Monday, January 7, 2019
Nielsen Launches Enhanced Cross-Platform Measurement
Nielsen today announced the launch of its enhanced cross-platform campaign measurement of advertising inventory, delivering clients deep insights into de-duplicated audiences viewing ads across smartphones, tablets, computers and television.
Through this enhancement to include mobile and over-the-top (OTT) audiences, Nielsen will provide media buyers and sellers with comprehensive, independent measurement across all platforms and help enable the market to monetize campaigns across TV and digital.
With this release, Nielsen will for the first time include mobile audiences—inclusive of YouTube—within its Total Ad Ratings reporting. Additionally, the measurement provider will expand its coverage to include OTT audiences from Digital Ad Ratings. Beyond providing a fuller understanding of campaign audiences, Total Ad Ratings will offer the ability to compare the performance of ads delivered through TV and digital using comparable metrics based on real people and real data.
Through Total Ad Ratings, Nielsen will provide measurement of viewers watching ads on television, smartphones, tablets or computer, as well as viewing across any combination of those platforms. Drawing from Nielsen’s National Panel and its Digital Ad Ratings, the launch of Total Ad Ratings enhanced reporting offers the market’s only independent person-level de-duplicated audience measurement that helps marketers understand an advertising campaign’s true reach. This comprehensive coverage and reporting of modern media consumption will allow marketers to further demonstrate their ability to connect viewers to brands across platforms and formats.
“Providing currency caliber cross-platform audience measurement is core to our mission, and we’re excited to enhance our Total Ad Ratings product to do just that,” said Amanda Tarpey, SVP of Product Leadership, Digital at Nielsen. “Whether consumers are streaming from their TV or their smartphones, Nielsen will be able to reflect their ad viewership and incrementality as part of its audience reporting—a major step that will benefit the industry from publishers and platforms to advertisers and agencies.”
Nielsen has measured YouTube in its Digital Ad Ratings before, but those numbers didn’t show advertisers when the viewership of their TV and other digital buys overlapped with YouTube, according to broadcastingcable.com.
The deal with Nielsen comes at a time when TV companies are demanding that all viewers on all platforms get counted so they can be monetized and advertisers want better cross platform metrics.
Nielsen in particular has been under pressure from its shareholders and is conducting a strategic review to determine whether the company or parts of it should be sold.
The company is also in a dispute with one of its biggest clients, CBS. CBS’s contract expired at the end of the year and CBS last week released a statement that said Nielsen's progress towards providing accurate measurement across platforms has been too slow and it uses its market dominance to raise prices.
Posted 8:40:00 AM