VIZIO Inks Deal with TransUnion to Expand Household Connect and Better Link TV and Mobile Ads for Omnichannel Activation Strategies

Rhea-AI Summary

VIZIO (NYSE: VZIO) announced the expansion of its Household Connect advertising platform, enhancing cross-device marketing capabilities through a partnership with TransUnion (NYSE: TRU). This update integrates TruAudience® Identity and Data Marketplace, allowing advertisers to reach audiences across 19 million Smart TV households and various mobile devices. The platform has resulted in a 64% increase in viewership for a major cable network and significant improvements in awareness and ad recall, achieving 80% and 90% lifts. Overall, VIZIO's ad tech team has doubled participating brands and raised upfront commitments to over $100 million.

Positive

• Expansion of Household Connect enhances cross-device advertising capabilities.
• Successful partnership with TransUnion integrates valuable data for advertisers.
• Achieved 64% lift in viewership for a major cable network.
• Increased ad recall rates by 80% and awareness by 90%.
• VIZIO Ads' upfront commitments exceeded $100 million, a fourfold increase over 2021.

Negative

• None.

Advertisers Can Now Leverage VIZIO’s Proprietary Inscape Audience Data to Connect 19 Million Smart TV Households With Millions of Computers, Tablets and Mobile Devices

IRVINE, Calif.--(BUSINESS WIRE)-- VIZIO (NYSE: VZIO) today unveiled an expansion of its Household Connect cross-device advertising platform that gives marketers the ability to extend their campaigns beyond the TV to millions of additional touchpoints and devices.

​​The expansion is fueled by a partnership with TransUnion (NYSE: TRU) to incorporate their TruAudience® Identity and Data Marketplace into the Household Connect platform, building on VIZIO’s partnership with Yahoo (formerly Verizon Media). VIZIO will continue to evolve the offering with additional best-in-class data partners and capabilities.

The new Household Connect is VIZIO’s latest effort to create a cohesive omnichannel offering for its advertisers that optimizes messaging, frequency, and overall experience for its audience across 19 million Smart TV households and millions of mobile devices. The offering is available exclusively through VIZIO Ads.

“This allows advertisers to leverage our proprietary ACR data along with data from the TransUnion Data Marketplace across platforms and execute full-funnel marketing campaigns for the VIZIO audience,” said Oz Lang, Vice President of Product Management at VIZIO. “So after being presented an ad on TV, viewers will see a complementary ad or call-to-action on their computer, tablet, or mobile device shortly thereafter, all powered by the same rich data.”

VIZIO’s Household Connect is already actively used by both brands and programmers to drive a variety of different KPIs. For example, a major cable network leveraged Household Connect to drive a 64% lift in viewership¹ for its flagship season premiere. Additionally, a recent study² showed that Household Connect drove significant lifts in both awareness and ad recall rates of 80% and 90%, respectively.

“By leveraging the TruAudience Identity and Data Marketplace, VIZIO combines their rich audience viewing data with other first and third-party demographic and behavioral data across tens of millions of connected homes,” said Matt Spiegel, EVP, Media & Entertainment Vertical at TransUnion. “This partnership provides brands and marketers enhanced advertising and efficacy.”

In addition to Household Connect, VIZIO Ads also features offerings for True Incremental Reach and Universal Frequency Control. The entire VIZIO Ads product suite is fueled by Inscape’s unparalleled viewership data derived from ACR technology. VIZIO’s Inscape data provides brands and agencies with greater transparency, accuracy, relevancy, control, and attribution that connects ad buys to business outcomes.

“Over the last couple years, we have been investing in building out both our in-house ad tech team and our proprietary ad tech solutions,” said Travis Hockersmith, Vice President of VIZIO’s Platform+ business. “This allows us to quickly develop differentiated products that push the industry forward, help advertisers measure campaign ROI against our unique audience, and create a more cohesive experience for viewers across multiple devices and touchpoints.”

VIZIO Ads’ unique direct-to-device offering has doubled participating unique brands and tripled average revenue per advertiser in the last year. Additionally, VIZIO Ads’ 2022 upfront commitments exceeded $100 million, a fourfold increase over 2021, including enterprise-level buys from six major agency holding companies and a number of top advertising categories in traditional TV such as automotive, insurance and retail.

Most recently, VIZIO announced its Ads and Innovation team exceeded 400 employees, recently adding industry vets from Adobe, WarnerMedia, Comcast and Magnite, with ​​offices in key markets across the country including Los Angeles, San Francisco, New York, and Denver.

More About VIZIO Ads

VIZIO Ads was created to help deliver a more relevant advertising experience to consumers and brands alike. Offering premium, addressable advertising inventory inside of WatchFree+ and within popular TV channels and apps, VIZIO Ads gives advertisers the ability to reach new audiences with relevant messages at the right time. VIZIO Ads gives its customers personable service, app-level transparency and screen-level verification to ensure brands can invest with confidence across one of the largest smart TV footprints in the U.S.

Learn more here: www.vizioads.com.

About VIZIO

Founded and headquartered in Orange County, California, our mission at VIZIO Holding Corp. (NYSE: VZIO) is to deliver immersive entertainment and compelling lifestyle enhancements that make our products the center of the connected home. We are driving the future of televisions through our integrated platform of cutting-edge Smart TVs and powerful SmartCast™ operating system. We also offer a portfolio of innovative sound bars that deliver consumers an elevated audio experience. Our platform gives content providers more ways to distribute their content and advertisers more tools to target and dynamically serve ads.

For more information, visit VIZIO.com and follow VIZIO on Facebook, Twitter, and Instagram

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¹ Network Case Study “Extending Ads Beyond The Big Screen Pays Dividends” can be found at https://platformplus.vizio.com/insights/case-study-extending-ads-beyond-the-big-screen-pays-dividends
² Brand Case Study “Cross-Device Advertising Drives 80-90% Lift in Awareness & Ad Recall” can be found at https://platformplus.vizio.com/insights/cross-device-advertising-drives-80-90-lift-in-awareness-ad-recall

View source version on businesswire.com: https://www.businesswire.com/news/home/20220223005490/en/

Press Contact for VIZIO:

Melissa Hourigan

Fabric Media

720-608-1919

Melissa@fabricmedia.net

Source: VIZIO Holding Corp

FAQ

What is the impact of VIZIO's partnership with TransUnion on advertising?

VIZIO's partnership with TransUnion enhances its Household Connect platform by integrating TruAudience® Identity and Data Marketplace, allowing for more effective cross-device advertising.

How many smart TV households does VIZIO's Household Connect reach?

The Household Connect platform reaches 19 million Smart TV households.

What were the results of VIZIO's recent advertising campaigns?

VIZIO's advertising campaigns have resulted in a 64% increase in viewership for a major cable network and significant lifts in ad recall and awareness rates of 80% and 90%, respectively.

How much did VIZIO Ads' upfront commitments increase in 2022?

VIZIO Ads' upfront commitments exceeded $100 million in 2022, marking a fourfold increase from 2021.