Twitter has expanded the integration of Nielsen's cross-media audience measurement solutions into its video ad platform, to help advertisers with pre- and post-campaign planning and maximize their ad inventory.
Eight years ago, Nielsen and Twitter reached a multi-year agreement to produce a new metric for the US market, the 'Nielsen Twitter TV Rating', covering the reach on Twitter of conversation about TV programmes. Through the expanded partnership, Twitter has added a new subscription to the Nielsen Media Impact (NMI) cross-media planning solution and Nielsen Ad Intel, which captures, organizes and analyzes advertising spend and creatives; while expanding access to Nielsen Total Ad Ratings (TAR) capabilities.
Doug Brodman, Twitter's Director of North America Agency and Platform Solutions, says the expanded partnership will bring 'increased clarity and value' to Twitter's video solutions for agency partners and advertisers. Jay Nielsen, Nielsen SVP Planning Products adds: 'Twitter's use of NMI and Ad Intel levels the playing field and ensures it has the same metrics and tools as agencies and advertisers. With TAR's capabilities, Twitter will now be able to better monetize the incremental reach and frequency delivered by ads on its platform. Altogether, our expanded collaboration will help Twitter maximize its video platform and unlock more value for advertisers as this type of video consumption continues to grow'.
Web sites: www.twitter.com and www.nielsen.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.