"Amidst a fragmented ecosystem, advertisers are increasingly challenged to understand and substantiate the incremental value of each element of their media plan," said Ameneh Atai, GM of Audience Measurement at Nielsen, in a press release. "Integrating TikTok into Nielsen ONE unlocks a significant piece of the puzzle, providing much-needed clarity and ultimately helping advertisers make the most informed decisions as they plan and measure their cross-platform and publisher campaigns."
TikTok's global head of Marketing Science, Jorge Ruiz, stated that brands need to extend their reach beyond traditional channels. He emphasized that TikTok's integration with Nielsen ONE enables advertisers to understand and leverage cross-media engagement.
Nielsen acknowledges that capturing audience engagements on TikTok is critical, as people move across different platforms and devices. They note that this partnership enhances advertisers' understanding of TikTok's contribution to audience reach.
The partnership with Nielsen allows advertisers and agencies to directly compare ad performance on TikTok across all screens, including digital, CTV, and linear, enhancing their overall media strategy.
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