関係拡大でTwitterの動画戦略立案・実行能力が高まる
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.”
NMIとTARの利用を強化するため、TwitterはニールセンのNational TV Ratingsデータを活用し、プラットフォーム横断的な広告キャンペーンのインサイトを強化します。それぞれのソリューションとデータセットは、Twitterにユニークなツールと機能を提供し、広告主にとって最もブランドセーフでインパクトのあるサーフェイスの1つを強化します：Twitter Amplifyは動画広告プラットフォームで、広告主はプレミアム動画コンテンツの隣にプレロールやスポンサーシップの機会を得ることができます。ニールセンの測定およびプランニング ツールの実装により、テレビを含むすべての動画プラットフォームにおけるキャンペーンパフォーマンスの全体的なビューが提供されます。
- 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.
「断片化されたエコシステムで競争するために、パブリッシャーは、クロスメディアメディア戦略を効率的に計画し、スクリーン全体で広告主のキャンペーンをより深く分析し、より強固なインサイトを提供するツールを必要としています。「TwitterがNMIとAd Intel 使用することで、競争条件が平準化され、代理店や広告主と同じ測定基準やツールを利用できるようになり、共通の目標や計画に対する連携が促進されます。TARの迅速な機能により、ツイッター社は自社のプラットフォーム上で広告が提供するリーチとフリークエンシーをより効果的に収益化できるようになります。TARの迅速な機能により、Twitterは同社のプラットフォーム上で広告が配信するリーチと回数の増加をより適切に収益化できるようになります。
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.
ニールセンについて ニールセン
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.
An S&P 500 company, Nielsen offers measurement and analytics service in nearly 60 countries. Learn more at www.nielsen.com or www.nielsen.com/investors and connect with us on Twitter, LinkedIn, Facebook そして Instagram.
ニールセンについて 株式会社ツィッター
Twitter (NYSE: TWTR) is what’s happening and what people are talking about right now. To learn more, visit about.twitter.com and follow @Twitter. Let’s talk.
