CHICAGO — Nielsen is exploring a range of methods to better measure multi-screen viewing and the effectiveness of ads across platforms, says Dan Beltramo Executive VP of Product Leadership at Nielsen, who comes to Nielsen via the recent acquisition of his online reporting firm Vizu. Beet.TV contributor Ashley Swartz spoke with Beltramo at the Beet.TV Advertising Leadership Summit in Starcom’s Chicago offices for a discussion of online measurement, and how Nielsen is integrating Vizu’s data.

Vizu built its business on measuring the effectiveness of online ads in real-time and Nielsen has begun integrating those capabilities into its measurement tools, Beltramo says. The goal is to give a brand a sense of the effectiveness of a campaign across all venues. Some of the methods Nielsen is evaluating to improve measurement across platforms are unique identifiers in mobile, integration of ad effectiveness tools into online ad platforms, and watermarking ads, Beltramo explains in this video interview.

“You assume there is a certain amount of multitasking going, on but you [want to be able to] see which screen is influencing the behavior, and that’s what we’re pushing towards,” he explains to Swartz.

When it comes to video advertising in particular, Beltramo says the categories with the most campaigns are entertainment, retail, food and beverage, and consumer packaged goods. Also, Vizu’s tools show that video ads online are significantly more effective than display ads. “You can get the same effect with one to two video exposures versus a full set of display,” he says.

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