Census-based Digital Content Ratings to Measure Audiences Accurately
and Consistently across Devices; ESPN, Sony Pictures, Turner
Broadcasting, Univision, Viacom and Others Part of Initial Rollout
Company Website:
http://www.adobe.com
SAN JOSE, Calif. & NEW YORK -- (Business Wire)
Adobe
(Nasdaq: ADBE) and Nielsen (NYSE: NLSN) today announced a strategic
alliance that is expected to deliver the industry’s first comprehensive,
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, the most trusted
ratings system in the industry, with Adobe Analytics and Adobe
Primetime, the industry’s leading digital analytics and online TV
delivery platforms. As a result, both 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 every major IP device,
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 monetize their
inventory and brands to better optimize their marketing campaigns. 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. In addition, 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 behaviors across a broad set of devices. The
integration also seeks to drive deeper engagement through the delivery
of personalized content and ads.
“Online TV consumption is at an all-time high and Adobe and Nielsen are
two leaders coming together to standardize audience measurement for
digital content,” said Brad Rencher, senior vice president and general
manager, Digital Marketing at Adobe. “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.”
“This alliance is expected to accelerate the adoption of consistent and
comprehensive measurement in digital,” said Megan Clarken, executive
vice president, global product leadership at Nielsen. “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.”
Early Industry Support
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 Inc., Viacom and others will be
part of the rollout of the new ratings:
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"ESPN is excited to be working with Nielsen and Adobe as an early
advisor for this initiative,” said Artie Bulgrin, Senior Vice
President Global Research and Analytics ESPN. “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.”
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"This partnership between Adobe and Nielsen signals yet another
important milestone in automating the media industry,” said Matt
Seiler, global CEO at IPG Mediabrands. “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% of our media buys by 2016.”
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“Crackle is the only premium ad-supported network that lives purely on
over-the-top devices and there is tremendous value in understanding
how people are consuming content," said Eric Berger, Executive Vice
President, Digital Networks at Sony Pictures Television and GM,
Crackle. “Being a part of the initial rollout will enable us to
present real-time engagement metrics, allowing for advertisers to
understand the true return on their investment and match our growing
audience on Connected TV with blue chip brands at scale.”
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“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,” said Kate Sirkin, EVP and global research director of Starcom
MediaVest Group. “The partnership looks particularly interesting as a
way to help measure the total viewing of a television show across
digital platforms.”
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“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," said Howard Shimmel, Chief Research Officer, Turner
Broadcasting. “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 the rollout of this new rating system
in 2015."
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“We are pleased to be part of the initial rollout in an effort to help
develop accurate census-based measurement of digital content. Our
participation in this beta is further evidence of Univision’s
commitment to ensure that our efforts to deliver content across
platforms to our tech savvy Hispanic audience are properly and
accurately measured," said Marshall Cohen, Executive Vice President,
Corporate Research, Univision Communications, Inc. “We look forward to
working with Nielsen and Adobe on this solution to ensure that all
audiences and demographics are effectively measured."
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“The industry has hit significant hurdles in its push for
comprehensive measurement and we’re hopeful that this collaboration
can put us on an accelerated path to capturing the full breadth of
digital consumption,” said Colleen Fahey Rush, Executive Vice
President and Chief Research Officer, Viacom Media Networks. “We’re
leaving no stone unturned in addressing measurement challenges, and
we’re glad to have a role in this effort.”
Additional Resources
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For more
information, visit www.adobe.com.
About Nielsen
Nielsen (NYSE: NLSN) is a global information and measurement company
with leading market positions in marketing and consumer information,
television and other media measurement, online intelligence and mobile
measurement. Nielsen has a presence in approximately 100 countries, with
headquarters in New York, USA, and Diemen, the Netherlands. For more
information, visit www.nielsen.com.
© 2014 Adobe Systems Incorporated. All rights reserved. Adobe and the
Adobe logo are either registered trademarks or trademarks of Adobe
Systems Incorporated in the United States and/or other countries. All
other trademarks are the property of their respective owners.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20141021005376/en/
Contacts:
Adobe Systems Incorporated
Stefan Offermann, 408-536-4023
sofferma@adobe.com
or
Nielsen
Ben
Billingsley, 646-654-5429
ben.billingsley@nielsen.com
Source: Adobe Systems Incorporated and Nielsen
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