Twitter Melds Nielsen Cross-Media Planning to Ad Platform


In a move that further cements the importance of quality metrics for social media advertising and for marketers, Twitter has integrated Nielsen‘s cross-media planning and measurement services into its video advertising platform.

It’s an “expanded integration” of Nielsen’s audience measurement and outcomes cross-media offerings, the company says.

The integration includes a new subscription to Nielsen Media Impact (NMI) and Nielsen Ad Intel, along with greater access to Nielsen Total Ad Ratings (TAR).

‘Together, these tools will enable Twitter to help video advertisers do more robust pre- and post-campaign planning, maximize ad inventory, understand cross-media planning, and deliver campaign results with increased speed and agility,” Nielsen asserts.

“With a highly engaged audience and powerful premium video content, Twitter is where advertisers can connect with consumers in the moments that matter most to them,” said Doug Brodman, Twitter’s Director of North America Agency and Platform Solutions. “Nielsen’s cross-media suite will make it easier to augment our client’s video strategy and planning with Twitter’s premium video inventory and optimize audience reach and frequency alongside other top video platforms. Ultimately, this expanded partnership brings increased transparency, clarity and value to Twitter’s video solutions for our agency partners and advertisers.”

To bolster its use of NMI and TAR, Twitter will use Nielsen’s National TV Ratings data for added insights of ad campaigns across platforms. “Each solution and dataset provides Twitter with unique tools and capabilities to strengthen one of its most brand safe and impactful surfaces for advertisers: Twitter Amplify, a video ad platform that gives advertisers pre-roll and sponsorship opportunities next to premium video content,” Nielsen explains. ‘The implementation of Nielsen’s measurement and planning tools, provides a holistic view of campaign performance across all video platforms including TV.”

“To compete in a fragmented ecosystem, publishers require tools that help them plan their cross-media media strategies efficiently as well as provide deeper analysis and more robust insights of an advertiser’s campaign across screens,” said Jay Nielsen, SVP of Planning Products at Nielsen. “Twitter’s use of NMI and Ad Intel levels the playing field and ensures they have the same metrics and tools as agencies and advertisers, facilitating alignment on a common goal and plan. With TAR’s expedited capabilities, Twitter will now be able to better monetize the incremental reach and frequency delivered by ads on their platform. Altogether, our expanded collaboration will help Twitter maximize their video platform and unlock more value for advertisers as this type of video consumption continues to grow.”