Relacionamento ampliado aumenta a capacidade do Twitter de planejar e executar estratégia de vídeo
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.”
Para reforçar o uso do NMI e do TAR, o Twitter utilizará os dados da Nielsen sobre audiência televisiva nacional para obter informações adicionais sobre campanhas publicitárias em todas as plataformas. Cada solução e conjunto de dados fornece ao Twitter ferramentas e recursos exclusivos para fortalecer uma de suas plataformas mais seguras e impactantes para os anunciantes: o Twitter Amplify, uma plataforma de anúncios em vídeo que oferece aos anunciantes oportunidades de pré-roll e patrocínio ao lado de conteúdo de vídeo premium. A implementação das ferramentas de medição e planejamento da Nielsen oferece uma visão holística do desempenho da campanha em todas as plataformas de vídeo, incluindo a TV.
- 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.
“Para competir em um ecossistema fragmentado, os editores precisam de ferramentas que os ajudem a planejar suas estratégias de mídia cruzada com eficiência, além de fornecer análises mais profundas e insights mais robustos sobre a campanha de um anunciante em todas as telas”, Jay Nielsen, vice-presidente sênior de Produtos de Planejamento da Nielsen. “O uso do NMI e do Ad Intel pelo Twitter nivela o campo de atuação e garante que eles tenham as mesmas métricas e ferramentas que as agências e anunciantes, facilitando o alinhamento em um objetivo e plano comuns. Com os recursos acelerados do TAR, o Twitter agora poderá monetizar melhor o alcance e a frequência incrementais proporcionados pelos anúncios em sua plataforma. Em conjunto, nossa colaboração ampliada ajudará o Twitter a maximizar sua plataforma de vídeo e a agregar mais valor para os anunciantes, à medida que esse tipo de consumo de vídeo continua a crescer.”
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.
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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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