Nielsen and Roku have struck a deal to enable four-screen audience measurement for the first time, in a move that helps Nielsen address the difficulty of tracking connected device users.
The deal means that marketers running ads with Roku can reduce campaign reach or alienate users across traditional TVs, connected TVs, desktop and mobile.
Nielsen is still a leader in US TV measurement, but is facing challenges as the advertising industry is losing faith in its data, which is used for ad pricing, as more viewers migrate to streaming services. Nielsen’s measurement system has relied heavily on linear TV, limiting advertisers’ ability to determine who, if anyone sees their ads or how often they are reaching the same person on different devices.
The Roku deal means that advertisers will be able to measure the frequency on all four screens in the home.
Last week, Nielsen CEO David Kenney said at a conference that making sure data is representative of what audiences are consuming it is a key element for media companies to establish their priorities for reaching audiences. . “We all have to fight for data integrity,” he said.
While some in the TV industry have sought alternatives to the Nielsen measurement, no contender has yet come up with a viable alternative. But with marketing budget viewers following on connected TVs, spending is expected to rise 18% this year, up from 11% in 2021, according to eMarketer.
According to Kim Gilberti, Nielsen’s SVP of product management, marketers are increasingly investing in connected TVs, but brands want consistent measurement across screens.
“Marketers can now evaluate the unique reach and frequency of CTV inventory in a comparative and comprehensive way to their entire Roku purchases,” she said in a statement, “and advertisers can reduce waste and help ensure that So that relevant ads reach the right ones. Viewers of all devices.”
Gilberti said the deal brings the company “one step closer to providing comparable and duplicate metrics on screen” with the Nielsen One, the company’s “cross-media” measurement tool set to debut in December.
“We believe that all TV advertising will be accountable and measurable,” said Asaf Davydov, Roku head of advertising measurement and research. “Our direct consumer relationships, our scale, and our technology all position us uniquely to work with Nielsen to make measurement simpler and more accurate as marketers spend in streaming TV.”
Last year, Roku bought Nielsen’s targeted advertising business, enabling the platform to incorporate hyper-targeted advertising, allowing sponsors to reach consumers on a granular level, including targeting income, lifestyle and buying interests. Permission granted.
