Adobe and Nielsen to Measure Digital Content & Audiences Across Devices

With the convergence of traditional and online TV, broadcasters and advertisers are plagued with the challenge of how to measure and monetize TV content and audiences accurately across all major platforms and Internet-connected screens. To address this issue, I’m thrilled to announce a strategic alliance with Nielsen that plans to deliver the industry’s first comprehensive, cross-platform system for measuring online TV, video and other digital content across the web and apps.

Our collaboration will integrate Nielsen’s digital audience measurement products with Adobe Analytics and Adobe Primetime. Media companies will benefit from new Nielsen Digital Content Ratings, Powered by Adobe, that will offer comparable metrics to measure audiences accurately and consistently across every major Internet-connected device, including desktops, smartphones, tablets, game consoles and over-the-top (OTT) boxes.

Major media companies and broadcasters already rely on Adobe to deliver TV across screens and tap into digital viewer engagement. Our partnership with Nielsen, once complete, will provide analytics coupled with ratings to benefit advertisers, media companies, and consumers. The integration also seeks to provide deeper consumer engagement through the delivery of personalized content and ads. We’re excited to already have some major companies on board for the initial rollout – including ESPN, IPG Mediabrands, Sony Pictures Television, Starcom MediaVest Group, Turner Broadcasting, Univision Communications Inc., and Viacom.

Data from Nielsen’s Digital Content Ratings, Powered by Adobe, will be available in the Adobe Marketing Cloud, allowing brands to use the data to better optimize their marketing campaigns. See our full announcement and watch the video below for more details on how Adobe and Nielsen are joining forces to deliver consistent and comprehensive measurement across screens.

We also released our bi-annual Adobe Digital Index U.S. Digital Video Benchmark Report, which analyzes online TV (TV Everywhere) and other, non-authenticated online video trends. Some key findings:

  • TV consumption across devices grew 388% year-over-year (YoY) – a new record
  • Programmers saw unique monthly viewers increase by 146% YoY across browsers and TV apps
  • Online TV consumption remained fragmented across platforms, but gaming consoles and OTT devices gained the largest percentage of market share (194% growth YoY), while Android apps market share (up 28% YoY) surpassed browsers (down 41% YoY) as access points for watching TV online
  • For the first time, watching movies online is more popular than watching sports content – movie network viewership rose 125% YoY, while sports viewership only increased 31% YoY
  • Viewing of (non-authenticated) online videos on smartphones (14% share) surpassed tablets (13% share)

Check out our video infographic below and read the full report for all of the data and insights.

As I’ve said before, TV is no longer the device – it’s the content. The broadcast industry is transforming to address how consumers view and engage with TV content online, across platforms and device types. Programmers, operators and pay-TV providers are responding to these changes and we’re excited to be leading the charge with Adobe Primetime. Stay tuned for more news and updates!

Jeremy Helfand, Vice President of Video Solutions

Jeremy Helfand is a digital media industry veteran with nearly 20 years of experience shaping infrastructure, strategy, and technology around profitable advertising-driven businesses. As the former CEO of Auditude (acquired by Adobe in 2011), Jeremy was responsible for the overall implementation of video ad management and monetization technologies for premium publishers and media companies. Following the Auditude acquisition, Jeremy now serves as vice president of Adobe Primetime, leading the global go-to-market strategies for the company’s video publishing, advertising and data management solutions. Prior to Auditude, he was the President of United Online’s Media Group, managing all advertising and partnership revenue including the launch of their audience platform, Adcurate. Prior to this, he served as SVP/GM at Advertising.com (acquired by AOL).

Jeremy Helfand, Vice President of Video Solutions