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BizReport : Advertising archives : September 20, 2012

Nielsen release ties video, demographics, engagement

The new integration between a number of video hubs and Nielsen will offer video advertisers more for their advertising dollar. The integration results in the Nielsen Online Campaign Ratings platform which uses viewer demographics from Nielsen and engagement numbers from video brands including Jivox, Adap.TV, and TubeMogul and data platforms including AudienceScience and DataXu to help identify which viewers have received and engaged with video ads.

by Kristina Knight

"Accurate delivery to a target demographic is critical to the ROI of any ad campaign, yet often advertisers don't know if the ad was received by the intended demographic and what the outcome of the ad was," said Diaz Nesamoney, founder & CEO of Jivox. "We have teamed with Nielsen to address this challenge and bring a unique offering that creates a new level of understanding and insight into campaign success. In addition to ad delivery metrics by demographic, this offering uniquely ties interaction data from our interactive ads to gauge user engagement with the brand. We can also identify adjacent audiences that are engaging with the ad frequently that may not have been the original demographic targeted."

Amit Seth, Executive Vice President, Global Media Products for Nielsen said, "We understand the powerful role these platforms play and are excited to work together to integrate Nielsen's industry standard metrics into what they deliver to their clients. Nielsen Campaign Ratings' highly accurate metrics will enable advertisers and publishers to better optimize throughout a campaign and reach their true audience with each and every ad."

The platform is set up to keep video advertisers abreast of where ads are shown, who is watching and to target delivery so the right ad reaches the right viewer.

Knowing which online populations segments are engaging is key, but according to one report, offline data can have as big an impact on online business. That offline category: television.

Meanwhile, new data from Convertro shows a direct link between television advertising and online conversions. According to the data TV ads increase direct traffic (89%) and conversion rates (63%); television also showed an impact on visitors to PPC Brand, Organic Brand and PPC non-brand sites. More on Converto's data tomorrow.

Tags: Convertro, Nielsen, online video, video advertising, video targeting, video tools

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