Nielsen announced today that Roku plans to enable four-screen scaling across desktop, mobile, connected TV, and traditional TV. This is the first time Roku has used the digital methodology, Nielsen One, the data metering company’s multimedia metering tool, which launches in December.
In the age of streaming, it has become increasingly difficult for companies to measure data across the many devices people use to consume content.
With the upcoming Nielsen tool, the company claims the company is on track to provide a consistent and comparable solution across media.
Television networks have frustrated over the years with Nielsen for its inaccurate audience measurement tools. In September 2021, the Media Rating Board suspended the company’s national television rating accreditation.
Nielsen also claims that with the Nielsen One, marketers who run ads with Roku are guaranteed to remove duplicates of redundant data.
“Marketers can now better assess the unique reach and pace of CTV inventory along with buying an entire Roku in a comparable and comprehensive way, and advertisers can reduce waste and help ensure relevant ads are delivered to the right audiences across devices. This release brings us one step closer to providing metrics comparable and not duplicated across screens with the Nielsen One.”
The data measurement company wrote in today’s announcement that its relationship with Roku dates back to 2016 when Roku allowed marketers to measure campaigns using Nielsen Digital Ad Ratings.
“We believe all TV advertising will be accountable and measurable. Asaf Davidoff, Head of Advertising Measurement and Research at Roku, added that our direct consumer relationship, our scale, and our technology all put us in a unique position to work with Nielsen to make measurement simpler and more accurate as marketers transform Spending to broadcast television.
Nielsen announced the Nielsen One in 2020. Earlier this year, it was revealed that YouTube will be the first media company to experiment with the new tool. Roku is the second company to enable cross-media metering.
from San Jose News Bulletin https://sjnewsbulletin.com/roku-will-now-work-with-nielsen-to-track-multimedia-viewers-techcrunch/
No comments:
Post a Comment