NDS Goes After Targeted Ads
Interactive-TV-software, conditional-access supplier teams up with TNS Media Research on set-top measurement.
By Glen Dickson -- Broadcasting & Cable, 9/9/2008 12:12:00 PM
Interactive-TV software and conditional-access supplier NDS Group will use the IBC2008 show later this week to unveil a new platform for delivering targeted advertising, NDS Dynamic, and to discuss a partnership with audience-measurement firm TNS Media Research to create and market an end-to-end set-top-based audience-measurement solution for digital-TV operators.
NDS Dynamic is being billed as a single integrated system that provides TV operators with accurate viewing analysis, audience targeting and interactive advertising. U.K.-based NDS said the system will allow advertisers to create campaigns that deliver broadcast and interactive ads targeted to specific audience profiles, with rich set-top-box measurement data to support their decision-making.
The NDS Dynamic software suite consists of three solutions: audience measurement of live, digital-video-recorder and video-on-demand viewing, as well as the use of program guides and interactive applications; targeted advertising based on household or audience profiles, as well as location, with the option of both video and graphic banner ads; and interactive advertising, including telescoping ads that take interested viewers to long-form content and EPG-based (electronic programming guide) ads that link to advertorial content.
“TV advertising has to change,” said Abe Peled, chairman and CEO of NDS, in a statement. “The fragmentation of media and the growth of online advertising led us to develop these new solutions to help TV advertising evolve and grow in relevance. NDS Dynamic is the result of extensive research and collaboration with our customers, as well as the advertising industry.”
Accurate audience measurement is obviously a key part of any next-generation advertising scheme, and in that vein, NDS struck a new deal with TNS, which already mines set-top data for large programmers like Discovery Communications and has previously worked with NDS on audience measurement.
The partnership’s goal is to create a new audience-measurement system that combines NDS’ expertise in set-top data collection with TNS’ set-top data-processing and analysis tools. The system will be based on the NDS Dynamic advertising software and TNS’ Return Path Data audience-measurement service.
“The ability to monitor any type of STB-related viewing activity is a vital tool in the measurement of digital TV and advertising accountability in the long term,” said Nick Burfitt, TNS’ head of RPD services, in a statement. “NDS was a natural choice for us in this area. We believe this cooperation will provide TV operators with a credible and easy-to-deploy audience-measurement solution that will give them better insight into their business and, therefore, generate more value for their platform”.
The partners will demonstrate their joint offering in NDS’ booth at IBC2008.
NDS, formerly a majority-owned subsidiary of News Corp., was taken private last month by News Corp. and private-equity firm Permira Advisers in a deal worth an estimated $3.7 billion.
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