Nielsen, a global provider of information and insights into what consumers watch and buy, today announced a major step forward for cross-platform advertising measurement. Leveraging the Media Rating Council-accredited Nielsen Online Campaign Ratings
and proprietary national TV panel*, Nielsen Cross-Platform Campaign Ratings delivers the true reach of video advertising across screens. The solution will be commercially available October 1.
Nielsen Cross-Platform Campaign Ratings 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.
"Sports fans are on the cutting edge of changing consumer media behavior," said Glenn Enoch, Vice President of Integrated Media Research for ESPN. "ESPN's participation in the Nielsen Cross-Platform Campaign Ratings trial reflects our constant exploration for new ways to measure cross-platform usage."
“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,” said Brad Smallwood, Head of Measurement and Insights at Facebook. “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."
"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,” said Jean-Paul Colaco, Senior Vice President, Advertising, Hulu. “We are supportive of Nielsen's approach in advancing the reliability of cross platform measurement and look forward to continuing our collaboration with them."
"Nielsen 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," Jennifer Gardner, Unilever, Director of Media Investment and Partnerships.