The deal will allow TVB to personalise and target its content and clients’ advertising to audiences across its channels, and segment and provide insights into its first-party linear and digital audience data.

According to Nielsen, it anticipates additional launches for Marketing Cloud in APAC in future. The company’s core measurement business has been live in APAC markets for some time.

Nielsen Marketing Cloud provides insights on people’s interests, purchase behaviour, device usage, demo- and psychographics and cross-media engagement. Other marketing applications in the service include a data management platform (DMP), Nielsen AI and campaign analytics.

Damian Garbaccio, executive vice-president, Nielsen Marketing Cloud, described Apac as “a very exciting growth market”.

S.K. Cheong, executive director and general manager of TVB, said the service would help clients across TVB’s digital platforms with “deeper consumer analytics, better campaign optimisation and addressable TV advertising capabilities”. He added: “It will also enable TVB to better personalise its content across all channels to increase engagement and improve customer experience.”