VIZIO today unveiled an expansion of its Household Connect cross-device advertising platform, giving marketers the ability to extend ad campaigns beyond the TV to millions of additional touchpoints and devices.
This expansion comes through a partnership with TransUnion to incorporate their TruAudience® Identity and Data Marketplace into the Household Connect platform, building on VIZIO’s partnership with Yahoo (formerly Verizon Media).
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 viewership for its flagship season premiere.
“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.”Watch VIZIO Vice President of Product Management Oz Lang explain how Household Connect addresses the unique challenges of today's TV audience.