By combining Nielsen demographic data with aggregated set-top box data, Google will be able to provide advertisers and agencies with comprehensive information to help them create better ads for viewers and maximise the return on their advertising spending.
“As we continue to expand our TV advertising program, it is important that we provide advertisers and agencies with data that will help them reach their target demographic with the right ad,” said Eric Schmidt, CEO at Google. “Working closely with Nielsen, the industry leader, improves our measurement capabilities by adding a demographic layer on top of existing set-top box data.”
Google TV Ads is an online platform for buying, selling, measuring and delivering television ads. The platform, which has been operational since May 2007, includes advertising inventory across hundreds of channels and all dayparts. A key benefit of Google TV Ads is the ability to report second-by-second set-top box data so advertisers can evaluate the reach of an ad and only pay for actual set-top box impressions.
Advertisers can better understand exactly how their ad is performing and make near real time changes to their TV advertising campaigns to deliver better ads to viewers. Data derived from Nielsen's representative television ratings panels will provide Google TV Ads advertisers with the demographic composition of the audience.
This is reportedly the first time that advertisers and agencies will have this level of detailed measurement available in a single place and at such a large scale. This information is available through the existing Google AdWords report center
Moving forward, Google and Nielsen will explore a number of other opportunities to work together to measure online and other media. Additional details of the agreement were not disclosed.
“This is an important, strategic relationship for both companies and a great fit,” said David Calhoun, chairman and CEO of The Nielsen Company. “The relationship with Google – which we expect will expand significantly in the months ahead – is a prime example of the ways Nielsen is embracing new technologies, platforms and relationships worldwide to serve clients more completely, to provide companies with its insights and to help expand the base of potential advertisers everywhere.”
