Microsoft in collaboration with Nielsen, are starting the “Television Online Effect” pilot program.
What is it? In short: “by utilizing aggregate profile data from Nielsen’s TV/Internet Fusion panel, Microsoft will create a customized target audience based off TV viewership and online behaviors. Once Microsoft identifies the desired audience and runs the campaign across multiple Microsoft properties, we can help our advertising partners measure the actual tune-in from people who saw our advertisers’ online campaigns. So, if advertisers are looking to capture food enthusiasts for the launch of a new cooking show or networks are looking to drive Moms to primetime programing, they can leverage our exciting new service,” explains Joslyn Moore at Microsoft advertising blog.
“Our Television Online Effect pilot program is now open and will initially focus on advertisers in the entertainment vertical, but the future possibilities are endless. Advertisers are signing up now and pilot campaigns will launch before August 1, 2011,” said Moore.
“Visit our site (lined under) or contact your Microsoft Advertising Account Executive if you're an entertainment advertiser interested in participating or just want to learn more about the offering.”
“This pilot is the first of several broadcast connected offerings that we plan to release in future,” Moore added.
More Info: Television Online Effect