Nielsen, a global provider of information and insights into what consumers watch and buy, today announced an expansive business and thought leadership initiative with more than a dozen of the industry’s leading online ad platforms. The Nielsen Online Campaign RatingsTM initiative is the first to align a number of top online ad platforms—key drivers in the online advertising ecosystem—behind Nielsen’s online audience reach standard.
Participants of the initiative are integrating Nielsen Online Campaign Ratings into their platforms and delivering the metrics directly to their clients. Connecting to Nielsen Online Campaign Ratings data through an application programming interface (API) allows the ad platforms to facilitate seamless and accurate operations and differentiate their offerings through Nielsen Campaign Ratings-fueled measurement. Ad platforms can also enable their clients to use Nielsen Online Campaign Ratings to improve their ability to set up audience guarantees. The 15 participating ad platforms include the following:
Nielsen has made significant inroads with ad platforms since launching Nielsen Online Campaign Ratings in 2011, beginning with VideoHub, which became the first
online video advertising platform to integrate Nielsen Online Campaign Ratings data last December. Numerous ad platforms are now leveraging Nielsen Online Campaign Ratings in a variety of ways - from planning to in-flight campaign optimization to campaign analysis.
"Nielsen Online Campaign Ratings provides the kind of trusted, TV-comparable online data that our customers want, so we’ve embedded access to the data within our products with an ‘always-on’ policy that allows our clients to use it throughout the buying process – for planning, in-flight optimization and post-campaign evaluation,” said Vijay Rao, Vice President of Client Strategy at Adap.tv. “Nielsen Online Campaign Ratings is a key data source for our customers in both the Adap.tv Platform and the Adap.tv Marketplace, where 48 of the 50 largest brand spenders buy video."
"We support all innovation that facilitates cross-platform measurement, and ultimately allows advertisers to better evaluate performance across their entire media campaign,” said Scott Ferber, Chairman and CEO, Videology. “Nielsen Online Campaign Ratings is a tremendous step forward in providing buyers and planners a consistent measurement metric for both traditional and digital media, and illustrates the rapidly growing demand for cross-screen convergence. As such, we have integrated Nielsen Online Campaign Ratings into all aspects of our planning, decision-making and measurement systems, to enhance advertisers’ ability to consistently reach their optimal audience based on Nielsen reporting."
"We believe it’s critically important that marketers tie GRP data directly to the effectiveness of their advertising,” said Anthony Risicato, General Manager of VideoHub. “Now, with VideoHub, marketers have a platform to measure their ratings and also know if/where/why those ratings are having an impact – in real-time, anywhere they are running video campaigns. This joint effort has been a catalyst for true innovation across brands, agencies and publishers. Together, we're measuring what matters."
"The platforms that sit between the buy and sell sides are the nerve-center of online advertising, where advertisers and publishers extract the maximum mileage out of their spend and inventory respectively,” said Amit Seth, Executive Vice President, Global Media Products for Nielsen. “We understand the powerful role these platforms play and are excited to work together to integrate Nielsen’s industry standard metrics into what they deliver to their clients. Nielsen Campaign Ratings’ highly accurate metrics will enable advertisers and publishers to better optimize throughout a campaign and reach their true audience with each and every ad."
Nielsen expects to deliver case studies and other insights derived from this initiative to the marketplace beginning this fall.
About Nielsen Campaign Ratings
Nielsen Campaign Ratings delivers clients comprehensive, comparable metrics for TV and online advertising campaigns. Part of the Nielsen Campaign Ratings product suite, Nielsen Online Campaign Ratings combines Nielsen’s Cross-Platform Homes panel data with aggregated, anonymous, privacy-protected demographic information from participating online data providers. Campaign reporting is available the day after the launch of a campaign, providing vital delivery information in-flight to agencies, advertisers and publishers. Nielsen Cross-Platform Campaign Ratings, also part of the suite, draws upon Nielsen Online Campaign Ratings as well as Nielsen’s proprietary TV data to deliver unduplicated and incremental reach, frequency and GRP measures for TV and Internet advertising.
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
Jeff Pullen, CEO
"AudienceScience delivers the right audiences to leading brand advertisers at scale, and the Nielsen Online Campaign Ratings program will further augment our audience optimization capabilities."
Adrian Tompsett, VP of Business Development
"Nielsen Online Campaign Ratings takes things to the next level, moving beyond traditional panel-based approaches, and providing unmatched granularity and accuracy of measurement. We’re thrilled to be working with Nielsen Online Campaign Ratings to not only offer measurement capabilities, but also to make the data actionable to deliver against our clients’ goals."
Diaz Nesamoney, CEO and Founder
"Measurement and insight into ad delivery remains one of the biggest challenges in the ad industry. Nielsen's Online Campaign Ratings technology enables the Jivox platform to tie ad delivery metrics to demographics and also to add demographic dimensions to engagement and interaction data in order to provide brands with richer engagement analytics."
Mark Trefgarne, CEO
"Thanks to Nielsen Online Campaign Ratings brand advertisers now have the data to finally understand the value of incorporating digital video into their marketing mix. When you combine real-time ad decisioning from LiveRail with TV-comparable data and insights from Nielsen Online Campaign Ratings, digital video becomes the most powerful form of brand advertising imaginable."
Michael Mathieu, Chairman and CEO
"The addition of Nielsen Online Campaign Ratings to SET's content buying platform moves traditional buyers one step closer to a TV-like buying experience for digital video. By providing proven metrics such as rating points and brand lift to customers, we can further deliver on the promise to bring clarity and control to connected video."
Brett Wilson, CEO and Co-Founder
"Nielsen’s Online Campaign Ratings is rapidly becoming the standard for verifying an ad reached its intended audience, which simplifies the allocation of branding budgets across TV and digital video. When Nielsen Online Campaign Ratings is coupled with real-time buying of digital video, marketers gain even more control over their media spend and can ensure they are reaching their key audience most efficiently."
Maureen Little, Senior Vice President, Business Development
"Turn is dedicated to providing customers with the most comprehensive view of their online campaigns across every channel – video, mobile, social, and display. By making Nielsen Online Campaign Ratings available to our Turn Campaign Suite customers, brands and marketers can now use a consistent measurement metric to evaluate the performance and reach of their entire media campaign."
Matt Timothy, President
"Consumer habits are changing quickly into multi-screen viewing behavior and advertisers need accurate cross-platform data for measuring demographics everywhere. No longer can advertisers accept data that compartmentalizes their audience based on device or screen type whether digital or traditional, they need comprehensive data on the performance of their video campaigns. By working with Nielsen, VINDICO is providing a solution for advertisers to see data at scale. Ultimately, these insights will help advertisers reach the right audience at the right time."
Paul Prior, President
"We are happy to work closely with Nielsen on this initiative, because we want our publishers to get the most they can out of their inventory, and their advertisers to get the results they want and need. Only through cross-platform measurement can we determine what creates the value for the entire ecosystem. As a trusted partner for premium brands and publishers, we will integrate Nielsen Online Campaign Ratings into our overall platform."