The Nielsen Company and Google have announced a multi-year, strategic relationship. As a first step, the relationship leverages Nielsen’s experience in television audience measurement to bring demographic data to the Google TV Ads advertising platform. By combining the demographic data with aggregated set-top box data, Google intends to provide advertisers and agencies with comprehensive information to help them create better ads for viewers, and maximise the return on their advertising spends.
David Calhoun, Chairman and CEO, The Nielsen Company, said that this was an important, strategic relationship for both companies and a great fit. “We are pleased that Google chose Nielsen to provide the demographic data that is so critical to the clients of its TV advertising platform. The relationship with Google – which we expect will expand significantly in the months ahead – is a prime example of the ways Nielsen is embracing new technologies, platforms and relationships worldwide, to give clients all-round service, to provide companies with insights, and to help expand the base of potential advertisers everywhere,” added Calhoun.
Eric Schmidt, CEO, Google, noted, “As we continue to expand our TV advertising programme, it is important that we provide advertisers and agencies with data that will help them reach their target demographic with the right ad. Working closely with industry leader Nielsen improves our measurement capabilities by adding a demographic layer along with the existing set-top box data. We’re pleased that Nielsen is working with us in this endeavour.”
Google TV Ads is an online platform for buying, selling, measuring and delivering television ads, and has been operational since May this year. It includes advertising inventory across hundreds of channels and all day-parts. A key benefit of Google TV Ads is the ability to report second-by-second set-top box data so that advertisers can evaluate the reach of an ad and only pay for actual set-top box impressions.
Advertisers can better understand exactly how their ad is performing and make near real time changes to their TV advertising campaigns to deliver better ads to viewers. Data derived from Nielsen’s representative television ratings panels will provide Google TV Ads’ advertisers with the demographic composition of the audience.
The official communiqué further stated that this was the first time that advertisers and agencies would have this level of detailed measurement available in a single place and at such a large scale. This information is available through the existing Google AdWords report centre. Moving forward, Google and Nielsen will explore a number of other opportunities to work together to measure online and other media. Additional details of the agreement were not disclosed.