Erweiterte Beziehung stärkt Twitters Fähigkeit zur Planung und Umsetzung von Videostrategien
New York – April 8, 2021 – Today, Nielsen (NYSE: NLSN) and Twitter (NYSE: TWTR) announced the expanded integration of Nielsen’s audience measurement and outcomes cross-media solutions into Twitter’s video ad platform. The integration includes 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 do more robust pre- and post-campaign planning, maximize ad inventory, understand cross-media planning and deliver campaign results with increased speed and agility.
“With a highly engaged audience and powerful premium video content, Twitter is where advertisers can connect with consumers in the moments that matter most to them,” said Doug Brodman, Twitter’s Director of North America Agency and Platform Solutions. “Nielsen’s cross-media suite will make it easier to augment our client’s video strategy and planning with Twitter’s premium video inventory and optimize audience reach and frequency alongside other top video platforms. Ultimately, this expanded partnership brings increased transparency, clarity and value to Twitter’s video solutions for our agency partners and advertisers.”
Um die Nutzung von NMI und TAR zu unterstützen, wird Twitter die nationalen TV-Rating-Daten von Nielsen nutzen, um zusätzliche Einblicke in plattformübergreifende Werbekampagnen zu erhalten. Jede Lösung und jeder Datensatz bietet Twitter einzigartige Tools und Fähigkeiten, um eine seiner markensichersten und wirkungsvollsten Oberflächen für Werbetreibende zu stärken: Twitter Amplify, eine Video-Ad-Plattform, die Werbetreibenden Pre-Roll- und Sponsoring-Möglichkeiten neben Premium-Videoinhalten bietet. Die Implementierung der Mess- und Planungstools von Nielsen bietet einen ganzheitlichen Überblick über die Kampagnenleistung auf allen Videoplattformen einschließlich TV.
- Nielsen Media Impact: NMI is a cross-media planning solution powered by a suite of underlying Nielsen data including National TV Ratings, Ad Intel, Digital Content Ratings and others. It helps advertisers find insights into their target audiences, their lifestyle and media preferences so they can create connections with those audiences. With NMI, advertisers on Twitter can conduct more granular plans and optimization models that showcase various investment scenarios.
- Nielsen Ad Intel: Ad Intel captures, organizes and analyzes advertising spend and creatives around the world, offering the most complete source of cross-platform advertising intelligence available today. This will give Twitter a global view of new sales opportunities and a clearer view of an advertiser’s media mix – a critical step in executing effective media plans.
- Nielsen Total Ad Ratings: Twitter is expanding its access to TAR’s enhanced reporting capabilities. Now, in addition to having the ability to show incremental, deduplicated reach and frequency it delivers on cross-screen campaigns, Twitter will have real time visibility into how an advertiser’s campaign is pacing. This will allow for more in-flight customization.
"Um in einem fragmentierten Ökosystem konkurrieren zu können, benötigen Publisher Tools, die sie bei der effizienten Planung ihrer medienübergreifenden Mediastrategien unterstützen sowie tiefere Analysen und solidere Einblicke in die Kampagnen der Werbetreibenden über alle Bildschirme hinweg bieten", sagt Jay Nielsen, SVP, Planning Products, Nielsen. "Twitters Einsatz von NMI und Ad Intel ebnet das Spielfeld und stellt sicher, dass sie über die gleichen Metriken und Tools wie Agenturen und Werbetreibende verfügen, was die Ausrichtung auf ein gemeinsames Ziel und einen gemeinsamen Plan erleichtert. Mit den beschleunigten Möglichkeiten von TAR wird Twitter nun in der Lage sein, die zusätzliche Reichweite und Häufigkeit von Anzeigen auf seiner Plattform besser zu monetarisieren. Insgesamt wird unsere erweiterte Zusammenarbeit Twitter helfen, seine Videoplattform zu maximieren und mehr Wert für Werbetreibende freizusetzen, da diese Art des Videokonsums weiter wächst."
As media consumption evolves alongside consumer demand and digital-first strategies drive greater desire for comparable metrics, the need for a single, cross-media currency is more clear than ever. Cross-media solutions like these and Nielsen ONE, uniquely position Nielsen to deliver essential tools for publishers and advertisers to quickly adapt to consumer and industry trends across channels.
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Nielsen Holdings plc (NYSE: NLSN) is a leading global data and analytics company that provides a holistic and objective understanding of the media industry. With offerings spanning audience measurement, audience outcomes and content, Nielsen offers its clients and partners simple solutions to complex questions and optimizes the value of their investments and growth strategies. It is the only company that can offer de-duplicated cross-media audience measurement. Audience is EverythingTM to Nielsen and its clients, and Nielsen is committed to ensuring that every voice counts.
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