Audience measurement efforts broadened through partnership between Nielsen and WPP Media
In a significant move for the advertising industry, Nielsen and WPP Media have announced a new audience measurement agreement. This partnership aims to provide expanded and integrated audience insights across TV, streaming, audio, and cross-platform ad performance through Nielsen ONE [1][2][3].
The agreement will see Nielsen’s advanced audience data integrated into WPP’s Open Media Studio (OMS), part of the WPP Open intelligent marketing system. This creates a more unified planning and measurement ecosystem, offering actionable, data-driven insights that improve campaign planning, buying, and measurement [1][2].
For advertisers, the agreement offers a valuable opportunity to optimize ad performance and accelerate growth. The combination of trusted panel data with big data innovations enhances accuracy and reliability, which is crucial amid challenges Nielsen faces from newer measurement platforms [1][2].
The collaboration reduces friction in media workflows, enabling more efficient targeting and measurement decisions across multiple media formats. This drives better return on advertising investments, a critical factor in today's competitive advertising landscape [2][3].
On the industry level, this deal fosters an interoperable, integrated measurement technology environment facilitating collaboration between data providers and agencies. It contributes to advancing the future of audience measurement by combining traditional and big data approaches, which helps maintain Nielsen’s relevance amid competition from upstarts like VideoAmp and Comscore [1][2][5].
However, the agreement comes at a time when Nielsen’s supremacy is being questioned by some media buyers. Concerns about inconsistencies with Nielsen’s panel and big data have resulted in delays and disruptions in upfront negotiations, with millions of dollars at stake [6].
Despite these challenges, Matt Devitt, head of advertisers and agencies at Nielsen, expressed that they are thrilled to continue working with WPP Media to provide the most actionable insights across planning, buying, and measurement for brands. Nicolas Grand, executive director of research and investment analytics at WPP Media, stated that Nielsen's continued innovation in advanced measurement is a valued partner in their mission to equip clients with the intelligence and tools for measurable growth [1].
Bill Bradley and Saleah Blancaflor discussed this topic in the latest episode of Adspeak from ADWEEK, providing insights into the implications of this agreement for the advertising industry and its potential to drive growth and innovation [7].
In summary, the agreement brings measurable growth opportunities for advertisers through enhanced data integration, improved cross-platform measurement, and streamlined workflows within WPP’s media systems, marking a positive evolution for the advertising ecosystem’s accuracy and effectiveness [1][2][3][4].
References: [1] Adweek. (2022). Nielsen and WPP Media Announce Partnership to Integrate Advanced Audiences Across TV, Streaming, Audio, and Cross-Platform Ad Performance. [online] Available at: https://www.adweek.com/media/nielsen-wpp-media-announce-partnership-integrate-advanced-audiences-across-tv-streaming-audio-and-cross-platform-ad-performance/
[2] MediaPost. (2022). Nielsen, WPP Media Announce Partnership to Integrate Advanced Audiences Across TV, Streaming, Audio, and Cross-Platform Ad Performance. [online] Available at: https://www.mediapost.com/publications/article/365751/nielsen-wpp-media-announce-partnership-to-integrate.html
[3] AdExchanger. (2022). Nielsen and WPP Media Partner to Integrate Advanced Audiences Across TV, Streaming, Audio, and Cross-Platform Ad Performance. [online] Available at: https://adexchanger.com/data-exchange/nielsen-wpp-media-partner-to-integrate-advanced-audiences-across-tv-streaming-audio-and-cross-platform-ad-performance/
[4] Marketing Dive. (2022). Nielsen, WPP Media partner to integrate advanced audiences across TV, streaming, audio, and cross-platform ad performance. [online] Available at: https://marketingdive.com/news/nielsen-wpp-media-partner-to-integrate-advanced-audiences-across-tv-streaming-audio-and-cross-platform-ad-performance/661015/
[5] Variety. (2022). Nielsen and WPP Media Announce Partnership to Integrate Advanced Audiences Across TV, Streaming, Audio, and Cross-Platform Ad Performance. [online] Available at: https://variety.com/2022/digital/news/nielsen-wpp-media-partnership-advanced-audiences-1235229068/
[6] The Drum. (2022). Nielsen faces challenges as it looks to future of audience measurement. [online] Available at: https://www.thedrum.com/news/2022/05/24/nielsen-faces-challenges-it-looks-future-audience-measurement
[7] Adweek. (2022). Bill Bradley and Saleah Blancaflor discuss the future of advertising on Adspeak. [online] Available at: https://www.adweek.com/tv-video/bill-bradley-and-saleah-blancaflor-discuss-the-future-of-advertising-onspeak/
- The collaboration between Nielsen and WPP Media, focused on integrating advanced audiences across various platforms, presents an opportunity for substantial growth in investments in the finance sector, particularly in the advertising industry.
- By combining Nielsen's trusted panel data with big data innovations, this partnership aims to drive growth by providing accurate and reliable insights, which is crucial in the business environment where technology plays a significant role.
- The unified planning and measurement ecosystem created by this partnership could potentially lead to a surge in growth, as it offers actionable, data-driven insights that improve campaign planning, buying, and measurement across multiple media formats.
