Le valutazioni dei contenuti digitali basate sul censimento misurano l'audience in modo accurato e coerente su tutti i dispositivi; ESPN, Sony Pictures, Turner Broadcasting, Univision, Viacom e altri fanno parte del rollout iniziale
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.
I nuovi Digital Content Ratings di Nielsen saranno supportati da dati censuari certificati di Adobe Analytics. I dati aggregati e anonimi misureranno i contenuti di tutti i tipi, tra cui TV online, video, giochi, audio e testo. L'integrazione tecnologica dovrebbe accelerare l'adozione di una valuta digitale, consentendo agli inserzionisti di allocare meglio i fondi di marketing tra le varie piattaforme e permettendo alle aziende del settore dei media di trarre vantaggio dalle informazioni sulle prestazioni della TV e di altri contenuti digitali attraverso gli schermi.
I dati di Digital Content Ratings di Nielsen saranno disponibili in Adobe Marketing Cloud, consentendo alle aziende del settore media di monetizzare meglio il loro inventario e ai marchi di ottimizzare meglio le loro campagne di marketing. I clienti di Adobe Analytics potranno attivare rapidamente gli insight di Nielsen e collegare i propri dati analitici a metriche di qualitร ampiamente accettate per raggiungere meglio un pubblico specifico. Inoltre, i dati di misurazione di Nielsen saranno integrati in Adobe Primetime per dare alle emittenti e ai fornitori di servizi televisivi a pagamento la possibilitร di misurare rapidamente il pubblico e i comportamenti di visione su un'ampia gamma di dispositivi. L'integrazione mira anche a favorire un coinvolgimento piรน profondo attraverso l'offerta di contenuti e annunci pubblicitari personalizzati.
"Il consumo di TV online รจ ai massimi storici e Adobe e Nielsen sono due leader che si uniscono per standardizzare la misurazione dell'audience per i contenuti digitali", ha dichiarato Brad Rencher, senior vice president e general manager, digital marketing di Adobe. "Le principali societร di media e le emittenti dipendono giร da Adobe per portare la TV sugli schermi e comprendere meglio il coinvolgimento degli spettatori digitali. Una volta completata, la nostra partnership con Nielsen fornirร analisi legate agli ascolti, a vantaggio di inserzionisti, aziende di media e consumatori".
"Questa alleanza dovrebbe accelerare l'adozione di misurazioni coerenti e complete nel digitale", ha dichiarato Megan Clarken, executive vice president, global product leadership, di Nielsen. "Integrando le nostre tecnologie, insieme saremo in grado di offrire ai nostri clienti un modo piรน fluido ed efficiente per pianificare e realizzare le loro audience".
Supporto iniziale dell'industria
Le aziende del settore dei media e gli inserzionisti potranno utilizzare i nuovi Nielsen Digital Content Ratings, Powered by Adobe, a partire dal 2015. ESPN, IPG Mediabrands, Sony Pictures Television, Starcom MediaVest Group, Turner Broadcasting, Univision Communications Inc. e Viacom parteciperanno al lancio dei nuovi rating:
- “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.”
Informazioni su Adobe
Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.
Informazioni su 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
