YuMe, Nielsen Connect on Connected TV Measurement (SCN)
Digital video brand ad company YuMe announced March 1 that it’s partnered with Nielsen on a new programmatic platform-based campaign-based audience measurement offering, geared specifically toward connected TV campaigns. The deal gives YuMe the ability to offer its clients campaign-level audience measurement data via its app publishers within the connected TV space, covering TVs connected to OTT devices, Blu-ray Disc players, streaming devices like Roku and Apple TV and gaming consoles, along with TVs using built-in internet.
“As the connected TV market continues to grow and become a focal point in cross-screen strategies, marketers need a solution that allows them to compare audiences across all screens – and optimize their campaigns based on this crucial data,” said Michael Hudes, chief revenue officer for YuMe. “Our relationship with Nielsen allows us to not only deepen the level of audience reporting we provide on connected TV campaigns, but also align these insights across a brand’s mobile, linear TV and desktop initiatives.”
The offering — which is available now — also allows brands running connected TV campaigns with YuMe to be eligible for audience composition reporting that includes demographic breakouts based on Nielsen’s standard audience data.
“Audience measurement is paramount to effective media strategies, and we’re excited to be working with YuMe to bring connected television campaign level audience measurement into the programmatic space,” said Thomas Eaton, SVP of digital platform client solutions for Nielsen.