Specific Media Adds Kantar Media Data to TV Audience Segments (TVAS) Targeting
Set Top Box Data Enhances Precision of Desktop Campaigns
IRVINE, Calif. – Sept. 11, 2014
– Specific Media
today announced that its TV Audience Segments (TVAS) targeting solution features data from leading media research firm Kantar Media, allowing advertisers to strengthen their audience targeting strategies with additional behavioral insights. Together, TVAS and Kantar Media data enable advertisers to target online audiences based on offline viewing habits through access to comprehensive set top box data, allowing them to extend the reach of TV campaigns and enhance the effectiveness of digital campaigns.
With this latest expansion of TVAS, advertisers can access Specific Media’s private exchange with Kantar Media’s second-by-second Return Path Data, sourced from set top boxes. TVAS can be adopted for both managed and programmatic execution. The solution also measures TV tune-in lift generated by online ad exposure to allow advertisers to gain key insights for future campaign recommendations.
“Kantar Media is a pioneer in using advanced TV analytics to help agencies and advertisers drive more effective and efficient marketing campaigns,” said Bud Breheney, Chief Commercial Officer, Kantar Media. “Partnering with Specific Media to integrate our high-quality TV set top box data with their online segmentation capabilities will allow media buyers and sellers to reach the exact consumers they are looking to reach.”
“Since TVAS uniquely equips advertisers with the data they need to gain greater insight into TV viewing behavior, it’s critical for us to offer a comprehensive range of audience data,” said Vic Catalfamo, VP Advanced Media Solutions, Specific Media. “Kantar Media’s in-depth and granular insights dramatically improve advertisers’ ability to deliver precise campaigns to extend TV reach and drive audience TV tune-in from exposure to digital advertising.”
For more information on the latest enhancements, please visit http://specificmedia.com/products/adsolutions/tvas/
About Specific Media
Specific Media is a leading global media company connecting brands with consumers across one of the largest audiences worldwide. Our exclusive data partnerships, multi-screen and multi-format targeting capabilities, and innovative advertising solutions enable brands to influence purchasing decisions as they are being made. With over 500 premium publishing partners, superior reporting methodologies
, and a suite of proprietary products
, Specific Media allows for smarter and more efficient campaigns.
Specific Media is headquartered in Irvine, California, with offices in New York, Los Angeles, Chicago, San Francisco, Seattle, Dallas, Boston, Detroit, Atlanta, and Minneapolis. Our international offices are located in The United Kingdom, France, Denmark, Norway, Sweden, and Germany. For more information, visit specificmedia.com
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, and LinkedIn
About Kantar Media
Kantar Media provides critical information that helps our clients make better decisions about communications. We enable the world’s leading brands, publishers, agencies and industry bodies to navigate and succeed in a rapidly evolving media industry. Our services and data include analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and evaluating consumers’ reactions in earned media. As the global house of expertise in media and marketing information, Kantar Media provides clients with a broad range of insights, from audience research, competitive intelligence, vital consumer behavior and digital insights, marketing and advertising effectiveness to social media monitoring. Our experts currently work with 22,000 companies tracking over 4 million brands in 50 countries. For further information, please visit us at www.KantarMedia.US
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