Nielsen is stepping up its game to measure up against its measurement rivals, launching a new product that aims to give content owners, and their advertisers, a single view of audience consumption across all platforms.
Digital Content Ratings is the latest chapter in the group’s Total Audience Measurement roll-out.
Why is Nielsen doing this? Product leadership SVP Jessica Hogue explains: “Marketers don’t want a thousand metrics.
“What we hear from content owners is, they need one number, one way to see that audience. and they need to accumulate it over time. That gives them an opportunity to go back to agency buyers and show them all of that fragmentation in one total portrait.”
Nielsen and comScore are each racing to help advertisers and publishers get their hands around their rapidly growing but splintering audience base, as consumption begins to take place on countless platforms.
Nielsen’s latest offering was built upon its earlier Digital Ad Ratings product, adding in census input and leveraging Nielsen’s panel system to “calibrate” the data.
Hogue continues: “You’ll get one number for the program, regardless of where it was served, how it was consumed.
“Digital Content Ratings gives us a daily measurement across audiences across digital platforms at a level that is granular and give us comparability to traditional television measurement, so that content owners can understand how people are using their content across screens and be able to add that number back across their total numbers.”
This video is part of Beet.TV’s coverage of the IAB MIXX Conference, 2016, presented by The TradeDesk. Please find additional videos from the Conference here.
