BrightLine-Nielsen partnership allows marketers to run TV ads with personalized messaging to audience sub-segments.
BrightLine, the startup which has pioneered interactive TV advertising solutions for OTT and streaming TV devices, has selected the Nielsen Data Management Platform (DMP), a core Nielsen Marketing Cloud application, to enable marketers — for the first time — to deliver personalized TV advertisements to millions of U.S. households.
BrightLine which had a $20 million Series A round of financing in Sept 2016, says it already delivers interactive TV ad campaigns for a number of Fortune 100 companies and leading brands. Jacqueline Corbelli, Co-founder and CEO of BrightLine had said during the funding round that they will use the investment to expand the platform for targeted, programmatic TV ad buys with measurable return at scale. “We see huge demand by advertisers to take advantage of connected TV media opportunities, as they create higher engagement levels than any other advertising format.”
Using Nielsen Marketing Cloud capabilities, said the statement from BrightLine, will enable marketers to personalize their advertising across Over-The-Top (OTT) TV content delivery platforms such as Roku, Samsung, Apple, Amazon, Microsoft Xbox and Sony Playstation. Access to Nielsen data will improve relevance and marketing impact as content providers can more effectively monetize their connected TV offerings.
This new addressable advertising capability offers a win-win for both advertisers and broadcasters claimed BrightLine, because brands can tailor their ads for different households based on specific interests and behavior powered by Nielsen Marketing Cloud’s data, which has over 60,000 audience segments. “We are entering an age of hyper-targeted brand experiences on our TV screens, with leading marketers adopting household addressable TV ads — it’s part of this golden age of TV we call tvtopia. BrightLine’s dynamic engageable ad platform allows marketers the ability to provide personalized TV ads to target audiences based on their specific interests and behavior,” said Jacqueline Corbelli, co-founder and CEO of BrightLine.
“Brightline chose Nielsen Marketing Cloud because our next generation DMP gives them direct access to not only world-class Nielsen audience data, but also advanced machine learning and adaptive modeling that will continuously optimize their clients’ audience segments,” said Nielsen’s Damian Garbaccio. “This ensures that OTT-TV audiences will receive the most relevant and timely messages and help generate superior advertiser ROI.”
Nielsen Marketing Cloud is integrated with a wide spectrum of marketing applications across dynamic personalization, programmatic, website, mobile, video, search, email and social media platforms.