Nexxen launches TV Planner to optimise Australian ad spend

Nexxen has announced the introduction of its TV Planner in Australia, aimed at enhancing the planning and investment strategies for advertisers across linear and digital TV.

The TV Planner, which utilises automatic content recognition (ACR) data, is designed to improve the efficiency of advertising campaigns by adapting to the increasing prevalence of Connected TV (CTV) and streaming video services within Australia. This tool offers the ability to optimise media spend and access broader market insights to support strategic decision-making.

Tanja Williams, Head of Client Success, APAC at Nexxen, commented on the shifting media landscape: "According to eMarketer, 70.2% of Australians now engage with digital video content at least once a month. This growing multi-device streaming habit has disrupted traditional TV models, making tools like Nexxen's TV Planner crucial for efficiently targeting and reaching audiences. In this evolving media environment, our TV Planner not only optimises media spend but provides broader market insights, enabling more strategic decisions and maximising impact."

The TV Planner includes a range of features that provide detailed insights for campaign planning. This encompasses analysis of market trends across Australian metro cities, monthly seasonality trends, and demographic data such as specific age groups. By leveraging ACR data from 1.3 million opt-in devices, Nexxen claims to host the largest planning panel in the country.

The integration of artificial intelligence within the tool facilitates the recommendation of budget allocations between linear and digital TV settings. This technological application assists advertisers in optimising their investment plans by providing analyses on advertising expenditure and audience co-viewership.

As part of the broader TV Intelligence suite offered by Nexxen, the TV Planner is supported with additional activation and measurement solutions that help verify planning insights and execution of advertising strategies.