基于人口普查的数字内容评级可准确、一致地衡量各种设备上的受众；ESPN、索尼影业、特纳广播公司、Univision、维亚康姆等公司参与了初步推广工作
SAN JOSE, Calif. and NEW YORK, N.Y. – Oct. 21, 2014 – Adobe (Nasdaq: ADBE) and 尼尔森 (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.
尼尔森的新数字内容评级将由经过认证的 Adobe Analytics 普查数据提供支持。这些汇总的匿名数据将测量所有类型的内容，包括在线电视、视频、游戏、音频和文本。技术整合有望加速数字收视率货币的采用，使广告商能够更好地跨平台分配营销资金，并使媒体公司能够从对电视和其他数字内容跨屏表现的洞察中获益。
尼尔森的数字内容评级数据将在Adobe营销云中提供，使媒体公司能够更好地将其库存货币化，使品牌能够更好地优化其营销活动。Adobe Analytics客户将能够快速激活尼尔森的洞察力，并将自己的分析数据与广泛接受的货币质量指标联系起来，以更好地触及特定受众。此外，尼尔森的测量数据将嵌入Adobe Primetime，使广播公司和付费电视服务提供商能够快速测量各种设备上的受众和收视行为。此次整合还旨在通过提供个性化内容和广告来推动更深层次的参与。
"Adobe高级副总裁兼数字营销总经理Brad Rencher表示："在线电视消费正处于历史最高水平，Adobe和尼尔森这两家领先企业携手合作，将数字内容的观众测量标准化。Adobe高级副总裁、数字营销总经理Brad Rencher表示："大型媒体公司和广播公司已经依赖Adobe实现电视跨屏播放，并更好地了解数字观众的参与情况。我们与尼尔森的合作一旦完成，将提供与收视率挂钩的分析，使广告商、媒体公司和消费者都能从中受益。
"尼尔森全球产品领导力执行副总裁梅根-克拉克恩（Megan Clarken）表示："这一联盟有望加速数字领域一致而全面的测量方法的采用。"通过整合我们的技术，我们将能够共同为客户提供更无缝、更高效的方式来规划和交付受众。
早期行业支持
自 2015 年起，媒体公司和广告商将可以使用由 Adobe 提供支持的全新尼尔森数字内容评级。ESPN、IPG Mediabrands、索尼影视、Starcom MediaVest Group、特纳广播、Univision Communications Inc.、维亚康姆等公司将参与新收视率的推广：
- “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.”
关于 Adobe
Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.
关于尼尔森
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.
联系方式
Adobe
Stefan Offermann408-536-4023 sofferma@adobe.com
尼尔森
Ben Billingsley646-654-5429 Ben.Billingsley@nielsen.com
