The Industry Can Now Reach And Monetize Additional, Often Younger And More Upscale Audiences That Tune In Using Vod With Cross Media Tool
Nielsen announced that syndicated VOD Content Ratings from nine leading networks, including Turner and Discovery, will be featured as an enhancement to Nielsen Media Impact, an innovative tool that enables media planners to estimate the impact of their plans on audience reach, sales and brand equity before committing investment. VOD Content Ratings is a key component of Nielsen’s Total Audience measurement framework and demonstrates the high-quality audiences engaging with VOD. Deploying VOD viewership data into Nielsen’s premier planning software creates a transparent, independent integration between measurement and planning, enabling more effective buying and selling of media.
Planning today requires more advanced software, analytics and predictive modelling capability than ever before. Nielsen’s Media Impact solution is vital for understanding how various media works together most effectively in a media plan to optimize the brand and business outcomes clients want to achieve. With the addition of VOD Content Ratings in Nielsen Media Impact, subscribing clients will now be able to evaluate the VOD opportunity amongst participating networks and appropriately reallocate their media mix based on Nielsen’s broad range of advanced behavioral and purchase-based audience profiles, such as Nielsen MarketBreaks and Nielsen Homescan Segmentation, that go well beyond traditional age and gender metrics.
Nielsen VOD Content Ratings, launched in 2006, provides the same comparable metrics with the same set of rich characteristics as Live and time-shifted TV, enabling clients to do a direct analytical comparison to Linear TV that extends well beyond seven days. By putting Nielsen’s trusted VOD audience measurement into planning tools, media clients will now be able to better demonstrate how advertisers can best reach these valuable audiences over and beyond linear TV.
“At Turner, we believe it’s critical as first movers to continue investing in deeper audience insights that prove valuable for both our company and partners. This involves stepping forward to become one of the first media companies to use Nielsen VOD measurement to sell advertising and planning guarantees, and syndicating our VOD Content Ratings through NPower and Nielsen Media Impact as a way to effectively showcase valuable inventory to the industry. We know that VOD content is valuable, and attracts a different fan than linear TV. Having the ability through Nielsen Media Impact to illustrate the reach and impact of VOD schedules, alone and in combination with linear TV, is an important step,” said Howard Shimmel, Chief Research Officer, Turner.
“As audiences continue to migrate toward on demand viewing options, third-party measured VOD consumption data in tools like Nielsen Media Impact will give media buyers better insight into how these potentially valuable audiences could play an impactful role in brand communications strategy. Each layer of data like this that sheds new light on how we best connect our clients’ brands to their target audiences is progress, and we look forward to a broader view of the VOD audience market as more networks make their data available,” said Peter Sedlarcik, EVP, Head of Insights & Analytics, Havas Media Group.
“Knowing how to effectively uncover, plan and monetize VOD audiences is vital for our clients. In some examples we have seen linear programs receive as much as a 31% lift from VOD, attracting viewers who are often younger and more upscale. Understanding the landscape and efficiently optimizing media plans creates opportunities for both buyers and sellers,” said Megan Clarken, President, Product Leadership, Nielsen.