Unruly, a marketing technology company, has partnered with Nielsen to offer a 100 percent audience guarantee against Nielsen Online Campaign Ratings to help advertisers deliver greater efficiency, from planning to in-flight campaign optimization to audience guarantees and post campaign analysis. It will be available on Unruly’s In-Stream skippable pre-roll format, which features branding and sharing functionality, as well as a comprehensive suite of programmatic targeting options.
Nielsen Online Campaign Ratings measure the true audience of a digital ad campaign by combining Nielsen panel data with aggregated, anonymous demographic data from digital data providers. Using this unique hybrid approach, Nielsen is able to measure online advertising campaigns of nearly any size, running nearly anywhere on the Web. The rating system has seen swift adoption by many large brands as it allows them to use the same metrics for TV and digital video advertising.
In a press release, Richard Kosinski, president Unruly U.S., says, “With three-quarters of video views happening outside of YouTube, it’s more important than ever to reach audiences where they are watching and sharing videos…With Unruly and Nielsen Online Campaign Ratings, advertisers can be assured that their social video ads were not just viewed, but were also seen by their desired audience within Nielsen’s dataset.”
Kosinski adds, “Advertisers continue to struggle to keep pace with the evolving landscape associated with programmatic exchanges. Nielsen Online Campaign Ratings provides clients with a deeper understanding of where their ads are being watched and provides an additional layer of comfort to assure they’ve delivered against their targets to reduce wastage and deliver higher ROI.”
Andrew Feigenson, managing director of digital client services at Nielsen, says, “Defining success can be challenging in this dynamic media ecosystem, but companies like Unruly demonstrate a commitment to measuring and then delivering success to clients through the integration of solutions like Nielsen Online Campaign Ratings.”
Programmatic is taking over the digital advertising world, and at an even faster rate than expected, according to eMarketer, which raised its forecast for programmatic ad spending in the U.S. on the back of growth in mobile and video programmatic buys.
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