Nexxen unveils advanced TV & digital ad measurement in Australia

Nexxen has announced the launch of its Cross-Screen Measurement solution in Australia, offering advertisers enhanced capabilities to gauge audience insights and campaign effectiveness across both linear and digital television. This new solution is aimed at providing a comprehensive view of advertising campaigns, enabling the measurement of unique and co-viewer reach, as well as audience demographics.

The Cross-Screen Measurement utilises exclusive automatic content recognition (ACR) data, sourced from over 1.3 million opted-in devices across Australia. VIDAA, a leading Smart TV operating system that powers brands such as Hisense and Toshiba, provides this data.

Additionally, Nexxen has upgraded its Total Attribution solution to integrate linear TV sources. This enhancement aims to provide a holistic view of the impact of omnichannel campaign strategies by merging linear TV activities with online digital behaviours, including CTV streaming and website visits. This integration allows advertisers and agencies to directly link activations to specific campaign goals, refine advertising strategies, and measure the effectiveness of their investments.

Jay Kim, Director of Analytics and Solutions at Nexxen, commented on the new offerings: "Advertisers know too well the challenge of measuring TV and digital campaigns together effectively. Through our exclusive ACR data, we have been able to supercharge our measurement and reporting capabilities, giving our partners even deeper insights into audience behaviour and campaign performance. As a result, they're able to optimise their advertising strategies with greater precision and achieve higher ROI across both linear and digital platforms."

Both the Cross-Screen Measurement and Total Attribution solutions are components of Nexxen TV Intelligence. This suite includes various tools for audience insights, activation, and measurement. The incorporation of exclusive ACR data is central to Nexxen's offerings, providing advertisers with a nuanced understanding of their audience and campaign performance.

The launch and upgrades come at a time when the advertising industry faces increasing pressure to demonstrate ROI and effective audience engagement. The ability to measure across multiple screens and platforms is becoming essential as consumers diversify their media consumption habits. Nexxen's solutions aim to bridge the gap in cross-screen measurement, delivering more precise data and insights to the advertising ecosystem.

Nexxen operates globally with expertise in video and Connected TV, offering a unified advertising technology platform. The company claims that its suite of tools and exclusive data capabilities enable advertisers to effectively navigate the complex landscape of modern media consumption.