Advertising platform provider YuMe has enhanced its multiscreen capability to allow consumer packaged goods (CPG) TV brand advertisers to reach audiences at TV-like scale across all connected platforms.
Made possible through a collaboration with Nielsen Catalina Solutions, YuMe says that it can now offer actual retail sales with media exposure in a single-source dataset, enabling CPG marketers and agencies to optimise advertising performance to maximise their return on ad spend.
YuMe believes that the solution addresses a long-standing problem whereby CPG advertisers have had difficulty making best use of point-of-sale and customer data to improve their TV branding campaign metrics.
Now, says the firm, CPG brands can leverage 70 million households of offline shopper card data at the universal product code level to identify and reach high potential consumers across its multiscreen network of video properties. CPG brands can utilise NCS purchase behaviour data to reach entire households that are frequent, occasional, lapsed or non-buyers of certain products. YuMe's audience-Aware SDK detects when devices are used by members of the same household, so CPG brands can gain additional reach or increase the frequency of exposure with the same user on a different device.
"For consumers, the 'new normal' is consuming content across screens, and our technology continues to stay one step ahead," commented YuMe CEO Jayant Kadambi. "Now, our alliance with NCS positions us to help clients reach actual buyers across screens." Added Nielsen Catalina Solutions CEO Mike Nazzaro: "The best way to influence future purchases and drive the greatest return on ad spend is by relying on past-purchase history data. As brand advertisers continue to explore digital video, it becomes more important than ever to be able to reach the right audience and measure the impact of this medium. It's exciting to join forces with one of the leading digital video companies to make that happen in a meaningful, powerful way for CPG brands."
Source: http://cablequest.org/news/international-news/item/5544-yume-taps-nielsen-catalina-for-multiscreen-purchase-data.html
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