News Broadcasting
Nielsen launches Streaming Signals for more efficient CTV advertising
Mumbai: Nielsen has announced the launch of Streaming Signals, a new solution for connected TV (CTV) operators and advertisers to better understand who is watching a show within the household. As a solution that unbundles household viewing, it will be the next step towards better presenting advertising at the personal level, said the company.
Streaming Signals is well suited for Nielsen Digital Ad Ratings (DAR) clients since these two solutions together enable them to both optimise and measure CTV reach for more efficient advertising. Using custom machine learning models based on historical viewership data to determine who is in the household, it delivers a signal to CTV operators within 50 seconds to indicate who is currently streaming program content, said the statement. “Streaming Signals enables both media buyers and media sellers to optimise and measure CTV reach for more efficient advertising, maximising ad revenue, and for delivery to streaming audiences,” it added.
The elimination of delivering irrelevant advertising to viewers results in advertisers and agencies making better and faster choices to reach their target audiences. In turn, with ad inventory that is more accurately packaged, media owners can attract more media dollars by delivering real-time advertising to the right audience.
“Nielsen Streaming Signals brings a layer of unmatched real-time, person-level demographic precision to audience optimisation,” said Nielsen GM digital and advanced TV Ameneh Atai. “We know that the media industry is going through accelerated change and switching to a streaming-first approach with an audience watching programming whenever, wherever, and on a number of devices. Nielsen is the only one that is unbundling the household because we are the only ones that sit at the intersection of the streaming behaviour and audience data.”
This solution is made possible by using machine learning algorithms, viewing from Nielsen’s gold-standard panel data, and the CTV provided viewership data to assign person-level demographics instantly. Once integrated, the CTV provider will notify the Nielsen system and will receive a signal containing information regarding who is most likely watching within the household. The CTV provider can then play a more ideal advertisement instead of playing the previous ad that was reserved, said the company.
Traditionally, clients have looked at on-target percentage when evaluating advertising on CTV. Streaming Signals empowers them to positively impact that percentage by knowing who is behind the CTV screen before the ad is served.
Nielsen’s Digital Ad Ratings (DAR) enables clients to understand who was reached by age and gender during the CTV advertising campaign. In turn, advertisers would rely on using either behavioural targeting (tracking digital behaviours aggregated at the household level) or contextual targeting (displaying an ad based on genre of content) to try and deliver the right ad to the right person. Streaming Signals brings the best of these solutions together to deliver a higher threshold of ad accuracy and relevance.
News Broadcasting
CNN-News18 to air live counting day coverage for five state election results on May 4
The channel is rolling out its biggest election coverage machinery yet for results day on 4th May
NOIDA: The votes have been cast. Now comes the reckoning. CNN-News18 is pulling out all the stops for results day on 4th May, when counting begins across five battleground states — West Bengal, Assam, Kerala, Tamil Nadu and the Union Territory of Puducherry — in what promises to be one of the most closely watched electoral verdicts in recent memory.
The channel’s coverage, titled Battle for the States: The Verdict, kicks off at 7am and runs through the day across linear TV, connected television and YouTube. It is the culmination of CNN-News18’s multi-format editorial initiative, Battle for the States, which has tracked the polls from the beginning under the theme Road to Power.
At the operational heart of the coverage will be the Live Results Hub, the channel’s central command centre built to collate, verify and process real-time data flowing in from reporters stationed at counting centres across constituencies. The hub combines newsroom intelligence, analytics and on-the-ground reporting to deliver what the channel promises will be the fastest and most accurate results coverage in English news.
Leading the on-air charge will be primetime anchors Rahul Shivshankar, Anand Narasimhan, Aman Sharma, Nabila Jamal and Shivani Gupta. They will be joined by a wide panel of commentators including author Chetan Bhagat; GVL Narasimha Rao, senior leader of the BJP; Smita Prakash, editor of ANI; activist Saira Shah Halim; political analyst Sumanth C Raman; Abhijit Iyer Mitra, senior fellow at IPCS; Amitabh Tiwari, founder of VoteVibe; columnist Abhijit Majumdar; Nalin Mehta, managing editor of MoneyControl; political analyst Tehseen Poonawalla; senior journalist Subir Bhaumik; and political analyst Manojit Mandal.
Shivshankar, who serves as editorial affairs director at CNN-News18, set out the stakes plainly. “Counting day is one of the most watched events in the electoral cycle, where speed and credibility are tested in real time,” he said. “Battle for the States: The Verdict is built on that promise, combining ground reporting, sharp analysis and cutting-edge election technology to give viewers the clearest and fastest route to the verdict. On May 4, CNN-News18 will once again be the nation’s most trusted channel to witness democracy in action.”
Smriti Mehra, chief executive of English and Business News at Network18, framed the coverage in broader terms. “Elections are defining national events, and audiences turn to brands they trust in moments that matter,” she said. “CNN-News18 has consistently led from the front in every election coverage, and this special programming reflects the scale of our ambition and editorial strength.”
The channel has form here. It claims to have been India’s most preferred English news destination for election results for the past 20 years, covering everything from the 2024 general elections to the Delhi, Maharashtra, Bihar and BMC polls on the back of what it calls an “Always First, Always Right” record. Five states, one day, and a nation waiting for answers. The clock starts at 7am on 4th May.
