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As TV measurement continues to evolve and blend with digital, marketers need to stay on top of the newest trends to understand and capitalize on viewer behavior across all screen types. Several key developments for TV measurement in 2024 are helping shape the industry, including Nielsen’s global expansion and the increasing interest in alternative measurement providers.
Read on to learn more about how these changes can impact the future of TV measurement.
TV measurement background
In the ever-shifting terrain of television measurement, one name has long stood as the bedrock: Nielsen.
Nielsen
Nielsen is a leading provider of TV audience measurement and analytics. It is known for its TV rating system, which tracks viewership across various demographics and time slots. Nielsen’s data is used by media companies, advertisers, and broadcasters to understand audience preferences, develop, and plan advertising campaigns, and monitor program performance.
Nielsen’s recent global expansion
Nielsen has continued to expand its global coverage and now fully represents 100% of TV households in the continental U.S., delivering comprehensive and accurate audience measurement. Through this expansion, Nielsen has remained a go-to resource for domestic and international television analytics.
In 2021, Nielsen faced a significant setback when it was stripped of its MRC (Media Rating Council) accreditation, sending shockwaves through the industry. While the accreditation was eventually reinstated in 2023, the incident underscored the need for diversification and alternatives within TV measurement.
TV measurement competitor outlook
For decades, advertisers and agencies have relied on Nielsen’s metrics as the gold standard, a trusted source of data guiding ad spending and campaign strategies. However, recent developments have shaken this foundation, prompting a reevaluation of the TV measurement landscape.
One notable trend emerging in tv measurement in 2024 is the increasing interest in alternative measurement providers. As advertisers seek greater transparency, accuracy, and flexibility in measurement, many are exploring options beyond Nielsen. These providers offer distinct advantages and drawbacks, presenting advertisers and agencies with a wealth of options and considerations.
Here are the main competitors in the field.
Panel-based TV measurement providers
Panel-based TV measurement has long been a staple in the industry, relying on representative samples of viewers to extrapolate audience behavior. In 2024, several providers offer panel-based solutions, each with different strengths.
Comscore
Comscore is a key player in panel-based TV measurement, offering comprehensive audience measurement solutions for both linear and digital television. With its massive panel of opted-in households, Comscore provides advertisers with detailed demographic and behavioral insights, enabling targeted advertising strategies. Comscore recently earned MRC accreditation for total household and average audience measurement in national and local TV reports.
Kantar Media
Kantar Media offers a range of panel-based TV measurement services, including audience measurement, ad effectiveness measurement, and competitive intelligence. With its global footprint and deep expertise in media analytics, Kantar Media helps advertisers understand audience trends and optimize their media investments.
Kantar Media is currently working to create a cross-media measurement panel similar in size to what Nielsen offers. While Kantar Media does not presently operate in the U.S. TV measurement market, it would be a formidable competitor should it move into the arena.
ACR-based TV measurement providers
Automatic content recognition (ACR) technology has revolutionized TV measurement, allowing for real-time monitoring of content consumption across devices. In 2024, several providers use ACR technology to deliver innovative measurement solutions.
iSpot.TV
iSpot.TV has emerged as a leading provider of ACR-based TV measurement, using its advanced technology stack to capture and analyze TV ad exposures in real-time. Through its acquisition of 605, iSpot.TV strengthens its position in the market, offering advertisers enhanced audience targeting and attribution capabilities.
iSpot.tv’s ad catalog and ad occurrence data are fully accredited by the MRC, which is one of its strongest assets.
Samba TV
Samba TV offers a comprehensive ACR-based TV measurement platform, providing advertisers with insights into audience behavior across linear, streaming, and connected TV environments. With its robust data infrastructure and machine learning algorithms, Samba TV enables advertisers to optimize their TV advertising campaigns for maximum impact.
Samba has recently partnered with HyphaMetrics to create an alternative panel to compete with others in the market.
TVision
TVision is a smaller competitor in this group that blends ACR-based TV measurement solutions with a panel-based approach, offering advertisers and networks real-time visibility into viewer engagement and attention metrics. By tracking viewer attention and emotional response, TVision helps advertisers understand the effectiveness of their TV ad campaigns and make data-driven decisions.
Advantages of alternative measurement providers
As the TV measurement landscape continues to evolve in 2024, alternative measurement providers present compelling advantages over traditional approaches. Let’s explore three key benefits of embracing alternative measurement providers.
Diverse data sources
Alternative providers use a wide array of data sources, including set-top boxes, smart TVs, streaming platforms, and digital devices, offering a more comprehensive view of audience behavior.
Granular insights
Many alternative providers offer granular insights into viewer demographics, preferences, and engagement metrics, allowing for more targeted and effective advertising strategies.
Real-time analytics
Some providers offer real-time analytics capabilities, enabling advertisers to optimize campaigns on the fly and capitalize on emerging trends and opportunities.
Challenges with alternative measurement providers
Alternative providers face several key challenges that need to be addressed before they are widely adopted. Let’s dive into each challenge in more detail.
Fragmentation
With multiple providers using different methodologies and metrics, achieving standardization and comparability across campaigns can be a daunting task.
With the proliferation of over-the-top (OTT) services, the TV measurement landscape has become increasingly complex, with new platforms emerging regularly. While ACR technology has enhanced data collection directly from televisions, the market remains highly fragmented, with many manufacturers (like Vizio, LG, and Samsung) building their own ACR solutions.
Data privacy concerns
As TV measurement becomes increasingly data-driven, concerns around consumer privacy and data ethics loom large, necessitating robust privacy protocols and compliance measures. We’ve already seen lawsuits around the ACR approach to TV measurement.
Education and adoption
Shifting away from the familiar territory of Nielsen requires education and buy-in from stakeholders, including advertisers, agencies, and media buyers, which can be a gradual and iterative process.
Importance of an identity graph in TV measurement
As the TV measurement landscape trends toward a blend of options instead of singular approaches, the ability to identify and target audiences across platforms is crucial. An identity graph serves as a foundational tool that can enable brands and advertisers to resolve disparate data sources into a unified view of the consumer.
Embedded within our suite of products, our Graph offers a distinct advantage for accurate attribution and reporting. As the industry shifts toward cross-channel campaigns, our in-house nationally representative device graph becomes increasingly invaluable.
Unlike many providers, we seamlessly merge offline and digital data, enabling superior ID resolution and matching capabilities. This allows us to consolidate media logs from diverse sources, providing our clients with comprehensive reports for precise cross-channel comparisons.
As advertisers navigate the complexities of the TV measurement landscape in 2024, using the capabilities of identity graphs like Experian’s will be essential for driving effective cross-channel advertising strategies and maximizing ROI.
How Experian supports TV measurement
Experian has been in the TV measurement space for decades and offers flexible attribution reports that can attribute media spend on TV to real actions or outcomes, such as website visits, physical location visits, and online and offline sales. We also have unique data through our automotive and financial databases that can be used for attribution.
Through our Consumer Sync solutions, you can elevate your attribution quality to understand the true path to conversion by linking all digital touchpoints to a single person.
Navigating the next frontier of TV measurement
TV measurement in 2024 presents both challenges and opportunities for understanding audience behaviors and preferences. We anticipate a continued migration toward alternative providers as advertisers seek greater flexibility and accuracy in measurement. We expect a fragmented future for TV measurement, where data sources extend beyond traditional giants like Nielsen to include numerous smaller players. Despite the entrenched role of linear TV measurement, advertisers must adapt to a blend of data from diverse sources to navigate the evolving landscape.
At Experian, we have the solutions to help you tackle 2024 marketing trends and make the most of your consumer marketing data. Our Graph enables seamless tracking across devices and channels, allowing us to implement first-touch, last-touch, and multi-touch attribution models with unparalleled accuracy. By harnessing the capabilities of our Graph, our attribution solutions can assign value to every crucial touchpoint in the customer journey, giving you a more holistic and comprehensive view of your campaign performance.
Connect with an Experian expert to learn more about how we can help you succeed in your marketing efforts.
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Suppose you're watching your favorite TV show, and an ad suddenly catches your attention. It urges you to take immediate action, whether to call a number, visit a website, or text a keyword like ‘DETAILS’ to a specific number for more information. This is direct response television (DRTV), a powerful form of advertising available on all TV types — including live, cable, and streaming — that directly connects brands with consumers to drive immediate engagement and measurable results. The goal of DRTV marketing is simple: convert viewers into customers quickly and measurably by asking them to do something in real time. Every DRTV ad is carefully designed to drive quick conversions with a clear, direct path from interest to action. This makes it an essential tool for marketers who need to measure their return on investment (ROI) for TV and see instantaneous results. Key benefits of DRTV marketing Unlike traditional TV ads that build long-term brand awareness, DRTV campaigns are focused on driving instant results and are surprisingly effective at doing it. Here are a few benefits of DRTV and why it’s a powerful tool for marketers in a digitized world. Immediate customer engagement One of the biggest advantages of DRTV is its ability to engage customers right off the bat. DRTV grabs attention and motivates people to act now, whether with a phone number on the screen, a QR code to scan, or a limited-time offer, often with compelling incentives. Measurable ROI DRTV is designed to deliver precise, trackable results. Because the ads encourage specific actions — like visiting a website or calling a phone number — it’s easy to see what’s working and what’s not. Marketers can measure everything from sales to lead generation, which guides them in refining their strategies for even better results. Pairing DRTV with digital tools, like web analytics or CRM systems, can provide even deeper campaign performance insights. Broad reach Even in the streaming age, live TV and cable still attract millions of viewers, which makes DRTV excellent for brands needing to expand their reach. Marketers can even tailor DRTV ads to specific audiences by choosing the best time slots on the proper channels. Whether you’re targeting parents watching morning news or sports fans tuning into big games, you’ll know you’re connecting with the right people at optimal times. Types of DRTV ads DRTV advertising offers several formats, each suited to different audiences, budgets, and goals, whether you’re introducing a new product or driving traffic to your website. Infomercials Infomercials are the classic, long-form DRTV ads that most people associate with the term. These ads typically run for 15-30 minutes and go into detail on product benefits and features. They often include demonstrations and special offers to educate and engage viewers with urgent, limited-time deals. Think of the iconic “But wait, there’s more!” ads used to sell everyday items ranging from household cleaners to exercise equipment. Short-form ads Short-form DRTV ads are 30-second to 2-minute ads that get straight to the point with a single message or offer and a clear call-to-action (CTA) to encourage immediate engagement. Short-form ads are ideal for quick bursts of information, like promoting a flash sale or highlighting a new product. A 60-second ad showcasing a new mobile app might feature a quick walkthrough of its features, followed by a QR code or website URL to download it instantly. Product demos Some DRTV ads focus exclusively on demonstrating how a product works in real-life scenarios. These ads are great for showing off unique features or solving familiar pain points that make the product feel essential. A cookware brand might show how its nonstick pans make cooking and cleanup a breeze while including a CTA to “order now and get a free bonus spatula!” Testimonials Testimonials from real customers or experts are a great way to build trust and credibility. Hearing someone’s success story or endorsement of a product or service can help viewers feel confident about their purchase decision. A skincare brand, for example, might air a two-minute ad of a dermatologist explaining the science behind the product, along with five-star reviews from satisfied users. Call-in contests or limited-time offers This type of DRTV ad creates urgency by promoting a special offer or giveaway. Viewers might have to call a number or visit a website within a specific timeframe to claim the deal. For example, travel agencies sometimes air ads offering free vacations or planning kits to the first 100 callers, which helps them generate immediate leads. Hybrid ads with digital integration Many modern DRTV campaigns blend traditional TV with digital tools, like QR codes, social media hashtags, or links to custom landing pages. These hybrid ads meet viewers wherever they are. A fitness program might air a short-form ad with a QR code linking to their free app trial, making it easy for viewers to instantly engage. Success tips for DRTV advertising Creating a successful direct response TV campaign centers on messaging that resonates with the right audience, inspires action, and delivers measurable results. Here are some essential tips for a winning DRTV strategy. Strong CTA Every DRTV ad should include a compelling, straightforward CTA that motivates viewers to act immediately. Whatever it is, your CTA should be easy to understand and time-sensitive to create urgency, such as, “Claim this limited-time offer in the next 30 minutes!” Multi-channel integration Direct response TV works best when part of a broad multi-channel strategy, so you should make sure your campaign integrates well with digital channels. This can reinforce your message, help consumers engage across platforms, and drive better results. Audience targeting Precise audience targeting is critical to DRTV campaign success. Experian’s advanced TV audiences, developed with the Advertising Research Foundation (ARF), help you connect with the right viewers to drive immediate action. These syndicated audiences are now available on FreeWheel, the TV advertising industry’s global tech platform. With over 2,400 ready-to-use audience segments, Experian enables you to target specific groups, such as: TV viewership audiences: Target households based on viewing habits and preferred devices. In-market car buyers: Reach consumers actively searching for their next vehicle, which is ideal for driving sales. Holiday shoppers: Engage gift-givers, deal-seekers, and travelers during peak shopping seasons. New TV audiences released in August 2024 In addition to these, our August 2024 release introduced several updates that further refine Experian’s targeting capabilities. Some of the audience updates in this release included: New retail transaction audiences: These segments offer insights into categories like children’s products, parenting, hobbies and crafts, science and nature, and sports and fitness. With high spending and frequent purchase behaviors, these audiences provide a deeper understanding of consumer preferences. Notable segments include: Sports and fitness high spenders Children’s product high spenders Science and nature high spenders Updated TV audiences: New and refreshed TV segments now reflect the viewing habits of today’s consumers for accurate insights and targeting. Examples of newly added segments include: Free and paid ad-supported streaming TV subscribers Satellite service subscribers Cable and streaming TV service subscribers With these advanced targeting capabilities, your DRTV campaigns can be more effective and resonant with viewers most likely to respond for maximum ROI and engagement. Effective planning A strong DRTV campaign starts with defining your objectives, budgeting effectively, and identifying the right media mix. Understanding where your audience spends their time — prime-time TV or niche cable channels — will get you the most value from your DRTV investment. Real-time tracking Tracking your DRTV campaign’s performance in real time is critical for success. Tools that provide immediate insights into viewer responses, website visits, or call volumes allow you to identify what’s working and pivot quickly if needed. Measuring success Measuring success against key performance indicators (KPIs) like conversion rates, ROI, or cost-per-acquisition (CPA) is an excellent way to know if your DRTV campaign is delivering results. Experian’s advanced data solutions make tracking and analyzing campaign performance easier, so you can make data-informed decisions and deliver precise results to stakeholders. Continuous optimization DRTV marketing is an ongoing effort. Use the insights from real-time tracking and performance measurement to refine your strategy. Optimization keeps your campaign relevant and effective, whether you need to tweak your CTA, adjust your audience targeting, or test new creative formats. How DRTV relates to advanced TV and connected TV While DRTV has historically focused on immediate viewer actions via traditional linear TV, it’s found new relevance within advanced TV and connected TV (CTV) ecosystems. These modern formats expand the measurable, action-driven qualities of DRTV while incorporating the precise targeting and personalized storytelling made possible by digital technologies. DRTV and advanced TV Advanced TV enhances DRTV by enabling addressable advertising, which helps marketers deliver ads to specific households based on behavioral or demographic data. For instance, using tools like Experian’s Graph, advertisers can integrate data sets across multiple sources to refine audience segmentation and tailor messages to individual households. Advanced TV also supports cross-channel consistency to provide a unified customer experience whether the viewer engages with linear TV, streaming services, or other devices. Additionally, programmatic ad buying plays a role in automating the ad-buying process. This helps advertisers optimize their bids and placements and get DRTV campaigns in front of the right audience at the right time, which maximizes cost-efficiency across both traditional and digital channels. DRTV and CTV CTV has a high rate of logged-in, authenticated viewers and provides a lot of helpful first-party data. This allows for hyper-precise audience targeting, cross-device attribution, and an ability to link ad exposure to conversions — even when purchases occur on non-CTV devices. Universal IDs like UID2 further strengthen these capabilities by creating consistent and privacy-respecting user identities across platforms. Experian’s TV partnerships Through partnerships with leading CTV players like Madhive, Samsung, Disney/Hulu, and others, Experian’s identity solutions integrate seamlessly to support well-timed, personalized ads across major streaming platforms. These integrations, powered by our Digital and Offline Graphs, offer a complete view of audiences to enable more controlled, effective activation across mediums, including free ad-supported streaming television (FAST) channels. Using Experian’s advanced data and identity tools, advertisers can tap into the full potential of DRTV strategies within advanced TV and CTV to make campaigns more actionable, efficient, and impactful. The future of DRTV So, what is DRTV going to look like in the future? With the integration of digital and television platforms, DRTV is becoming more targeted, interactive, and personalized. This shift creates new opportunities for advertisers to drive conversions. Here are some key advancements that will continue to shape the future of DRTV: Addressable TV: Advertisers can deliver targeted ads to specific households based on demographic and behavioral data. It uses data from smart TVs, streaming devices, and third-party data providers to enable highly relevant ads based on the interests of individual viewers. Interactive TV ads: Interactive TV ads enable viewers to engage directly with the content through their remote control or mobile devices. Users can click on a product for more information or make purchases without leaving the TV screen and immediately convert. Authenticated audiences: With CTV and AI technology, advertisers can use first-party data from authenticated users to improve targeting, measurement, and campaign performance. Advertisers can create a more cohesive and personalized experience by linking viewers across multiple devices, which improves ad effectiveness and attribution. Branded apps with saved information: Branded apps that store payment and personal information streamline the direct response process. These apps reduce purchase journey friction and allow quicker conversions, as viewers can complete transactions with fewer steps. QR codes replacing URLs: QR codes are becoming a popular alternative to traditional URLs in DRTV ads. These codes provide a quick, convenient way for viewers to visit a website, access a product page, or act on a CTA simply by scanning the code with their phone. Better targeting algorithms: Advancements in targeting algorithms allow advertisers to serve more personalized and relevant ads. These algorithms help ads reach the right audience at the right time, which can increase engagement and conversion rates. These innovations offer advertisers more tools to connect with audiences in a personalized, interactive, and measurable way. Connect with Experian’s TV experts Experian can help you achieve the full potential of your direct response TV advertising efforts with our advanced tools, precise audience targeting, and strong industry partnerships. We help brands create impactful DRTV campaigns that drive real-time engagement, audience connection, and measurable results, whether for traditional, advanced, or CTV. Reach out today to work with us on your DRTV efforts and achieve better ROI, or explore how our expertise can transform your TV advertising campaigns. Connect with our TV experts Latest posts
The stakes are high when it comes to advertising during football’s biggest games as the cost of advertising continues to rise, with the average 30-second TV ad during the 2023-24 Sunday Night Football season priced at $882K. With record viewership at the College Football Playoff and the Super Bowl drawing in 123.7 million average viewers, the largest TV audience on record, it's no surprise that brands are willing to pay those prices since football games are prime time for reaching engaged audiences. In fact, an estimated 51% of viewers search for an ad they saw during the game, underscoring the potential of second-screen engagement to amplify campaign impact. Whether you advertise on TV during these games or not, brands are exploring how they can use football season to drive a deeper connection to their audience. To do this, brands need data driven strategies. In this blog post, we’ll reveal audience segments designed for you to craft tailored marketing strategies that resonate with football fans in the stands and on the couch. You can find the complete audience segment name in the appendix. Make a game-winning play with Experian Audiences With playoff season fast approaching, it’s the perfect time to go on the offensive and target football fans. Utilize Experian’s syndicated audiences to ensure your marketing messages resonate with fans when they're the most engaged. Experian's 2,400+ syndicated audiences are available directly on over 30 leading television, social, and programmatic advertising platforms. Reach consumers based on who they are, where they live, and what they do using data ranked #1 in accuracy by Truthset. Run omnichannel campaigns based on a reliable understanding of households, people, digital identifiers, and marketing attributes. Four football audience categories to add to your advertising lineup Football fans come in all shapes, sizes, and viewing habits. From dedicated supporters to casual viewers, targeting the right audience can make or break your campaign. Here are four football audience categories you can target: Sports enthusiasts College football fans 21+ audiences TV viewers Let’s huddle up and break down the audience segments within each category. Whether it’s tailgating, tuning in, or cheering from the stands, these insights will get your campaign into the end zone. Sports enthusiasts Whether they’re following their favorite teams, attending games in person, or watching professional sports events on TV, football fans are deeply engaged, making them an ideal target for advertisers looking to score big. Here are five audiences to target: NFL Enthusiasts Football (FLA/Fair Lending Friendly)1 Sports Enthusiasts NFL Stadium Visitors Professionals Sports Event College football fans College football fans bring unmatched passion and loyalty, with bowl games during the 2023 season drawing on average of 4.6 million viewers across 40 total games—a 5% increase year-over-year. From students to alumni, these fans represent an invaluable opportunity for advertisers to connect with a deeply invested audience. Here are four audiences to target to connect with passionate college football fans: College Football Stadium Visitors College Football Bowls College Students College Sports Venues 21+ audiences With 84% of U.S adults reporting that they drink alcohol while watching football on TV, targeting 21+ audiences during game season is a winning play. Whether they’re cracking open a cold one at a tailgate, hosting a game-day party, or relaxing on the couch, these audiences represent a key audience for brands looking to tap into football culture. Here are four audiences that you can target this post season: Imported Light Beer Enthusiasts Domestic/Imported Beer High-end Spirit Drinkers Discretionary spend: Alcohol and wine $331 – $726 These audiences can help you serve up campaigns that pour directly into the heart of football fandom. TV viewers Football games attract some of the most engaged and diverse TV audiences, with 85% of sports fans preferring to watch live sports on TV rather than in-person. Notably, for the first time, viewers aged 18 to 49 spent the majority of their sports viewing time (54%) via streaming. This shift highlights the immense opportunity for advertisers to connect with highly attentive viewers tuned into every play. Here are seven audiences that you can use to create a game-winning strategy to reach engaged TV watching football fans: Cable Satellite or Streaming Network Subscribers Streaming Video: High Spenders Cord Cutters Cable and Streaming TV Service Subscribers Paid TV High Spenders Screen Size – Large Co-Watchers Whether they're catching the action on a large TV screen or streaming from their phone, these audiences will help you craft campaigns that deliver results with highly engaged viewers. Score big with Experian this postseason As some of football’s biggest games approach, it’s time to huddle up and connect with consumers who live for the thrill of the game. Whether they’re tuning in to cheer for their favorite teams, tailgating with friends, or enjoying the game-day experience from home, Experian Marketing Data provides the playbook to score big with targeting, enrichment, and activation. With Experian’s data-driven insights, you can turn every opportunity into a game-winning play! Connect with our audience team You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list of Experian’s syndicated audiences and activation destinations, download our syndicated audiences guide. Explore our other seasonal audiences that you can activate today. View now 1 “Fair Lending Friendly” indicates data fields that Experian has made available without use of certain demographic attributes that may increase the likelihood of discriminatory practices prohibited by the Fair Housing Act (“FHA”) and Equal Credit Opportunity Act (“ECOA”). These excluded attributes include, but may not be limited to, race, color, religion, national origin, sex, marital status, age, disability, handicap, family status, ancestry, sexual orientation, unfavorable military discharge, and gender. Experian’s provision of Fair Lending Friendly indicators does not constitute legal advice or otherwise assures your compliance with the FHA, ECOA, or any other applicable laws. Clients should seek legal advice with respect to your use of data in connection with lending decisions or application and compliance with applicable laws. Appendix Sports enthusiasts Lifestyle and Interests (Affinity) > Activities and Entertainment > NFL Enthusiasts Lifestyle and Interests (Affinity) > Sports and Recreation > Sports Enthusiast Mobile Location Models > Visits > NFL Stadium Visitors Lifestyle and Interests (Affinity) > Sports > Football (FLA / Fair Lending Friendly)2 Travel Intent > Activities > Professional Sports Event College sports fans Mobile Location Models > Visits > University Stadium College Football Visitor Lifestyle and Interests (Affinity) > Sports > College Football Bowls Mobile Location Models > Visits > College Students Mobile Location Models > Visits > College Sport Venues 21+ audiences Lifestyle and Interests (Affinity) > Activities and Entertainment > Imported Light Beer Enthusiasts Lifestyle and Interests (Affinity) > In-Market > Domestic/Imported Beer Lifestyle and Interests (Affinity) > Retail > High-end Spirit Drinkers Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine: $331-$726 TV viewers Television (TV) > Household/Family Viewing > Cable Satellite or Streaming Network Subscribers Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Streaming Video: High Spenders Television (TV) > Household/Family Viewing > Cord Cutters Television (TV) > Household/Family Viewing > Cable and Streaming Service Subscribers Television (TV) > TV Enthusiasts > Paid TV High Spenders Television (TV) > Viewing Device Type > Screen Size – Large Television (TV) > Household/Family Viewing > Co-Watchers Latest posts
Following the success of our recent launch of Third-Party Onboarding, we are excited to introduce the Experian marketplace, a new addition to our portfolio of data-driven activation solutions. Experian’s marketplace bridges TV operators, programmers, supply partners, and demand platforms with top-tier third-party audiences across retail, CPG, health, B2B, and location intelligence. Easily activate premium audiences from leaders like Attain, Alliant, Circana, and Dun & Bradstreet – driving precise, efficient consumer reach. "Experian has been a longstanding partner of DISH Media, and we’re excited to be an early adopter of their marketplace which leverages the foundation of their identity solutions to ensure maximum cross-channel reach as we look to expand the breadth and depth of data we use for addressable TV."Kemal Bokhari, Head of Data, Measurement & Analytics, DISH Media As privacy regulations evolve and traditional identity signals shift, many activation platforms face declining addressability. This impacts their ability to effectively reach consumers, which is critical to staying competitive. Experian’s marketplace, powered by our identity graphs which include 126 million households, 250 million individuals, and 4 billion active digital IDs, enables audiences to be easily activated and maintain high addressability across display, mobile, and connected TV (CTV) channels. Benefits of Experian's marketplace Enhanced addressability and match rates: All audiences delivered from our marketplace benefit from our best-in-class offline and digital identity graphs, which ensure addressability across all channels like display, mobile, and CTV. Unlike other data marketplaces, Experian ensures all identifiers associated with an audience have been active and are targetable, improving the accuracy of audience planning. Simplified audience planning and distribution for TV Operators: TV operators can build custom audiences matched directly to their subscriber footprint and distribute them across all advanced TV channels (data-driven linear, addressable, digital, and CTV) for maximum impact. Diversification within the data marketplace ecosystem: With the recent departure of Oracle’s advertising business, the optionality for buyers and sellers to connect with third-party data has become increasingly limited. With Experian marketplace, we’re excited to offer a new solution to the market that ensures data-driven targeting can continue to take place at scale. Lower activation costs: Experian’s marketplace offers transparent, pass-through pricing with no additional access fees, enabling partners to maximize their earnings while reducing costs. Audience diversity and scale: Platforms can access a broad range of audiences across top verticals from our partner audiences, which can be combined with 2,400+ Experian Audiences. This offers the flexibility, reach, and scale necessary to effectively execute advertising campaigns. Remove compliance concerns: Experian’s rigorous data partner review ensures available audiences comply to all federal, state and local consumer privacy regulations. “Circana and Experian have enjoyed a deep partnership for over a decade. We are exceedingly excited to extend our partnership and be an early adopter and launch partner of the Experian data marketplace. This additional capability will enable the ecosystem to more easily access Circana’s purchase-based CPG and General Merchandise (for example Consumer Electronics, Toys, Beauty, Apparel etc.) audience segments to drive performance outcomes across all media channels.”Patty Altman, President, Global Solutions, Circana “Capturing the attention of target audiences across channels is critical for marketers navigating an increasingly connected digital world. We are excited to be an exclusive provider of B2B solutions within Experian’s marketplace, helping brands and media agencies to accelerate their reach, addressability and targeting capabilities across TV, mobile and connected TV channels.” Georgina Bankier, VP of Platform Partnerships at Dun & Bradstreet Better connections start here: Experian's marketplace Experian’s marketplace, easily accessible from our Audience Engine platform, brings unparalleled addressability, enabling our clients to reach more relevant consumers and increase revenue. If you’re interested in learning more about Experian’s marketplace or becoming an active buyer or seller in our marketplace, please contact us. Contact us Latest posts