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Adobe, Nielsen to jointly provide measurement system for digital content

MUMBAI: Adobe and US media research company Nielsen have announced a strategic alliance that is expected to deliver a cross-platform system for measuring online TV, video and other digital content across the web and apps.

The collaboration will integrate Nielsen’s digital audience measurement products with Adobe Analytics and Adobe Primetime, the industry’s leading digital analytics and online TV delivery platforms.

Consequently, the companies will jointly market Nielsen’s digital content ratings, powered by Adobe, which will deliver analytics and currency-grade content metrics that enable smarter buying and selling decisions. Customers will have comparable metrics to measure audiences accurately and consistently across major IP devices, including desktops, smartphones, tablets, game consoles and over-the-top boxes.

Nielsen’s new digital content ratings will be supported by certified Adobe Analytics census data. The aggregated and anonymous data will measure content of all types, including online TV, videos, games, audio and text. The technology integration is expected to accelerate the adoption of a digital ratings currency, allowing advertisers to better allocate marketing dollars across platforms, and enabling media companies to benefit from insights into the performance of TV and other digital content across screens.

Nielsen’s digital content ratings data will be available in the Adobe Marketing Cloud, allowing media companies to better monetise their inventory and brands. Adobe Analytics customers will be able to quickly activate Nielsen’s insights and link their own analytics data to widely accepted currency-quality metrics to better reach specific audiences.

Moreover, Nielsen’s measurement data will be embedded in Adobe Primetime to give broadcasters and pay TV service providers the ability to quickly measure audiences and viewing behaviours across a broad set of devices. The integration also seeks to drive deeper engagement through the delivery of personalized content and ads.

Adobe senior VP, GM digital marketing Brad Rencher said, “Online TV consumption is at an all time high and Adobe and Nielsen are two leaders coming together to standardise audience measurement for digital content. Major media companies and broadcasters already depend on Adobe to bring TV across screens and better understand digital viewer engagement. Once complete, our partnership with Nielsen will provide analytics tied with ratings—benefitting advertisers, media companies and consumers alike.”

Nielsen executive VP, global product leadership Megan Clarken SAID, “This alliance is expected to accelerate the adoption of consistent and comprehensive measurement in digital. By integrating our technologies, together we’ll be able to offer our customers a more seamless and efficient way to plan and deliver against their audiences.”

Media companies and advertisers will be able to use the new Nielsen digital content ratings, powered by Adobe, starting in 2015. ESPN, IPG Mediabrands, Sony Pictures Television, Starcom MediaVest Group, Turner Broadcasting, Univision Communications, Viacom and others will be part of the roll-out of the new ratings.

ESPN senior VP global research and analytics Artie Bulgrin said, “ESPN is excited to be working with Nielsen and Adobe as an early advisor for this initiative. We have a close working relationship with both companies as we are deeply invested in cross-platform measurement. One of the challenges in digital measurement has been the lack of alignment between site analytics and syndicated measurement data, and we will be working with Nielsen and Adobe to help resolve this.”

IPG Mediabrands global CEO Matt Seiler said, “This partnership between Adobe and Nielsen signals yet another important milestone in automating the media industry. The ability to provide metrics to measure audiences accurately, allowing IPG Mediabrands to better allocate marketing dollars, across every major IP device is an important step in our quest to automate 50 per cent of our media buys by 2016.”

Starcom MediaVest Group executive VP, global research director Kate Sirkin said, “SMG is also working with Adobe to help clients manage their digital marketing campaigns using its ‘always on’ platform. As cross-screen viewing permeates all marketing, measurement needs to encompass television, desktop personal computers and mobile platforms, and this new relationship between Nielsen and Adobe will hopefully drive that. The partnership looks particularly interesting as a way to help measure the total viewing of a television show across digital platforms.”

Turner Broadcasting chief research officer Howard Shimmel said, “As consumers expand their video consumption across screens, the media industry needs stronger digital and cross-platform measurement to accurately track consumers and better monetise cross-screen audiences.

“Adobe’s strength in analytics and history in bringing together video and complementary content across platforms, combined with Nielsen’s strong audience measurement capabilities, will accelerate development and adoption of a single digital currency, which is what the industry needs. We look forward to collaborating with both companies to encourage roll out of this new rating system in 2015.”