Pela primeira vez, anunciantes e agências podem comparar diretamente o desempenho da campanha no TikTok com o de outros editores em todas as telas, por meio do Nielsen ONE
NEW YORK – December 5, 2024 – Nielsen, a global leader in audience measurement, data, and analytics, and TikTok are teaming up to unlock a cross-media view of ad campaign performance inclusive of TikTok in the U.S. The new integration provides a holistic view of campaign performance across publishers and platforms, and for the first time, enables cross-media measurement so that advertisers and agencies can compare ad performance on TikTok across all screens, including digital, CTV, and linear. With a better understanding of TikTok’s unique contribution to audience reach, buyers can build more effective media plans , connect with the right audience, and improve return on media investment.
Capturing audience engagement on platforms like TikTok is critical as audiences move seamlessly across platforms and devices. Nielsen is uniquely positioned to deliver cross-media measurement via Nielsen ONE, providing the industry with the most comprehensive, trusted insights on audience reach. The integration with TikTok uses cleanroom technology and Nielsen’s industry-leading panels and data assets to provide independent and verified reporting of demographic data for campaign measurement in Nielsen ONE.
“In the dynamic video landscape, brands need to extend their reach beyond traditional channels. TikTok’s commitment to providing diverse measurement tools, including our integration with Nielsen ONE, enables advertisers to understand and leverage cross-media engagement, driving meaningful results,” said Jorge Ruiz, Global Head of Marketing Science TikTok.
"Em meio a um ecossistema fragmentado, os anunciantes são cada vez mais desafiados a entender e comprovar o valor incremental de cada elemento de seu plano de mídia. A integração do TikTok ao Nielsen ONE abre uma peça significativa do quebra-cabeça, proporcionando a clareza necessária e, em última análise, ajudando os anunciantes a tomarem as decisões mais bem informadas à medida que planejam e medem suas campanhas entre plataformas e editores", disse Ameneh Atai, gerente geral de medição de audiência da Nielsen.
This announcement reinforces Nielsen’s track record of innovation and modernization of its measurement, coming on the heels of the MRC’s accreditation of integration of first-party live streaming data into National TV measurement. In addition to bringing Big Data + Panel measurement to the market, Nielsen has expanded National TV out-of-home measurement.
Para anunciantes, agências e editores, a Nielsen recentemente expandiu Nielsen ONE para incluir recursos de resultados, além de audiências avançadas, planejamento e medição. A medição da Nielsen é alimentada por dados em nível de pessoa de painéis de mais de 1,2 milhão de indivíduos e apoiada pela escala da maior pegada de big data do setor e pela mais ampla cobertura em digital, linear, streaming e CTV.
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Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences—now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook e Instagram).
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Sarah Muratore
sarah.muratore@nielsen.com
