Nielsen Co and Google to launch set-up box data
New York, Oct 24: The Nielsen Company and Google (NASDAQ: GOOG) announced today that the companies have established a multi-year, strategic relationship. As a first step, the relationship leverages Nielsen"s experience in television audience measurement to bring demographic data to the Google TV Ads™ advertising platform. By combining Nielsen demographic data with aggregated set-top box data, Google can provide advertisers and agencies with comprehensive information to help them create better ads for viewers and maximize the return on their advertising spending.
Google TV Ads is an online platform for buying, selling, measuring and delivering television ads. The platform, which has been operational since May, includes advertising inventory across hundreds of channels and all dayparts. A key benefit of Google TV Ads is the ability to report second-by-second set-top box data so advertisers can evaluate the reach of an ad and only pay for actual set-top box impressions.
Advertisers can better understand exactly how their ad is performing and make near real time changes to their TV advertising campaigns to deliver better ads to viewers. Data derived from Nielsen"s representative television ratings panels will provide Google TV Ads advertisers with the demographic composition of the audience.
This is the first time that advertisers and agencies will have this level of detailed measurement available in a single place and at such a large scale. This information is available through the existing Google AdWords™ report center
Moving forward, Google and Nielsen will explore a number of other opportunities to work together to measure online and other media. Additional details of the agreement were not disclosed.
“This
is
an
important,
strategic
relationship
for
both
companies
and
a
great
fit," said
David
Calhoun,
Chairman
and
CEO
of
The
Nielsen
Company.
“We
are
pleased
that
Google
looked
to
Nielsen
to
provide
the
demographic
data
that
is
so
critical
to
the
clients
of
its
TV
advertising
platform.
The
relationship
with
Google
–
which
we
expect
will
expand
significantly
in
the
months
ahead
–
is
a
prime
example
of
the
ways
Nielsen
is
embracing
new
technologies,
platforms
and
relationships
worldwide
to
serve
clients
more
completely,
to
provide
companies
with
its
insights
and
to
help
expand
the
base
of
potential
advertisers
everywhere."
“As we continue to expand our TV advertising program, it is important that we provide advertisers and agencies with data that will help them reach their target demographic with the right ad," said Eric Schmidt, chief executive officer at Google. “Working closely with Nielsen, the industry leader, improves our measurement capabilities by adding a demographic layer on top of existing set-top box data. We"re pleased that Nielsen is working with us in this endeavor."
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