VIZIO Inks Deal with TransUnion to Expand Household Connect and Better Link TV and Mobile Ads for Omnichannel Activation Strategies
February 23 2022 - 9:00AM
Business Wire
Advertisers Can Now Leverage VIZIO’s
Proprietary Inscape Audience Data to Connect 19 Million Smart TV
Households With Millions of Computers, Tablets and Mobile
Devices
VIZIO (NYSE: VZIO) today unveiled an expansion of its Household
Connect cross-device advertising platform that gives marketers the
ability to extend their campaigns beyond the TV to millions of
additional touchpoints and devices.
The expansion is fueled by a partnership with TransUnion
(NYSE: TRU) to incorporate their TruAudience® Identity and Data
Marketplace into the Household Connect platform, building on
VIZIO’s partnership with Yahoo (formerly Verizon Media). VIZIO will
continue to evolve the offering with additional best-in-class data
partners and capabilities.
The new Household Connect is VIZIO’s latest effort to create a
cohesive omnichannel offering for its advertisers that optimizes
messaging, frequency, and overall experience for its audience
across 19 million Smart TV households and millions of mobile
devices. The offering is available exclusively through VIZIO
Ads.
“This allows advertisers to leverage our proprietary ACR data
along with data from the TransUnion Data Marketplace across
platforms and execute full-funnel marketing campaigns for the VIZIO
audience,” said Oz Lang, Vice President of Product Management at
VIZIO. “So after being presented an ad on TV, viewers will see a
complementary ad or call-to-action on their computer, tablet, or
mobile device shortly thereafter, all powered by the same rich
data.”
VIZIO’s Household Connect is already actively used by both
brands and programmers to drive a variety of different KPIs. For
example, a major cable network leveraged Household Connect to drive
a 64% lift in viewership1 for its flagship season premiere.
Additionally, a recent study2 showed that Household Connect drove
significant lifts in both awareness and ad recall rates of 80% and
90%, respectively.
“By leveraging the TruAudience Identity and Data Marketplace,
VIZIO combines their rich audience viewing data with other first
and third-party demographic and behavioral data across tens of
millions of connected homes,” said Matt Spiegel, EVP, Media &
Entertainment Vertical at TransUnion. “This partnership provides
brands and marketers enhanced advertising and efficacy.”
In addition to Household Connect, VIZIO Ads also features
offerings for True Incremental Reach and Universal Frequency
Control. The entire VIZIO Ads product suite is fueled by Inscape’s
unparalleled viewership data derived from ACR technology. VIZIO’s
Inscape data provides brands and agencies with greater
transparency, accuracy, relevancy, control, and attribution that
connects ad buys to business outcomes.
“Over the last couple years, we have been investing in building
out both our in-house ad tech team and our proprietary ad tech
solutions,” said Travis Hockersmith, Vice President of VIZIO’s
Platform+ business. “This allows us to quickly develop
differentiated products that push the industry forward, help
advertisers measure campaign ROI against our unique audience, and
create a more cohesive experience for viewers across multiple
devices and touchpoints.”
VIZIO Ads’ unique direct-to-device offering has doubled
participating unique brands and tripled average revenue per
advertiser in the last year. Additionally, VIZIO Ads’ 2022 upfront
commitments exceeded $100 million, a fourfold increase over 2021,
including enterprise-level buys from six major agency holding
companies and a number of top advertising categories in traditional
TV such as automotive, insurance and retail.
Most recently, VIZIO announced its Ads and Innovation team
exceeded 400 employees, recently adding industry vets from Adobe,
WarnerMedia, Comcast and Magnite, with offices in key markets
across the country including Los Angeles, San Francisco, New York,
and Denver.
More About VIZIO Ads
VIZIO Ads was created to help deliver a more relevant
advertising experience to consumers and brands alike. Offering
premium, addressable advertising inventory inside of WatchFree+ and
within popular TV channels and apps, VIZIO Ads gives advertisers
the ability to reach new audiences with relevant messages at the
right time. VIZIO Ads gives its customers personable service,
app-level transparency and screen-level verification to ensure
brands can invest with confidence across one of the largest smart
TV footprints in the U.S.
Learn more here: www.vizioads.com.
About VIZIO
Founded and headquartered in Orange County, California, our
mission at VIZIO Holding Corp. (NYSE: VZIO) is to deliver immersive
entertainment and compelling lifestyle enhancements that make our
products the center of the connected home. We are driving the
future of televisions through our integrated platform of
cutting-edge Smart TVs and powerful SmartCast™ operating system. We
also offer a portfolio of innovative sound bars that deliver
consumers an elevated audio experience. Our platform gives content
providers more ways to distribute their content and advertisers
more tools to target and dynamically serve ads.
For more information, visit VIZIO.com and follow VIZIO on
Facebook, Twitter, and Instagram
________________
1 Network Case Study “Extending Ads Beyond The Big Screen Pays
Dividends” can be found at
https://platformplus.vizio.com/insights/case-study-extending-ads-beyond-the-big-screen-pays-dividends
2 Brand Case Study “Cross-Device Advertising Drives 80-90% Lift in
Awareness & Ad Recall” can be found at
https://platformplus.vizio.com/insights/cross-device-advertising-drives-80-90-lift-in-awareness-ad-recall
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version on businesswire.com: https://www.businesswire.com/news/home/20220223005490/en/
Press Contact for VIZIO: Melissa Hourigan Fabric Media
720-608-1919 Melissa@fabricmedia.net
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