Nielsen announced that Nielsen ONE Ads, phase one of its cross-screen measurement platform, Nielsen One. It will initially be available in the U.S. starting January 11.
Amidst a growing market of new alternative TV and media “currencies,” Nielsen is finally hitting the ad campaign trail. The measurement and data giant says Nielsen ONE Ads is the latest innovation in measurement, providing a consistent, comparable, and deduplicated view of ads across screens -linear TV, connected TV, desktop, or mobile.
Nielsen ONE Ads Measurement Offering
It’s critical for media buyers and sellers to understand their audiences and how to reach them. Nielsen ONE Ads will allow publishers to show the strength of their platforms and buyers of media to find the most efficient and effective places to advertise to reach the right audiences.
In addition to its standard metrics across platforms, Nielsen ONE Ads will introduce impact data for more granular linear television measurement. It will provide measurement at the second level rather than the industry standard of minute-level audiences. However, the impact data is for research purposes and is not available for buying or selling. This will provide the industry with greater comparability across linear and digital platforms. Kimberly Gilberti, SVP, of product management, Nielsen explained,
Ultimately, Nielsen One will allow advertisers and publishers to plan and transact on a single set of metrics across linear and digital. And those metrics are reliable, independent, standardized across the industry and across all of those different platforms.
Furthermore, Nielsen plans to calibrate big data sets from set-top boxes, smart TVs, and third parties using its people-based audience panel. Keeping up with TV panels’ evolving role from a monitoring tool to a data-verification tool.
Nielsen ONE Ads dashboard will aid advertisers to comprehend the deduped audience reach, and frequency counts across screens by campaigns. So, it will leverage Nielsen ONE’s proprietary ID system as well as data from Nielsen’s panels. Further, direct publisher integrations, across walled gardens will provide an understanding of persons-level campaign impressions.
Nielsen One Content – work in progress
Nielsen also introduced Nielsen ONE Content which provides a more aggregate view of campaign performance across devices. It remains in alpha but will be available later this year. It provides cross-platform, deduplicated, and syndicated content metrics across devices, delivering a clearly contextualized view of aggregated program performance across distribution platforms.
As the competition is fierce, Nielsen will need to keep adding features to ONE. The measurement and data giant aims to bridge current measurement capabilities, both linear and digital, into a single system with Nielsen ONE Ads and Content.
In late 2021, Nielsen lost its accreditation from the Media Rating Council (MRC) for local and national TV ratings. The suspension continued with MRC voting in November 2022. As a result, Nielsen ONE serves as the cornerstone of Nielsen’s strategy in the face of alternative measurement currency providers. In the wake of Nielsen’s measurement difficulties, more competitors have stepped into the spotlight offering new currencies including NBC Universal, iSpot VideoAmp, and others. Karthik Rao, Chief Executive Officer, Audience Measurement, Nielsen said,
Audiences today control what they watch, when they watch, and how they watch it. As the media landscape becomes more varied and complicated, Nielsen is committed to working with the industry to bring clarity and simplicity to media buying and selling through Nielsen ONE.
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