Auf Zählungen basierende Bewertungen digitaler Inhalte zur genauen und konsistenten Messung des Publikums über alle Geräte hinweg; ESPN, Sony Pictures, Turner Broadcasting, Univision, Viacom und andere sind Teil des ersten Rollouts
SAN JOSE, Calif. and NEW YORK, N.Y. – Oct. 21, 2014 – Adobe (Nasdaq: ADBE) and Nielsen (NYSE: NLSN) today announced a strategic alliance that is expected to deliver the industry’s first comprehensive, cross-platform system for measuring online TV, video and other digital content across the web and apps. The collaboration will integrate Nielsen’s digital audience measurement products, the most trusted ratings system in the industry, with Adobe Analytics and Adobe Primetime, the industry’s leading digital analytics and online TV delivery platforms. As a result, both companies will jointly market Nielsen’s Digital Content Ratings, Powered by Adobe, which will deliver analytics and currency-grade content metrics that enable smarter buying and selling decisions. Customers will have comparable metrics to measure audiences accurately and consistently across every major IP device, including desktops, smartphones, tablets, game consoles and over-the-top boxes.
Die neuen Digital Content Ratings von Nielsen werden durch zertifizierte Zählungsdaten von Adobe Analytics unterstützt. Die aggregierten und anonymen Daten werden Inhalte aller Art messen, einschließlich Online-TV, Videos, Spiele, Audio und Text. Es wird erwartet, dass die Technologieintegration die Einführung einer digitalen Bewertungswährung beschleunigen wird, die es Werbetreibenden ermöglicht, Marketinggelder besser über verschiedene Plattformen zu verteilen, und Medienunternehmen Einblicke in die Leistung von TV- und anderen digitalen Inhalten auf verschiedenen Bildschirmen gewährt.
Die Daten der Nielsen Digital Content Ratings werden in der Adobe Marketing Cloud zur Verfügung stehen und ermöglichen Medienunternehmen eine bessere Monetarisierung ihres Inventars und Marken eine bessere Optimierung ihrer Marketingkampagnen. Adobe-Analytics-Kunden werden in der Lage sein, die Erkenntnisse von Nielsen schnell zu aktivieren und ihre eigenen Analysedaten mit weithin akzeptierten Qualitätsmetriken zu verknüpfen, um bestimmte Zielgruppen besser zu erreichen. Darüber hinaus werden die Messdaten von Nielsen in Adobe Primetime eingebettet, um Sendern und Pay-TV-Anbietern die Möglichkeit zu geben, Zuschauerzahlen und Sehverhalten über eine breite Palette von Geräten hinweg schnell zu messen. Die Integration zielt auch darauf ab, das Engagement durch die Bereitstellung personalisierter Inhalte und Werbung zu erhöhen.
"Mit Adobe und Nielsen haben sich zwei führende Unternehmen zusammengetan, um die Messung der Zuschauerzahlen für digitale Inhalte zu standardisieren", sagt Brad Rencher, Senior Vice President und General Manager, Digital Marketing bei Adobe. "Große Medienunternehmen und Fernsehsender verlassen sich bereits auf Adobe, wenn es darum geht, das Fernsehen über die Bildschirme zu bringen und das Engagement der digitalen Zuschauer besser zu verstehen. Sobald unsere Partnerschaft mit Nielsen abgeschlossen ist, werden wir Analysen anbieten, die mit den Einschaltquoten verknüpft sind, wovon Werbetreibende, Medienunternehmen und Verbraucher gleichermaßen profitieren."
"Wir erwarten, dass diese Allianz die Einführung konsistenter und umfassender Messungen im digitalen Bereich beschleunigen wird", sagte Megan Clarken, Executive Vice President, Global Product unternehmensführung, bei Nielsen. "Durch die Integration unserer Technologien können wir unseren Kunden eine nahtlosere und effizientere Methode zur Planung und Umsetzung ihrer Zielgruppen anbieten."
Frühe Unterstützung durch die Industrie
Medienunternehmen und Werbetreibende werden ab 2015 die neuen Nielsen Digital Content Ratings, Powered by Adobe, nutzen können. ESPN, IPG Mediabrands, Sony Pictures Television, Starcom MediaVest Group, Turner Broadcasting, Univision Communications Inc., Viacom und andere werden an der Einführung der neuen Bewertungen beteiligt sein:
- “ESPN is excited to be working with Nielsen and Adobe as an early advisor for this initiative,” said Artie Bulgrin, Senior Vice President Global Research and Analytics ESPN. “We have a close working relationship with both companies as we are deeply invested in cross-platform measurement. One of the challenges in digital measurement has been the lack of alignment between site analytics and syndicated measurement data, and we will be working with Nielsen and Adobe to help resolve this.”
- “This partnership between Adobe and Nielsen signals yet another important milestone in automating the media industry,” said Matt Seiler, global CEO at IPG Mediabrands. “The ability to provide metrics to measure audiences accurately, allowing IPG Mediabrands to better allocate marketing dollars, across every major IP device is an important step in our quest to automate 50% of our media buys by 2016.”
- “Crackle is the only premium ad-supported network that lives purely on over-the-top devices and there is tremendous value in understanding how people are consuming content,” said Eric Berger, Executive Vice President, Digital Networks at Sony Pictures Television and GM, Crackle. “Being a part of the initial rollout will enable us to present real-time engagement metrics, allowing for advertisers to understand the true return on their investment and match our growing audience on Connected TV with blue chip brands at scale.”
- “SMG is also working with Adobe to help clients manage their digital marketing campaigns using its ‘always on’ platform. As cross-screen viewing permeates all marketing, measurement needs to encompass television, desktop personal computers and mobile platforms, and this new relationship between Nielsen and Adobe will hopefully drive that,” said Kate Sirkin, EVP and global research director of Starcom MediaVest Group. “The partnership looks particularly interesting as a way to help measure the total viewing of a television show across digital platforms.”
- “As consumers expand their video consumption across screens, the media industry needs stronger digital and cross-platform measurement to accurately track consumers and better monetize cross-screen audiences.” said Howard Shimmel, Chief Research Officer, Turner Broadcasting. “Adobe’s strength in analytics and history in bringing together video and complementary content across platforms, combined with Nielsen’s strong audience measurement capabilities, will accelerate development and adoption of a single digital currency, which is what the industry needs. We look forward to collaborating with both companies to encourage roll out of this new rating system in 2015.”
- “We are pleased to participate in this beta in an effort to help develop accurate census based measurement of digital content. Our participation in this beta is further evidence of Univision’s commitment to ensure that our efforts to deliver content across platforms to our tech savvy Hispanic audience are properly and accurately measured,” said Marshall Cohen, Executive Vice President, Corporate Research, Univision Communications Inc. “We look forward to working with Nielsen and Adobe on this solution to ensure that all audiences and demographics are effectively measured.”
Über Adobe
Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.
Über Nielsen
Nielsen (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 and mobile measurement. 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.
Kontakte:
Adobe
Stefan Offermann408-536-4023 sofferma@adobe.com
Nielsen
Ben Billingsley646-654-5429 Ben.Billingsley@nielsen.com
