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Nielsen to Speed Up TV Ad Tracking with Ad-ID
Nielsen is to incorporate Ad-ID (Advertising Digital Identification) coding into its 'KeepingTrac' system, which enables advertisers to check that their TV ads ran according to their media plans.
Ad-ID - a web-based coding system created through a partnership between the American Association of Advertising Agencies (AAAA) and the Association of National Advertisers (AN) - generates a unique identifying code for all advertising assets. The system includes a database where information about each commercial asset can be entered, whereas previously advertisers, agencies and TV stations had to enter information about each commercial into several different industry systems.
Nielsen says that integrating Ad-ID with KeepingTrac will mean advertisers can encode their TV ads with minimal effort to track the performance of their media campaigns.
'Incorporating Ad-ID coding into KeepingTrac eliminates the number of steps necessary to issue and track a commercial,' explained Nielsen's SVP New Business Development and Strategy, Terrie Brennan. 'This significantly increases the value of our system to our clients, who are increasingly requiring greater accountability, faster turnaround and operational efficiencies from the industry.'
Ad-ID was launched in 2003- to further automate the process of monitoring an advertiser's TV campaigns. Introduced in 2007, KeepingTrac combines Nielsen ratings data with next-day confirmation of TV commercial airings. Its DemoWatch tool enables advertisers to monitor the demographic composition of their advertising audiences and ensure that campaigns are not reaching any unintended audiences, such as children or teens.
Web sites: www.nielsen.com , www.Ad-ID.org , www.aaaa.org and www.ana.net.
Yesterday, communications agency Optimedia released a new quarterly TV ratings/value system to examine both a TV show's traditional audience, and its viewers across all digital platforms (www.mrweb.com/drno/news8045.htm ).
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