NMO Taps Kantar Tech to Spot Addressable Ads

Dutch media joint industry committee the NMO is from today using watermarking technology from Kantar Media to identify ads served by addressable TV campaigns, in its Viewing Survey. Initially this will be used to exclude such ads from linear TV stats, with reporting of figures for addressable a future 'possibility'.

Together with Ipsos, Kantar was awarded contracts to deliver the country's new 'true cross-media total audience measurement solution' in March 2021 - including measurement of viewing, listening, browsing and reading in a single, integrated system.

Dutch TV currently allows for addressable campaigns - those where specific households are shown a different ad to the bulk of linear TV viewers - on the VodafoneZiggo system / set-top box, via the channels of Talpa Network and Ad Alliance. The Kantar 'SNAP' watermarking technology can be used to determine whether an advertisement break is an addressable TV spot, and the system then adjusts spot and block viewing density and range stats accordingly to avoid double counting. NMO says it has approved the method after 'extensive testing'.

NMO (Nationaal Media Onderzoek) Director of Research Patricia Sonius (pictured) comments: 'The correction ensures that the correct figures are calculated over the regular, linear broadcast campaigns on television. We have tested this extensively in the past period and we have developed a solid and reliable way. For the time being, the reporting of addressable TV campaigns falls outside NMO's domain, but I don't rule out the possibility that we will also measure and report on this in the future'.

Web site: www.nationaalmediaonderzoek.nl .