Deal Enhances Online Solutions, Underscores Nielsen’s Commitment to Cross-Platform Measurement
The acquisition of Vizu, a technology company that enables advertisers and publishers to assess and optimize online advertising effectiveness, has built on Nielsen’s online and cross-platform advertising campaign measurement and advertising solutions by adding real-time online effectiveness measurement.
Vizu’s industry-leading solutions have been integrated into Nielsen’s product portfolio. Through its Brand Effect suite, Nielsen now offers real-time reporting of online advertising performance broken out by media plan participant, frequency of ad exposure, advertising execution and targeting strategy. Real-time data improves advertising efficiency by enabling in-flight optimization by advertisers and media companies. In conjunction with Nielsen Online Campaign RatingsTM, Nielsen provides clients a more comprehensive understanding of the reach and resonance of their online advertising.
This acquisition is a continuation of Nielsen’s recent advancements in cross-platform advertising measurement. Vizu’s Ad Catalyst is immediately available as part of Nielsen Cross-Platform Campaign Ratings and the Brand Effect suite to demonstrate an ad’s reach and resonance across online and TV. Nielsen Cross-Platform Campaign Ratings leverages Nielsen Online Campaign Ratings and Nielsen’s proprietary TV data to deliver unduplicated incremental reach, frequency and GRP measures for TV and Internet advertising to allow for measurement of integrated marketing campaigns.