Specific Media Launches TV Viewing Segmentation Tool

In the UK, digital ad platform Specific Media has launched a targeting solution called 'TV Audience Segments', allowing targeting of online users based on their off-line viewing habits such as TV sports viewing.

The new solution combines data from Nielsen and BARB (the Broadcasters' Audience Research Board), with the BARB panel used as the foundation dataset and Internet usage fields added by Nielsen. This approach is built on Nielsen's proprietary fusion methodology that identifies similar respondents from the BARB panel and Nielsen's online panel.

Gavin Johnson (pictured), Specific Media's VP of UK Sales, comments: 'We saw our clients looking increasingly to the importance of how offline consumer behaviour influences their online behaviour. TV Audience Segments is uniquely positioned to join the dots between TV and online, which allows targeting to be seamless and more effective.'

Web site: www.specificmedia.co.uk .