Credit: Petr Sidorov via Unsplash
Nielsen will launch Connected TV (CTV) insights within its Ad Intel solutions from the December quarter this year.
Ad Intel CTV offers visibility on competitor advertising spend on major streaming platforms including YouTube TV, Netflix, Prime, Hulu and Paramount.
The integration of CTV coverage within Nielsen's Ad Intel will offer marketers a cross-platform view of competitors' media strategies, highlighting how ad spend is shifting among linear TV, digital and CTV channels.
"The rapid shift of audiences to consuming content on connected TVs is creating significant opportunities, but also increasing pressure on marketing budgets," said Monique Perry, managing director of Nielsen Pacific.
"By launching Ad Intel CTV, we're giving Australian clients unmatched competitive intelligence.
“This means an understanding of where the CTV spend is being allocated, what sorts of creatives are being used on the CTV platform, giving media owners, agencies and advertisers a clear picture to better optimise for growth or efficiency."
Scott Gillham, executive director of media Pacific at Nielsen, said video continues to dominate the media landscape and the launch creates a critical touchpoint for marketers to engage audiences.
"Video continues to dominate the media landscape, and the launch of Ad Intel CTV in Australia creates a critical new touchpoint for marketers to engage audiences precisely where they're increasingly spending their time," he said.
"With consumers rapidly embracing Connected TV, marketers must adapt quickly. By offering clarity on competitor spend and creative strategies in this emerging space, Ad Intel CTV ensures Australian brands and media owners can seize new opportunities, reach audiences effectively, and maximise returns in an increasingly video-driven world."
Rose Lopreiato, Nielsen Ad Intel's Australia commercial lead, said the service would help marketers monitor competitor performance to refine creative strategies and optimise investments.
"Whether you're an advertiser, agency, publisher, or broadcaster, by continuously monitoring competitor performance, marketers can quickly refine their creative strategies, cut wasteful spending, and optimise investments in high-performing ads," she said.
"Ad Intel CTV reveals precisely how competitors place ads - whether in-app, browser, or Smart TVs - and highlights the creative tactics driving audience engagement.
“These insights enable clients to replicate proven successes, swiftly capitalise on emerging trends, and ultimately maximise ROI by running highly targeted, cost-effective campaigns that deliver greater revenue."
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