Nielsen Adds Cross-Platform Ad Metrics
Looking to bridge online and offline consumer behaviors when it comes to TV viewing, Nielsen has added a new layer to its cross-platform advertising measurements.
"Nielsen
Online Advertising Segments -- TV Viewing" will connect online and offline consumer behaviors, giving marketers the ability to reach TV audiences online and to more closely align their TV and online
ad campaigns.
Jonathan Carson, general manager of digital for Nielsen, stated that the software can be key for finding specific TV-centric consumers online. For example, it can figure out
how to reach heavy TV viewers of college sports, home design programming, or light TV viewers.
“This is a tremendous next step in connecting the dots between offline and online
behavior," he says. "The fact that we’re using the very same data that’s deployed within the traditional TV economy is a key differentiator which resonates with the industry."
Nielsen says it will focus on a unique sample of viewers, keying off of TV sample groups it uses, to determine how people watch TV compared with how they behave online. This comes, it says, "by
building segments based on types of TV viewership, including shows or channels most viewed, heavy or light viewers, genres and viewer attributes."
Nielsen says it is able to model a group
of consumers that are ideal for a specific campaign or message.
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