Nielsen and TikTok’s alliance means marketers can compare ad performance on the platform across all screens, including digital, connected and linear TV.
Nielsen is joining forces with TikTok to allow advertisers and agencies to compare ad performance on the platform across all screens, including digital, connected and linear TV.
The integration with TikTok uses clean room technology and Nielsen’s panels (numbering more than 1.2 million individuals across TV and digital) and data assets to provide independent reporting of demographic data in Nielsen One.
“TikTok’s commitment to providing diverse measurement tools, including our integration with Nielsen One, enables advertisers to understand and leverage cross-media engagement, driving meaningful results,” said Jorge Ruiz, global head of marketing science for TikTok, in a statement.
“Amidst a fragmented ecosystem, advertisers are increasingly challenged to understand and substantiate the incremental value of each element of their media plan. Integrating TikTok into Nielsen One unlocks a significant piece of the puzzle,” said Ameneh Atai, general manager of audience measurement at Nielsen.
In July, Nielsen rival iSpot.tv announced an integration of its Unified Measurement Platform with TikTok to give brands a view into the audience reach TikTok provides compared to U.S. linear TV viewers.
A meta-analysis of 21 campaigns using iSpot.tv measurement showed that, on average, 58% of TikTok impressions reached a unique audience of viewers who were not exposed to the TV portion of the campaigns.
