Nielsen expands CTV ad measurement in Japan

The update gives advertisers and media companies a broader view of campaign reach across linear television and digital platforms

Nielsen has expanded its Four-Screen Ad Deduplication measurement in Japan to include all measurable connected TV (CTV) inventory available through Nielsen ONE Ads. The update gives advertisers and media companies a broader view of campaign reach across linear television and digital platforms.

The enhancement builds on the Four-Screen Ad Deduplication capability introduced in Japan in June, which initially measured YouTube campaigns across computer, mobile and connected TV alongside linear television. The expanded offering now covers all measurable CTV inventory supported by Nielsen ONE Ads.

Cross-screen reporting extends beyond YouTube

The update enables advertisers, agencies and media owners to measure deduplicated reach across computer, mobile, connected TV and linear television for campaigns running across multiple publishers. The reporting provides a consolidated view of audience delivery and campaign performance across platforms.

Matty Lin, APAC Regional Sales Leader, Nielsen: "Advertisers in Japan are increasingly planning campaigns across linear television, digital video and connected TV as part of one audience strategy. Expanding Four-Screen Ad Deduplication across measurable CTV inventory gives the industry a clearer view of total campaign reach, frequency and incremental audiences, without being limited to a single publisher.

"This is an important step towards true cross-media measurement through Nielsen ONE. By bringing more measurable inventory into a consistent and independent measurement framework, Nielsen is helping media buyers and sellers make better-informed decisions about where to invest, how to manage frequency and how effectively their campaigns are reaching audiences across screens."

Reporting includes reach and frequency metrics

The expanded reporting includes metrics such as unique audience, audience reach, average frequency and gross rating points. Co-viewing is also incorporated into total impression delivery for clients evaluating tracked advertising performance.

Initially, the data will be delivered through offline reporting, and campaigns will not need to be split to access the expanded measurement. Clients with active Nielsen measurement will need to ensure that relevant connected TV publisher inventory has also been enabled where required.

The expansion brings Nielsen ONE Ads closer to including all measurable inventory as the company continues to develop comparable, deduplicated audience measurement across media platforms.

www.nielsen.com

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