TubeMogul’s Nielsen Tie Up Brings TV And Digital Video A Little Closer

TubeMogul’s Nielsen Tie Up Brings TV And Digital Video A Little Closer
SHARE
THIS



TubeMogul has integrated Nielsen’s Mobile Digital Ad Ratings measurement tool into its platform and is rolling it out to advertisers in Australia and New Zealand.

The intent is to delver a ratings tool for mobile campaigns similar to that offered in the television advertising market. The arrival of Nielsen’s mobile ratings system will enable brands and agencies to measure on-target audience reach across screens (desktop and mobile) to inform their programmatic media buying strategies, the company says.

According to Sam Smith,  TubeMogul Australia and New Zealand Managing director, “The launch of Mobile Digital Ad Ratings in Australia is an exciting development, as it brings the market another step closer to the cross-screen dream. Our strategic partnership with Nielsen means Mobile Digital Ad Ratings will be available directly in the platform and is key to providing advertisers with the best tools to execute cross-screen brand campaigns.”

Analysis of behavior on the TubeMogul platform reveals that in September, 16 per cent of Australian advertisers bought programmatic video ads running both on desktop and mobile, while seven per cent of advertisers are running campaigns exclusively on mobile.

Smith said he expected the integration with Nielsen would spur increased investment in mobile video advertising.

Through the API integration with Nielsen, reporting will be pulled directly into the TubeMogul platform and enable advertisers to verify age and gender demographics on both smartphones and tablets. Advertisers will also be able to measure their unduplicated reach across desktop and mobile, providing cross-screen audience measurement that can quickly and effectively inform overall media strategy and budget allocation.

Nielsen announced the availability of mobile Digital Ad Ratings in the US in June and TubeMogul said it moved quickly to deliver the measurement tool to Australian brand advertisers.

“Consumers now rely on their smartphones and tablets to access information and entertainment content and marketers need a proven audience measurement solution to track that the consumption shift,” said Smith.

Smith said, “Nielsen Digital Ad Ratings for Mobile empowers advertisers with independent verification that they have reached their intended audience and allows them to execute cross-screen campaigns more effectively.”

(Note: The Nielsen DAR tool was formerly called Online Campaign Ratings.)

This article originally appeared on B&T’s sister site www.which-50.com

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]