TikTok has teamed up with Nielsen to enable advertisers and agencies to directly compare the performance of ads across various platforms, including digital, connected TV (CTV), and traditional linear TV. This partnership aims to provide advertisers with a clearer picture of TikTok's role in reaching audiences and help them optimize ad placements across different media.
Nielsen emphasizes the importance of tracking audience interactions on TikTok as users shift between platforms and devices. The company is leveraging its Nielsen ONE platform to deliver cross-media measurement, offering insights into audience engagement across multiple platforms.
Ameneh Atai, Nielsen’s General Manager of Audience Measurement, explained that with the increasingly fragmented media landscape, advertisers need help in understanding the added value of each element in their media strategy. Integrating TikTok into Nielsen ONE provides valuable insights, helping advertisers make more informed decisions for cross-platform and publisher campaigns.
Jorge Ruiz, TikTok’s global head of Marketing Science, stated that brands must look beyond traditional media channels. The integration with Nielsen ONE will allow advertisers to better understand and use cross-media engagement to expand their reach.
This collaboration marks another step in Nielsen's efforts to provide cross-media analytics. Previously, Nielsen partnered with YouTube in 2022 to compare reach across computers, mobile devices, CTV, and linear TV. The company also partnered with Roku to measure cross-media viewership and has a three-year agreement with Amazon Prime Video to track viewership of NFL Thursday Night Football broadcasts.
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