与 Extreme Reach 关系的扩展使尼尔森能够有效地为绝大多数全国性线性电视广告添加水印
New York – Nov. 22, 2021 – Nielsen (NYSE: NLSN) announced that it will enhance its National television measurement by measuring viewing in a more precise manner, allowing for a future where audience estimates are based on individual ads rather than commercial minutes. The enhancement to Nielsen Individual Commercial Metrics will help pave the way for true comparability across the digital and linear platforms and comes following a series of tech, measurement and methodology advancements as Nielsen continues to make progress in its delivery of Nielsen ONE, its cross-platform measurement solution.
有了更精确的商业测量，代理商、广告商和品牌将拥有前所未有的能力，可以直接比较、规划和优化数字平台和线性电视上的广告活动效果。
Nielsen has expanded its relationship with 极限触角, the global leader in creative logistics, allowing for an efficient way of encoding the vast majority of all national linear TV commercials with Nielsen’s watermarks, which will launch in the first half of 2022. Extreme Reach’s end-to-end technology platform moves creative at the speed of media, simplifying the activation and optimization of omnichannel campaigns for brands and agencies with unparalleled control, visibility and insights.
“We’re very pleased to collaborate with Nielsen on this important step in improving workflow efficiency for marketing teams, which has been at the core of our mission at Extreme Reach for over a decade. As the source of creative assets for the majority of brands, including over 90 of the Ad Age 100, ER is uniquely positioned to enable measurement of those assets at greater scale. Nielsen’s ongoing efforts to embrace the morphing worlds of linear and digital TV now provide a means for marketers and their agencies to understand and value digital and linear TV commercials in a directly comparable way, which is a distinct improvement for the industry,” said Gaurav Agarwal, Chief Operating Officer at Extreme Reach.
目前，业界使用的是尼尔森的 "C3 "指标（基于节目中所有商业分钟的平均值），而尼尔森新的 "单个商业指标 "报告功能将能够在 "亚分钟 "级别对线性电视进行测量，并以与数字电视更具可比性的粒度对受众进行估算。以这种方式提供可比性，为Nielsen ONE 提供业界长期以来一直追求的服务--跨平台的真正重复数据消除--铺平了道路。
"尼尔森产品管理高级副总裁金-吉尔伯蒂（Kim Gilberti）表示："为业界提供跨平台统一的、真实可信的指标，是彻底改变跨媒体买卖流程的基石，也是迈向Nielsen ONE 的基础性一步。"尼尔森产品管理高级副总裁Kim Gilberti表示："通过转变我们的电视测量方法并转向单个商业指标，媒体买家和卖家都将能够最大化其库存价值，并在快速融合的传统和数字环境中利用和推动其广告支出的投资回报。
As a first step in this plan, in early 2022 Nielsen will enhance its process for collecting and crediting watermarks, enabling the detection of watermarks more frequently within a given minute, allowing for credit of shorter duration events, such as individual ads. This change will give sellers the unique ability to utilize Nielsen’s reporting to properly value their commercial inventory—from pricing to placement.
尼尔森的电视测量还将首次利用 Gracenote 内容签名，这将允许在没有水印的情况下进行细粒度记分。这将使尼尔森有能力以更稳健的方式在尼尔森的几种计量技术（包括尼尔森的GTAM、Nano和便携式人表（PPM）可穿戴设备）中对较短的持续时间进行计入。
By streamlining its crediting systems and migrating them to a cloud-based infrastructure, Nielsen will not only have more flexibility and scalability, but it will also be able to deliver to clients two streams of data: currency measurement as we know it today and, in parallel, Nielsen Individual Commercial Metrics that will be fundamental for Nielsen ONE.
Following a steady stream of industry-leading enhancements, such as transforming our digital business, launching a streaming suite to account for this growing consumer segment, unveiling our cookieless approach or rolling out our ID Resolution System, this enhancement is another step closer to putting TV and digital on a level playing field and providing the industry with true, deduplicated cross-platform measurement in the form of Nielsen ONE.
关于尼尔森
作为受众测量、数据和分析领域的全球领导者，尼尔森影响着全球的媒体和内容。通过我们对人们及其在所有渠道和平台上的行为的了解，我们为客户提供独立的、可操作的情报，使他们能够与受众建立联系并进行互动--无论是现在还是未来。
An S&P 500 company, Nielsen (NYSE: NLSN) operates around the world in more than 55 countries. Learn more at www.nielsen.com or www.nielsen.com/investors and connect with us on social media.
关于 Extreme Reach
Extreme Reach (ER) 是创意物流领域的全球领导者。其端到端技术平台以媒体的速度移动创意，以无与伦比的控制力、可视性和洞察力为品牌和代理商简化全渠道营销活动的激活和优化。
从创意到媒体的全球供应链能够应对复杂的营销环境和全球广告生态系统下同样复杂的基础设施所带来的挑战。公司开创性的解决方案将各种形式的线性电视和非线性视频工作流程与人才支付和版权管理无缝整合在一起。现在，品牌和广告代理公司可以根据消费者在线性电视、CTV、OTT、可寻址电视、移动、桌面和视频点播方面的消费变化，快速优化广告活动。
Extreme Reach 将品牌内容与跨媒体类型和市场的消费者联系在一起，充分照亮了营销供应链，使人们对创意的使用、浪费、绩效和投资回报率一目了然。
收购 Adstream 后，Extreme Reach 的业务遍及 140 个国家和地区，使用 45 种语言，拥有 1,100 名团队成员，为全球 100 强中的 90 家广告商提供服务，使全球视频广告支出达到 1,500 亿美元。ER 的创意物流平台管理着 5 亿多创意品牌资产。
