Nielsen partners Google to integrate mobile and OTT audience measurement

Nielsen has partnered Google, as it aims to incorporate mobile audiences inclusive of YouTube as well as over-the-top (OTT) viewing, within its Total Ad Ratings reporting. Nielsen launched a cross-platform campaign measurement of advertising inventory, delivering clients deep insights into de-duplicated audiences viewing ads across smartphones, tablets, computers and television. Through this, it will provide media buyers and sellers with measurement across all platforms and enable the market to monetise campaigns across TV and digital. The measurement provider will expand its coverage to include OTT audiences from Digital Ad Ratings as well. Beyond providing a fuller understanding of campaign audiences, Total Ad Ratings will offer the ability to compare the performance of ads delivered through TV and digital using comparable metrics based on real people and real data. Through Total Ad Ratings, Nielsen will also provide measurement of viewers watching ads on television, smartphones, tablets or computer, as well as viewing across any combination of those platforms. Drawing from Nielsen’s National Panel and its Digital Ad Ratings, the launch of Total Ad Ratings enhanced reporting claims to help marketers understand an advertising campaign’s true reach. This comprehensive coverage and reporting of modern media consumption will allow marketers to further demonstrate their ability to connect viewers to brands across platforms and formats, a statement said. “Providing currency caliber cross-platform audience measurement is core to our mission, and we’re excited to enhance our Total Ad Ratings product to do just that,” Amanda Tarpey, SVP of product leadership, digital at Nielsen said. “Whether consumers are streaming from their TV or their smartphones, Nielsen will be able to reflect their ad viewership and incrementality as part of its audience reporting—a major step that will benefit the industry from publishers and platforms to advertisers and agencies," she added.