The Dynamic Ad Insertion (DAI) pilot launched in the U.S. by Nielsen is getting a little smarter.
As of today, it is adding Smart TV platform MediaTek, which currently powers upward of 50% of Smart televisions.
Concurrently, the DAI pilot is welcoming A+E Networks.
They join CBS, which has already begun to replace advertisements in live linear programming on select networks.
Nielsen’s DAI pilot uses technology provided by Gracenote Video Automatic Content Recognition (ACR). This will enable MediaTek-powered Smart TV platforms to deliver addressable advertising capabilities in live trials across five major U.S. markets.
The markets are New York, Los Angeles, San Francisco, Tampa-St. Petersburg and Minneapolis-St. Paul, a Gracenote spokesperson tells RBR+TVBR.
As part of this pilot, A+E Networks and CBS become the first cable and over-the-air TV broadcasters to dynamically replace traditional linear advertisements, as well as show/network promotions, with targeted advertisements.
It’s another step toward the much-sought “addressable advertising” solutions CMOs and brand managers seek, giving rise to local digital media.
The dynamic ad replacement and delivery platform considers audience gender and age as well as advanced demographics.
Nielsen SVP/Product Leadership Kelly Abcarian said, “[We’ve] worked hard to create an advanced DAI solution that covers everything from ad targeting to delivery. As the result of our expanded DAI pilot with leading Smart TV platforms and manufacturers and some of the largest broadcast and cable networks, marketers will be able to better realize the value of their advertising inventory, achieve maximum return on their ad spend and viewers will see messages that are most relevant to them.”
MediaTek GM Mike Chang added, “MediaTek and Nielsen Gracenote have worked closely with leading broadcasters and TV manufacturers to push the boundaries of what MediaTek’s Smart TV platform can do and how it performs for business owners, while still offering secure and innovative experiences consumers expect. MediaTek’s goal is to give consumers around the globe a smarter TV experience so they can enjoy incredible entertainment and seamless great performance.”
MediaTek is a systems-on-chip (SoC) developer, with its technology found in mobile devices, home entertainment, and in connectivity and IoT products.