One of Nielsen’s key measurement projects, Nielsen One Ads, has an official launch date.
The company says the cross-platform metering product will hit the market on January 11, ahead of pre-pay talks in 2023 and refresh the launch of new streaming tiers from Netflix and Disney+.
Nielsen One Ads has been anticipated by marketers and media buyers, promising unmatched measurement across linear televisions, connected TV devices (i.e. Roku), mobile devices (such as mobile phones). smart) and desktop.
Importantly, it will also provide a second-by-second measurement of content and advertising, as opposed to the minute-by-minute level of current systems. “This will give the industry greater comparisons between TV and digital platforms,” said Nielsen.
“Ultimately, Nielsen One will enable advertisers and publishers to plan and transact using a single, reliable, independent, and standardized digital and linear metric. across the industry,” the company added.
The product will feature an “always on” digital dashboard, rather than forcing customers to wait for data drops, although at launch it will only be available in the US. recently bought a home or are looking to buy a car) and measure the results (that is, whether the consumer sees the ad and makes a purchase).
The launch is far from over, with both publishers like TV networks and streaming services as well as media buyers and advertisers clamoring for a more advanced measurement system to ultimately replacing the obsolete Nielsen currency that now underlies the TV advertising market.
To date, every major media company has reached agreements with other measurement companies (such as VideoAmp, EDO, Comscore and iSpot) to add Nielsen data, and that is unlikely to change even with Nielsen’s new product suite, as companies grapple with the changing advertising and consumer environments.
“Audiences today control what they watch, when they watch and how they watch. As the media landscape becomes more diverse and complex, Nielsen is committed to working with the industry to bring clarity and simplicity to media buying and selling through Nielsen One,” said Karthik Rao, CEO Nielsen’s audience measurement division. “By combining the scale of big data and insights from our people-based dashboards, Nielsen ONE provides a comprehensive, representative measurement of advertising and content to our customers. We trade with confidence.”
