TikTok partners with Nielsen to track cross-media ad campaign performance
TikTok has formed a company with Nielsen that will allow advertisers and agencies to directly compare ad performance on TikTok across all screens, including digital, CTV and linear. Nielsen says the partnership will allow advertisers to better understand TikTok’s contribution to audience reach, while also helping them better place their ads across multiple media.
The company notes that capturing audience engagement on TikTok is critical as people move between different platforms and devices. Nielsen says it is equipped to offer multimedia measurement through Nielsen ONE, a platform that provides audience measurement insights across all platforms.
“Amid a fragmented ecosystem, advertisers are increasingly challenged to understand and substantiate the incremental value of each element of their media plan,” Ameneh Atai, general manager of audience measurement at Nielsen, said in a statement. of press. “Integrating TikTok into Nielsen ONE unlocks an important piece of the puzzle, providing much-needed clarity and ultimately helping advertisers make the most informed decisions as they plan and measure their cross-platform and publisher campaigns.”
TikTok Global Head of Marketing Science Jorge Ruiz said in a statement that brands need to extend their reach beyond traditional channels and that TikTok’s integration with Nielsen ONE allows advertisers to understand and leverage cross-media engagement. .
It’s worth noting that this isn’t the first time Nielsen has partnered with an entertainment platform to measure multimedia analytics using Nielsen ONE.
The company’s first media partner for the the tool was youtubeAs Nielsen announced in 2022, advertisers could compare YouTube’s reach from desktop, mobile, and CTV to linear TV. A few months later, Nielsen a partnership with Roku debuted to track audiences across multiple media.
Nielsen also currently has a three-year agreement with Amazon Prime Video to measure viewership for the streaming service’s exclusive NFL Thursday Night Football broadcasts.
Personal opinion:
“In my opinion, this collaboration between TikTok and Nielsen is a very smart move. With digital advertising becoming increasingly important globally, it has become imperative for advertisers to know the impact of their campaigns across media. Partnering with Nielsen, one of the leading companies in data analytics and advertising performance measurement, could give TikTok an opportunity to strengthen its position and trust. If executed well, this collaboration could improve the user experience by delivering more accurate ads. However, the real effectiveness of this partnership will be in its ability to provide valuable quality data to advertisers, which will help build trust in TikTok as an important and good advertising tool.
