Rozszerzona relacja zwiększa zdolność Twittera do planowania i realizacji strategii wideo
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.”
Aby wzmocnić wykorzystanie NMI i TAR, Twitter wykorzysta dane Nielsen National TV Ratings w celu uzyskania dodatkowych informacji na temat kampanii reklamowych na różnych platformach. Każde rozwiązanie i zestaw danych zapewnia Twitterowi unikalne narzędzia i możliwości, aby wzmocnić jedną z najbardziej bezpiecznych dla marki i wpływowych powierzchni dla reklamodawców: Twitter Amplify, platforma reklam wideo, która daje reklamodawcom możliwości pre-roll i sponsoringu obok treści wideo premium. Wdrożenie narzędzi pomiarowych i planistycznych firmy Nielsen zapewnia całościowy wgląd w wyniki kampanii na wszystkich platformach wideo, w tym w telewizji.
- 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.
"Aby konkurować w rozdrobnionym ekosystemie, wydawcy potrzebują narzędzi, które pomogą im efektywnie planować strategie medialne w różnych mediach, a także zapewnią głębszą analizę i dokładniejszy wgląd w kampanię reklamodawcy na różnych ekranach" - powiedział Jay Nielsen, SVP, Planning Products, Nielsen. "Korzystanie przez Twittera z NMI i Ad Intel wyrównuje szanse i zapewnia im te same wskaźniki i narzędzia, co agencjom i reklamodawcom, ułatwiając dostosowanie się do wspólnego celu i planu. Dzięki przyspieszonym możliwościom TAR, Twitter będzie teraz w stanie lepiej zarabiać na zwiększonym zasięgu i częstotliwości dostarczania reklam na swojej platformie. W sumie nasza rozszerzona współpraca pomoże Twitterowi zmaksymalizować ich platformę wideo i odblokować większą wartość dla reklamodawców, ponieważ ten rodzaj konsumpcji wideo nadal rośnie ".
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.
O 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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O TWITTER INC.
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.
