Nielsen, a global provider of information and insights into what
consumers watch and buy, has taken a major step forward for cross-platform
advertising measurement by launching Nielsen Cross-Platform Campaign
the Media Rating Council-accredited Nielsen Online Campaign RatingsTM
and proprietary national TV panel, Nielsen Cross-Platform Campaign
Ratings will deliver reach of video advertising across screens.
The solution will be commercially available beginning 1 October.
Cross-Platform Campaign Ratings has been through extensive trials
with a number of the industrys 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.
fans are on the cutting edge of changing consumer media behavior,"
said ESPN Vice President of Integrated Media Research Glenn Enoch.
"ESPN's participation in the Nielsen Cross-Platform Campaign
Ratings trial reflects our constant exploration for new ways to
measure cross-platform usage."
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, said Facebook Head of Measurement
and Insights Brad Smallwood. 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."
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, said Hulu Senior Vice President,
Advertising Jean-Paul Colaco. We are supportive of Nielsen's
approach in advancing the reliability of cross platform measurement
and look forward to continuing our collaboration with them."
Cross-Platform Campaign Ratings helps us determine who is seeing
our advertising on TV compared to our digital advertising. This
is increasingly important as we discuss how to spend our money across
these critical media platforms," Unilever, Director of Media
Investment and Partnerships Jennifer Gardner.
addition to online video advertising, Nielsens approach measures
online display and rich media advertising in combination with TV.
Industry trials, run between March and August 2012 have demonstrated
the power of a high-quality, third-party solution that provides
directly comparable metrics across TV and digital, measuring unique
audience on each, along with overlapping audience and total combined
a way to reach, measure and monetize inventory across screens and
platforms advances the industry toward the high caliber, seamless
standard that can provide new opportunities for players across the
industry, said Nielsen President, Global Media Products and
Advertiser Solutions Steve Hasker. 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
Nielsen Cross-Platform Campaign Ratings launch comes as more and
more consumers are living cross-platform lives. According to the
latest Nielsen Cross-Platform Report, in addition to watching 34-plus
hours of TV per week, the average American spends nearly five hours
online on the computer. More than half of Americans now watch video
online, with online viewing increasing average weekly video consumption
to roughly 35 hours.