Adobe and Nielsen Tuesday announced a strategic partnership to build and support a cross-platform system for measuring online TV, video and other digital content across the Web and apps.
The collaboration integrates Nielsen's digital audience measurement products with Adobe Analytics and Adobe Primetime, digital analytics and online TV delivery platforms. The companies will jointly market Nielsen's Digital Content Ratings, powered by Adobe, which will deliver attribution, analytics and currency-grade content metrics allowing media buyers to make smarter purchases.
"As consumers expand their video consumption across screens, the media industry needs stronger digital and cross-platform measurement to accurately track consumers and better monetize cross-screen audiences," stated Howard Shimmel, chief research officer at Turner Broadcasting.
Online video and TV viewing consumption on a variety of devices continues to rise. The number of online TV videos watched per visitor each month in Q2 2014 rose 54.8% across all device types, per Adobe's U.S. Digital Video Benchmark report released Monday. The number of online videos watched in Q2 2014 rose 43% to 38.2 billion. More consumers are watching video on smartphones vs. tablets.
Brad Rencher, senior vice president and general manager, digital marketing at Adobe, believes the two companies can standardize audience measurement for digital content. The partnership aims to provide analytics tied with ratings benefiting advertisers, media companies, and consumers.
Media companies and advertisers will have access to the Nielsen Digital Content Ratings, powered by Adobe, beginning 2015. ESPN, IPG Mediabrands, Sony Pictures Television, Starcom MediaVest Group, Turner Broadcasting, Univision Communications Inc., Viacom and others will be part of the rollout of the new ratings system.
The share of video starts on a variety of devices continues to rise. Smartphone video viewing has surpassed tablet video viewing. Video viewing on smartphones rose 59% in Q2 2014 compared with the year-ago quarter, while tablet share growth has slowed -- up 29% YOY, compared with 42% in the previous quarter. Gaming consoles video viewing rose 127% in the quarter compared with the year-ago quarter.
Viewers watched 2.08 ads per video start in Q2 2014, up 25.8% compared with the year-ago quarter. For example, the ratio of ad starts per video start was 66.0% higher in sports content vs. non sports content in Q2 2014.