Nexstar Digital, announced the official launch of its proprietary TViQ audience solution, aimed at enabling advertisers to leverage local broadcast audience data to reach viewers at scale across all forms of digital video advertising. “TViQ leverages consumer intent data against advertiser verticals across Nexstar’s owned and operated station footprint to predict consumers in market for a specific advertiser vertical,” Greg Morrow, SVP, Head of Platform Group, Nexstar Digital, told Cynopsis. “If an automotive dealership is looking for consumers in-market for a car, through TViQ, Nexstar knows who is an auto intender based on how Nexstar viewers interact with auto content and advertising. That dealer would use TViQ to target auto intenders across Nexstar’s footprint of broadcast station sites in addition to extending their reach into myriad third-party media companies in their region.”
TViQ, only available through Nexstar Digital’s Platform Group (previously branded under LKQD), integrates millions of proprietary data signals from hundreds of Nexstar owned and operated local television stations across the U.S., allowing national and local advertisers to maximize their video reach across all screens. Nexstar’s proprietary first-party station audience data are some of the key elements that differentiate TViQ from other audience solutions. Nexstar says the scalability of the NXD Platform, along with local and regional broadcast market expertise from Nexstar Media Group’s 174 television stations covering 38.7 percent of households in the U.S., gives advertisers an opportunity to build integrated media plans that maximize efficient target reach, and then activate those campaigns across multiple screens.
“Nexstar Digital is in a unique position to help advertisers navigate the complexities of video advertising across every screen and maximize target audience delivery across the entire Nexstar owned and operated portfolio of assets, which we expect to increase substantially in the near future,” said Morrow. “We are continuing our history of innovation.”
