Nielsen also confirmed the extension of the Nielsen Roku measurement partnership, which enhances cross-platform audience measurement. The extension is helpful for the changing demands of advertisers and publishers in the measurement space. With the Nielsen Roku measurement partnership, both organizations improve their reach and insights in linear TV and digital platforms. As such, advertisers now have improved insights about audiences. However, the Nielsen Roku measurement partnership helps both organizations integrate Nielsen’s sophisticated measurement tools. Leverage the scale of the digital streaming company Roku.
“With our leadership in streaming measurement and Roku data. We deliver the most accurate view of audience viewing across TV,” said Ameneh Atai, GM, Audience Measurement at Nielsen.“This partnership combines Nielsen’s measurement expertise with Roku’s leadership to provide marketers with granular insights needed to drive brand growth & results.”
“Our extended partnership with Nielsen advances our goal of a stronger TV advertising system built on interoperability. Performance,” said Sarah Harms, Vice President of Marketing and Measurement at Roku.“Together, Roku and Nielsen will elevate streaming measurement, delivering best-in-class insights for advertisers and publishers.”
Expanding Measurement Accuracy Across TV and Streaming
Besides, the partnership enhances accuracy in both TV and digital platforms. Nielsen aims to offer insights about viewing behavior within the framework of the Roku digital TV platform. Hence, media buyers will be better equipped to assess the efficacy of campaigns through improved reach insights. The collaboration also addresses the ever-changing nature of TV habits. On the other hand, streaming media keeps on revolutionizing consumer behavior globally. Nielsen reaffirmed its commitment to an independent multi-media measurement service. This move means that the organization keeps on adjusting its tools in relation to modern advertising environments. The collaboration is based on an existing relationship between the two players. The development of a broader service through expansion will eventually benefit consumers by ensuring accuracy through smart media planning.
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News Source: Businesswire.com
