The Nielsen DMP connects Gracenote viewership data to a wide spectrum of Nielsen, first- and third-party consumer data for person-level consumer insights, as well as hundreds of integrated paid and owned media platforms for marketing activation.

As a result, brand marketers and advertisers have an unprecedented view of what audiences are watching across local and national markets on linear TV, on-demand and DVR.

Gracenote, a Nielsen company, gathers Smart TV viewership data in real-time using its patented Video Automatic Content Recognition (ACR) technology, which is implemented in more than 27 million Smart TVs across eight global consumer electronics brands.

From the official word:

Nielsen has moved beyond household-level viewership data to create the industry’s first person-level TV DMP. With Gracenote Smart TV data integrated with the existing Nielsen person-level TV exposure data, the Nielsen DMP delivers enhanced individual viewing patterns to help media planners, creative professionals, digital marketing leads and data analysts further personalize advertising and content, control exposure frequency across linear and addressable advertising and more accurately measure sales impact. Additionally, this comprehensive person-level TV viewing data is combined with Nielsen’s expansive set of audience data spanning consumer demographics, personalities, digital behavior, credit card spending and specific product purchases to give clients the most in-depth and comprehensive view of consumers available.

“Gracenote ACR technology is bridging linear TV with the marketing and measurement capabilities that we’ve come to expect from the digital world,” said Kelly Abcarian, SVP, Product Leadership for Nielsen. “This is the first time that we are making Gracenote Smart TV segment data widely available to marketers and media owners who are looking for a deeper understanding of TV viewership across all platforms and services so they can seamlessly optimize and activate buying across linear TV and digital video and provide a more accurate measurement of ROI.”

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• On Thursday, February 23, 2017, SVP Product Leadership, David Wong, will participate in a fireside chat at the Cantor Fitzgerald 4th Annual Internet & Technology Services Conference in New York City at 9:50a.m. Eastern Time.
• On Monday, February 27, 2017, Chief Executive Officer, Mitch Barns, will deliver a presentation at the CECP Strategic Investor Initiative Forum in New York City at 2:30p.m. Eastern Time.
• On Tuesday, February 28, 2017, Chief Financial Officer, Jamere Jackson, will participate in a fireside chat at the Morgan Stanley Technology, Media & Telecom Conference in San Francisco at 8:10p.m. Eastern Time.

Can’t make the events but want to hear what Nielsen executives have to say? Interested parties are invited to listen to the event live on Nielsen’s Investor Relations website here.

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The study was carried out by Nielsen Research and conducted in partnership with POST Cereal, PETA and Charity:Water.

To pull it off, researchers turned to scientifically accepted methodologies as a means to quantify advertising effectiveness metrics on both virtual reality and traditional digital video formats.

For Airpush, creator of the industry leading VR ad platform VirtualSKY, the report and its findings couldn’t be more important or instructive.

In particular, the study was undertaken as a way to better understand the consumer impact of VirtualSKY’s ExperienceAds (an exclusive interstitial ad unit that delivers 20-45 second, 360 degree advertisements to consumers at natural breaks in other VR apps).

The research was focused on gauging the effectiveness of VirtyalSKY’s ExperienceAds against that of “more traditional advertising environments” (e.g., VAST video, online video and broadcast television) in terms of driving brand lift in what Airpush calls four key metrics that brands consistently use to assess advertising effectiveness (Content Engagement, Brand Perceptions, Brand Behaviors and Brand Integration Perceptions).

“The results of the study demonstrated that advertising in Virtual Reality was between 1.5 and 18x more effective than more traditional video advertising, depending on the content and metric,” reads the report summary shared with MMW. “Highlights included brand recall, which was at least 8x more effective across all brands when immersive VR ads were utilized, as well as intent to share, which was at least 2x.”

“We launched the VirtualSKY platform in early 2016 because we instinctively knew that VR was the most effective medium ever created for brands to reach out to consumers,” explains Seth Socolow, SVP Strategic Partnerships for VirtualSKY and Airpush. “However, the results of this study far exceed even our expectations for VR, and are a huge validation for the VirtualSKY platform that can easily deliver this kind of engagement to any advertiser at scale.”

According to the provided report data, Airpush’s brand partners seem to agree with the positive outlook for VR advertising and the big wins that advertisers can score in partnership with VirtualSKY.

In July, Post aimed to capitalize on the marketing power of virtual reality when the venerable breakfast cereal brand launched the largest targeted interstitial ad campaign ever with VirtualSKY.

Running on all major VR platforms (including Google Cardboard, HTC Vive and Oculus), the campaign brought water guns and dodge balls to the most important meal of the day through immersive 30-second pre-roll spot for Post’s Fruity Pebbles “Yabba Dabba Doo” campaign.

“The Pebbles Cereal VR experience was born out of the spirit of the Yabba Dabba Do! campaign that if you can think it, you can DO it,” says Oliver Perez, Pebbles’ Senior Brand Manager. “It was uncharted territory for us, but a real reflection of the campaign’s ethos and we were thrilled to partner with Airpush’s VirtualSKY network to distribute the spot. We had a hunch if external distractions were eliminated and viewers were part of an immersive experience, metrics such as brand affinity and purchase intent would increase – which is exactly what Nielsen and Airpush confirmed through this study. It goes without saying Pebbles will continue to explore this medium to truly connect with our consumers.”

The complete findings are documented in Airpush’s “Virtual Reality Advertising Effectiveness Study” available here.

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The graphic tells the story of the “current state of the media universe,” a universe now full of choices for consumers of media, scanning the spectrum from TV to radio to mobile and social media platforms.

“Like the cosmos, which is contemplated much in current times, the proliferation of devices and the abundance of media choices is presenting endless options for the consumer and endless challenges and opportunities for the marketer,” notes Nielsen.

Nielsen no longer just tracks home viewers of television, as it once did. The company’s mission is — as the company notes — to total up “audiences across devices and burgeoning viewing platforms.”

One notable find from Nielsen? Consumer engagement is definitely growing.

Check out the graphic here to see what’s happening in a variety of market segments.

The post Nielsen Nugget: Technological Changes Drive Changes in Media Usage appeared first on Mobile Marketing Watch.

Big news from Nielsen this week. The Nielsen Marketing Cloud has announced a mobile data collaboration with Bridge Marketing (Bridge), a mobile data and technology company.

The freshly forged relationship will provide Nielsen with Bridge’s oneAudience Deterministic Mobile data.

This data adds thousands of unique mobile audience segments and over 400 million mobile device IDs to the Nielsen Marketing Cloud. The oneAudience extensive political, automotive and B2B audience segments will be available exclusively on the Nielsen Marketing Cloud.

“We’re excited to work with Bridge and oneAudience,” said Damian Garbaccio, EVP Commercial for Nielsen Marketing Cloud. “Our clients get even greater access to deterministic mobile audiences and our data management platform will help Bridge to not only customize and manage segments on behalf of its largest clients, but also activate them at scale across all programmatic media.”

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The news release quoted above notes further that by equipping clients with “greater flexibility,” Nielsen can help marketers more easily validate the exposure of their digital campaigns and enabling media publishers and platforms to best optimize their digital inventory.

In recent years, the digital ad industry has begun to shift away from served impressions toward viewable impressions as the basis for validated delivery of digital ad campaigns. At the same time, advertisers and agencies are demanding greater assurances that an ad has been delivered with the opportunity to be seen by the intended audience.

“The marketplace is using a variety of viewability thresholds and providers, so we are giving clients the flexibility to understand how delivery varies and optimize accordingly,” said David Wong, Senior Vice President of Digital Product Leadership at Nielsen. “Viewability and fraud are critical industry issues, and we are working with leading technology companies to provide the measurement that our clients demand.”

To learn more about the offering and what else Nielsen is up to, click here.

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The study — “Yes, Advertising Works. Now, What’s My ROAS Across Media Platforms?” — was presented at The Advertising Research Foundation’s Audience Measurement 2016 conference.

The study generated benchmarks that allow marketers to compare the return they should expect from every dollar of their cross-media, digital video, display, linear TV and magazine advertising spending.

In its analysis, NCS worked with The Advertising Research Foundation, CBS Corporation, Meredith Corporation, Sequent Partners and a prominent technology and display advertising company.

To understand the average return on advertising spend (ROAS) and sales productivity metrics across media type, NCS, over the course of eleven years (from 2004-2015), analyzed nearly 1,400 campaigns across 450 brands from seven popular categories: baby, pet, health and beauty, general merchandise, food, beverage and over-the-counter (OTC). The NCS dataset integrates 90 million households of in-store purchase data, a subset of Catalina’s data warehouse, with each of the media platforms in a single source to determine the incremental sales impact of advertising.

“The insights we’ve uncovered by comparing ROAS and incremental sales across media types are invaluable,” said Leslie Wood, Chief Research Officer, Nielsen Catalina Solutions. “While there is no ‘best’ media, and choices should be driven by strategy and message, advertisers can leverage this data to inform their media decisions.”

To check out the full report, click here.

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According to a provided statement, the offering integrates consumer and media data that only Nielsen can provide with world-class marketing activation and analytics applications into a single platform.

The Nielsen Marketing Cloud enables continuous marketing optimization across tactics so marketers spend less time connecting the dots and more time making decisions that drive bottom-line results.

“Never before has data played a more important role in driving marketing efficiency, but the complexity of centrally managing and employing this data has grown as well,” said Mark Zagorski, EVP, Nielsen Marketing Cloud. “The Nielsen Marketing Cloud is the only solution to provide highly accurate and scalable data for marketers to plan and activate campaigns across platforms and devices—and analyze their impact through one integrated easy-to-use system.”

For now, the Nielsen Marketing Cloud is being implemented with Nielsen clients that span verticals including food and beverage, personal care, pet care, wine and spirits, digital media, cinema, broadcast, out-of-home and retail for applications in digital and offline marketing.

“It provides all the core capabilities needed to build and sustain a winning cross-channel customer engagement strategy,” Nielsen says.

To learn more, click here.

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How? By integrating DISH’s aggregated set-top-box data.

Consistent with Nielsen’s Total Audience strategy, this is the first nationwide dataset to be calibrated with Nielsen’s gold standard, high quality panel to provide the highest levels of granularity and demographic descriptiveness.

Anonymized data from millions of DISH households will be combined with true, person-level insights from Nielsen’s local markets, offering the industry a deeper understanding of viewing habits and increased metrics reliability, a provided statement reads.

“We are aggressively investing and enhancing our local and national TV measurement business by offering clients an innovative suite of solutions that provide higher quality insights and specificity. DISH’s set-top-box data is the first nationwide dataset to be integrated with our panel data, reaching the perfect balance of deep viewing characteristics and the granularity of large datasets,” said Steve Hasker, chief operating officer at Nielsen. “As the global leader in audience measurement, this is another step in our efforts to integrate big data into our portfolio and our Total Audience efforts.”

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Nielsen and Informate Mobile Intelligence have been working together for nearly half a decade to leverage innovative smartphone metering technology to provide insights into evolving consumption patterns of mobile device users, a provided statement reads.

During this time, the alliance was able to expand its client base across multiple sectors including media, telecom, e-commerce and fast moving consumer goods.

As the world leader in providing insights to understand consumer behaviour and Total Audience measurement, the acquisition of Informate Mobile Intelligence will help Nielsen enhance its measurement portfolio in the mobile space in key markets across Europe, Asia-Pacific, Latin America and Africa. The acquisition’s primary objective is to enable Nielsen’s Total Audience measurement strategy in developing and international markets—measuring audiences where, when and how they consume content.

“Around the world, we are increasingly seeing the need from media owners to better understand audiences across screens to drive programming and monetization decisions,” said Erica Boyd, Nielsen’s International Digital and Total Audience Leader. “Likewise, brand advertisers and their agencies are demanding transparency around who saw their advertising to drive efficiencies in media planning and buying. This acquisition allows us to combine assets from both Nielsen and Informate to respond faster to industry trends across international markets.”

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