Nielsen‘s much-anticipated Nielsen ONE cross-platform management product has officially received its market release.
What can advertisers, and broadcast media, expect to see now that “a new era of clarity” has arrived?
“Nielsen ONE Ads is our answer to a media industry in flux,” promotional literature distributed on Tuesday (1/24) by the privately held audience measurement company states. “It gives marketers, publishers and agencies a precise view of their audience thanks to deduplicated, cross-media measurement delivered in a single space.”
The key word placed in bold type by Nielsen is “deduplicated,” and that’s essential to marketers’ needs in 2023 and the foreseeable future.
Among the multimedia companies that have put their trust into Nielsen ONE is TelevisaUnivision, which in October 2022 signed a multi-year agreement to use the cross-platform management product. For the Hispanic media giant, the contract with Nielsen enables both measurement and advanced planning across TelevisaUnivision’s national, digital, local and audio affiliates as well as its ViX streaming service.
At the time, Nielsen touted that its “audience-first measurement uses big data validated by a robust, persons-level panel to accurately capture and report audiences that are truly representative.” It continued that companies choosing to use Nielsen’s cross-platform solutions “will have an unparalleled view of campaign metrics and content usage across all screens and devices, enabling them to fully understand viewer behaviors across all modalities and optimize campaigns for advertisers to drive business outcomes.”
On Tuesday, Nielsen went a step further by sharing “five things you need to know about this new technology.” The biggest takeaway: Nielsen ONE is “powered by big data,” and is “validated by real people.”
The company notes, “Nielsen ONE runs on a proprietary identity solution built explicitly for measuring media consumed by real people and validated against the media industry’s largest and most representative panel. Our approach combines the scale of big data from 35 million households and nearly 100 million devices, our representative U.S. National TV panel of over 101,000+ persons AND integrations from direct publishers and walled gardens. So, what do all these numbers mean for you? Together, they allow Nielsen to associate viewing with real people and not just devices and, most importantly, give you an accurate, precise understanding of viewership.”
Deduplicated audience across all screens was the No. 2 takeaway shared, while “comparability at a glance,” “the broadcast coverage available,” and “a clear, consolidated view” were also touted. With respect to broadcast coverage, Nielsen explained, “Nielsen ONE Ads tackles the fragmentation of cross-media measurement head-on with the industry’s most extensive coverage of TV networks, streaming services, connected TV providers and digital publishers—including many direct, walled garden integrations. Nielsen ONE Ads delivers measurement that captures viewing across 200+ TV viewing sources, over 75% of digital ad spend on connected devices, and nearly 90% of digital ad spend on computer and mobile.”
There’s also more to come, Nielsen promised. “Nielsen will add enhancements and capabilities to support the full campaign workflow, including Advanced Audiences and Outcomes KPIs, as well as full cross-media programming viewership with Nielsen ONE Content,” it said. “Ultimately, Nielsen ONE allows advertisers and publishers to plan and to transact on a single set of metrics across linear and digital. And those metrics are reliable, independent and standardized across the industry and across all of those different platforms.”
