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BizReport : Blogs & Content : December 10, 2010


TVGuide.co.uk taps AudienceScience for targeting

In a move signaling the importance of not just providing content but targeting that content to subscribers, TVGuide.co.uk has tapped AudienceScience for precision targeting. The platform's Audience Gateway will give the online hub the ability to segment and precision target segments for advertisers.

by Kristina Knight

The online TV channel allows consumers to search for shows and then watch online; each month 3 million users logon. The site delivers 25 million monthly page impressions, giving advertisers a good return on investment. The ability to target ad content to specific segments of that user base should only increase advertiser ROI through the platform.

"By using the AudienceScience data management and targeting platform we can now anonymously profile the user and target them throughout the site," said Chetan Damani, Co-Founder and Director for TVGuide.co.uk. "Ninety-five percent of the traffic on TVGuide.co.uk is on our homepage, so having the ability to understand and profile our users enables us to really identify their behavior and create relevant target groups that are attractive to advertisers."

Earlier this year, comScore researchers found that UK video viewing had increased by 37% Year over Year, with the majority of viewers finding content via Google sites (including YouTube), BBC Sites and Megavideo.com, but social network Facebook saw the highest increase in videos viewed.

Mike Read, SVP and Managing Director, comScore Europe said, "In particular, we've seen eyeballs move towards the online channel to watch more long-form, professional video content, such as popular broadcast network TV shows. This trend presents a significant opportunity to advertisers, as comScore research has consistently shown that online video advertising is effective at building brands."

Tags: audience targeting, AudienceScience, online advertising, online content, targeted content, TVGuide.co.uk










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