Invision Integrates Nielsen Ratings To Enhance Cross-Platform Buys
Invision, which offers a management system to steward advertising buys, said it will incorporate Nielsen’s fledgling online campaign ratings into its TV-heavy product.
The move is aimed at giving the system a greater place in the emerging areas of cross-platform and digital deal-making. The Nielsen system aims to offer advertisers an apples-to-apples TV and online GRP, allowing them to better compare buys across multiple platforms.
The system, which is accredited by the Media Rating Council, was launched in August and uses Nielsen’s traditional TV panel and data from an online panel to deliver results, where data comes in overnight.
"Today's advertisers, agencies and publishers want an accurate and consistent measurement to understand what audiences their campaigns reach across media to deliver improved ROI," stated Steve Hasker, president of the media products and advertiser solutions operations at Nielsen. "This collaboration … will allow, for the first time, clients to identify the best inventory for audience reach across media to satisfy ad guarantees in an efficient, effective manner."
Invision says one of the benefits of the Nielsen system is its potential in helping TV networks to offer makegoods with online inventory.
"Because of growing constraints on (TV) … and the promise of online advertising, networks have seen a growing opportunity to transfer this liability online," stated Invision CEO Lynda Clarizio.
Recent MediaDailyNews Articles
-
Aereo Is Not Just For Cord-Cutters May 23, 6:34 p.m.
Are cord-cutters most likely to subscribe to Aereo? Not necessarily, according to early returns. CEO Chet ... -
Cars.com Drops Flag On NASCAR.com Sponsorship May 23, 6:25 p.m.
Cars.com has a need for speed. The site has a deal with Turner to sponsor a ... -
Worldwide Pay TV On The Rise, Big Growth In Asia May 23, 4:17 p.m.
North American pay TV subscribers may continue to show little or no growth for the first ... -
Activision Blizzard's Campaign Wins Grand Effie May 23, 4:12 p.m.
Video game marketer Activision Blizzards’ ad campaign “The Vet and the nOOb” for "Call of Duty: ... -
Mag Bag: Bonnier, Source Interlink Swap Mags May 23, 4:09 p.m.
Enthusiast publisher Bonnier Corp. continued wheeling and dealing this week with the purchase of a biker ... -
Madison Avenue Is Mad As Hell, March Mad: Takes More, Not Less Network TV May 23, 7:46 a.m.
Demand for network TV advertising, which had been lagging so far this year, surged in April ... -
NY1 Show Goes National May 22, 7:32 p.m.
Time Warner Cable (TWC) will begin distributing a show about Broadway and theater at large to ... -
TV Model: Nets, Stations Split Retrans 50/50 May 22, 6:02 p.m.
Gray Television CFO Jim Ryan suggested that networks may capture more than half of an affiliate’s ... -
Newspaper, Magazine Ad Fortunes Continue To Decline May 22, 5:59 p.m.
The release of fourth-quarter figures for newspaper advertising and first-quarter figures for magazine ad pages earlier ... -
Equifax Taps Dentsu's 360i As Lead Agency May 22, 5:24 p.m.
Data collection company Equifax has selected Dentsu shop 360i to be its lead agency -- for ...
Be the first to comment on "Invision Integrates Nielsen Ratings To Enhance Cross-Platform Buys"
Leave a Comment