Two Cross-Platform Announcements from Nielsen

Nielsen has announced the completion of a Proof Of Concept study in partnership with CBS, on the 'power of combining media buys for major advertising campaigns'; and separately the integration by media technology company Syncbak of its Software Development Kit (SDK).

The CBS study looked at the value of combining local media buys - both television and radio - for national and local advertisers, using Nielsen's proprietary local television and audio panels and measuring combined and unduplicated reach across both media. Nielsen says more clients will now get involved in piloting, further boosting cross-media selling models.

David F. Poltrack, Chief Research Officer at CBS Corporation, said: 'Industry-standard measurement is a first step toward showing large advertisers what local advertisers already know - there is a lot of value to combining local television and radio in a media buy'. He added: 'The long-term plan is to include online as well'.


Syncbak, which offers users live, in-market broadcast television, becomes the first to successfully integrate Nielsen's proprietary SDK into its portfolio of client applications. Clients in local markets encoding with Nielsen Watermarks will shortly be able to measure audiences across mobile platforms and later add this to television ratings when running simultaneous streaming / simulcasting. The Syncbak platform is used in more than 150 television stations across the US.

Farshad Family, SVP Local Media Product Leadership at Nielsen, comments: 'On the heels of a successful technical trial with Syncbak and four CBS-owned television stations last year, Nielsen and our clients are moving forward with measuring video content across mobile and tablet platforms. As the industry innovates, we can now take the logical next step and, with Syncbak, incorporate mobile local viewers into existing television measurement in late 2014.'

Web site: www.nielsen.com .