With demands across Capitol Hill that TikTok stop operating in the U.S. until its link to the Communist Party of the People’s Republic of China is broken, and Canada ordering TikTok to shudder its Vancouver and Toronto offices over national security concerns, the popular social media platform’s future in North America remains in question.
That hasn’t stopped a titan in audience measurement, data and analytics with a lock on the U.S. radio industry from teaming up with TikTok “to unlock a cross-media view of ad campaign performance” inclusive of the app’s stateside activity.
The fresh deal between Nielsen and TikTok is an integration that the ratings giant believes will provide “a holistic view of campaign performance across publishers and platforms, and for the first time, enables cross-media measurement so that advertisers and agencies can compare ad performance on TikTok across all screens, including digital, Connected TV, and linear.”
As Nielsen sees it, capturing audience engagement on platforms including TikTok is critical, as audiences move seamlessly across platforms and devices.
Nielsen’s cross-media measurement is powered by its “Nielsen ONE” product offering.
The integration with TikTok uses “cleanroom technology” and Nielsen panels and data assets.
TikTok Global Head of Marketing Science Jorge Ruiz commented, “In the dynamic video landscape, brands need to extend their reach beyond traditional channels. 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.”
Nielsen Audience Measurement General Manager Amenah Atai added, “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.”
For advertisers, agencies, and publishers, Nielsen recently expanded Nielsen ONE to include outcomes capabilities, in addition to advanced audiences, planning and measurement.
Nielsen was recently awarded Media Rating Council accreditation of integration of first-party live streaming data into National TV measurement.
— With reporting by RBR+TVBR in Toronto
