Today Nielsen has launched a new cross-platform ratings product to help networks and advertisers better understand the true reach of content across screens. Previously, it was hard for programmers to gauge how their content was performing across mobile devices and the web. Starting today, Nielsen Cross-Platform Campaign Ratings will deliver the true reach of video advertising across these multiple screens.
Nielsen reports that the new Cross-Platform Campaign Ratings product “has been through extensive trials with a number of the industry’s biggest players across the advertising ecosystem. ESPN, Facebook, GroupM, Hulu and Unilever are among the dozen industry leaders who participated in trials for this service, which provides unduplicated and incremental reach, frequency and GRP measures for TV and Internet advertising.”
Brad Smallwood, Head of Measurement and Insights at Facebook says, “Better understanding of the ads consumers see across all media is critical for marketers to build great campaigns – and for publishers to demonstrate the true value of their inventory. Nielsen Cross-Platform Campaign Ratings is the first product that truly addresses this issue. Having a holistic, consumer-centric view of a campaign is a big step forward for the industry.”
Jean-Paul Colaco, Senior Vice President of Advertising at Hulu adds, “As consumers watch their favorite TV shows across Internet-connected devices, measurement in this area becomes critical to the long-term health of the entire industry. We are supportive of Nielsen’s approach in advancing the reliability of cross platform measurement and look forward to continuing our collaboration with them.”
The need for a reliable cross-platform approach to advertising metrics has been waiting to be filled for some time now. Nielsen’s new approach will measure online display and rich media advertising in combination with TV to give advertisers and programmers a more complete view of how their content is doing.
Steve Hasker, President of Global Media Products and Advertiser Solutions at Nielsen says, “Nielsen Cross-Platform Campaign Ratings is an exciting step in helping advertisers, agencies and publishers further understand the impact of their campaigns, wherever they run – across platforms and markets around the world.”
Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.