Mumbai: The Nielsen Company and Zenith Media Services announced that Zenith will incorporate data from a broad suite of Nielsen measurement services into its advertising planning and ROI analyses, enabling it to offer unique insight into advertising performance across the ‘three screens’ of television, Internet and mobile devices.
The agreement, which includes the first subscription to The Nielsen Out- of-Home Report, a service of Nielsen & Integrated Media Measurement Inc (IMMI), gives Zenith Media a comprehensive package of measurement-related planning and analytical tools.
The services being adopted by Zenith Media are all part of Nielsen’s Anytime Anywhere Media Measurement (A2/M2) initiative, which was launched by Nielsen in response to the expansion of television programming to a variety of digital platforms. A2/M2 will allow Nielsen and its clients to ‘follow the video’ to multiple media delivery systems, both inside and outside the home.
"We believe that it isn’t about linear television anymore," said Zenith Media vice chairman Peggy Green. "It is about following video content, content that can be viewed out of the home, on the net and on-mobile devices. We believe that Nielsen’s skill in media research will help us understand the depth and breadth of audiences across multiple platforms. This is just one step we are taking to master the new world of video content."
"The rapid development of digital technology now allows people to watch television whenever they want, wherever they want and on whatever screen they want," said Nielsen North America client services executive VP Sara Erichson.
"Now more than ever, our clients need new tools to understand how people are consuming media so they can improve the effectiveness of advertising campaigns. We are delighted to work with Zenith Media, which, by availing themselves of this most comprehensive suite of services, will be at the cutting edge of advertising planning and analysis."
"Working in tandem with Nielsen, our technology and measurement system will let Zenith Media obtain data on consumer television viewing habits that was previously unavailable," said Integrated Media Measurement chairman and CEO Tom Zito.
"Zenith’s use of the Nielsen/IMMI co-branded service will show how accurate out-of-home measurement data can help advertisers, broadcasters and content providers make better business decisions."