Industry insiders have been awaiting the launch of the promised Nielsen One Ads service for a while now- and now we have an official launch date for the service. As part of the ongoing innovations to how Nielsen collects and orders data in the streaming age, it’s an interesting one. Entertainment attorney with Blake & Wang P.A, Brandon Blake, has more for us.
January 11th Launch
This new option will introduce cross-platform measurements, a feature that’s been sorely lacking in Nielsen data over the last few years. With a January launch it will also give the service time to start turning meaningful data before we hit the upfronts this year, which should be interesting.
This new tweak to their offerings should allow for ‘deduplicated’ measurements, meaning that advertisers and other third-parties will be able to better track consumption across linear TVs, Smart TVs and connected devices, mobiles, and desktop viewing.
There will also be a second-by-second tracking model, replacing the minute-by-minute model currently in play. This will both refresh and reinvent the use of data tracked.
Uniting Ad Currency
This helps to introduce a single metric to track both linear and digital results, and the much-discussed ‘currency’ for advertisers that is a focus of several developments this year. This allows for standardized, reliable independent tracking across the entertainment industry.
Additionally, the new dashboard will default to ‘always on’, eliminating the need for laggy data drops. For now, it will roll out in the US only. Later this year, it’s expected that greater audience data and outcome measurement will be added to the system.
With streaming services, media buyers, and TV networks all desperate to get access to a more advanced measurement system for the digital entertainment generation as the landscape gets ever-more complex, the new announcement is a welcome one. It will be interesting to see what develops from here.
