확장된 관계로 동영상 전략을 계획하고 실행하는 트위터의 역량 강화
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.”
트위터는 NMI 및 TAR 사용을 강화하기 위해 닐슨의 전국 TV 시청률 데이터를 활용하여 여러 플랫폼에서 광고 캠페인에 대한 인사이트를 추가할 예정입니다. 각 솔루션과 데이터 세트는 트위터가 광고주에게 가장 안전하고 영향력 있는 브랜드 표면 중 하나를 강화할 수 있는 고유한 도구와 기능을 제공합니다: 광고주에게 프리미엄 동영상 콘텐츠 옆에 프리롤 및 스폰서십 기회를 제공하는 동영상 광고 플랫폼인 트위터 앰플리파이. 닐슨의 측정 및 계획 도구를 구현하여 TV를 포함한 모든 동영상 플랫폼에서 캠페인 성과를 종합적으로 파악할 수 있습니다.
- 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.
"파편화된 생태계에서 경쟁하기 위해 퍼블리셔는 크로스 미디어 미디어 전략을 효율적으로 계획하고 여러 스크린에서 광고주의 캠페인에 대한 심층적인 분석과 강력한 인사이트를 제공하는 도구가 필요합니다."라고 닐슨의 기획 제품 담당 수석 부사장 제이 닐슨(Jay Nielsen)은 말합니다. "트위터는 NMI와 광고 Ad Intel 사용하여 경쟁의 장을 평준화하고 대행사 및 광고주와 동일한 지표와 도구를 확보함으로써 공통의 목표와 계획에 따라 조율할 수 있도록 합니다. 이제 트위터는 TAR의 신속한 기능을 통해 플랫폼에서 광고가 제공하는 점진적인 도달 범위와 빈도로 더 나은 수익을 창출할 수 있게 되었습니다. 이러한 유형의 동영상 소비가 계속 증가함에 따라 양사의 협력 확대로 트위터는 동영상 플랫폼을 극대화하고 광고주에게 더 많은 가치를 제공할 수 있을 것입니다."
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.
ABOUT 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.
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 그리고 인스타그램.
트위터 소개
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