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

Please login with linkedin to comment

Latest News

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

OLYMPUS DIGITAL CAMERA
  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]