Today’s announcement of a strategic alliance with Nielsen highlights our ongoing efforts to provide media companies and advertisers with better intelligence for smarter ad buying and selling decisions.
The partnership will provide broadcasters, cable networks and MVPDs with comparable metrics in Adobe Analytics to measure audiences accurately across IP-connected screens, including desktops, smartphones, tablets, game consoles, and over-the-top (OTT) devices. Adobe will provide census-based certified data and Nielsen will apply digital ratings to Adobe’s data inputs.
The timing couldn’t be better given last week’s announcements by HBO and CBS to offer standalone streaming services — proving that TV distribution via IP is an area of investment and focus for the industry. Viewers are choosing to watch premium content across a growing landscape of devices. Game consoles and OTT devices now account for 10 percent of all online TV consumption, 194% YoY growth, according to Adobe Digital Index’s U.S. Digital Video Benchmark Report (also just released). It is more critical than ever to provide consistent and comprehensive measurement across screens.
What does this mean for Adobe Primetime customers? Our partnership with Nielsen gives customers a faster time-to-market and operational efficiencies, with audience-based intelligence across video, marketing, and ad operations teams — providing a single source of truth for different departments within large organizations. Adobe Primetime customers will be able to leverage the new Nielsen Digital Content Ratings, Powered by Adobe, to enhance video ad targeting, forecast audiences by demographics, and reduce wasted impressions.
This partnership adds to Adobe Primetime’s leadership position in the future of TV technology. Our technology publishes, protects, and delivers content and ads across IP-enabled devices so our customers can actively monetize audiences, and now we’re bringing 15 years of leadership in census-based analytic tools combined with Nielsen’s trusted digital ratings.
We look forward to driving measurable business improvements from the Nielsen Digital Content Ratings, Powered by Adobe, to help media companies create more value from every audience interaction.