Adobe and Nielsen partner, create multiplatform content measurement system
What: Adobe has announced a strategic alliance with Nielsen that is expected to deliver a comprehensive, cross-platform system for measuring online TV, video and other digital content across the web and apps.
Why it matters: This is an effort to apply TV style ratings measurement to digital properties. ESPN, Sony Pictures, Turner Broadcasting, Univision, Viacom and others are among initial programming partners for initial rollout.
Adobe has announced a strategic alliance with Nielsen that is expected to deliver a comprehensive, cross-platform system for measuring online TV, video and other digital content across the web and apps.
The collaboration will integrate Nielsen’s digital audience measurement products with Adobe Analytics and Adobe Primetime, digital analytics and online TV delivery platforms. As a result, both companies will jointly market Nielsen's Digital Content Ratings, Powered by Adobe, which will deliver analytics and currency-grade content metrics that enable smarter buying and selling decisions. The product is hyped as the first cross-platform system to give media buyers comparable metrics to measure audiences accurately and consistently across every major IP device, including desktops, smartphones, tablets, game consoles and over-the-top boxes.
Nielsen’s new Digital Content Ratings will be supported by certified Adobe Analytics census data. The aggregated and anonymous data will measure content of all types, including online TV, videos, games, audio and text. The technology integration is expected to accelerate the adoption of a digital ratings currency, allowing advertisers to better allocate marketing dollars across platforms, and enabling media companies to benefit from insights into the performance of TV and other digital content across screens.
In addition, Nielsen’s measurement data will be embedded in Adobe Primetime to give broadcasters and pay-TV service providers the ability to quickly measure audiences and viewing behaviors across a broad set of devices. The integration also seeks to drive deeper engagement through the delivery of personalized content and ads.
“Major media companies and broadcasters already depend on Adobe to bring TV across screens and better understand digital viewer engagement. Once complete, our partnership with Nielsen will provide analytics tied with ratings—benefitting advertisers, media companies and consumers alike,” said Brad Rencher, senior vice president and general manager, digital marketing at Adobe.
“By integrating our technologies, together we’ll be able to offer our customers a more seamless and efficient way to plan and deliver against their audiences,” said Megan Clarken, executive vice president, global product leadership, at Nielsen.
ESPN, IPG Mediabrands, Sony Pictures Television, Starcom MediaVest Group, Turner Broadcasting, Univision Communications Inc., Viacom are listed among the initial broadcast partners. The product is expected to be available in 2015.