Adobe and Nielsen to measure online media audiences with new rating tool
Adobe and Nielsen have teamed up to deliver an online media rating system similar to that in place for measuring the success of shows on TV.
Cross-device streaming will be easy to measure with the tool
The new tool will, for the first time, measure the engagement of online TV, videos, games, audio and text products, across a diverse range of devices and platforms including desktops, smartphones, tablets, game consoles and over-the-top boxes.
The collaboration will see Nielsen’s digital audience measurement products combined with Adobe Analytics and Adobe Primetime to provide multimedia engagement stats across a variety of platforms.
Both companies will jointly distribute ‘Nielsen's Digital Content Ratings, Powered by Adobe’ to help advertisers identify audiences and successful media content with which to associate themselves with.
Brad Rencher, senior vice-president and general manager of digital marketing at Adobe, said: “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.
“Major media companies and broadcasters already depend on Adobe to bring TV across screens and better understand digital viewer engagement. Once complete, our partnership with Nielsen will provide analytics tied with ratings - benefitting advertisers, media companies and consumers alike.”
Megan Clarken, executive vice-president of global product leadership, at Nielsen, added: “This alliance is expected to accelerate the adoption of consistent and comprehensive measurement in digital.
“By integrating our technologies, together we’ll be able to offer our customers a more seamless and efficient way to plan and deliver against their audiences.”
The new tool will be available to use in 2015 with ESPN, IPG Mediabrands, Sony Pictures Television, Starcom MediaVest Group, Turner Broadcasting, Univision Communications and Viacom, already subscribed.
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