ReachTV and Nielsen to work on airport ad measurement
ReachTV’s network is distributed in airport gates, hotel rooms and mobile devices, and includes live sports and original content, with content partners including the NFL and the NBA.
Through the integration, advertisers and agencies will be able to compare ad performance on ReachTV across screens, and gain insight on the network’s contribution for live sports programming.
The cross-media view will cover over 90 US airports.
Paul Krasinski, chief strategy officer at ReachTV, said: “As consumers watch live sports and original content throughout the airport journey – from a restaurant, to the gate, to the in-flight experience via Wi-Fi, Nielsen is capturing our ‘on the move’ audience to be discoverable as digital monetisable inventory.”
Krasinski added that the service would “leverage cross-media engagement, and maximise media investment through effective planning”.
Amilcar Perez, chief revenue officer at Nielsen, said the partnership would provide “much-needed clarity of the travel consumer audience” and aid advertising decisions for cross-platform and publisher campaigns.
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