Peringkat Konten Digital Berbasis Sensus untuk Mengukur Pemirsa Secara Akurat dan Konsisten di Seluruh Perangkat; ESPN, Sony Pictures, Turner Broadcasting, Univision, Viacom, dan Lainnya Sebagai Bagian dari Peluncuran Awal
SAN JOSE, Calif. and NEW YORK, N.Y. โ Oct. 21, 2014 โ Adobe (Nasdaq: ADBE) and Nielsen (NYSE: NLSN) today announced a strategic alliance that is expected to deliver the industryโs first comprehensive, cross-platform system for measuring online TV, video and other digital content across the web and apps. The collaboration will integrate Nielsenโs digital audience measurement products, the most trusted ratings system in the industry, with Adobe Analytics and Adobe Primetime, the industryโs 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.
Peringkat Konten Digital Nielsen yang baru akan didukung oleh data sensus Adobe Analytics yang tersertifikasi. Data yang dikumpulkan dan anonim akan mengukur semua jenis konten, termasuk TV online, video, game, audio, dan teks. Integrasi teknologi ini diharapkan dapat mempercepat adopsi mata uang peringkat digital, memungkinkan pengiklan untuk mengalokasikan dana pemasaran dengan lebih baik di seluruh platform, dan memungkinkan perusahaan media untuk mendapatkan keuntungan dari wawasan tentang kinerja TV dan konten digital lainnya di seluruh layar.
Data Peringkat Konten Digital Nielsen akan tersedia di Adobe Marketing Cloud, sehingga perusahaan media dapat memonetisasi inventaris dan merek mereka dengan lebih baik untuk mengoptimalkan kampanye pemasaran mereka dengan lebih baik. Pelanggan Adobe Analytics akan dapat dengan cepat mengaktifkan wawasan Nielsen dan menghubungkan data analitik mereka sendiri ke metrik kualitas mata uang yang diterima secara luas untuk menjangkau audiens tertentu dengan lebih baik. Selain itu, data pengukuran Nielsen akan disematkan di Adobe Primetime untuk memberikan kemampuan kepada para penyiar dan penyedia layanan TV berbayar untuk mengukur pemirsa dan perilaku menonton dengan cepat di berbagai perangkat. Integrasi ini juga bertujuan untuk mendorong keterlibatan yang lebih dalam melalui penyampaian konten dan iklan yang dipersonalisasi.
"Konsumsi TV online berada pada titik tertinggi sepanjang masa dan Adobe dan Nielsen adalah dua pemimpin yang bekerja sama untuk menstandarisasi pengukuran pemirsa untuk konten digital," ujar Brad Rencher, wakil presiden senior dan manajer umum, pemasaran digital di Adobe. "Perusahaan media besar dan penyiar sudah bergantung pada Adobe untuk menghadirkan TV di berbagai layar dan lebih memahami keterlibatan pemirsa digital. Setelah selesai, kemitraan kami dengan Nielsen akan menyediakan analitik yang terkait dengan rating yang menguntungkan pengiklan, perusahaan media, dan konsumen."
"Aliansi ini diharapkan dapat mempercepat adopsi pengukuran yang konsisten dan komprehensif di bidang digital," kata Megan Clarken, wakil presiden eksekutif, kepemimpinan produk global, di Nielsen. "Dengan mengintegrasikan teknologi kami, bersama-sama kami akan dapat menawarkan kepada pelanggan kami cara yang lebih mulus dan efisien untuk merencanakan dan menyampaikan kepada audiens mereka."
Dukungan Industri Awal
Perusahaan media dan pengiklan akan dapat menggunakan Peringkat Konten Digital Nielsen yang baru, yang didukung oleh Adobe, mulai tahun 2015. ESPN, IPG Mediabrands, Sony Pictures Television, Starcom MediaVest Group, Turner Broadcasting, Univision Communications Inc, Viacom, dan lainnya akan menjadi bagian dari peluncuran peringkat baru ini:
- “ESPN is excited to be working with Nielsen and Adobe as an early advisor for this initiative,โ said Artie Bulgrin, Senior Vice President Global Research and Analytics ESPN. โWe 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.โ
- “This partnership between Adobe and Nielsen signals yet another important milestone in automating the media industry,โ said Matt Seiler, global CEO at IPG Mediabrands. โThe 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.โ
- โCrackle 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. โBeing 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.โ
- โSMG is also working with Adobe to help clients manage their digital marketing campaigns using its โalways onโ 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,โ 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.โ
- โAs 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. โAdobe’s strength in analytics and history in bringing together video and complementary content across platforms, combined with Nielsenโs 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.”
- โWe 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 Univisionโs 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. โWe look forward to working with Nielsen and Adobe on this solution to ensure that all audiences and demographics are effectively measured.”
Tentang Adobe
Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.
Tentang 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.
Contacts:
Adobe
Stefan Offermann408-536-4023 sofferma@adobe.com
Nielsen
Ben Billingsley646-654-5429 Ben.Billingsley@nielsen.com
