Adtech company Nexxen is partnering up with VIDAA, the global operating system behind industry leaders such as Hisense and Toshiba. Announcing this union, Nexxen stated that this strategic move will provide Australian advertisers privileged access to automatic content recognition (ACR) data.
The incorporation of ACR data into the advertisers' toolkit promises to significantly refine audience targeting based on TV viewership across channels, all whilst adhering to privacy norms. The audience data resulting from this partnership will be unique to Nexxen, offering Australian advertisers a strategic edge in the market.
At the heart of Nexxen's expansive TV Intelligence offering is its suite designed for planning, targeting and measuring capabilities. This is based on the exclusive ACR data provided by VIDAA, the acclaimed Smart TV operating system powering Hisense, Toshiba, and other original equipment manufacturer (OEM) brands.
Nexxen further invested a notable $25 million into VIDAA in 2022, reinforcing its commitment to provide incomparable TV targeting and measurement that truly caters to the evolving industry requirements. The new solutions solidify Nexxen's dedication and offer a full-fledged TV solution that includes proprietary planning tools like Nexxen TV Planner, which can inform incremental and optimal converged TV reach based on investment recommendations across linear and streaming environments.
Apart from providing marketers with a platform to shape custom segments based on viewership patterns, Nexxen also offers measurement solutions such as Nexxen TV Measurement, which helps measure campaign results and incremental reach against marketing goals across linear, CTV and digital platforms. The new service extends to include unique TV Viewership Audiences that offer precise, representative and scalable reach, with capabilities like suppression or retargeting of linear ad-exposed viewers, competitive conquesting, and network and program preference targeting across channels.
Supporting Nexxen's innovative solution is a shared infrastructure and technology between its demand-side platform (DSP) and supply-side platform (SSP). Josif Zanich, Managing Director, JAPAC at Nexxen, identified the partnership as a crucial progression for Nexxen in the Japan-Asia Pacific region. According to Mr Zanich, exclusive access to VIDAAs ACR data will allow the company to transition beyond existing limitations. "It will not only enable us to push the boundaries of what's possible, delivering advanced TV solutions to advertisers, but will also allow us to exponentially enhance the effectiveness of TV buys across all screens, unlike ever before."
Raising equal enthusiasm was Guy Edri, CEO at VIDAA. He indicated his delight to expand the partnership with Nexxen in Australia and the wider Asia Pacific region. Sharing a goal to empower advertisers with valuable insights derived from TV viewership behaviours, Mr. Edri explained, "we aim to drive innovative advertising solutions tailored to the unique needs of this market, ultimately providing greater efficiency and success for advertisers."