New Cross-Platform Solution Helps Advertisers Find TV and Digital Sweet Spot
Specific Media Taps Nielsen Data for ShareShift PLUS™
IRVINE, Calif., June 11, 2013 /PRNewswire/ -- Specific Media today announces the launch of ShareShift PLUS™, a comprehensive cross-media planning and activation solution that determines a brand's optimal shift of TV budget into online video.
Though the technical ability to deliver digital video content has been possible for years – via pre-roll and other interactive formats – as of yet, there has not been an effective and scalable way to extend a brand's TV strategy online. Instead, without a consistent method for uncovering the balance between TV and online video, marketers have been allocating advertising dollars somewhat blindly, hoping to find that optimal sweet spot of reach and frequency. ShareShift PLUS, combined with Specific Media's TV Audience Segments, offers brands a comprehensive solution for executing strategic marketing campaigns across both TV and online video.
Between desktops, laptops, smartphones, and tablets, television is sharing the stage with an increasing number of media devices. In a fragmented media landscape, brands need the ability to plan and execute cross-media campaigns.
"In the current fragmented media landscape, advertisers need a more holistic view of their audience's media consumption as well as a comprehensive solution that enables them to effectively reach their consumers across TV and digital," said Vic Catalfamo, VP, Advanced Media Solutions, Specific Media. "ShareShift PLUS, combined with TV Audience Segments, empowers advertisers to effectively reach their audiences and manage frequency across both platforms by first determining the optimal budget shift between TV and digital."
ShareShift PLUS uses Nielsen Data Fusion, a single-source TV plus online panel that combines data from Nielsen's National People Meter – the industry's gold standard for measuring TV audience activity – and the Nielsen Online Panel. ShareShift PLUS analyzes audience consumption at the website level for advertisers' campaigns and identifies less efficient TV TRPs to be reallocated to premium video publishers within the Specific Media network to gain incremental reach from the same overall media cost. Once the optimal budget shift is determined, Specific Media activates the campaign using TV Audience Segments, enabling advertisers to target lighter TV viewers online to achieve maximum incremental reach, frequency optimization and cross-platform re-targeting or sequential messaging.
TV Audience Segments connects brands to over 120 million consumers across Specific Media's digital video network of over 150 publishers. The ShareShift PLUS analysis is tied directly to Specific Media's inventory and activated via TV Audience Segments to maximize incremental reach.
"With ShareShift PLUS, Specific Media now offers a full end-to-end media solution that allows them to provide advertisers with a budget-shift optimization tool. Activation via TV Audience Segments utilizes the Specific Media network, and provides a report with unified cross-media performance metrics (R/F/TRP) across both TV and online to validate the projected incremental reach," added Catalfamo.
"In today's multi-platform world, connecting the dots between online and TV is essential so marketers can spend smarter," said Andrew Feigenson, SVP, Digital Client Service, Nielsen. "We applaud the work being done by Specific Media with ShareShift PLUS to advance the multi-platform media planning and buying process and look forward to continuing to work together on this initiative and others."
For more information about Specific Media and ShareShift PLUS, please visit: http://www.specificmedia.com/
About Specific Media
Specific Media is a next generation media platform company that enables brands to seamlessly connect with consumers no matter where they are. Working across formats and screens, Specific Media makes addressable advertising a reality. Specific Media's suite of products inspire brands to think differently about their marketing initiatives – combining formats such as video and display and incorporating creative original programming to drive deep engagement and loyalty. As consumers discover new ways to consume content in the digital era, Specific Media will make sure your brand reaches them in the ways they desire. Get – and stay – connected at Specific Media. Learn more at www.specificmedia.com.
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