NEW YORK — May 9, 2014 — Digital video viewing saw double-digit growth in 2013*, making cross-platform insights critical for marketers—particularly when it comes to marquee events like the Olympics. To better understand exactly how consumers watched the 2014 Winter Games across TV, online and mobile, NBCUniversal participated in an exclusive pilot using soon-to-be-released Nielsen Online Campaign Ratings mobile measurement and Nielsen’s proprietary Software Development Kit (SDK).
Nielsen is making a significant mobile push this year, expanding to measure advertising and programs across platforms, both linear and dynamic ad models.
To determine consumer exposure to advertising across all NBC Olympics channels, watching on one screen or multiple, NBCUniversal tapped Nielsen Cross-Platform Campaign Ratings. The solution combines Nielsen Online Campaign Ratings reporting with TV ratings to deliver unduplicated and incremental reach, frequency and gross rating point (GRP) measures by age and gender for TV and digital advertising. The pilot looked at five national ad campaigns that ran heavily across platforms.
“We’re living in a cross-platform world. Whether you’re 45, living in Boise and watching on your big screen or a 19-year-old tuning in from your smartphone at a Starbucks in Atlanta, we need to be able to capture your ad exposure,” said Megan Clarken, EVP, Global Product Leader, Nielsen. “This pilot with NBCUniversal is proof that it’s possible, and offers a preview of the cross-platform measurement capabilities that will be available to the marketplace this year.”
Mobile will be included in Nielsen Online Campaign Ratings in Q3 and in the C3 TV rating this fall.
*Nielsen Cross-Platform Report. Q4 2013. Average monthly time spent watching video on the Internet (computer) and on a mobile device compared with Q4 2012.
닐슨 소개
닐슨(뉴욕증권거래소: NLSN)은 마케팅 및 소비자 정보, 텔레비전 및 기타 미디어 측정, 온라인 정보 및 모바일 측정 분야에서 선도적인 시장 지위를 차지하고 있는 글로벌 정보 및 측정 회사입니다. 닐슨은 미국 뉴욕과 네덜란드 디멘에 본사를 두고 약 100개국에 진출해 있습니다. 자세한 정보는 www.nielsen.com 에서 확인할 수 있습니다.
연락처:
Nielsen: Julia Monti – julia.monti@nielsen.com – 646.654.4412NBCUniversal: Amanda Collins – Amanda.Collins@nbcuni.com – 212.664.4732
