Google have announced they are to partner with Nielsen, the company which measures television ratings across various demographics.
Nielsen has set top boxes in a large number of American households, and these will now be used to see how many people watch the television adverts that Google sell.
This is an agreement designed to help companies who have already purchased Google ads determine what sort of value for money they are getting, as well as entice potential new advertisers in to signing up with the company.
Under the deal, part of a multi year, multi strategy arrangement between the two companies, Google will gain access to Nielsen’s demographic data from the aggregated set top boxes already delivering information on US TV viewers watching habits.
Part of the Google statement read:
“This is the first time that advertisers and agencies will have this level of detailed measurement available in a single place and at such a large scale.”
This is good news for advertisers as they will now gain more information both on the number of people who are watching their purchased ad time, and the type of people who are responding well to certain ad types.
Jeff Wisot, the vice president for marketing at Buy.com said:
“When I’m buying for network or cable, I get an estimate of what the cost per million will be, then the ad runs, and that’s it. I get very little data back.”
“They [Google] are able to tell me how many viewers watched each ad until the end, which is fantastic.”
This is reportedly just a start to a long relationship between the two companies, with both eager to explore other opportunities to work together and “to measure online and other media.”
