Nielsen, a global leader in audience measurement, and a TV streaming platform, Roku, recently announced the expansion of their strategic partnership. The strategic partnership is expected to improve the accuracy of audience measurement for both linear TV and streaming. The partnership will enable the integration of a vast amount of device data from Roku with the campaign measurement and outcome capabilities from Nielsen, which is set to change how advertising campaigns are measured.
The extended partnership is the result of a long association between Nielsen and Roku, as Roku device data has been part of Nielsen’s measurement methodologies already in place. In this new partnership, the Roku data will be consolidated into Nielsen’s Big Data + Panel measurement service covering linear and streaming viewing, offering a clearer overall picture of viewers as seen by advertisers across multiple platforms using both services.
Moreover, Roku will have possession of Nielsen Streaming Platform Ratings. This will enable Roku to have in-depth knowledge of consumer engagement with paid and advertising content on some streaming platforms. According to Nielsen, more than seven in 10 hours of television streaming are currently advertising-enabled. This is an indicator of the rising significance of advertising density and efficiency on streaming platforms.
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Why the Partnership Matters Now
Streaming continues to be the leading force within the media landscape. Nielsen ratings indicate that the TV viewing share that is streamed through Roku alone is over 21%, which is not to be underestimated by advertisers who have significantly begun to spend their budgets on Connected TV and over-the-top media.
Roku’s device level data integration with the measurement systems of Nielsen is important as it helps allow advertising and media planners to:
- More precision in monitoring the progress of the campaign.
- Compare audience engagement and performance between linear TV and streaming.
- More effective allocation of media expenditure according to better and more standardized metrics.
For agencies and marketers operating within the B2B industry, these technological developments offer a response to a common problem: doing sufficient due diligence justifying media budgets, even though consumers view content on a proliferation of screens and devices.
Effect on B2B Marketing and Advertising
Unified Measurement Language Across Platforms
Among the most important concerns for the world of measuring the media is the nonexistence of a single currency to measure audiences for both traditional and online platforms. In the past, for example, the marketer had to rely on different reporting for both linear TV, mobile, computers, as well as streaming.
With the addition of Roku’s vast viewing data to Nielsen’s sophisticated measurement tools, this collaboration brings the industry one step closer to comparable cross-platform measurement. This development holds specific implications for B2B marketers:
- A single source of truth for campaign performance.
- More accurate guesswork when predicting audience behavior.
- Improved ability to compare and optimize across campaigns from a holistic perspective as opposed to a channel-by-channel perspective.
- This degree of integration makes it possible for marketers to create more efficient media plans, most so in cross-media campaigns.
Improved Insights for Optimization and Accountability
“In an advertising world that is increasingly driven by big data, accurate measurement not only fuels reporting but optimization as well.”
For this purpose, an extended partnership has been
- The advertisers will be able to more effectively attribute performance outcomes to audience segments and behaviors.
- Agencies can make their targeting approaches based on actual viewing practices, thus increasing client ROI.
- Insights can be applied in cross-media planning, like optimizing creatives, placement, or timing.
Additionally, with Roku’s inclusion in Nielsen’s Streaming Platform Ratings, the marketing community will also experience the positive effects that come with a higher level of understanding related to consumer engagement with advertising-supported content, which plays a key role, especially considering the evolving ad revenue and consumption models.
Enhancing the Role of CTV in Media-Mix Models
“Connected TV has emerged very rapidly as one of the foundations of spending within the industry, particularly for those firms targeting high-income consumers who have an affinity for technology. Nonetheless, measurement of its effectiveness has represented an obstacle to widespread usage.”
This allows CTV-and streaming on Roku TVs-to be measured on an equal footing with traditional TV, making it a much stronger component of a media mix model line item. For B2B marketers, this means:
- Increased confidence in budget allocations for streaming viewers.
- Enhanced incremental demonstration capabilities regarding reach and conversions.
- More accurate cross-channel attribution to help shape long-term brand and performance objectives.
Long-Term Strategic Value
“The Nielsen-Roku collaboration comes at such an important juncture. As traditional media falls and the rise of streaming media accelerates, advertisers’ measurement approaches must also shift to better resemble how audiences actually consume content,” said Rebecca Howard, SVP of Advertising at Nielsen. “The union allows us to get closer to that holy grail of cross-media measurement, which is just so important to both agencies and technology companies as well as brands.” From a B2B marketing perspective, what this means is that it would enable greater strategic decision-making and future innovations in the area of performance marketing. As the level of precision continues to increase, the marketer has the chance to derive even more insights into the audience, assisting in the process of maximizing investments in the ever-evolving online world.
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