MBuy rinnova i servizi di misurazione TV locali e nazionali di Nielsen

L'accordo espande la relazione per aggiungere i dati sulla spesa pubblicitaria insieme ai dati valutari di Nielsen in 208 DMA locali

New York, NY — Nov. 27, 2018 —  MBuy, the leading media planning and buying applied technology service company with headquarters in Chicago, has renewed its agreement with Nielsen (NYSE: NLSN) for local and national TV measurement. The renewal will provide MBuy with comprehensive access to Nielsen’s local currency television (TV) ratings data across all Local television markets. The company also expanded the relationship to add access to Nielsen’s advertising spend data, Ad Intel, providing the most comprehensive source of ad intelligence data to glean competitive insights in terms of occurrence, spend and ratings data across 23 different media categories.

"La misurazione potenziata della TV locale di Nielsen ci fornisce una maggiore comprensione e approfondimento di ogni mercato locale, aumentando la nostra capacità di pianificare e vendere con sicurezza. La combinazione di questi dati con quelli di Ad Intel creerà la lente del mercato locale perfetta per eseguire con successo la nostra pianificazione e il nostro acquisto di media", ha dichiarato Ryan Saurer, EVP of Sales e General Manager di MBuy. "Siamo entusiasti di continuare il nostro rapporto con Nielsen, che ci aiuterà a realizzare campagne ad alte prestazioni che soddisfino i nostri obiettivi pubblicitari e commerciali nell'attuale contesto competitivo".

“We are pleased to continue to provide accurate, real persons-based measurement to MBuy across 208 Local TV Markets,” said Dave Hohman, Managing Director, Nielsen. “In order to reach the actual consumers they are targeting (rather than households), advertisers need Nielsen’s currency data, because Nielsen measures persons – which is what marketers are buying advertising for.  This is the only way to increase their marketing effectiveness, eliminate waste from campaign spend, and ultimately increase their ROI. We look forward to collaborating with MBuy in delivering sophisticated insights and expertise as they continue to meet the needs of their clients and innovate in the industry.”

This year, Nielsen is enhancing measurement across all Local TV markets. Nielsen’s local transformation allows agencies to forecast, deliver, and steward their buys. We know agencies need to pay for viewers who actually view their advertisers’ ads, not for people who have a chance to view the ads.  We are bringing stronger, more robust and richer in-market measurement to ensure that Local TV Ratings reliably reflects actual TV Viewing.  With our enhancements to integrate set-top box data and out of home viewership, media companies and agencies will have more reliable data, increased ratings fidelity, and richer local in-market consumer insights in which to conduct their business.