The Video Network launches new offering
The video network claims its new service can reach the exact target audience for pre-roll advertising.
The announcement:
The Video Company’s quickly-expanding, internet-delivered TV network division, The Video Network (TVN), has launched a new Audience Cloning concept to allow advertisers, for the first time in Australia, to reach their exact target audience with zero media waste.
According to TVN MD Peter Ostick, Audience Cloning is set to transform the way advertisers work with the internet. “We can now take a media brief and effectively ‘clone’ the target demographic, eliminating any wastage and maximising the value and effectiveness of standard 30-second TV advertising,” he said.
“Audience Cloning meets the demand by advertisers for more accurate targeting. Much of a TV buy is currently classified as an expensive waste, because a significant percentage of the audience does not match the target demographic. Now, brand advertisers are looking for better value.”
Similar to ‘look-alike’ targeting, which has become a standard in the US market, TVN’s Audience Cloning technology now makes it possible to offer this concept in Australia by bringing three key elements together, namely the audience reach, a technology platform built specifically for internet TV, and data partners able to break out specific audiences.
TVN On Demand has teamed with up multiple data partners including Exelate, Quantcast and BlueKai, to match audiences to exact advertiser target demographics at scale in pre-roll (instream) advertising. This is the first genuinely measurable offering in Australia to enable instream, pre-roll advertising (not banners) utilising actual user data.
As a standard reporting tool, TVN will use iTARPs, an internet-specific TARP measurement showing how much of the target population the campaign has reached.
“The impact of internet advertising continues to grow”, says Ostick. “Current research by organisations, such as Nielsen, show that brand recall and message recall for internet TV pre-roll advertising increases by 50 percent compared to TV*. We expect this to be 15 percent higher again for Audience Cloning campaigns based on increased relevancy to the viewer”.
The Video Network (TVN) offers advertisers a way to connect and engage with the growing number of light television viewers increasingly tuning in to digital broadcast. Using the company’s technology platform, TVN offers a suite of interactive ad formats to promote user engagement, 100 percent instream ads within top-rated internet television destinations, and over 40 million streams in Australia per month.
Source: The Video Company press release
