Adobe and Nielsen have announced a new partnership 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.
By integrating Nielsen’s digital audience measurement products with Adobe Analytics and Primetime, the collaboration will deliver analytics and currency-grade content metrics that enable “smarter buying and selling decisions,” giving customers access to comparable metrics to measure audiences accurately and consistently across every major IP device – including desktops, smartphones, tablets, games consoles and over-the-top boxes.
Media companies and advertisers will be able to use the new Nielsen Digital Content Ratings, powered by Adobe, starting in 2015 – with ESPN, IPG Mediabrands, Sony Pictures Television, Starcom MediaVest Group, Turner Broadcasting, Univision Communications Inc. and Viacom, among others, being part of the initial roll-out.
“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,” said Brad Rencher, senior vice president and general manager, digital marketing at Adobe.
“Once complete, our partnership with Nielsen will provide analytics tied with ratings – benefitting advertisers, media companies and consumers alike.”
Howard Shimmel, chief research officer, Turner Broadcasting, 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 monetize 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.”
