Nielsen to Offer TikTok Ad Insights
By Movieguide® Contributor
Nielsen and TikTok have struck a deal allowing the data analytics company to report accurate data about ad performance on TikTok across all platforms.
“Under the agreement, Nielsen will provide insights aimed at highlighting the value of ad messages appearing on the booming social media platform,” Deadline reported. “For the first time, Nielsen said in a press release, cross-media measurement data will allow advertisers and agencies to compare ad performance on TikTok across all screens, including digital, CTV, and linear.
“In the dynamic video landscape, brands need to extend their reach beyond traditional channels,” said Jorge Ruiz, Global Head of Marketing Science TikTok. “TikTok’s commitment to providing diverse measurement tools, including our integration with Nielsen ONE, enables advertisers to understand and leverage cross-media engagement, driving meaningful results.”
“Amidst a fragmented ecosystem, advertisers are increasingly challenged to understand and substantiate the incremental value of each element of their media plan. Integrating TikTok into Nielsen ONE unlocks a significant piece of the puzzle, providing much-needed clarity and ultimately helping advertisers make the most informed decisions as they plan and measure their cross-platform and publisher campaigns,” added Ameneh Atai, GM of Audience Measurement at Nielsen.”
This isn’t the first time Nielsen partnered with an entertainment platform.
“The company’s first media partner for the tool was YouTube, as Nielsen announced back in 2022 that advertisers would be able to compare YouTube reach from computer, mobile, and CTV to linear TV. A few months later, Nielsen debuted a partnership with Roku to track cross-media viewership,” Tech Crunch said.
But this groundbreaking addition to Nielsen’s data represents the company’s commitment to staying relevant in the modern era of entertainment. In recent years, the service has upped its capabilities, focusing on providing accurate data on new forms of entertainment such as streaming. This focus has paid off and allowed the company to remain the primary source of user data within the entertainment industry.
In November, Nielsen further expanded its ability to offer accurate data when it was approved to incorporate first-party data directly from streamers into its estimated viewer counts.
READ MORE: BIG CHANGE COMES TO STREAMING DATA COLLECTION
This addition has already proved beneficial to Amazon Prime whose reported viewership for THURSDAY NIGHT FOOTBALL has risen by roughly 1 million viewers since being allowed to supply data to Nielsen directly.
Not everything is smooth sailing for Nielsen, however, as a dispute with Paramount has left the studio’s data inaccessible to Nielsen since September.
READ MORE: WHY THIS UPDATE WILL MAKE NIELSEN DATA EVEN MORE ACCURATE
- Content: +2Share:
- Content: +1