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BizReport : Advertising archives : September 02, 2013

Platforms help brands see how television ads are performing

Two platforms are helping brands expand their reach into television. Gracenote has announced they'll power snapshots of TV programming while eXelate has released early data indicating their platform is pushing greater TV audience data.

by Kristina Knight

Fire, LG has tapped Gracenote to power their European Smart TV platform; through the agreement LG will integrate Gracenote eyeQ into their scheduling and listings services. This gives the viewer a 'snapshot' of what is on television by tapping into local and national channel data.

"For Smart TVs to truly make an impact among consumers, the experience has to evolve to make it easy for viewers to find the shows they love and also discover new programs to watch," said Stephen White, president, Gracenote. "LG is now ahead of the curve in terms of the Smart TV user experience, incorporating descriptive data and rich images to help simplify discovery."

Meanwhile, eXelate's conneX platform is pushing bigger results for Nielsen Online Audience Segments - TV Viewing. According to the company early adopters - including Nielsen - are seeing their reach expand, which is pushing revenue higher.

Damian Garbaccio, CRO of eXelate said, "By utilizing eXelate conneX, data providers now have the reach, throughput and reliability they need to increase data revenues and profits while maintaining control of their sales channel."

"Nielsen Online Audience Segments - TV Viewing is an exciting precision marketing tool that gives our clients the ability to reach TV audiences online. Working with eXelate on this solution has been a pleasure, and we look forward to continuing our relationship," said Andrew Feigenson, SVP, Digital Client Service at Nielsen.

eXelate conneX powers more than one million media platform 'synchs' each minute, putting more scale to marketers ad dollars.

Image via Shutterstock

Tags: eXelate, Gracenote, smart TV, television advertising, television audience segments

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