Google to Partner with Nielsen to Track TV Ad Audiences
From today’s NYTimes:
Google announced a partnership with Nielsen, the “voice of authority in measuring television audiences, that will give advertisers a more vivid and accurate snapshot than ever before of how many people are viewing commercials on a second-by-second basis, and who those people are.”
A small start, with a portion of the ad sales on the EchoStar DISH network (Google’s been selling these since May), Google can analyze the second by second results of who watched, skipped or changed the channel. And they can provide that data the next day…not days or weeks later. And now, by adding the demographic layer from Nielsen to the raw numbers, Google will have some powerful data that is immensely valuable to the advertiser.
Once advertisers have that kind of measurability from a single cable operator’s network, other cable providers will jump on quickly because advertisers will simply demand it.
Seems to be part of the strategy on the part of Google, and a good one. Google’s leaders are fearless and they are shaking up Madison Avenue. As Dave Morgan, founder and chairman of Tacoda characterized the Google approach in the NYTimes story: “Don’t shake up the market first on addressability, shake it up on measurability.”
This post was written by: Kim Mickelsen