Nielsen Ad Intel Meluncurkan Pencarian sebagai Jenis Media dengan Data dari The Search Monitor; Data AdClarity BIScience Menyediakan Metrik Digital yang Lebih Kuat
New York, NY โ Oct. 1, 2020 โ Nielsen (NYSE: NLSN) today announced that it is augmenting the U.S. digital capabilities of Nielsen Ad Intel, a market-leading advertising intelligence solution. As part of the enhancements, Ad Intel is expanding its digital footprint by launching search data as a new media type and offering more robust, relevant and richer digital advertising data first for existing mobile, desktop, display and video placements and in the future, for social and in-app platforms. The breadth and depth of the solution enables an increased level of measurement and visibility into advertising spend that is needed in todayโs constantly changing advertising models.
Seiring dengan teknologi yang mengukuhkan perannya dalam ekosistem media, penerbit dan pengiklan merangkul peluang periklanan baru. Dengan hadirnya platform baru, industri ini harus mengandalkan alat yang telah terbukti untuk membantu memantau dan memahami aktivitas periklanan guna menciptakan strategi media yang membantu merek dan penerbit lebih menonjol. Tuntutan pasar tidak hanya akan terus meningkat, tetapi juga membutuhkan data yang lebih canggih yang tepercaya, berkualitas tinggi, dan terperinci.
Ad Intel, dengan input historisnya yang luas, berbagai kategori media (24), dan tingkat akurasi yang tinggi, membantu menavigasi kompleksitas pasar dan menyediakan intelijen kompetitif yang dapat ditindaklanjuti untuk mengidentifikasi prospek, menganalisis strategi merek, dan belajar dari kampanye masa lalu untuk merencanakan masa depan. Dengan peningkatan pada Ad Intel, pembeli dan penjual media memiliki fleksibilitas, kecepatan, dan kemudahan yang lebih besar untuk memantau, menyesuaikan, dan mengukur performa iklan mereka, serta membuat rencana iklan yang lebih dinamis. Kemampuan yang diperluas dari Ad Intel meliputi:
- Search as a Media Type: In todayโs fragmented media ecosystem it is important to have a solution that provides a holistic view of all the platforms (TV, radio, digital, print, etc.) where ads are delivered and consumed. Search will now be available as a media type in Ad Intel. To provide search data to its clients, Nielsen is working with The Search Monitor, a leading provider of precision ad intelligence for the search marketer. By having search, Ad Intel subscribers will have real-time market and competitive intelligence across a wide-spectrum of search advertising channels including paid, organic, and product listing ads, across desktop and mobile devices.
- Richer Digital Ad Insights: Digital advertising is a cornerstone of any marketing campaign. The intricacies of the digital advertising marketplace require more dynamic data and insights to capture a true picture of ad performance. Nielsen is supercharging Ad Intelโs digital data capabilities through a collaboration with BIScience and its AdClarity ad intelligence solution. This robust digital data will provide increased coverage by measuring additional sites and advertising types, with more accurate representation of digital ad buys, better industry alignment incorporating innovative methodologies that integrate virtual and human panel data, inclusive of desktop and mobile devices, in a secure, privacy-safe way.
"Industri periklanan saat ini sangat ramai dan kompleks. Tantangan bagi merek, agensi, dan penerbit adalah melacak performa iklan mereka, efektivitas materi iklan dan kompetitor mereka, sekaligus menjadikan identifikasi audiens baru sebagai seni dan ilmu pengetahuan," ujar Heather Jordan, SVP, Ad Intelligence Products, Nielsen. "Lebih dari segalanya, ekosistem media membutuhkan data intelijen iklan digital yang cepat dan berkualitas yang membantu mengawasi di mana uang iklan dibelanjakan dan bagaimana cara terbaik untuk mengoptimalkannya untuk kampanye di masa depan. Data digital dan pencarian yang kuat dari BIScience dan The Search Monitor memastikan bahwa klien Ad Intel memiliki akses ke set data intelijen iklan yang paling dapat diandalkan, kuat, dan representatif di pasar."
Dalam rilis produk di masa mendatang, Nielsen akan menggabungkan fitur-fitur yang semakin meningkatkan pengalaman pengguna yang memungkinkan akses lebih cepat ke data dan memberikan klien kontrol yang lebih besar terhadap pesan-pesan kreatif dan elemen-elemen data utama dalam laporan mereka. Selain itu, Ad Intel akan meluncurkan kemampuan yang memungkinkan pengguna untuk mengukur iklan display dan video yang ditayangkan di platform sosial dan dalam aplikasi. Peningkatan pada Ad Intel merupakan bagian dari upaya Nielsen untuk mempersenjatai industri dengan metrik kompetitif yang dapat ditindaklanjuti, komprehensif, dan relevan, yang membantu menciptakan cara yang lebih fleksibel, terhubung, dan intuitif bagi para pembeli dan penjual media untuk mengevaluasi performa iklan di berbagai platform dan membuat keputusan yang lebih cerdas.
Tentang Nielsen
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow.
Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand whatโs happening now, whatโs happening next, and how to best act on this knowledge.
An S&P 500 company, Nielsen has operations in over 90 countries, covering more than 90% of the worldโs population. For more information, visit www.nielsen.com.
about the search monitor The Search Monitor captures advertising activity on paid search, product listing ads, organic search, and shopping engines worldwide. Search marketers, agencies, and affiliate marketers use The Search Monitor to analyze ads for brand compliance, affiliate / reseller compliance, and competitive insights. The Search Monitor monitors search engines globally, including Google, Yahoo, Bing, Baidu, Yandex, Naver, AOL, Sogou, Haosou, Amazon, and Google Shopping. about Biscience BIScience is a leading provider of digital intelligence and media measurement solutions providing insights to the world’s largest brands, agencies, and top global market research firms. With AdClarity, the world’s most advanced and scalable advertising intelligence platform, BIScience covers 30 global markets and over 1 million advertisers while providing deep insights into brands’ online marketing activities in Display, Video, Social and Mobile apps. Boasted by a hybrid methodology of a growing 5 million human and virtual panels, and powered by advanced AI algorithms, AdClarity monitors and collects advertising data directly from millions of real Desktop, Mobile and Tablet devices to measure the digital ecosystem comprehensively and accurately. Founded in 2010, BIScience is headquartered in Tel Aviv, with offices in New York and Sydney, and backed by WPP, Bain Capital and Viola Venture Capital.
Contact
Nielsen
Gorki De Los Santos
gorki.delossantos@nielsen.com
