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Opera Mediaworks and Nielsen Catalina Solutions are joining to use shopper purchase data to target and evaluate digital video ads for packaged-goods advertisers, initially including Mars and Dean Foods, according to the companies.
Fast-loading high-definition video ads will be targeted based on past purchase behavior, in some cases reaching shoppers in stores where they're shopping, Opera and Nielsen said. The ads will show up on mobile web browsers or in apps, as pre-roll and post-roll video, and in other formats.
Brand marketers increasingly want not only to create awareness from digital video but to prove it gets people to try products, said Alex Stone, director of digital for Horizon Media, which is working with Dean's TruMoo chocolate milk brand on the effort.
Horizon is using Datalogix purchase data to target video ads to past TruMoo buyers as well as buyers of competitive brands, Mr. Stone said. Curiosity Advertising, Cincinnati, is handling creative.
"Because we're using that shopper data, we're definitely limiting the amount of waste," Mr. Stone said, adding that through Opera's partnership with loyalty shopping app Ibotta, TruMoo will also be able to target shoppers inside the store in some cases.
Segmentation, targeting planning and post-exposure analysis relies on Nielsen Catalina Solutions, which has access to Catalina's database of 90 million households shopping at 18,000 U.S. stores.
While the effort will ultimately use both Datalogix and NCS data, Mike Owen, exec VP of sales for Opera, believes the integration will be seamless, though that will be part of what's tested. It will take four to six weeks to evaluate campaign impact, he said.
The evaluation will look at how sales are affected based on such factors as the creative used, shopping basket size, shopper's purchase frequency, device type and time of day.
Digital video is already playing a growing role for TruMoo, and being able to connect it to offline sales will "further enhance our mobile media," said Wendy Poer, senior brand manager for the Dean Foods brand, in a statement.
Amanda Zaky, digital media lead for Mars Chocolate, called the Opera-NCS partnership "a huge opportunity to apply first-hand consumer intelligence to campaigns across a number of products. Being able to see the nuances of purchase behavior helps us understand the small shifts we can make to target and capture new consumers."