Collective Launches ‘TVA Channels’ to Allow Marketers to Reach Top TV Show Audiences Through Digital Buys

Heighten a Television Buy’s Impact By Optimizing Ad Frequency and Messaging across Digital Screens

New Product Also Offers Easy Access To Audiences of The Super Bowl, Academy Awards & Other High-Profile TV Events

NEW YORK--()--Over the past year, Collective, the global leader in data-driven, multi-screen advertising solutions for brands, has delivered strong results with its exclusive TV Accelerator (TVA) product that allows advertisers to custom target specific audiences that have seen or missed their television ads, enabling them to coordinate advertising spend and messaging across all digital devices. Today Collective is building upon TV Accelerator’s successful campaigns with over 80 top marketers by introducing TVA Channels, a new innovative version of TVA that lets marketers easily target high-demand viewers, such as the audiences of the top broadcast primetime series, including American Idol, The Big Bang Theory, Dancing With the Stars, Undercover Boss, The Amazing Race 20, NCIS, The Good Wife, Blue Bloods, Touch, Survivor: One World. In addition, buyers can use Collective’s TVA data to access the audience of upcoming live-event programming such as Super Bowl XLVII, The Academy Awards, and The Grammy Awards.

“The driving force behind creating TVA Channels directly follows audience behaviors in front of television screens and their growing use of digital screens as well”

“The driving force behind creating TVA Channels directly follows audience behaviors in front of television screens and their growing use of digital screens as well,” said Joe Apprendi, CEO, Collective. “Due to the mass audiences that tune in to television’s most iconic shows – whether the highest rated series or tent pole programs in sports entertainment and news – these programs continue to be in big demand by marketers. But by breaking down silos to target these same viewers on digital screens, Collective can offer a game-changing way for advertisers to reach consumers before, during and after their favorite shows, in order to take their ad campaigns to new heights.”

In addition to offering simplified buys to reach the avid viewers of TV’s biggest series and events, TVA Channels provides show genre (news, sports, reality, and more), day part (such as primetime or late night) bundled packages and viewer behavioral segments. In terms of the latter, for example, TVA Channels gives advertisers a clear pathway to the coveted demographic of light television viewers, the 20 percent of the U.S. population who watch less than 5 percent of TV viewing hours, and who are one of the most difficult and expensive audiences to reach through television alone.

“With the launch of TVA Channels, the concept of reaching key target audiences to match or enhance a marketer's TV spend with super-simplicity is a reality,” added Apprendi. “As with TV Accelerator, TVA Channels, finally enables advertisers to coordinate their TV buys with digital buys on multiple fronts -- ad frequency, sequencing and messaging -- with the accuracy, creative impact and effectiveness they’ve come to expect from digital advertising.”

Both TVA and TVA Channels leverage Collective’s comprehensive collection of TV audience data, linking 13 million U.S. set-top-box households to Collective’s Audience Cloud of 200 million active online consumers.

To learn more about TVA Channels, visit http://collective.com/insight/tva-channels.

About Collective

Collective is the leader in data-driven, multi-screen advertising solutions for 75 of the top 100 national advertisers. Through data science, Collective connects brands to audiences with high impact personalized advertising experiences across display, video, mobile and social. Our technology solutions include Ensemble™, our audience buying, creative optimization and analytics platform for advertisers, and AMP®, our data and media management platform for publishers. Headquartered in New York with offices in Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles, San Francisco, London and India, Collective has been recognized for its rapid growth on the Deloitte Technology Fast 500 and Inc. Collective's investors include Accel Partners®, Greycroft Partners and iNovia Capital. For more information, please visit www.collective.com.

Contacts

Media:
Collective
Laura Goldberg / Laurie Jakobsen
347-683-1859 / 646-484-6764
press@collective.com