Klien Termasuk DigitasLBi dan GroupM; Adap.tv, AdColony, BrightRoll, Collective, Defy Media, Drawbridge, Evolve Media, Freewheel, Innovid, LiveRail, Lotame, Rhythm NewMedia, Rocket Fuel, Torrential, Tremor Video, TubeMogul, Twitch, Vdopia, Verve, Videology, dan YuMe
Peluncuran Pengukuran Iklan Seluler Dalam Aplikasi Pertama dan Satu-satunya yang Komprehensif di Industri Menetapkan Panggung untuk Inklusi Seluler dalam Peringkat TV
New York — July 15, 2014 — Nielsen today announced that the commercial availability of mobile measurement in Nielsen Online Campaign Ratings has been met with significant client adoption—including industry leading agencies, advertisers, media companies, ad networks and platforms. The recent launch positions Nielsen’s marquee digital measurement offering as the only robust solution available today that provides a campaign’s full digital audience—across computers, tablets and smartphones.
Adopsi Peringkat Kampanye Online Nielsen yang diperluas telah cukup besar, dengan puluhan penjual media yang memilih untuk mengukur seluler di situs, aplikasi, dan jaringan mereka. Mereka termasuk Adap.tv, AdColony, BrightRoll, Collective, Defy Media, Drawbridge, Evolve Media, Freewheel, Innovid, LiveRail, Lotame, Rhythm NewMedia, Rocket Fuel, Torrential, Tremor Video, TubeMogul, Twitch, Vdopia, Verve, Videology, dan YuMe.
“The response to our mobile launch has been incredible, with existing Nielsen Online Campaign Ratings clients clamoring for it and a slew of new clients coming on board for the opportunity to understand reach in the dynamic mobile environment for the first time,” said Lynda Clarizio, President, U.S. Media, Nielsen. “With this adoption, the enhanced Nielsen Online Campaign Ratings stands to transform the mobile advertising industry—bringing the confident investment and accountability that only third-party, comprehensive metrics can deliver.”
Ketersediaan pengukuran smartphone dan tablet yang komprehensif dalam Nielsen Online Campaign Ratings memberikan klien pandangan yang lengkap tentang audiens digital mereka untuk pertama kalinya. Nielsen tidak hanya menyediakan demografi yang sangat tepat pada kampanye yang berjalan di berbagai platform, tetapi juga akan memberikan hitungan yang akurat tentang berapa banyak konsumen yang melihat iklan hanya di PC, hanya di ponsel dan di keduanya - untuk jangkauan total dan spesifik perangkat. Nielsen Cross-Platform Campaign Ratings, yang menawarkan pandangan holistik tentang iklan di TV dan digital, juga telah dilengkapi dengan pengukuran mobile.
Perluasan Nielsen Online Campaign Ratings ke aplikasi dan browser perangkat seluler mengukur semua iklan, termasuk video dan tampilan, untuk platform iOS dan Android. Pengukuran seluler di Nielsen Online Campaign Ratings dibangun berdasarkan metodologi terakreditasi Media Rating Council Nielsen* untuk mengukur iklan di peramban komputer. Solusi ini memanfaatkan perangkat pengembangan perangkat lunak seluler (SDK) milik Nielsen, yang menjadi fondasi untuk memasukkan pengukuran seluler ke dalam peringkat TV akhir tahun ini.
"Tujuan kami adalah untuk mengukur pemirsa di mana pun dan dengan cara apa pun mereka mengakses konten. Peluncuran mobile dalam Nielsen Online Campaign Ratings membuka jalan bagi debutnya Digital Program Ratings dan masuknya pengukuran mobile dalam rating TV di akhir tahun ini," ujar Megan Clarken, EVP, Global Product Leadership, Nielsen. "Hal ini memperkuat posisi kepemimpinan kami sebagai satu-satunya penyedia pengukuran lintas platform yang menetapkan standar industri."
Note
*Nielsen Online Campaign Ratings is the first Internet measurement system that provides demographic ratings for online advertising campaigns of any size with certain metrics comparable to those used for TV advertising to be accredited by the MRC.
Dukungan industri untuk Peringkat Kampanye Online Nielsen yang disempurnakan
DigitasLBi: “Mobile has become a key component of every media strategy developed at DigitasLBi; it’s therefore critical to gain a line of sight into how mobile plans are being delivered by our partners, consistent with our other digital plans. Having mobile in Nielsen Online Campaign Ratings will help us ensure that we are reaching the right people, at the right time, on the right platform,” said Pedro M. Perez, Senior Vice President, Strategy & Analysis at DigitasLBi.
GroupM: “Adding mobile measurement to Nielsen Online Campaign Ratings and Nielsen Cross-Platform Campaign Ratings is an important move to being able to fully understand a consumer’s exposure to video advertising,” said Lyle Schwartz, managing partner and director of research and marketplace analysis at GroupM Worldwide.
Adap.tv: “As TV and digital have continued to come closer together, AOL and Nielsen have worked together on a number of initiatives to move towards the reality of a standard cross-screen measurement, most recently a beta program bringing TV-comparable audience measurement to all of AOL’s new series,” said Henk van Niekerk, Senior Vice President, Publishers and Ad Networks at Adap.tv, a division of AOL Platforms. “The expansion of Nielsen Campaign Ratings to mobile devices is another key step towards bringing greater measurement parity to advertising, regardless of which digital screen it is viewed on.”
AdColony: “Mobile in Nielsen Online Campaign Ratings is a big step in the right direction for mobile video, and we believe it can unlock future mobile spending in ways that complement TV,” said David Kurtz, Chief Product Officer. “As media companies extend their content across mobile devices, brands are seeking out ways to buy high-quality mobile video advertising in streamlined, dependable and easy-to-measure ways. The launch of mobile in Nielsen Online Campaign Ratings adds the ability to provide clients with the additional audience validation they want, allowing them to optimize and measure according to familiar TV metrics.”
BrightRoll: “Brands are increasingly embracing the power of mobile in their marketing strategy and as such are seeking ways to validate the efficiency of their campaigns across smartphones and tablets,” said Tim Avila, SVP of Marketing Operations, BrightRoll. “We are proud to be among the first video advertising platforms to integrate and provide mobile audience measurement through the enhanced Nielsen Online Campaign Ratings product to our clients.”
Collective: “The integration of mobile measurement into Nielsen Online Campaign Ratings helps close the gaps between delivery and measurement, and between TV, PC and mobile. It provides a consistent mechanism for validating our core principle of reaching audiences across screens. The combination of our capabilities with Nielsen Online Campaign Ratings and Nielsen’s other measurement solutions now enables an end-to-end unified view of audiences and audience-based advertising like never before,” said Justin Evans, Chief Strategy Officer, Collective.
Drawbridge: “Our agency and advertiser clients depend on Drawbridge to not only optimize their cross-device ad campaigns for the highest return on ad spend, but to show them detailed reporting on campaign impact, including brand lift, engagement and other metrics,” said Drawbridge VP Marketing Daryl McNutt. “The Nielsen Online Campaign Ratings mob offering is a major step forward that will enhance our mobile and cross-device measurement solutions, and we know our clients will be excited to learn that we’re working with Nielsen as an early adopter of this solution.”
Evolve Media: "Evolve Media mengalami kesuksesan besar dengan menjadi penerbit pertama yang mengintegrasikan pelaporan Nielsen Online Campaign Ratings untuk kampanye video native, sehingga merupakan perkembangan yang wajar bagi kami untuk membawa teknologi ini ke layar kedua. Kami tahu bahwa ada permintaan untuk pengukuran kampanye mobile dalam industri ini, dan kami sangat menantikan untuk mengintegrasikan teknologi ini ke dalam kampanye mobile premium kami," ujar Fabien Ricard, Wakil Presiden Operasional, SpringBoard Video - sebuah perusahaan Evolve Media.
FreeWheel: "Karena lanskap televisi digital terus menjangkau berbagai platform dan perangkat, kebutuhan akan solusi yang menjembatani kesenjangan antara online dan offline menjadi semakin penting," kata James Rothwell, Vice President, Business Development, FreeWheel. "Memasukkan smartphone dan tablet ke dalam Nielsen Online Campaign Ratings merupakan langkah penting untuk menciptakan pasar iklan televisi terpadu bagi pelanggan kami dan industri secara keseluruhan."
Innovid: “With ever-growing screen fragmentation, we see more and more marketers and agencies thinking about the ‘audience’ and recognizing the need to break down video device silos. One big missing piece to fully living that dream was understanding the audience composition and overlap between platforms. Adding mobile to Nielsen Online Campaign Ratings solves that, and we believe this to be a massive catalyst for cross-screen campaigns coming down the pipe,” said Tal Chalozin, CTO and co-founder.
Rhythm NewMedia: “Despite annual increases in overall mobile ad spend, many brand marketers are still reluctant to fully leverage mobile advertising at scale in their media buys. The audience measurement tools traditional used for desktop media simply don’t work in the cookie-less, app-based world of mobile”, said Josh Stivers, VP of Ad Solutions at Rhythm. “Thankfully, Nielsen Online Campaign Ratings has cracked the code of mobile audience measurement and validation. We’re looking forward to onboarding all our advertisers over time.”
Rocket Fuel: “Rocket Fuel is committed to delivering optimal audiences across all screens and increasing media effectiveness across TV and digital,” said Simon Hayhurst, SVP Product and Business Development. “We’re delighted to be at the forefront of providing audience verification for mobile devices to help our brand buyers spend with confidence across all digital touch points.”
Torrential: “Mobile video is exploding, essentially putting a personal, always-on smart TV in every brand consumer’s hand,” said Doug McCurdy, President and Co-Founder, Torrential. “We’re thrilled to be a launch participant. With this expansion of Nielsen Online Campaign Ratings to mobile, we can now provide our ad agency and brand clients the standard, cross-platform audience measurement metrics they require to invest in mobile video at scale.”
Tremor Video: "Kami sangat fokus dalam menawarkan kepada klien kami kemampuan untuk mengoptimalkan di semua layar, terlepas dari apakah tujuan mereka terkait dengan kinerja merek atau demografi," kata Katie Seitz Evans, Wakil Presiden Strategi dan Operasi Tremor Video. "Peluncuran Peringkat Kampanye Online Nielsen Mobile ini akan memungkinkan klien kami untuk mengukur dan mengoptimalkan demografi utama di seluruh perangkat."
TubeMogul: “The second screen is rapidly becoming the first screen in video, especially for younger viewers,” comments Keith Eadie, Chief Marketing Officer at TubeMogul. “Nielsen Online Campaign Ratings for mobile is what was missing, bringing accountability to mobile video through accurate, third-party measurement. Thanks to Nielsen, marketers using TubeMogul’s software can now seamlessly plan across every screen, comparing TV to video everywhere in terms of cost and reach.”
Twitch: “Mobile is an increasingly important piece of the pie for any company in the digital media space,” said Jonathan Simpson-Bint, Chief Revenue Officer, Twitch. “At Twitch, we’re seeing around 30% of our views come from mobile devices, and it’s more important than ever for our advertisers to have a comprehensive understanding of the ways the Twitch audience is interacting with their brand messages. This helps them get a complete picture for both Web and mobile.”
Vdopia Inc: "Pengenalan 'peringkat standar' seperti TV untuk seluler akan membuka pintu gerbang untuk iklan video seluler. Hal ini akan memberikan kepercayaan diri bagi para pemasar untuk melangkah lebih jauh, dan akan memberikan kredibilitas bagi para penerbit mobile dan pemain teknologi iklan untuk memberikan jangkauan pemirsa yang terukur. Vdopia menyambut baik langkah Nielsen ini dan sangat antusias untuk menjadi bagian dari peluncuran ini," kata Saurabh Bhatia, Co-founder, Chief Business officer, Vdopia Inc.
Verve: “We’re very excited to leverage Nielsen Online Campaign Ratings as part of Verve’s ongoing efforts to ensure we are the mobile location advertising leader in providing our clients transparency, accountability and verification,” said James Smith, Chief Revenue Officer of Verve. “Verve’s location intelligent platform combined with Nielsen’s audience insight will deliver crucial advertising effectiveness information and therefore more value for advertisers.”
Videologi: "Karena televisi dan video terus menyatu, kemampuan pengiklan untuk merencanakan dan membeli secara holistik di seluruh perangkat telah menjadi suatu keharusan. Dan pembelian terpadu bergantung pada metrik pengukuran terpadu," kata Scott Ferber, Chairman dan CEO, Videology. "Nielsen mendorong industri ini ke depan dengan memperkenalkan peringkat umum di TV dan video online, dan kami percaya bahwa memperluas peringkat ini ke perangkat mobile adalah kemajuan yang sama pentingnya. Kami sangat ingin menawarkan solusi baru ini kepada klien platform kami."
YuMe: "Karena YuMe berfokus pada penyediaan video digital untuk para pengiklan merek, serta solusi pengukuran di semua layar, kami menyambut baik peluncuran Nielsen Online Campaign Ratings untuk mobile," kata Jayant Kadambi, Co-Founder dan CEO YuMe. "Dengan mendukung dan memvalidasi komposisi audiens mobile, Nielsen mengambil langkah besar untuk industri ini."
Klien-klien yang disebutkan di atas termasuk di antara mereka yang siap mengukur iklan mobile melalui Nielsen Online Campaign Ratings atau secara aktif terlibat dalam proses sertifikasi.
TENTANG PERINGKAT KAMPANYE NIELSEN
Nielsen Campaign Ratings memberikan metrik yang komprehensif dan dapat dibandingkan kepada klien untuk kampanye iklan TV dan digital. Sebagai bagian dari rangkaian produk Nielsen Campaign Ratings, Nielsen Online Campaign Ratings menggabungkan data panel Nielsen dengan informasi demografis yang teragregasi, anonim, dan terlindungi privasi dari penyedia data yang berpartisipasi. Pelaporan kampanye tersedia setiap hari, memberikan informasi penting dalam penerbangan kepada pengiklan dan penerbit. Nielsen Cross-Platform Campaign Ratings, yang juga merupakan bagian dari rangkaian produk ini, memanfaatkan Nielsen Online Campaign Ratings serta data TV milik Nielsen untuk memberikan jangkauan, frekuensi, dan GRP yang tidak digandakan dan bertambah untuk iklan TV dan digital.
ABOUT 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.
CONTACT:
Julia Monti; 646.654.4412; julia.monti@nielsen.com
