Visible World in Data Play

NEW YORK Visible World, which provides targeted TV advertising capabilities to cable systems and other distributors, has completed licensing agreements with data companies Acxiom, Experian and Nielsen.

The deals will enable Visible World clients to more quickly target the customers they want to reach via TV — down to ZIP codes, neighborhoods and in some cases even specific households — using the data provided by the three firms.

According to Visible World, this marks the first time the data companies have agreed to supply information to a single targeted TV ad service.

Word of the deals comes three weeks after Google agreed to make the Visible World system available to clients using its Google TV Ads service.

“Targeting doesn’t exist without data,” said Visible World CEO Seth Haberman. “While these data sets are commonly used in other marketing media, until now this level of segmentation has not been systematically applied to television.”

Preloaded marketing data from the three firms will allow advertisers to apply information already used in their online and direct marketing efforts to targeted TV campaigns via Visible World’s system.

Previously, marketers had to manually convert consumer targets from custom or syndicated databases used for other media into segments for targeted TV advertising campaigns. Now, that process is automated.

The three data companies provide an array of consumer market research, both syndicated and custom, that link product purchases with attitudes, lifestyles and media preferences. Adweek is a unit of the Nielsen Co.

“Simplifying data integration has removed significant advertiser and agency barriers in our current household addressable campaigns, and we look forward to offering this capability across the broader media plan,” Haberman said.

One early believer is Interpublic’s Universal McCann. “With TV, we’ve always reached the right people but we’ve gotten everyone else too,” said Matt Seiler, UM’s global CEO. “With this new targeting capability, [we can] zero in on exactly the people we want.”

The Visible World targeted TV system has been deployed by more than 80 percent of the cable TV universe, per Haberman. By the end of the year, he said, the system will reach close to 60 million subscribers nationwide.