NEW YORK & CINCINNATI--(BUSINESS WIRE)--Nielsen Catalina Solutions (NCS), the experts in purchase-based marketing analytics, and ITN Networks, the leading provider of aggregated national television networks, today announced expansion of their relationship to equip marketers with end-to-end solutions that will drive higher returns from their advertising investments.
By mutual agreement between NCS and ITN, Nielsen Catalina Solutions’ measurement of ITN’s national “unwired” television networks is now being directly reported within NCS’s AdVantics On Demand™ precision marketing platform. Additionally, ITN will integrate the industry’s largest single‐source dataset of consumer decisions from NCS within the ITN Ad>Vantage platform as part of a larger effort to help advertisers redefine how television is planned, activated and stewarded, using purchase behavior data at its core.
“Today’s announcement brings us another step closer to realizing our programmatic vision,” said Tim Connors, CEO, ITN. “The ITN Ad>Vantage platform will be able to ingest all big data sources and first-party data sets, combine them with real-time and near-time data, and make them actionable to identify, plan, buy, measure, optimize and steward schedules. Only when you see clear performance results through precise measurement will this industry fast-track changes from legacy models and technologies, and ITN is adapting our Ad>Vantage system to provide the complete end-to-end platform that the industry needs.”
According to ITN, migrating this purchase‐based approach from digital to television has been challenging for the industry to date, largely due to dependence upon deep-rooted practices using multiple, independent technologies and data which create barriers of complexity. ITN’s programmatic Ad>Vantage platform, however, is a fully integrated network of software applications built upon decades of development, understanding and use to advance television aggregation by automating to solve those challenges firsthand.
Now, ITN is migrating its programmatic platform for use across all major media touch points, as well as for third-party use, enabling television advertisers to fully capitalize on purchase and behavior-based data to generate higher sales performance.
“As the use of actual retail purchase data to provide sales accountability across advertising mediums becomes mainstream, we are pleased that ITN’s aggregated television networks are fully integrated into NCS’ AdVantics On Demand platform,” said Mike Nazzaro, CEO, Nielsen Catalina Solutions. “Additionally, ITN has built a true programmatic platform that can incorporate the NCS buyergraphic data, providing a powerful, turn-key television solution to consumer packaged goods advertisers.”
Nielsen Catalina Solutions provides the industry’s largest single‐source dataset for the consumer packaged goods (CPG) industry by integrating viewing data from Nielsen’s currency TV panels with millions of cable set-top‐box homes and over 70 million households of shopper data from Catalina. With AdVantics On Demand, CPG, over‐the‐counter and Pharma advertisers can identify high potential consumer segments and select the most effective TV programs to reach that audience based on actual purchase behavior.
About ITN Networks
ITN Networks, LLC, is the leading provider of aggregated, unwired national television networks in the advertising industry. Today, ITN brings to the forefront of industry-wide “programmatic” initiatives three decades of experience and the most advanced platform of technology, data, inventory and services, incorporating state-of-the-art automation for planning, buying and managing television schedules.
ITN pioneered the “unwired” network model for broadcast television in 1983, predicated on providing local television stations with access to national revenue streams, while delivering this significant source of local inventory to marketers with the required national metrics, ease of use and greater efficiency. Continually investing within this infrastructure, today ITN’s Ad>Vantage platform is all-encompassing and fully operative across ITN’s leading unwired television activity, while becoming an important platform solution for clients and agencies to accelerate advanced, programmatic methods to target, plan, buy, optimize, allocate, measure and steward television schedules. ITN Networks, LLC is headquartered in New York, NY, USA. Visit www.itnnetworks.com to learn more.
About Nielsen Catalina Solutions
Nielsen Catalina Solutions provides the most comprehensive single-source view of consumer purchase decisions and media activity to help CPG marketers, agencies and media companies optimize their advertising to drive revenue growth.
The joint venture between Nielsen and Catalina integrates media viewing information from industry-leading Nielsen People Meter and Nielsen online with TV set-top-box and multi-media viewing data from the NCS Channel Network. This “watch” data is matched with the “buy” data from Nielsen Homescan® and over 70 million shopper households from Catalina.
This proprietary and holistic view uniquely helps our clients define their most valuable audience based on actual retail consumer purchases, find them in any media platform, and measure the resulting incremental sales. Nielsen Catalina Solutions is headquartered in Cincinnati, Ohio, USA. Visit www.ncsolutions.com/ to learn more.