—AOL Canada, Carat Canada, Casale Media’s MediaNet, Mediabrands, Mindshare Canada, Rogers Media, Adconion Direct, BrightRoll, Tubemogul, VideoHub and Videology Among Clients Adopting New Digital Campaign Measurement Solution—
Sept. 16, 2013 – Toronto – Nielsen, a leading global provider of information and insights into what consumers watch and buy, today announces a major step forward for the digital measurement of advertising campaigns in Canada. Nielsen Online Campaign Ratings™, which measures the audience of online ad campaigns with TV-comparable metrics, is now commercially available.
A number of major advertisers, publishers and agencies have already signed on to use Nielsen Online Campaign Rating, including AOL Canada, Carat Canada, Casale Media’s MediaNet, Mediabrands (Initiative, M2 and UM), Mindshare Canada and Rogers Media. Nielsen is also expanding its relationship with five of the industry’s leading digital ad platforms—key drivers in the digital advertising ecosystem: Adconion Direct, BrightRoll, TubeMogul, VideoHub and Videology.
Launched in beta earlier in 2013, Nielsen Online Campaign Ratings measures the audience of online advertising, providing reach, frequency and gross rating point (GRP) metrics as well as demographics such as age and gender.
“We’ve had a tremendous response from clients clamoring for greater insight into their online campaigns—and in metrics that allow for easy comparison to other platforms,” said Eric Solomon, SVP, Global Audience Measurement, Nielsen. “We are pleased to bring the solution to the market and look forward to continuing to work with our clients to maximize the effectiveness of their digital campaigns.”
In the U.S., U.K., Australia, Germany and Italy, where Nielsen Online Campaign Ratings is already available, clients are leveraging the solution in a variety of ways—from planning to in-flight campaign optimization to audience guarantees to campaign analysis. In addition, some clients are using the solution’s application programming interface (API) for seamless and precise operations.
Nielsen Online Campaign Ratings delivers clients comprehensive, TV-comparable metrics for online advertising campaigns. Initially launched in the U.S. in August 2011, Nielsen Online Campaign Ratings combines panel data with aggregated, anonymous, privacy-protected demographic information from participating online data providers. Campaign reporting is available the day after the launch of a campaign, providing vital delivery information in-flight to agencies, advertisers and publishers.
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
Nielsen: Mia Scott – [email protected] or 646-654-5459
Adconion Direct: Samantha Livingston – [email protected] or 858-202-6430
AOL Canada: Kira LeBlanc – [email protected] or 647-291-1598
BrightRoll: Maya Komadina – [email protected] or 415-677-9222 x293
Carat Canada: Claudia Gervais – [email protected] or 514 284-8465
MediaNet by Casale Media: Dorothy Clark – [email protected]alemedia.com
Mindshare Canada: Armin Huska – [email protected] or 416-987-5100
TubeMogul: David Burch – [email protected] or 510-653-0501
VideoHub: Mandy Alberts – [email protected] or 646-278-7416
Videology: Michele Skettino – [email protected] or 212-231-7853
Michael Parkes, SVP of Sales, Adconion Direct:
“Adconion Direct strives to deliver clients the highest quality online video advertising through an open and transparent approach to viewability and audience metrics. We believe that viewable, in-audience impressions for both video and display are essential to providing the highest standards of advertiser solutions, and collaborating with third party venues like Nielsen is paving the way toward effective industry measurements and future video advertising success.”
Dana Toering, Director of Sales and Business Development, AOL Canada:
“In an evolving multi-screen environment, we are excited to be able to provide digital video solutions to drive consistency of campaign measurements across media platforms. AOL is committed to providing our advertising partners with a full range of precision marketing options, guaranteed audience buying, and campaign metrics to deliver the most effective advertising solutions.”
David Bellemare, Managing Director, BrightRoll Canada:
"We're excited to extend the Nielsen Online Campaign Ratings offering to Canadian advertisers on the BrightRoll platform and provide them with a common currency to buy and measure online video, while helping them validate the audiences they are reaching."
Will Oatley, Digital Director, Carat Toronto:
"We're excited to be looking at different ways of assessing the value of online media. We're aware that existing metrics and data points help tell us part of the story but using new methods like Nielsen Online Campaign Ratings can really start to change the way we evaluate campaigns and their composition.”
Milyda Scott, Director of Sales Canada, MediaNet by Casale Media:
The combination of Nielsen's OCR measurement with our engagement analytics suite means that brands can now measure the outcomes of their campaigns on our network with TV comparable metrics. We're delighted that we can now offer our clients a more holistic and unified means of validating their digital media spend.
Chris Herlihey, VP of Research, Mediabrands (Initiative, M2 and UM):
“We’re very excited about working with Nielsen on their rollout of Nielsen Online Campaign Ratings in Canada. This solution will provide a common measurement currency for our clients in the digital space while improving the ability to reach the intended audiences of our online campaigns. Overall, Nielsen Online Campaign Ratings will help us increase campaign efficiency and effectiveness for our clients across the Mediabrands agencies.”
Armin Huska, Managing Director, Digital at Mindshare Canada:
“Mindshare Canada is always testing new ways of measuring media to provide even deeper insights to our clients on their media performance. We have used Nielsen Online Campaign Ratings successfully for a while now in other markets and were excited to be part of the Alpha test of Nielsen Online Campaign Ratings in Canada.
It is a large step forward in developing currencies that allow us to compare media channels and the demographic composition of our campaigns easier; especially in a market where media data is highly fragmented. We view media as an investment and not as a cost, and therefore understanding the return on that investment is crucial. In a rapidly evolving and digitized ecosystem, it is crucial that we are constantly trying new technology to deliver our clients a competitive advantage.”
Dale Hooper, Senior Vice President, Marketing & Consumer Insights - Rogers Media:
“Rogers Media is delighted to have the opportunity to work with Nielsen’s exciting new capabilities. The Nielsen Online Campaign Ratings tool allows us to deliver the kind of measurement and precision marketing that fully leverages the power of our comprehensive digital assets on our clients’ behalf. This kind of innovation helps us drive results and thought leadership on behalf of our partners.”
Grant le Riche, Managing Director, TubeMogul:
"The Canadian market needs Nielsen Online Campaign Ratings because it makes video advertising more accountable—marketers can ensure they reached their key audience and make direct comparisons to TV. It also helps companies like ours build tools to more accurately reach certain demographics. This is the thinking behind BrandPoint, our product for accurately buying digital video on a cost per gross rating point basis."
Kelly McEttrick, Vice President of Platform Strategy for VideoHub:
“Transparency is a critical pillar of VideoHub’s offering to our advertising partners. Expanding this collaboration to Canada shows our commitment to providing them with the best analytics across their media buys.”
Scott Ferber, Chairman and CEO, Videology:
“The ability to holistically plan campaigns and measure success across television and digital video remains a major challenge for brand advertisers. Nielsen has made tremendous strides in responding to this need with the introduction of measurement tools like Nielsen Online Campaign Ratings. As a technology company, our job is to work in tandem to ensure that the advertising community can utilize these tools as effectively and seamlessly as possible to achieve their overall strategic marketing goals in a converging media world.”