TikTok has partnered with Nielsen to enable advertisers and businesses to precisely measure the effectiveness of their ads across all screens, including digital, connected TV (CTV), and linear television. According to Nielsen, the strategic partnership will enable advertisers to gain a deeper insight into TikTok’s impact on viewer engagement, as well as optimize ad placement across various media platforms by leveraging its comprehensive metrics and analytics capabilities.
As the corporate recognises, successfully capturing viewer engagement on TikTok is paramount, given the widespread trend of users seamlessly transitioning between various platforms and devices. According to Nielsen, the company is now equipped to deliver cross-media measurement capabilities through its innovative Nielsen ONE platform, which provides valuable insights into viewer metrics across various platforms.
“Amidst a fractured media landscape, advertisers are increasingly pressured to accurately quantify the ROI of each component within their multimedia strategies,” said Ameneh Atai, General Manager at Nielsen. “By integrating TikTok into Nielsen ONE, we unlock a crucial piece of the puzzle, providing much-needed transparency and enabling advertisers to make informed decisions as they plan and measure their multi-platform campaigns.”
According to Jorge Ruiz, TikTok’s World Head of Advertising and Marketing Science, manufacturers are seeking to expand their reach beyond traditional channels, leveraging the platform’s integration with Nielsen ONE, which enables advertisers to monitor and capitalize on cross-media engagement metrics.
It’s worth noting that this is not the first instance where Nielsen has collaborated with a leisure platform to measure cross-media analytics using Nielsen ONE, marking another milestone in their ongoing efforts to standardize measurement and drive industry innovation.
The corporation’s inaugural media companion, reintroduced by Nielsen in 2022, enables advertisers to analyze YouTube reach across laptops, mobile devices, and connected TVs (CTV), extending to linear TV viewing metrics. Two months after the initial launch, Nielsen endeavored to track cross-media viewership.
Nielsen currently holds a three-year agreement to track viewership metrics for the streaming service’s exclusive NFL Thursday Night Football broadcasts.
