L'ampliamento del rapporto rafforza la capacità di Twitter di pianificare ed eseguire la strategia video
New York – April 8, 2021 – Today, Nielsen (NYSE: NLSN) and Twitter (NYSE: TWTR) announced the expanded integration of Nielsen’s audience measurement and outcomes cross-media solutions into Twitter’s video ad platform. The integration includes new subscription to Nielsen Media Impact (NMI) and Nielsen Ad Intel and expanded access to Nielsen Total Ad Ratings (TAR). Together, these tools will enable Twitter to help video advertisers do more robust pre- and post-campaign planning, maximize ad inventory, understand cross-media planning and deliver campaign results with increased speed and agility.
“With a highly engaged audience and powerful premium video content, Twitter is where advertisers can connect with consumers in the moments that matter most to them,” said Doug Brodman, Twitter’s Director of North America Agency and Platform Solutions. “Nielsen’s cross-media suite will make it easier to augment our client’s video strategy and planning with Twitter’s premium video inventory and optimize audience reach and frequency alongside other top video platforms. Ultimately, this expanded partnership brings increased transparency, clarity and value to Twitter’s video solutions for our agency partners and advertisers.”
Per rafforzare l'uso di NMI e TAR, Twitter sfrutterà i dati di National TV Ratings di Nielsen per ulteriori approfondimenti sulle campagne pubblicitarie su tutte le piattaforme. Ogni soluzione e set di dati fornisce a Twitter strumenti e capacità uniche per rafforzare una delle sue superfici più sicure per il marchio e di maggiore impatto per gli inserzionisti: Twitter Amplify, una piattaforma di annunci video che offre agli inserzionisti opportunità di pre-roll e sponsorizzazione accanto a contenuti video premium. L'implementazione degli strumenti di misurazione e pianificazione di Nielsen fornisce una visione olistica delle performance delle campagne su tutte le piattaforme video, compresa la TV.
- Nielsen Media Impact: NMI is a cross-media planning solution powered by a suite of underlying Nielsen data including National TV Ratings, Ad Intel, Digital Content Ratings and others. It helps advertisers find insights into their target audiences, their lifestyle and media preferences so they can create connections with those audiences. With NMI, advertisers on Twitter can conduct more granular plans and optimization models that showcase various investment scenarios.
- Nielsen Ad Intel: Ad Intel captures, organizes and analyzes advertising spend and creatives around the world, offering the most complete source of cross-platform advertising intelligence available today. This will give Twitter a global view of new sales opportunities and a clearer view of an advertiser’s media mix – a critical step in executing effective media plans.
- Nielsen Total Ad Ratings: Twitter is expanding its access to TAR’s enhanced reporting capabilities. Now, in addition to having the ability to show incremental, deduplicated reach and frequency it delivers on cross-screen campaigns, Twitter will have real time visibility into how an advertiser’s campaign is pacing. This will allow for more in-flight customization.
"Per competere in un ecosistema frammentato, gli editori hanno bisogno di strumenti che li aiutino a pianificare in modo efficiente le loro strategie cross-mediali, oltre a fornire un'analisi più approfondita e una visione più solida della campagna di un inserzionista attraverso gli schermi", spiega Jay Nielsen, SVP, Planning Products, Nielsen. L'uso di NMI e Ad Intel da parte di Twitter livella il campo di gioco e garantisce che l'azienda disponga delle stesse metriche e degli stessi strumenti di agenzie e inserzionisti, facilitando l'allineamento su un obiettivo e un piano comuni". Grazie alle funzionalità accelerate di TAR, Twitter sarà ora in grado di monetizzare meglio la portata e la frequenza incrementali fornite dagli annunci sulla sua piattaforma. Nel complesso, la nostra collaborazione ampliata aiuterà Twitter a massimizzare la propria piattaforma video e a sbloccare più valore per gli inserzionisti, dato che questo tipo di consumo di video continua a crescere".
As media consumption evolves alongside consumer demand and digital-first strategies drive greater desire for comparable metrics, the need for a single, cross-media currency is more clear than ever. Cross-media solutions like these and Nielsen ONE, uniquely position Nielsen to deliver essential tools for publishers and advertisers to quickly adapt to consumer and industry trends across channels.
SU NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a leading global data and analytics company that provides a holistic and objective understanding of the media industry. With offerings spanning audience measurement, audience outcomes and content, Nielsen offers its clients and partners simple solutions to complex questions and optimizes the value of their investments and growth strategies. It is the only company that can offer de-duplicated cross-media audience measurement. Audience is EverythingTM to Nielsen and its clients, and Nielsen is committed to ensuring that every voice counts.
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