Nielsen to Begin Tracking Twitter Users for Video Marketers

Nielsen and Twitter April 8 announced the integration of Nielsen’s audience measurement onto Twitter’s video ad platform. The pact includes new access to Nielsen Media Impact and Nielsen Ad Intel and expanded access to Nielsen Total Ad Ratings. Together, these tools will enable Twitter to help video advertisers plan, maximize ad inventory and understand cross-media faster.

Social media giant Twitter features audio and video tweets limited to 140 seconds. In 2012, more than 100 million users posted 340 million tweets a day on the platform, and the service handled an average of 1.6 billion search queries per day.

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Nielsen Media Impact is a cross-media planning software incorporating TV ratings and digital content ratings, among other data metrics. It helps advertisers find insights into their target audiences, their lifestyle and media preferences so they can create connections with those audiences.

As media consumption evolves alongside consumer demand and digital-first strategies drive greater desire for comparable metrics, the need for a single, cross-media currency is increasing.

“Nielsen’s cross-media suite will make it easier to augment our client’s video strategy and planning with premium video inventory and optimize audience reach and frequency alongside other top video platforms,” Doug Brodman, director of North America agency and platform solutions, said in a statement. “Ultimately, this expanded partnership brings increased transparency, clarity and value to Twitter’s video solutions for our agency partners and advertisers.”

Twitter will also use Nielsen’s legacy TV Ratings data for added insights of ad campaigns across platforms, including Twitter Amplify, a video ad platform that gives marketers pre-roll and sponsorship opportunities for premium video content.

“To compete in a fragmented ecosystem, publishers require tools that help them plan their cross-media media strategies efficiently as well as provide deeper analysis and more robust insights of an advertiser’s campaign across screens,” said Jay Nielsen, SVP of planning products for Nielsen. “Twitter’s use of [Nielsen software] levels the playing field and ensures they have the same metrics and tools as agencies and advertisers, facilitating alignment on a common goal and plan.”

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