From Axios: “This is good news and a good step. Nielsen doesn’t move fast enough without competition. It’s the only way you’re going to get continued technological improvements.”
— Jane Clarke, CEO and managing director, Coalition for Innovative Media Measurement
From Media Post: Thanks to a newly expanded deal with Google, Nielsen is bringing over-the-top (OTT) video, and mobile viewership figures to its cross-platform measurement solution, Total Ad Ratings. YouTube ads will now be measured comparably alongside TV inventory.
The new agreement brings mobile viewing to the party, an advancement sought by advertisers looking to see whether their ads are reaching people on TV and mobile devices.
It will measure de-duplicated viewing on TVs, computers, mobile devices, tablets, or any combination thereof.
Amanda Tarpey, SVP, Nielsen, stated: “Whether consumers are streaming from their TV or their smartphones, Nielsen will be able to reflect their ad viewership and incrementality as part of its audience reporting.”
From Digiday: There is no Santa Claus. If there were, then by now advertisers and media companies would have gotten the complete cross-platform measurement product they’ve been clamoring for: “The one impression to rule them all, defined one way that fits everywhere,” as described by Ed Gaffney, director of implementation research and marketplace analytics at GroupM. “Unfortunately it doesn’t exist.”
Industry executives continue to hold out hope that something at least approaching true cross-platform measurement is attainable. That hope is not unwarranted. In 2019, both companies plan to roll out new measurement tools to give advertisers and media companies an equal look at cross-platform video audiences.
Jonathan Steuer, CRO at Omnicom Media Group, said, “Everything is queued up for something to happen.”
Both media companies and marketers have been honest about the industry’s shortcomings, acknowledging that they are often trying to nail down a moving target as new platforms continue to pop up. That’s not to say that nothing at all has happened to improve cross-platform measurement in recent years. For example, both Comscore and Nielsen now measure OTT video viewing.
For their parts, neither Comscore nor Nielsen is looking to eliminate panel-based measurement. “I don’t think we’re going to have one major provider going forward. I think it’s going to be more fragmented,” said Gaffney.
Source: Fischer, S. (2019, January 8). Axios Media Trends: Nielsen vs. Comscore battle heats up. Axios.
Source: Weprin, A. (2019, January 7). Nielsen Adds YouTube to Total Ad Ratings. MediaPost.
Source: Peterson, T. (2019, January 2). Comscore and Nielsen are racing to become the one true cross-platform measurement provider. Digiday.
Editor’s Note: This topic has been widely reported and discussed – here are comments from Axios, MediaPost and Digiday.