TV ad measurement firm Nielsen has become the latest company to plug artificial intelligence into its Marketing Cloud platform. The company created Nielsen Artificial Intelligence capable of processing multiple external circumstances simultaneously, making it possible for brands and publisher clients using its platform to create dynamic audience segments for real-time targeting. Right now, Nielsen says it is mostly applying the AI internally, but about a half dozen Marketing Cloud clients have started using it.
What Brands Need To Do
Nielsen joins a growing list of marketing and ad tech companies that have incorporated AI-powered solutions into their platforms. Last Friday, marketing personalization company Monetate announced an Intelligent Personalization Engine that uses machine learning to help B2C brands provide individually customized experiences to consumers. As cloud-based services and machine learning technologies continue to mature, brands need to explore the kind of hyper-personalized messaging and experiences that AI-powered marketing solutions can deliver.
For more information on how brands can get ready for the rise of A.I. and tap into the transformative power it brings to marketing, check out the Augmented Intelligence section of our brand new Outlook 2017.
On Monday, Roku announced it will start offering advertisers audience guarantees for that are based on Nielsen Digital Ad Ratings in an attempt to close the gap between OTT and traditional TV ad measurement.
This makes Roku the first major OTT streaming platform to offer such guarantees for certain audience demographics, such as “adults 18 to 49”, allowing advertisers to buy and plan ad campaigns using the same kind of currency they have grown used to in traditional TV advertising. Previously, Roku ads are sold based on impressions. The streaming set-box maker signed a partnership deal with Nielsen to measure demographics on the Roku platform about two years ago.
What Brands Need To Do
With viewers increasingly choosing on-demand viewing over linear TV, advertisers have been curious about the viewing data that SVOD services are collecting. But since many of those services such as Netflix and Amazon Prime Video are not ad-supported, it is difficult for brands to reach the streaming audience. In addition, Roku says about 40% of its users are cord-cutters, meaning that are not reachable via traditional TV ads either.
Therefore, Roku’s ad offering is valuable for brands as it provides a way to reach those streaming viewers. And now with the new Nielsen ratings-based metrics, advertisers may have an easier time planning and evaluating their ad campaigns on Roku. As advertising on linear TV and digital channels continue to converge, brand marketers will need to reconsider their media mix and perhaps consider leveraging Roku’s ad products to reach cord-cutters and cord-nevers.
Source: Multichannel News
Header image courtesy of Roku
Foursquare is teaming up with Nielsen to track the offline attributions of online ads, especially in terms of how they drive consumers into stores. As part of the partnership, Attribution by Foursquare will be integrated into Nielsen’s digital measurement products. This will generate real-time behavioral insights of anonymized consumers for customers of Nielsen’s measurement products, allowing them to measure the real-world impact of their digital campaigns.
What Brands Should Do
In the past, marketers would turn to Foursquare for measuring increases in foot traffic and go to Nielsen to measure in-store spending. Now with this integration, brand marketers can judge the effectiveness of their online campaigns in one place with a more streamlined process. As more and more brands come to realize the importance of location data in measuring the full impact of digital campaigns, more and more ad platforms such as the ones from Google, Facebook, and Snapchat have all made efforts to team up with location data providers and improve their capability in tracking offline attributions. More brands may benefit from this trend and should take note of new tools as they become available.
Videology, a New York-based video ad firm backed by Comcast, has added Nielsen data to its platform to help ad buyers target and measure the same audience across TV and digital. Although the integration is not exclusive, Videology says it is “the only video and tech platform that has a true one-to-one integration,” tying TV viewership to online and offline behavior to offer advertisers better ad attribution.
Why Brands Should Care
With its addition of Nielsen data, Videology now offers brands a way to converge TV ad buying with digital video efforts to more effectively reach audiences across platforms. In a similar manner, programmatic ad firm TubeMogul recently tapped Facebook’s API and Nielsen data to allow brands to extend their TV audience targeting to social media. As more digital ad platforms start to incorporate viewer data from Nielsen, they provide brand advertisers with new tools for running data-driven, cross-platform campaigns.
Source: Marketing Land
Facebook is expanding its third-party verification program to incorporate ad metrics from Nielsen, comScore, and Integral Ad Science into its ad platform to improve Its ad measurement and viewability transparency. Now brands advertising on Facebook can choose from these well-known audience measurement firms when they want an outside perspective to measure the effectiveness of ads on the social network. The integration of Nielsen metrics, for example, will allow brand marketers to buy video ads on Facebook similarly to the way they buy traditional TV ads and use Nielsen’s day-parting and DMA targeting tools,
What Brands Need To Do
This move from Facebook echoes with Snapchat’s decisions earlier this year to partner with Nielsen and comScore to improve its ad measurement and appeal to brand advertisers. As the social and messaging platforms continue to improve their video ad products, making it easier for advertisers to transition from buying TV ads to video ads on digital channels, brands should also consider reevaluating their media mix and reallocating the video ad spending accordingly.
Nielsen already counts over-the-top viewing via streaming devices in its TV audience measurement. Starting April 25, the company will start breaking out those viewing stats by device to give media owners and brand marketers a better understanding of the attention distribution across various popular OTT streaming devices such as Apple TV, Roku, Amazon Fire TV, and even game consoles like Xbox and PlayStation.
What Brands Need To Do
This new device-specific viewing data will enable brand advertisers to figure out how much time people spend watching Nielsen-measured content on each device and link viewing of specific programs to these specific devices. This should provide brands with new insights on where they should prioritize their ad buying or which streaming device or game console they should focus their resources for developing branded apps.
For more information on how brands can reach viewers on OTT platforms with ads or branded content, please check out the Appified TV section in our Outlook 2016.
Snapchat has struck a deal with leading audience measurement firm Nielsen to give brand advertisers a better idea of how their ads are performing on Snapchat. With this new partnership, brands can get the third-party stats they need from Nielsen to gauge the performance of their video ads featured in the app’s Live Stories and Snapchat Discover, Snapchat’s content portal featuring a variety of publishers, such as MTV, CNN, Daily Mail, and ESPN. In addition, Snapchat has also reached agreements with ad-tech firms Innovid and Sizmek to further improve its ad measurement.
What Brands Need To Do
This partnership should bring more transparency to Snapchat ads, enabling brand advertisers to measure Snapchat campaigns through the lens of Nielsen Ad Ratings and compare the performance of their ads across different content portals. As Snapchat offers more clarity on its ad performance, brands looking to reach the app’s young-skewing users will have more data at their disposal, which they should utilize to adjust their Snapchat campaigns accordingly.
Read original story on: Times
Nielsen announced earlier this week that it will begin monitoring viewership numbers of online subscription video services (SVOD) next month, including Netflix and Amazon’s Prime Instant Video. Even though Netflix and other streaming services have long declined to disclose viewership stats, Nielsen can determine which show is being streamed by analyzing each program’s audio components, Shazam-style.
It is worth noting, however, that data collected in such way would be considerably skewed unless Nielsen figures out the percentage of viewers view streaming media from the Internet on their TV instead of through specific streaming devices such as Roku and Chromecast. Nevertheless, this marks a significant move for Nielsen to finally start tracking OTT viewership data.
Read original story on: MediaPost
Adobe and Nielsen have announced a strategic partnership to build and support a cross-platform system for measuring online TV, video and other digital content across the Web and mobile apps. The collaboration integrates Nielsen’s digital audience measurement products with Adobe’s Analytics (digital analytics) and Primetime (online TV delivery) platforms. As consumers expand their video consumption across screens, the media industry needs stronger digital and cross-platform measurement like this to better adapt to the changing market.
According to a new Nielsen study, an increase in tweets directly causes more tune-ins for TV shows. Relying in live TV ratings and tweets for 221 primetime broadcast episodes, the study found a correlation between tweet and tune-in surges. At the same time, a ratings boost also means more tweets almost half the time, while an increase in tweets boosts ratings 29% of the time. Nielsen saw a statistically significant casual influence, which means that TV ratings can increase the volume of tweets, and an increase in tweets can cause a spike in tune-ins. It remains unclear whether this is a universal standard, or just across programs with already elevated social engagement, but proof of two-way causation between tweeting and tuning in could be extremely helpful for pitching Twitter’s new TV ad targeting product, among other campaigns.