comScore tells us that a TV ad is powerful, but a TV ad complemented by a web ad is more powerful. Someone who sees a TV ad for Toyota (for example), then sees an ad from the same campaign online, is 28% more likely to visit the Toyota website than someone exposed to one TV ad alone. TV "tees up" the viewer for the click through.
That is the idea behind the just-announced BrightRoll and Datalogix partnership for DLX TV, a solution that enables advertisers to reach online audiences at scale online based on known TV viewing behavior. Nielsen had much the same idea in July, when it released its Nielsen Online Audience Segments – TV Viewing. Get a handle on what viewers watch, and you’ll have a powerful dataset to target them online.
BrightRoll believes by teaming up with Datalogix, it provides advertisers “the most comprehensive resource to reach offline TV audiences online," said Tod Sacerdoti, CEO and founder of BrightRoll. "Combining the world's largest source of viewing data [Datalogix] with the number one video advertising network and exchange [BrightRoll claims], advertisers can now build cross-platform campaigns and achieve campaign objectives."
How It Works
Datalogix receives data from TiVo Research and Analytics (TRA), which anonymously captures viewing data across 4.2 million U.S. household set-top box devices. Datalogix builds a consumer-viewing model, applies the resulting segmentation to its anonymous online audience and makes this audience available to media partners such as BrightRoll. BrightRoll then applies this model across its network (with more than 100 million monthly unique viewers, it claims) and exchange to deliver appropriate video ads to viewers online.
For example, advertisers using DLX TV through BrightRoll can choose to reach Sunday football fans, or build custom audiences such as Sunday football fans who also drive pick-up trucks.
Why It’s Needed
The idea is to effectively align TV and digital media planseffectively. With DLX TV integrated into the BrightRoll network as well as its exchange, advertisers can in theory extend the reach of TV campaigns to viewers who have not seen specific ads and expand messaging frequency to target audiences.
"We're thrilled to be working with BrightRoll to provide advertisers with an unparalleled way to reach TV audiences nationwide when they are online," said Eric Roza, CEO of Datalogix. "BrightRoll's massive video inventory enables DLX TV to apply insightful TV viewing and purchasing information to an online audience at an unprecedented scale."