客户包括 DigitasLBi 和 GroupM；Adap.tv、AdColony、BrightRoll、Collective、Defy Media、Drawbridge、Evolve Media、Freewheel、Innovid、LiveRail、Lotame、Rhythm NewMedia、Rocket Fuel、Torrential、Tremor Video、TubeMogul、Twitch、Vdopia、Verve、Videology 和 YuMe。
推出业内首个也是唯一一个全面的应用内移动广告测量，为将移动广告纳入电视收视率奠定基础
New York — July 15, 2014 — 尼尔森 today announced that the commercial availability of mobile measurement in Nielsen Online Campaign Ratings has been met with significant client adoption—including industry leading agencies, advertisers, media companies, ad networks and platforms. The recent launch positions Nielsen’s marquee digital measurement offering as the only robust solution available today that provides a campaign’s full digital audience—across computers, tablets and smartphones.
尼尔森在线营销活动收视率扩展版的采用率相当高，有数十家媒体销售商选择在其网站、应用程序和网络上进行移动测量。其中包括 Adap.tv、AdColony、BrightRoll、Collective、Defy Media、Drawbridge、Evolve Media、Freewheel、Innovid、LiveRail、Lotame、Rhythm NewMedia、Rocket Fuel、Torrential、Tremor Video、TubeMogul、Twitch、Vdopia、Verve、Videology 和 YuMe。
“The response to our mobile launch has been incredible, with existing Nielsen Online Campaign Ratings clients clamoring for it and a slew of new clients coming on board for the opportunity to understand reach in the dynamic mobile environment for the first time,” said Lynda Clarizio, President, U.S. Media, Nielsen. “With this adoption, the enhanced Nielsen Online Campaign Ratings stands to transform the mobile advertising industry—bringing the confident investment and accountability that only third-party, comprehensive metrics can deliver.”
尼尔森在线广告投放评级》（Nielsen Online Campaign Ratings）提供全面的智能手机和平板电脑测量，首次为客户提供了数字受众的完整视图。尼尔森不仅能提供跨平台广告活动的高度精确的人口统计数据，还能准确统计出有多少消费者只在个人电脑上、只在移动设备上或同时在这两种设备上看到了广告，从而得出广告的总到达率和特定设备的到达率。尼尔森跨平台广告投放收视率（Nielsen Cross-Platform Campaign Ratings）提供了跨电视和数字广告的整体视图，该收视率还增加了移动测量功能。
尼尔森在线广告收视率扩展至移动设备应用程序和浏览器，测量iOS和Android平台的所有广告，包括视频和显示广告。尼尔森在线广告评级》的移动测量建立在尼尔森媒体评级委员会认可的计算机浏览器广告测量方法*的基础之上。该解决方案利用尼尔森专有的移动软件开发工具包（SDK），为今年晚些时候将移动测量纳入电视收视率奠定了基础。
"我们的目标是测量受众，无论他们在哪里、以何种方式访问内容。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："尼尔森在线活动收视率中移动收视率的推出，为数字节目收视率的首次亮相以及今年晚些时候在电视收视率中纳入移动收视率测量方法铺平了道路。"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："这巩固了我们作为制定行业标准的唯一跨平台测量提供商的领导地位。
备注
*Nielsen Online Campaign Ratings is the first Internet measurement system that provides demographic ratings for online advertising campaigns of any size with certain metrics comparable to those used for TV advertising to be accredited by the MRC.
业界支持增强型尼尔森在线营销活动评级
DigitasLBi: “Mobile has become a key component of every media strategy developed at DigitasLBi; it’s therefore critical to gain a line of sight into how mobile plans are being delivered by our partners, consistent with our other digital plans. Having mobile in Nielsen Online Campaign Ratings will help us ensure that we are reaching the right people, at the right time, on the right platform,” said Pedro M. Perez, Senior Vice President, Strategy & Analysis at DigitasLBi.
GroupM: “Adding mobile measurement to Nielsen Online Campaign Ratings and Nielsen Cross-Platform Campaign Ratings is an important move to being able to fully understand a consumer’s exposure to video advertising,” said Lyle Schwartz, managing partner and director of research and marketplace analysis at GroupM Worldwide.
Adap.tv: “As TV and digital have continued to come closer together, AOL and Nielsen have worked together on a number of initiatives to move towards the reality of a standard cross-screen measurement, most recently a beta program bringing TV-comparable audience measurement to all of AOL’s new series,” said Henk van Niekerk, Senior Vice President, Publishers and Ad Networks at Adap.tv, a division of AOL Platforms. “The expansion of Nielsen Campaign Ratings to mobile devices is another key step towards bringing greater measurement parity to advertising, regardless of which digital screen it is viewed on.”
AdColony: “Mobile in Nielsen Online Campaign Ratings is a big step in the right direction for mobile video, and we believe it can unlock future mobile spending in ways that complement TV,” said David Kurtz, Chief Product Officer. “As media companies extend their content across mobile devices, brands are seeking out ways to buy high-quality mobile video advertising in streamlined, dependable and easy-to-measure ways. The launch of mobile in Nielsen Online Campaign Ratings adds the ability to provide clients with the additional audience validation they want, allowing them to optimize and measure according to familiar TV metrics.”
BrightRoll: “Brands are increasingly embracing the power of mobile in their marketing strategy and as such are seeking ways to validate the efficiency of their campaigns across smartphones and tablets,” said Tim Avila, SVP of Marketing Operations, BrightRoll. “We are proud to be among the first video advertising platforms to integrate and provide mobile audience measurement through the enhanced Nielsen Online Campaign Ratings product to our clients.”
Collective: “The integration of mobile measurement into Nielsen Online Campaign Ratings helps close the gaps between delivery and measurement, and between TV, PC and mobile. It provides a consistent mechanism for validating our core principle of reaching audiences across screens. The combination of our capabilities with Nielsen Online Campaign Ratings and Nielsen’s other measurement solutions now enables an end-to-end unified view of audiences and audience-based advertising like never before,” said Justin Evans, Chief Strategy Officer, Collective.
Drawbridge: “Our agency and advertiser clients depend on Drawbridge to not only optimize their cross-device ad campaigns for the highest return on ad spend, but to show them detailed reporting on campaign impact, including brand lift, engagement and other metrics,” said Drawbridge VP Marketing Daryl McNutt. “The Nielsen Online Campaign Ratings mob offering is a major step forward that will enhance our mobile and cross-device measurement solutions, and we know our clients will be excited to learn that we’re working with Nielsen as an early adopter of this solution.”
Evolve Media："Evolve Media是首家将尼尔森在线营销评级报告整合到原生视频营销活动中的出版商，取得了巨大的成功，因此我们很自然地将这项技术应用到第二屏幕。Evolve Media公司SpringBoard Video运营副总裁Fabien Ricard表示："我们知道行业内对移动营销活动测量的需求，我们期待着将该技术整合到我们的优质移动营销活动中。
FreeWheel："FreeWheel业务发展副总裁詹姆斯-罗斯韦尔（James Rothwell）表示："随着数字电视领域不断跨越平台和设备，对弥合线上和线下差距的解决方案的需求变得更加迫切。"将智能手机和平板电脑纳入尼尔森在线广告收视率是为我们的客户和整个行业创建统一电视广告市场的重要一步。
Innovid："随着屏幕碎片化的日益严重，我们看到越来越多的营销人员和代理商开始思考'受众'问题，并认识到打破视频设备孤岛的必要性。要完全实现这一梦想，还缺少一个重要环节，那就是了解受众的构成和平台间的重叠。尼尔森首席技术官兼联合创始人塔尔-查洛津（Tal Chalozin）说："在尼尔森在线营销活动评级中添加移动功能解决了这一问题，我们相信这将成为跨屏营销活动的巨大催化剂。
Rhythm NewMedia: “Despite annual increases in overall mobile ad spend, many brand marketers are still reluctant to fully leverage mobile advertising at scale in their media buys. The audience measurement tools traditional used for desktop media simply don’t work in the cookie-less, app-based world of mobile”, said Josh Stivers, VP of Ad Solutions at Rhythm. “Thankfully, Nielsen Online Campaign Ratings has cracked the code of mobile audience measurement and validation. We’re looking forward to onboarding all our advertisers over time.”
Rocket Fuel: “Rocket Fuel is committed to delivering optimal audiences across all screens and increasing media effectiveness across TV and digital,” said Simon Hayhurst, SVP Product and Business Development. “We’re delighted to be at the forefront of providing audience verification for mobile devices to help our brand buyers spend with confidence across all digital touch points.”
Torrential："Torrential总裁兼联合创始人Doug McCurdy表示："移动视频正在爆炸式增长，基本上每个品牌的消费者手中都有一台个人的、永远在线的智能电视。 "我们很高兴能成为启动参与者。 随着尼尔森在线广告投放评级（Nielsen Online Campaign Ratings）扩展到移动领域，我们现在可以为我们的广告代理公司和品牌客户提供标准的、跨平台的受众测量指标，帮助他们大规模投资移动视频。
Tremor Video："Tremor Video 战略与运营副总裁 Katie Seitz Evans 说："我们一直专注于为客户提供跨屏幕优化的能力，无论他们的目标是品牌表现还是人口统计。"此次发布的移动尼尔森在线广告评级将使我们的客户能够跨设备对关键人口统计数据进行测量和优化。
TubeMogul: “The second screen is rapidly becoming the first screen in video, especially for younger viewers,” comments Keith Eadie, Chief Marketing Officer at TubeMogul. “Nielsen Online Campaign Ratings for mobile is what was missing, bringing accountability to mobile video through accurate, third-party measurement. Thanks to Nielsen, marketers using TubeMogul’s software can now seamlessly plan across every screen, comparing TV to video everywhere in terms of cost and reach.”
Twitch: “Mobile is an increasingly important piece of the pie for any company in the digital media space,” said Jonathan Simpson-Bint, Chief Revenue Officer, Twitch. “At Twitch, we’re seeing around 30% of our views come from mobile devices, and it’s more important than ever for our advertisers to have a comprehensive understanding of the ways the Twitch audience is interacting with their brand messages. This helps them get a complete picture for both Web and mobile.”
Vdopia 公司："在移动领域引入类似电视的'标准化收视率'将为移动视频广告打开闸门。这将为营销人员提供跨屏广告的信心，并将为移动出版商和广告技术公司提供可衡量的受众覆盖率。Vdopia 公司联合创始人兼首席商务官 Saurabh Bhatia 表示："Vdopia 对尼尔森的这一举措表示欢迎，并很高兴能参与这一举措。
Verve: “We’re very excited to leverage Nielsen Online Campaign Ratings as part of Verve’s ongoing efforts to ensure we are the mobile location advertising leader in providing our clients transparency, accountability and verification,” said James Smith, Chief Revenue Officer of Verve. “Verve’s location intelligent platform combined with Nielsen’s audience insight will deliver crucial advertising effectiveness information and therefore more value for advertisers.”
Videology："随着电视和视频的不断融合，广告商跨设备整体规划和购买的能力已成为当务之急。统一的购买取决于统一的测量指标，"Videology 董事长兼首席执行官 Scott Ferber 说。"尼尔森在电视和网络视频中引入了通用的收视率，推动了行业的发展，我们相信将这些收视率扩展到移动设备也是同样重要的进步。我们非常愿意为我们的平台客户提供这一新的解决方案。
YuMe："YuMe专注于为品牌广告商提供数字视频以及跨所有屏幕的测量解决方案，我们对尼尔森推出移动在线广告收视率表示赞赏，"YuMe联合创始人兼首席执行官Jayant Kadambi说。"尼尔森现在支持并验证移动受众构成，为行业迈出了重要一步。
上述客户都是准备通过尼尔森在线广告活动评级（Nielsen Online Campaign Ratings）对移动广告进行衡量或积极参与认证过程的客户。
关于尼尔森竞选收视率
尼尔森广告收视率（Nielsen Campaign Ratings）为客户提供全面、可比较的电视和数字广告活动指标。作为尼尔森广告收视率产品套件的一部分，尼尔森在线广告收视率将尼尔森面板数据与参与数据提供商提供的汇总、匿名、受隐私保护的人口统计信息相结合。广告活动报告每日发布，为广告商和出版商提供重要的飞行中交付信息。尼尔森跨平台广告收视率》也是该套件的一部分，它利用《尼尔森在线广告收视率》以及尼尔森专有的电视数据，为电视和数字广告提供不重复的增量到达率、频次和GRP测量。
ABOUT NIELSEN
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Julia Monti; 646.654.4412; julia.monti@nielsen.com
