparency into a wide range of premium supply inventory, leveraging advanced audience-targeting capabilities.

These deals include TV Audiences – custom audience segments accessible via Nexxen’s proprietary TV intelligence solution, which combines both linear and streaming viewership data – as well as content-level targeting and first-to-market CTV high-attention and green media options. 

‘Deal Marketplace’ also offers inventory through contextually curated private marketplace (PMP) deals, crafted using a blend of content and audience-layered data.

David Roman, senior vice president at Nexxen DSP, said, “Deal Marketplace is a further example of Nexxen’s commitment to addressing key industry challenges in premium video and streaming. Through Deal Marketplace, we are reducing the time it takes buyers to discover and activate high-quality deals, so they can get back to what matters. Alongside the streamlined system, Deal Marketplace offers flexible technology, unique packages and differentiated targeting solutions and data sources.”

USA – Nexxen, a global, flexible advertising technology platform with deep expertise in data and advanced TV, has announced a strategic data partnership with The Trade Desk. This collaboration grants The Trade Desk’s advertisers exclusive access to Nexxen’s automatic content recognition (ACR) data segments, empowering them with enhanced targeting capabilities across multiple platforms.

ACR data, often confined within and fragmented across walled gardens, addresses key challenges in CTV, such as advertising oversaturation and fragmented targeting. Nexxen’s ACR data segments enable advertisers to extend their reach to TV-viewing audiences, control ad frequency, and engage in competitive conquesting effectively.

The integration of Nexxen’s ACR data into The Trade Desk’s platform will provide clients with advanced cross-channel and cross-device targeting capabilities, enabling more efficient media investments across the premium, open internet.

Nexxen’s ACR data segments, covering both linear and streaming TV, will now be available on The Trade Desk’s platform as its first self-service TV data provider in the U.K., Canada, the U.S., and Australia. These segments, categorised by genre, networks, programs, and brand-level ad exposure, deliver a more comprehensive and holistic view of TV-viewing data.

Karim Rayes, chief product officer at Nexxen, said, “We’ve long understood and appreciated the ways in which ACR data can empower advertisers to better understand their audiences’ TV viewership patterns and inform their cross-platform investments. Ultimately, we want to ensure these advertisers have access to the richest, most relevant data available and the flexibility to activate that data across the premium, open internet—which is exactly what this partnership with The Trade Desk brings to market.” 

Josif Zanich, managing director for JAPAC at Nexxen, added, “Historically, advertisers across Australia have struggled to tap into the breadth of ACR data programmatically, challenged by limited choice and variety. Our strategic partnership with The Trade Desk is changing that narrative, enabling more advertisers to reach the right audiences, particularly across CTV.”

Meanwhile, Ben Sylvan, VP of data partnerships at The Trade Desk, commented, “Brands need to think about TV media buying in a holistic manner that combines both their linear and CTV plans. Nexxen’s ACR data can empower advertisers to better understand their audience across platforms and devices, so they can aim to efficiently invest their media budgets to provide consumers with a premium ad experience.”

Isabella Spragg, director of data partnerships for ANZ at The Trade Desk, also shared, “Broadcast TV is fragmenting faster than expected, making it harder to manage campaigns across both linear and digital channels. We’re thrilled to welcome Nexxen to our ACR audience marketplace. This partnership will offer unparalleled scale and reliability in cross-screen strategies, especially as marketers face growing pressure to justify their investment decisions.”

Singapore – Global marketing and communications group Stagwell and global advertising technology company Nexxen has announced that they are teaming up to to offer an immersive suite of data solutions and integrated applications within the Stagwell Marketing Cloud, through which advertisers can gain a deeper understanding of consumers to enhance engagement and drive results.

The announcement comes as Nexxen launches the Nexxen Data Platform, building and expanding upon its proprietary data management platform. The platform provides an enriched ecosystem in which brands can securely and effectively input data of their choosing (first-party, contextual, second-party and more) to augment their audiences with Nexxen’s unique data assets and proprietary applications including contextual audience discovery tools. 

Moreover, the availability of automatic content recognition (ACR) data through the platform enables advertisers to better understand viewability patterns and optimally allocate spend across linear and digital TV.

Various capabilities of the partnership are made possible through Nexxen’s proprietary unified identity graph. The solution, which will be broadly accessible through the Nexxen Data Platform, will combine and deduplicate multiple identifiers into a merged graph to enable increased scale, frequency capping and better targeting and attribution at the person and household level. The unified graph will also help advertisers address changes in privacy and identity, including cookie deprecation.

Mark Penn, chairman and CEO at Stagwell, said, “As Stagwell grows our assets and pipeline within the media ecosystem, this partnership with Nexxen is a win-win for clients. Clients of the Stagwell Marketing Cloud can leverage the Nexxen Data Platform, specifically Nexxen’s proprietary identity graph and Stagwell’s clean room capabilities, to effectively maximise their campaigns with unified and comprehensive views of valuable audiences across touchpoints and devices, in a privacy-compliant manner.”

Meanwhile, Ofer Druker, CEO at Nexxen, commented, “Emerging technology like the Nexxen Data Platform is enriching advertisers’ knowledge of consumers and improving engagement, enabling a shift from exclusively buying media to buying against audiences, and it is driving better results. Our important partnership with Stagwell brings advanced data solutions to top tier brands around the globe, and will grow in incremental layers of innovation and value as we put data at the core of Nexxen’s strategic roadmap.”

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.”

Automatic content recognition (ACR) technology has emerged as a pivotal tool for brands aiming to navigate the intricacies of the Asia-Pacific market. Generally speaking, ACR is an advanced technology on most smart devices that instantly identifies the content a consumer is listening to or watching. This type of data is inherently privacy-compliant for opted-in devices, making it especially valuable given the impending deprecation of third-party cookies.

How does ACR work?

ACR technology recognises the content playing on smart devices, allowing automatic collection of content consumption data at the screen level, without requiring user input or search effort, provided users have opted-in beforehand. In essence, smart TV ACR data delivers privacy-safe targeting precision.

This is how it works:

  1. Collection: Smart TV ACR data is collected via a software development kit (SDK), which is deployed into the chipset of Smart TVs.
  2. Opt-in: Upon SDK deployment, users are prompted to opt-in to ACR data collection, making it a privacy-compliant data source.
  3. Capture: The SDK captures “fingerprints” of the content on the screen, using frame-by-frame screenshots of content and/or audio signals. These fingerprints are generated every few seconds.
  4. Match: The fingerprints are then matched to a content and ad catalogue database to identify what was played through the TV.

ACR, with registered devices that have explicitly opted-in users in Smart TVs like Hisense, allows certain information to be collected and used to provide personalised advertising. The information collected is called “Viewership Data” and it can include:

  • Information about the network and programming content playing on the device, such as TV channels, shows, movies and commercials watched
  • Content from any media players, gaming consoles, over-the-air broadcast or other audiovisual sources playing through the smart TV
  • Additional information like timestamps, IP addresses and smart TV identifiers

As an example, Shazam uses ACR to recognise songs while smart TVs leverage ACR to recognise which networks, programs and commercials are being watched – as well as for how long the viewer is watching them. With ACR, advertisers have actionable insights for use in:

  • Converged TV planning and investment allocation recommendation  
  • User exclusion to maximise incremental reach
  • Ad re-targeting & re-messaging
  • Converged TV measurement

ACR technology: Advertisers’ ultimate problem solver

Now that we know what ACR is and how it works, we can move into the fun part: the tricky challenges this data solves for advertisers. 

4 Advertising hurdles overcome with ACR

  1. Content Identification (understand your consumers’ viewing patterns): ACR technology scans and identifies content by comparing the audio or video fingerprints of the content being watched with a vast database of known content fingerprints. This process allows the system to recognise what channels and shows are being viewed, including the specific episode and time stamp.
  2. Brand & Ad Exposure Identification (understand your current ad touchpoints with consumers): ACR enables the collection of viewership patterns by identifying what is being watched and when. This data encompasses details, such as which shows are being watched, when they are watched, how frequently they are watched, and critically, where brands and their TV advertisements are exposed to viewers.
  3. Converged TV Reach and Incremental Reach Measurement: ACR data enables comprehensive measurement of TV viewership activity across both linear and digital TV screens. This facilitates the assessment of viewer overlap across these screen types and the efficiency of TV screens for brands. It also empowers optimisations in audience reach based on viewership behaviours, aiming for maximum efficiency and users reach, such as cross-screen frequency control.
  4. Targeted Advertising: With the data collected, advertisers can tailor their ads to specific audiences based on their viewing habits. For example, if ACR data shows that a household frequently watches cooking shows, then advertisers might target that household with ads for kitchen gadgets or grocery stores.

Why ACR technology is so important now

ACR data empowers advertisers with actionable insights for TV planning, audience activation and enriched measurement capabilities that are essential for navigating the complex and fragmented media landscape. It enables them to drive more effective advertising strategies and maximise campaign performance. At this critical juncture, its relevance can’t be denied:

  • Surge in smart TV and connected device use in APAC: With the proliferation of smart TVs and connected devices in APAC, more and more households are consuming content through these platforms. ACR technology enables the opt-in devices to identify and track what users are watching in real-time.
  • Consumers demand tailored content: ACR data provides granular insights into viewership behaviour, including what programs and advertisements are being watched, when and for how long. This level of detail allows advertisers and content providers to better understand their audience and tailor their content and advertising strategies accordingly.
  • Improved campaign efficiency and reduced media waste: Leveraging ACR data allows advertisers to reach specific audiences more effectively, minimising overlapping audiences and ensuring ads are delivered to the most relevant viewers. This reduces wasted media spend by targeting viewers based on actual viewing behaviour, maximising the impact of advertising dollars.

To sum it up, ACR data provides a viable solution for advertisers to better navigate this fragmented TV landscape. This not only enhances viewers satisfaction by reducing ad clutter, but also boosts ad effectiveness, driving higher engagement and conversion rates. Ultimately, ACR empowers advertisers to better understand consumers’ viewing behaviours, which can then: 

  • Inform more comprehensive TV planning
  • Deliver more relevant ads with robust measurement
  • Foster stronger brand-consumer relationships in the increasingly competitive media landscape. 

This is the future of TV.

This thought leadership piece is written by Janice Chan, VP Platform and Client Services APAC, Nexxen

Singapore – Global unified adtech platform Nexxen has recently announced the appointment of Gretchen Johnson as chief people officer.

In her new role, Johnson will lead Nexxen’s human resources and talent acquisition teams, focusing on culture and employee development to ensure the company continues to hire and retain best-in-class talent.

Prior to her appointment, Johnson served as chief people officer at Siprocal, a gaming distribution, monetization and engagement platform. She also holds prior experience in the advertising technology sphere, as senior vice president, human resources director at Aegis Media, acquired by Dentsu; and vice president and group director of talent management at Digitas, the integrated marketing services brand within Publicis Groupe.

Speaking on her own appointment, Johnson said, “This is an exciting time to join Nexxen, with its customer-centric culture where both talent and innovation thrive. I look forward to working closely with the teams here to ensure these values are elevated through strategic HR initiatives.”

Meanwhile, Ofer Druker, chief executive officer at Nexxen, commented, “We are thrilled to welcome Gretchen Johnson to our team. The breadth and depth of her knowledge in orchestrating high-value human resources initiatives will enable us to align our people and organisation with our commercial strategy and execution.”

“Nexxen is the sum of our most valuable assets – our people – and through culture and employee development, Gretchen will help usher our organisation into a new stage of growth,” he added.