Adobe and Nielsen to Create Industry’s First Comprehensive Measurement Platform for Digital Content
October 21 2014 - 6:01AM
Business Wire
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
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:
- "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.”
- "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.”
- “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.”
- “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.”
- “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."
- “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."
- “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
- Nielsen/Adobe Video
- Adobe Primetime Blog Post
- Adobe Digital Marketing Blog Post
- Adobe Primetime Website
- Adobe Analytics Website
- Nielsen Website
- Adobe Primetime on Twitter
- Adobe Primetime YouTube Channel
- Adobe Digital Index 2014 U.S. Digital
Video Benchmark Report
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.
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Adobe Systems IncorporatedStefan Offermann,
408-536-4023sofferma@adobe.comorNielsenBen Billingsley,
646-654-5429ben.billingsley@nielsen.com
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