Mumbai: Nielsen has revealed the first iteration of Nielsen One - its single cross-platform measurement solution. The newest advancement ‘Nielsen One Alpha’ deduplicated ad measurement will be debuting at the upcoming Consumer Electronics Show (CES) in Las Vegas.
Alpha will continue to evolve with new feature additions, enhancements, and model improvements leading up to the launch of Nielsen One in the fourth quarter of 2022.
Disney and Magna have joined several agencies, advertisers, networks, and digital publishers as Nielsen One Alpha participants from both the buy and sell sides of the industry. Access to Nielsen One Alpha will give users the ability to measure advertising content across linear as well as digital platforms and provide holistic and harmonised ad metrics.
Nielsen One Alpha will be specific to ad campaigns, unveiling the first cross-platform measurement system of its kind that offers both comparability and audience deduplication across all screens (linear TV, connected TV, computer and mobile). Media buyers and sellers will for the first time have the most holistic view of their ads across consumer delivery systems and platforms in a harmonised manner—crucial as the linear and digital landscapes continue to rapidly converge. The deduplicated ad measurement metrics account for age and gender information.
“All our hard work this past year has positioned us to take this significant step in fundamentally changing the game and providing the industry with what it wants, needs and deserves,” said Nielsen COO Karthik Rao.
“We are on track to deliver our single cross-platform measurement solution in the fourth quarter of 2022, as planned and in a manner that will support the $100 billion video advertising ecosystem. The Alpha launch serves as a clear proof point in our ability to deliver and we are working closely with a diverse group of clients on this important step. In fact, Nielsen One will bring together all the intelligence we have to date in order to help clients capitalise on consumers’ rapidly shifting media habits,” added Rao.
Nielsen will continue to release major enhancements to Nielsen One, leading up to its December 2022 launch, aimed at expanding its coverage, delivering comparability across linear TV and digital and strengthening the quality and usability of its data solutions.
“There’s a critical need for the evolution of measurement to truly reflect audiences and engagement, and Disney is uniquely positioned to help define and develop that roadmap,” stated Disney media & entertainment distribution head of research, insights and analytics Julie DeTraglia. “We are pleased to join the Nielsen One Alpha program to ensure it accurately creates a holistic view of ad performance and content viewership for the industry.”
“We are pleased to be working with Nielsen to provide insight and feedback regarding Nielsen One and ensure it delivers on its promise of being a truly holistic cross-screen measurement solution,” said Magna EVP and managing director of audience intelligence & strategy Brian Hughes.
This news builds on a series of industry-leading enhancements made by Nielsen over the past year, including the transformation of its digital measurement, onboarding big data for inclusion into its National TV measurement service in September 2022, rebranding its streaming suite, unveiling its cookieless approach, rolling out an ID Resolution System and most recently, enhancing its national television measurement by measuring viewing in a more precise manner with individual commercial metrics.
