Disney tests Nielsen’s Addressable TV Advertising solution

Nielsen last week announced that Disney Media Networks has joined Nielsen’s Addressable TV beta program. Nielsen says Disney will be able to to test Nielsen’s addressable TV advertising capabilities before the commercial launch.

“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,” said Laura Nelson, Senior Vice President, Cross Portfolio Solutions, Disney Advertising Sales.

Nielsen’s Addressable TV Advertising is an ad solution enabling programmers to offer addressable campaigns across their video inventory. Nielsen’s Addressable TV Advertising provides 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. Nielsen says the solution does this 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. This helps to automate yield optimization across linear and addressable and ensures the ability to maximize yield.

Disney is one of the nine programmers taking part in the beta program, representing 75% of linear TV impressions in the U.S. A+E Networks, AMC Networks, CBS, Discovery, FOX, NBCUniversal, Univision, and WarnerMedia are also participating in the beta.

According to Nielsen, insights from the beta program will help Disney understand how the Nielsen technology integrates into their existing advertising ecosystem and how it can be leveraged across Disney’s unique set of programming options.

“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,” said Kelly Abcarian, General Manager, Advanced Video Advertising, Nielsen. “As the media industry evolves, it’s crucial that TV programmers have control and flexibility over how to best monetize 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.”