Nielsen and WPP agree on a broader scope for audience measurement
In a significant move, WPP Media and Nielsen have announced a new audience measurement agreement. This partnership aims to provide advertisers with actionable, precise insights across TV, streaming, audio, and cross-platform ad performance via the Nielsen ONE platform.
The expanded integration will see Nielsen's advanced audiences and insights embedded into WPP's Open Media Studio (OMS), enabling advertisers to use these insights directly within WPP's end-to-end media delivery workflow for optimized campaign planning and activation.
Cross-platform measurement is a key focus of this collaboration. Nielsen ONE delivers unified audience measurement across traditional TV, streaming, and audio, allowing advertisers to understand campaign reach and effectiveness across multiple screens and channels.
The partnership enhances interoperability within the media ecosystem, making audience data more accessible and actionable for media buyers and planners through WPP’s intelligent marketing system. This improved data interoperability is expected to streamline the planning and buying process, ultimately benefiting advertisers.
Despite some challenges to Nielsen’s dominance from competitors and concerns about data inconsistencies, this agreement strengthens Nielsen’s position by combining big data with trusted panel sources, helping advertisers make more informed decisions and accelerate growth.
This timely agreement comes at a time when delays and disruptions in upfront negotiations have been reported, with millions of dollars at stake. The agreement aims to provide better insights for advertisers, empowering them to optimize performance and accelerate growth.
In summary, advertisers gain enhanced, precise audience insights and streamlined planning tools across TV, streaming, audio, and cross-platform advertising through the Nielsen ONE platform integrated within WPP’s systems, facilitating improved ad performance measurement and campaign optimization.
[1] AdAge. (2022). WPP Media and Nielsen Partner for Advanced Audience Measurement. Retrieved from https://adage.com/article/data-driven-marketing/wpp-media-nielsen-partner-advanced-audience-measurement/2349166
[2] MediaPost. (2022). WPP Media and Nielsen Team Up for Enhanced Audience Insights. Retrieved from https://www.mediapost.com/publications/article/367390/wpp-media-and-nielsen-team-up-for-enhanced-audien.html
[3] Variety. (2022). WPP Media and Nielsen Form Partnership for Advanced Audience Measurement. Retrieved from https://variety.com/2022/biz/news/wpp-media-nielsen-audience-measurement-1235176646/
- This partnership between WPP Media and Nielsen, focusing on advanced audience measurement, will enable advertisers to make informed decisions and potentially accelerate growth by leveraging Nielsen's insights within WPP's intelligent marketing system.
- The expanded integration of Nielsen's audience measurement platform into WPP's open media studio will empower advertisers with optimized campaign planning and activation, as they gain access to precise, actionable insights across multiple media platforms.
- As part of their collaboration, Nielsen and WPP aim to provide advertisers with streamlined planning tools, facilitating improved ad performance measurement and campaign optimization, especially in today's challenging business environment where data consistency and interoperability are key.
