Twitter Integrates Nielsen’s Cross-Media Planning and Measurement Suite Into Video Advertising Platform
NEW YORK, April 8, 2021 / PRNewswire / – Today, Nielsen (NYSE: NLSN) and Twitter (NYSE: TWTR) announced the extensive integration of Nielsen’s cross-media audience and results measurement solutions into the video advertising platform from Twitter. The integration includes a new subscription to Nielsen Media Impact (NMI) and Nielsen Ad Intel and expanded access to Nielsen Total Ad Ratings (TAR). Together, these tools will enable Twitter to help video advertisers perform more robust pre- and post-campaign planning, maximize ad inventory, understand cross-media planning, and deliver campaign results with speed and speed. increased agility.
“With a highly engaged audience and powerful premium video content, Twitter is where advertisers can connect with consumers in the times that matter most to them,” said Doug Brodman, Director of North American Agency and Platform Solutions for Twitter. “Nielsen’s Multimedia Suite will facilitate our client’s increase in video strategy and planning with Twitter’s premium video inventory and optimize audience reach and frequency alongside other leading video platforms.” . Ultimately, this expanded partnership brings increased transparency, clarity and value to Twitter video. solutions for our partner agencies and advertisers. ”
To bolster its use of NMI and TAR, Twitter will leverage data from Nielsen National TV Ratings to gain additional insight into ad campaigns across all platforms. Each solution and dataset provides Twitter with unique tools and capabilities to empower one of its most secure and impactful surfaces for advertisers: Twitter Amplify, a video advertising platform that provides advertisers with opportunities to pre-roll and sponsorship in addition to premium video content. Nielsen’s implementation of measurement and planning tools provides a holistic view of campaign performance across all video platforms, including TV.
- Nielsen media impact: NMI is a cross-media scheduling solution powered by a suite of underlying Nielsen data including National TV Ratings, Ad Intel, Digital Content Ratings and others. It helps advertisers find information about their target audiences, lifestyle, and media preferences so they can connect with those audiences. With NMI, advertisers on Twitter can conduct more granular optimization plans and models that present various investment scenarios.
- Nielsen Ad Intel: Ad Intel captures, organizes and analyzes ad spend and creatives around the world, providing the most comprehensive source of cross-platform ad intelligence available today. This will give Twitter a holistic view of new sales opportunities and a clearer view of an advertiser’s media mix – a critical step in executing effective media plans.
- Total Nielsen Ads Ratings: Twitter is expanding its access to TAR’s enhanced reporting capabilities. Now, in addition to having the ability to display incremental and deduplicated reach and frequency across multi-screen campaigns, Twitter will have real-time visibility into the pace of an advertiser’s campaign. This will allow for more in-flight customization.
“To be competitive in a fragmented ecosystem, publishers need tools that help them effectively plan their cross-media multimedia strategies, as well as provide deeper analysis and more solid information about an advertiser’s campaign. on all screens ” Jay nielsen, SVP, Planning Products, Nielsen. “Twitter’s use of NMI and Ad Intel level the playing field and ensure they have the same metrics and tools as agencies and advertisers, making it easier to align with a common goal and plan. Thanks to TAR’s accelerated capabilities, Twitter will now be able to better monetize the reach and frequency of ad serving on their platform. Overall, our expanded collaboration will help Twitter maximize its video platform and drive more value for advertisers as this type of video consumption continues to grow. “
As media consumption evolves alongside consumer demand and digitally focused strategies generate a greater desire for comparable metrics, the need for a single, multi-media currency is clearer than ever. Cross-media solutions like these and Nielsen A, uniquely positions Nielsen to provide essential tools for publishers and advertisers to quickly adapt to consumer and industry trends across all channels.
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