Adobe and Nielsen To Create Industry’s First Comprehensive Measurement Platform for Digital Content

Classificações de conteúdo digital baseadas em dados censitários para medir audiências de forma precisa e consistente em todos os dispositivos; ESPN, Sony Pictures, Turner Broadcasting, Univision, Viacom e outras empresas fazem parte da implementação inicial

SAN JOSE, Calif. and NEW YORK, N.Y. – Oct. 21, 2014 – Adobe (Nasdaq: ADBE) and Nielsen (NYSE: NLSN) today announced a strategic alliance that is expected to deliver the industry’s first comprehensive, cross-platform system for measuring online TV, video and other digital content across the web and apps. The collaboration will integrate Nielsen’s digital audience measurement products, the most trusted ratings system in the industry, with Adobe Analytics and Adobe Primetime, the industry’s leading digital analytics and online TV delivery platforms. As a result, both companies will jointly market Nielsen’s Digital Content Ratings, Powered by Adobe, which will deliver analytics and currency-grade content metrics that enable smarter buying and selling decisions. Customers will have comparable metrics to measure audiences accurately and consistently across every major IP device, including desktops, smartphones, tablets, game consoles and over-the-top boxes.

A nova classificação de conteúdo digital da Nielsen será apoiada por dados censitários certificados pela Adobe Analytics. Os dados agregados e anônimos medirão todos os tipos de conteúdo, incluindo TV online, vídeos, jogos, áudio e texto. Espera-se que a integração tecnológica acelere a adoção de uma moeda de classificação digital, permitindo que os anunciantes aloquem melhor os recursos de marketing entre as plataformas e possibilitando que as empresas de mídia se beneficiem de insights sobre o desempenho da TV e de outros conteúdos digitais em todas as telas.

Os dados da Nielsen Digital Content Ratings estarão disponíveis na Adobe Marketing Cloud, permitindo que as empresas de mídia monetizem melhor seu inventário e que as marcas otimizem melhor suas campanhas de marketing. Os clientes da Adobe Analytics poderão ativar rapidamente os insights da Nielsen e vincular seus próprios dados analíticos a métricas amplamente aceitas e com qualidade de moeda para alcançar melhor públicos específicos. Além disso, os dados de medição da Nielsen serão incorporados ao Adobe Primetime para dar às emissoras e provedores de serviços de TV paga a capacidade de medir rapidamente o público e os comportamentos de visualização em um amplo conjunto de dispositivos. A integração também busca promover um envolvimento mais profundo por meio da entrega de conteúdo e anúncios personalizados.

“O consumo de TV online está em alta e a Adobe e a Nielsen são duas líderes que se uniram para padronizar a medição de audiência para conteúdo digital”, disse Brad Rencher, vice-presidente sênior e gerente geral de marketing digital da Adobe. “As principais empresas de mídia e emissoras já dependem da Adobe para levar a TV a todas as telas e entender melhor o engajamento dos espectadores digitais. Quando concluída, nossa parceria com a Nielsen fornecerá análises vinculadas a índices de audiência, beneficiando anunciantes, empresas de mídia e consumidores.”

“Espera-se que essa aliança acelere a adoção de uma medição consistente e abrangente no ambiente digital”, disse Megan Clarken, vice-presidente executiva de liderança global de produtos da Nielsen. “Ao integrar nossas tecnologias, juntos seremos capazes de oferecer aos nossos clientes uma maneira mais integrada e eficiente de planejar e atender às necessidades de seus públicos.”

Apoio inicial à indústria

As empresas de mídia e os anunciantes poderão usar o novo Nielsen Digital Content Ratings, desenvolvido pela Adobe, a partir de 2015. ESPN, IPG Mediabrands, Sony Pictures Television, Starcom MediaVest Group, Turner Broadcasting, Univision Communications Inc., Viacom e outras empresas farão parte do lançamento das novas classificações:

• “ESPN is excited to be working with Nielsen and Adobe as an early advisor for this initiative,” said Artie Bulgrin, Senior Vice President Global Research and Analytics ESPN. “We have a close working relationship with both companies as we are deeply invested in cross-platform measurement. One of the challenges in digital measurement has been the lack of alignment between site analytics and syndicated measurement data, and we will be working with Nielsen and Adobe to help resolve this.”
• “This partnership between Adobe and Nielsen signals yet another important milestone in automating the media industry,” said Matt Seiler, global CEO at IPG Mediabrands. “The ability to provide metrics to measure audiences accurately, allowing IPG Mediabrands to better allocate marketing dollars, across every major IP device is an important step in our quest to automate 50% of our media buys by 2016.”
• “Crackle is the only premium ad-supported network that lives purely on over-the-top devices and there is tremendous value in understanding how people are consuming content,” said Eric Berger, Executive Vice President, Digital Networks at Sony Pictures Television and GM, Crackle. “Being a part of the initial rollout will enable us to present real-time engagement metrics, allowing for advertisers to understand the true return on their investment and match our growing audience on Connected TV with blue chip brands at scale.”
• “SMG is also working with Adobe to help clients manage their digital marketing campaigns using its ‘always on’ platform. As cross-screen viewing permeates all marketing, measurement needs to encompass television, desktop personal computers and mobile platforms, and this new relationship between Nielsen and Adobe will hopefully drive that,” said Kate Sirkin, EVP and global research director of Starcom MediaVest Group. “The partnership looks particularly interesting as a way to help measure the total viewing of a television show across digital platforms.”
• “As consumers expand their video consumption across screens, the media industry needs stronger digital and cross-platform measurement to accurately track consumers and better monetize cross-screen audiences.” said Howard Shimmel, Chief Research Officer, Turner Broadcasting. “Adobe’s strength in analytics and history in bringing together video and complementary content across platforms, combined with Nielsen’s strong audience measurement capabilities, will accelerate development and adoption of a single digital currency, which is what the industry needs. We look forward to collaborating with both companies to encourage roll out of this new rating system in 2015.”
• “We are pleased to participate in this beta in an effort to help develop accurate census based measurement of digital content. Our participation in this beta is further evidence of Univision’s commitment to ensure that our efforts to deliver content across platforms to our tech savvy Hispanic audience are properly and accurately measured,” said Marshall Cohen, Executive Vice President, Corporate Research, Univision Communications Inc. “We look forward to working with Nielsen and Adobe on this solution to ensure that all audiences and demographics are effectively measured.”

Sobre a Adobe

Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.

Sobre a 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, visit www.nielsen.com.

Contacts:

Adobe

Stefan Offermann408-536-4023 sofferma@adobe.com

Nielsen

Ben Billingsley646-654-5429 Ben.Billingsley@nielsen.com