扩展关系提升 Twitter 规划和执行视频战略的能力
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.”
为了加强对 NMI 和 TAR 的使用，Twitter 将利用尼尔森的全国电视收视率数据来增加对跨平台广告活动的洞察力。每个解决方案和数据集都为 Twitter 提供了独特的工具和功能，以加强其对广告商最安全、最有影响力的品牌形象：Twitter Amplify 是一个视频广告平台，为广告商提供优质视频内容旁的预滚动和赞助机会。尼尔森测量和规划工具的实施，为包括电视在内的所有视频平台提供了广告活动效果的整体视图。
- 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.
"为了在碎片化的生态系统中竞争，出版商需要一些工具来帮助他们高效地规划跨媒体媒体战略，并对广告商的跨屏广告活动进行更深入的分析和更全面的洞察，"尼尔森规划产品高级副总裁杰伊-尼尔森（Jay Nielsen）说。"Twitter对NMI和Ad Intel 的使用创造了公平的竞争环境，确保他们拥有与代理商和广告商相同的衡量标准和工具，促进了共同目标和计划的一致性。有了 TAR 的加速能力，Twitter 现在就能更好地将其平台上广告的增量覆盖范围和频率货币化。总之，随着此类视频消费的持续增长，我们扩大合作将帮助 Twitter 最大限度地利用其视频平台，并为广告商创造更多价值。
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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