Wลrรณd klientรณw sฤ DigitasLBi i GroupM; Adap.tv, AdColony, BrightRoll, Collective, Defy Media, Drawbridge, Evolve Media, Freewheel, Innovid, LiveRail, Lotame, Rhythm NewMedia, Rocket Fuel, Torrential, Tremor Video, TubeMogul, Twitch, Vdopia, Verve, Videology i YuMe.
Uruchomienie pierwszego i jedynego w branลผy kompleksowego pomiaru reklam mobilnych w aplikacji wyznacza etap wลฤ czenia urzฤ dzeล mobilnych do ocen telewizyjnych.
New York โ July 15, 2014 โ Nielsen today announced that the commercial availability of mobile measurement in Nielsen Online Campaign Ratings has been met with significant client adoptionโincluding industry leading agencies, advertisers, media companies, ad networks and platforms. The recent launch positions Nielsenโs marquee digital measurement offering as the only robust solution available today that provides a campaignโs full digital audienceโacross computers, tablets and smartphones.
Przyjฤcie rozszerzonego systemu Nielsen Online Campaign Ratings byลo znaczne, a dziesiฤ tki sprzedawcรณw mediรณw zdecydowaลo siฤ na pomiar mobilny w swoich witrynach, aplikacjach i sieciach. Naleลผฤ do nich Adap.tv, AdColony, BrightRoll, Collective, Defy Media, Drawbridge, Evolve Media, Freewheel, Innovid, LiveRail, Lotame, Rhythm NewMedia, Rocket Fuel, Torrential, Tremor Video, TubeMogul, Twitch, Vdopia, Verve, Videology i YuMe.
“The response to our mobile launch has been incredible, with existing Nielsen Online Campaign Ratings clients clamoring for it and a slew of new clients coming on board for the opportunity to understand reach in the dynamic mobile environment for the first time,โ said Lynda Clarizio, President, U.S. Media, Nielsen. โWith this adoption, the enhanced Nielsen Online Campaign Ratings stands to transform the mobile advertising industryโbringing the confident investment and accountability that only third-party, comprehensive metrics can deliver.โ
Dostฤpnoลฤ kompleksowego pomiaru smartfonรณw i tabletรณw w Nielsen Online Campaign Ratings po raz pierwszy zapewnia klientom peลny obraz ich cyfrowych odbiorcรณw. Nielsen nie tylko zapewnia wysoce precyzyjne dane demograficzne dotyczฤ ce kampanii prowadzonej na rรณลผnych platformach, ale takลผe zapewnia dokลadnฤ liczbฤ konsumentรณw, ktรณrzy widzieli reklamฤ tylko na komputerze, tylko na telefonie komรณrkowym i na obu urzฤ dzeniach - dla caลkowitego i specyficznego dla urzฤ dzenia zasiฤgu. Nielsen Cross-Platform Campaign Ratings, ktรณry oferuje caลoลciowy obraz reklam telewizyjnych i cyfrowych, zostaล rรณwnieลผ rozszerzony o pomiar mobilny.
Rozszerzenie Nielsen Online Campaign Ratings na aplikacje na urzฤ dzenia mobilne i przeglฤ darki mierzy wszystkie reklamy, w tym wideo i display, dla platform iOS i Android. Pomiar mobilny w Nielsen Online Campaign Ratings opiera siฤ na akredytowanej przez Nielsen Media Rating Council* metodologii pomiaru reklam w przeglฤ darkach komputerowych. Rozwiฤ zanie wykorzystuje opracowany przez firmฤ Nielsen zestaw SDK do tworzenia oprogramowania mobilnego, ktรณry stanowi podstawฤ do wลฤ czenia pomiarรณw mobilnych do ocen telewizyjnych jeszcze w tym roku.
"Naszym celem jest mierzenie oglฤ dalnoลci gdziekolwiek i jakkolwiek majฤ dostฤp do treลci. Wprowadzenie urzฤ dzeล mobilnych w Nielsen Online Campaign Ratings toruje drogฤ do debiutu Digital Program Ratings i wลฤ czenia pomiarรณw mobilnych do ratingรณw telewizyjnych jeszcze w tym roku" - powiedziaลa Megan Clarken, EVP, Global Product Leadership, Nielsen. "Wzmacnia to naszฤ pozycjฤ lidera jako jedynego dostawcy wyznaczajฤ cych standardy branลผowe pomiarรณw miฤdzyplatformowych".
Note
*Nielsen Online Campaign Ratings is the first Internet measurement system that provides demographic ratings for online advertising campaigns of any size with certain metrics comparable to those used for TV advertising to be accredited by the MRC.
Wsparcie branลผy dla ulepszonych rankingรณw kampanii online Nielsena
DigitasLBi: โMobile has become a key component of every media strategy developed at DigitasLBi; itโs therefore critical to gain a line of sight into how mobile plans are being delivered by our partners, consistent with our other digital plans. Having mobile in Nielsen Online Campaign Ratings will help us ensure that we are reaching the right people, at the right time, on the right platform,โ said Pedro M. Perez, Senior Vice President, Strategy & Analysis at DigitasLBi.
GroupM: “Adding mobile measurement to Nielsen Online Campaign Ratings and Nielsen Cross-Platform Campaign Ratings is an important move to being able to fully understand a consumer’s exposure to video advertising,” said Lyle Schwartz, managing partner and director of research and marketplace analysis at GroupM Worldwide.
Adap.tv: โAs TV and digital have continued to come closer together, AOL and Nielsen have worked together on a number of initiatives to move towards the reality of a standard cross-screen measurement, most recently a beta program bringing TV-comparable audience measurement to all of AOL’s new series,โ said Henk van Niekerk, Senior Vice President, Publishers and Ad Networks at Adap.tv, a division of AOL Platforms. โThe expansion of Nielsen Campaign Ratings to mobile devices is another key step towards bringing greater measurement parity to advertising, regardless of which digital screen it is viewed on.โ
AdColony: “Mobile in Nielsen Online Campaign Ratings is a big step in the right direction for mobile video, and we believe it can unlock future mobile spending in ways that complement TV,โ said David Kurtz, Chief Product Officer. โAs media companies extend their content across mobile devices, brands are seeking out ways to buy high-quality mobile video advertising in streamlined, dependable and easy-to-measure ways. The launch of mobile in Nielsen Online Campaign Ratings adds the ability to provide clients with the additional audience validation they want, allowing them to optimize and measure according to familiar TV metrics.โ
BrightRoll: “Brands are increasingly embracing the power of mobile in their marketing strategy and as such are seeking ways to validate the efficiency of their campaigns across smartphones and tablets,” said Tim Avila, SVP of Marketing Operations, BrightRoll. “We are proud to be among the first video advertising platforms to integrate and provide mobile audience measurement through the enhanced Nielsen Online Campaign Ratings product to our clients.”ย
Collective: โThe integration of mobile measurement into Nielsen Online Campaign Ratings helps close the gaps between delivery and measurement, and between TV, PC and mobile.ย It provides a consistent mechanism for validating our core principle of reaching audiences across screens. The combination of our capabilities with Nielsen Online Campaign Ratings and Nielsen’s other measurement solutions now enables an end-to-end unified view of audiences and audience-based advertising like never before,” said Justin Evans, Chief Strategy Officer, Collective.
Drawbridge: “Our agency and advertiser clients depend on Drawbridge to not only optimize their cross-device ad campaigns for the highest return on ad spend, but to show them detailed reporting on campaign impact, including brand lift, engagement and other metrics,” said Drawbridge VP Marketing Daryl McNutt. “The Nielsen Online Campaign Ratings mob offering is a major step forward that will enhance our mobile and cross-device measurement solutions, and we know our clients will be excited to learn that we’re working with Nielsen as an early adopter of this solution.”
Evolve Media: "Evolve Media doลwiadczyลo wielkiego sukcesu, stajฤ c siฤ pierwszym wydawcฤ , ktรณry zintegrowaล raportowanie Nielsen Online Campaign Ratings dla natywnych kampanii wideo, wiฤc naturalnym krokiem byลo dla nas przeniesienie tej technologii na drugi ekran. Wiemy, ลผe w branลผy istnieje zapotrzebowanie na pomiar kampanii mobilnych i nie moลผemy siฤ doczekaฤ integracji tej technologii z naszymi kampaniami mobilnymi premium" - powiedziaล Fabien Ricard, wiceprezes ds. operacyjnych SpringBoard Video - spรณลki Evolve Media.
FreeWheel: "Poniewaลผ krajobraz telewizji cyfrowej nadal obejmuje platformy i urzฤ dzenia, potrzeba rozwiฤ zaล, ktรณre wypeลniajฤ lukฤ miฤdzy online i offline, staje siฤ jeszcze bardziej krytyczna" - powiedziaล James Rothwell, wiceprezes ds. rozwoju biznesu, FreeWheel. "Wลฤ czenie smartfonรณw i tabletรณw do Nielsen Online Campaign Ratings jest znaczฤ cym krokiem w kierunku stworzenia jednolitego rynku reklamy telewizyjnej dla naszych klientรณw i caลej branลผy".
Innovid: "Wraz ze stale rosnฤ cฤ fragmentacjฤ ekranรณw widzimy, ลผe coraz wiฤcej marketerรณw i agencji myลli o "odbiorcach" i dostrzega potrzebฤ przeลamania silosรณw urzฤ dzeล wideo. Duลผym brakujฤ cym elementem, aby w peลni zrealizowaฤ to marzenie, byลo zrozumienie skลadu widowni i nakลadania siฤ platform. Dodanie urzฤ dzeล mobilnych do Nielsen Online Campaign Ratings rozwiฤ zuje ten problem i wierzymy, ลผe bฤdzie to ogromny katalizator dla kampanii miฤdzyekranowych" - powiedziaล Tal Chalozin, CTO i wspรณลzaลoลผyciel.
Rhythm NewMedia: “Despite annual increases in overall mobile ad spend, many brand marketers are still reluctant to fully leverage mobile advertising at scale in their media buys. The audience measurement tools traditional used for desktop media simply don’t work in the cookie-less, app-based world of mobileโ, said Josh Stivers, VP of Ad Solutions at Rhythm. โThankfully, Nielsen Online Campaign Ratings has cracked the code of mobile audience measurement and validation. Weโre looking forward to onboarding all our advertisers over time.โ
Rocket Fuel: “Rocket Fuel is committed to delivering optimal audiences across all screens and increasing media effectiveness across TV and digital,” said Simon Hayhurst, SVP Product and Business Development. “We’re delighted to be at the forefront of providing audience verification for mobile devices to help our brand buyers spend with confidence across all digital touch points.”
Torrential: "Mobilne wideo eksploduje, zasadniczo umieszczajฤ c osobisty, zawsze wลฤ czony smart TV w dลoni kaลผdego konsumenta marki" - powiedziaล Doug McCurdy, prezes i wspรณลzaลoลผyciel Torrential. "Cieszymy siฤ, ลผe moลผemy byฤ uczestnikiem tego wydarzenia. Dziฤki rozszerzeniu Nielsen Online Campaign Ratings na urzฤ dzenia mobilne, moลผemy teraz zapewniฤ naszym agencjom reklamowym i klientom marki standardowe, wieloplatformowe wskaลบniki pomiaru oglฤ dalnoลci, ktรณrych potrzebujฤ , aby inwestowaฤ w mobilne wideo na duลผฤ skalฤ".ย ย
Tremor Video: "Jesteลmy skoncentrowani na oferowaniu naszym klientom moลผliwoลci optymalizacji na wszystkich ekranach, niezaleลผnie od tego, czy ich cel dotyczy wynikรณw marki, czy danych demograficznych" - powiedziaลa Katie Seitz Evans, wiceprezes ds. strategii i operacji w Tremor Video. "Ta wersja mobilnych Nielsen Online Campaign Ratings pozwoli teraz naszym klientom mierzyฤ i optymalizowaฤ kluczowe dane demograficzne na rรณลผnych urzฤ dzeniach".
TubeMogul: “The second screen is rapidly becoming the first screen in video, especially for younger viewers,” comments Keith Eadie, Chief Marketing Officer at TubeMogul. “Nielsen Online Campaign Ratings for mobile is what was missing, bringing accountability to mobile video through accurate, third-party measurement. Thanks to Nielsen, marketers using TubeMogul’s software can now seamlessly plan across every screen, comparing TV to video everywhere in terms of cost and reach.”
Twitch: “Mobile is an increasingly important piece of the pie for any company in the digital media space,โ said Jonathan Simpson-Bint, Chief Revenue Officer, Twitch. โAt Twitch, weโre seeing around 30% of our views come from mobile devices, and itโs more important than ever for our advertisers to have a comprehensive understanding of the ways the Twitch audience is interacting with their brand messages. This helps them get a complete picture for both Web and mobile.โย
Vdopia Inc: "Wprowadzenie "znormalizowanych ratingรณw" podobnych do telewizyjnych dla urzฤ dzeล mobilnych otworzy wrota dla mobilnej reklamy wideo. Zapewni to marketerom pewnoลฤ, ลผe bฤdฤ mogli przejลฤ na inny ekran, a wydawcom mobilnym i graczom z branลผy reklamowej zapewni wiarygodnoลฤ w zakresie zapewniania mierzalnego zasiฤgu odbiorcรณw. Vdopia z zadowoleniem przyjmuje to posuniฤcie Nielsena i jest podekscytowana, ลผe moลผe byฤ czฤลciฤ tej premiery" - powiedziaล Saurabh Bhatia, wspรณลzaลoลผyciel i dyrektor biznesowy Vdopia Inc.
Verve: “We’re very excited to leverage Nielsen Online Campaign Ratings as part of Verve’s ongoing efforts to ensure we are the mobile location advertising leader in providing our clients transparency, accountability and verification,” said James Smith, Chief Revenue Officer of Verve. “Verve’s location intelligent platform combined with Nielsen’s audience insight will deliver crucial advertising effectiveness information and therefore more value for advertisers.”
Videology: "Wraz z postฤpujฤ cฤ konwergencjฤ telewizji i wideo, zdolnoลฤ reklamodawcรณw do holistycznego planowania i zakupu na rรณลผnych urzฤ dzeniach staลa siฤ koniecznoลciฤ . A ujednolicone zakupy zaleลผฤ od ujednoliconych wskaลบnikรณw pomiarowych" - powiedziaล Scott Ferber, prezes i dyrektor generalny Videology. "Nielsen popchnฤ ล branลผฤ do przodu, wprowadzajฤ c wspรณlne oceny w telewizji i wideo online, i uwaลผamy, ลผe rozszerzenie tych ocen na urzฤ dzenia mobilne jest rรณwnie waลผnym postฤpem. Chฤtnie zaoferujemy to nowe rozwiฤ zanie naszym klientom platformy".
YuMe: "Poniewaลผ YuMe koncentruje siฤ na dostarczaniu cyfrowego wideo dla reklamodawcรณw marek, a takลผe rozwiฤ zaล pomiarowych na wszystkich ekranach, z zadowoleniem przyjmujemy wprowadzenie Nielsen Online Campaign Ratings dla urzฤ dzeล mobilnych" - powiedziaล Jayant Kadambi, wspรณลzaลoลผyciel i dyrektor generalny YuMe. "Wspierajฤ c i weryfikujฤ c skลad widowni mobilnej, Nielsen robi duลผy krok naprzรณd dla branลผy".
Wymienieni powyลผej klienci naleลผฤ do tych, ktรณrzy sฤ gotowi mierzyฤ reklamy mobilne za pomocฤ Nielsen Online Campaign Ratings lub aktywnie zaangaลผowani w proces certyfikacji.
INFORMACJE O OCENACH KAMPANII NIELSEN
Nielsen Campaign Ratings zapewnia klientom kompleksowe, porรณwnywalne wskaลบniki dla telewizyjnych i cyfrowych kampanii reklamowych. Bฤdฤ cy czฤลciฤ pakietu produktรณw Nielsen Campaign Ratings, Nielsen Online Campaign Ratings ลฤ czy dane panelowe Nielsen z zagregowanymi, anonimowymi, chronionymi prywatnoลciฤ informacjami demograficznymi od uczestniczฤ cych dostawcรณw danych. Raporty z kampanii sฤ dostฤpne codziennie, dostarczajฤ c istotnych informacji o dostawach zarรณwno reklamodawcom, jak i wydawcom. Nielsen Cross-Platform Campaign Ratings, rรณwnieลผ bฤdฤ cy czฤลciฤ pakietu, czerpie z Nielsen Online Campaign Ratings, a takลผe z zastrzeลผonych danych telewizyjnych Nielsena, aby dostarczaฤ niepowielone i przyrostowe miary zasiฤgu, czฤstotliwoลci i GRP dla reklam telewizyjnych i cyfrowych.
O 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, visitย www.nielsen.com.
KONTAKT:
Julia Monti; 646.654.4412; julia.monti@nielsen.com
