Nielsen And FreeWheel To Expand Measurement Across Over-The-Top And Set-Top Box Video On Demand Inventory
Today, Nielsen (NYSE: NLSN) and FreeWheel, A Comcast Company (Nasdaq: CMCSA), announced plans to expand measurement to over-the-top and set-top box video on demand inventory. This effort will enhance the value of the television ecosystem through additional data-enabled, targetable premium digital video platforms for programmers, MVPDs, agencies and advertisers to effectively reach consumers. This announcement comes six months after Nielsen announced that it was integrating Comcast's non-personally identifiable TV viewing data with its comprehensive panel data.
Nielsen will work with FreeWheel to expand measurement to over-the-top inventory and addressable set-top box video on demand. These efforts are aimed at unlocking greater understanding of the total television marketplace, allowing advertisers to take advantage of additional impressions and expanding overall TV ecosystem market liquidity via FreeWheel Advertisers, Markets and Publishers divisions.
"Nielsen is committed to building measurement solutions that account for the entire television ecosystem, from linear and — in view of our plans with Comcast and FreeWheel — across over-the top and set-top box video on demand inventory," said Megan Clarken, Global President of Watch at Nielsen. "This solution will be critical to further unlock the power of television, wherever and however a consumer is watching that content."
"The work Comcast and FreeWheel will be doing with Nielsen to make television, in all its forms, data-enabled, targetable and measurable is another step to unify TV as a platform," said Marcien Jenckes, President, Advertising, Comcast Cable. "These efforts will add to the robust picture of viewership trends, further strengthening the currency used by the entire TV industry."
Nielsen and FreeWheel plan to provide more details about this broader initiative ahead of the 2019 TV Upfront.
Comcast Corporation (Nasdaq: CMCSA) is a global media and technology company with two primary businesses, Comcast Cable and NBCUniversal. Comcast Cable is one of the nation's largest video, high-speed internet, and phone providers to residential customers under the XFINITY brand, and also provides these services to businesses. It also provides wireless and security and automation services to residential customers under the XFINITY brand. NBCUniversal operates news, entertainment and sports cable networks, the NBC and Telemundo broadcast networks, television production operations, television station groups, Universal Pictures and Universal Parks and Resorts. Visit www.comcastcorporation.com for more information.
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen's Watch segment provides media and advertising clients with Nielsen Total Audience measurement services for all devices on which content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry's only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world's population. For more information, visit www.nielsen.com.
Industry Announcements's article first appeared on OnlineVideo.net
The short answer is that they no longer have to, if they leverage their existing Android TV APK.