NEW YORK, April 8, 2021 /PRNewswire/ -- 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."
To bolster its use of NMI and TAR, Twitter will leverage
Nielsen's National TV Ratings data for added insights of ad
campaigns across platforms. Each solution and dataset provides
Twitter with unique tools and capabilities to strengthen one of its
most brand safe and impactful surfaces for advertisers: Twitter
Amplify, a video ad platform that gives advertisers pre-roll and
sponsorship opportunities next to premium video content. The
implementation of Nielsen's measurement and planning tools,
provides a holistic view of campaign performance across all video
platforms including TV.
- 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.
"To compete in a fragmented ecosystem, publishers require tools
that help them plan their cross-media media strategies efficiently
as well as provide deeper analysis and more robust insights of an
advertiser's campaign across screens," Jay
Nielsen, SVP, Planning Products, Nielsen. "Twitter's use of
NMI and Ad Intel levels the playing field and ensures they have the
same metrics and tools as agencies and advertisers, facilitating
alignment on a common goal and plan. With TAR's expedited
capabilities, Twitter will now be able to better monetize the
incremental reach and frequency delivered by ads on their platform.
Altogether, our expanded collaboration will help Twitter maximize
their video platform and unlock more value for advertisers as this
type of video consumption continues to grow."
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.
About Twitter, Inc.
Twitter (NYSE: TWTR) is what's
happening and what people are talking about right now. To learn
more, visit about.twitter.com and follow @Twitter. Let's
talk.
About Nielsen
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 Everything™ to
Nielsen and its clients, and Nielsen is committed to ensuring that
every voice counts.
An S&P 500 company, Nielsen offers measurement and analytics
service in nearly 60 countries. Learn more at www.nielsen.com or
www.nielsen.com/investors and connect with us on
twitter.com/Nielsen, linkedin.com/company/nielsen,
facebook.com/Nielsen and instagram.com/lifeatnielsen.
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SOURCE Nielsen