As mentioned in this previous post, Google aims to bring advertising effectiveness measurement, so familiar to Search advertisers, to print, radio and TV advertising. In that context, this announcement is huge:
Today, the Nielsen Company and Google announced a strategic, multi-year partnership. The relationship will leverage Nielsen’s television audience measurement experience to bring demographic data to Google’s TV Ads advertising platform. This combined data will allow Google to provide agencies and advertisers with the information they need to assist them in creating better ads to maximize their ROI.
Google TV Ads is an online platform for buying, selling, measuring and delivering television ads which truly fuses the online and offline advertising worlds. Data from Nielsen’s television ratings panels will provide Google TV Ads advertisers with the demographic make-up of the audience. Google TV Ads has the capability to report second-by-second set-top box data so advertisers can evaluate and only pay for actual set-top box impressions.
The two companies will also work together on other opportunities to measure online and other media. Other details of the agreement have not been disclosed.
David Calhoun, chairman and CEO of The Nielsen Company said “This is an important, strategic relationship for both companies and a great fit. The relationship with Google – which we expect will expand significantly in the months ahead – is a prime example of the ways Nielsen is embracing new technologies, platforms and relationships worldwide to serve clients more completely, to provide companies with its insights and to help the bas of potential advertisers everywhere.”
Eric Schmidt, CEO of Google stated “As we continue to expand out TV advertising program, it is important that we provide advertisers and agencies with data that will help them reach their target demographic with the right ad”.