VIZIO Ads today announced that it will use Nielsen's Digital Ad Ratings to help advertisers better measure and optimize digital audience metrics across VIZIO SmartCast® inventory on VIZIO connected TVs (CTV). This follows the recent announcement that Nielsen will measure addressable campaigns on VIZIO that utilize the open addressable standard developed by Project OAR.
With the expansion of Nielsen measurement, media buyers and sellers will have the ability to understand and verify an ad's audiences across all VIZIO Smart TVs. The audience measurement from Nielsen will enable advertisers to verify impressions based on specific parameters, such as age or gender.
"As audiences continue to shift to streaming across various devices and services, having a trusted third party measurement currency is critical to deliver measurement consistency, scaled innovation, and ultimately provide brands with the ability to invest with confidence," said Adam Gerber, President of Global Investment at GroupM's Essence. "The use of Nielsen's measurement will accelerate our ability to utilize VIZIOs direct-to-device ads business as part of a broader TV and video investment strategy."
"Implementing Nielsen advanced TV measurement will be a catalyst for our already exploding ads business because it enables brands to transact on traditional linear and connected TV seamlessly," said Mike O'Donnell, Chief Revenue Officer of VIZIO's Platform Business. "This collaboration is one of many important steps we are taking to give our brand, agency and publisher partners the tools and confidence to succeed in the fast changing CTV market."
As VIZIO continues to build out its ads business unit and addressable platform for Project OAR, Nielsen's measurement will provide more transparency, flexibility and performance metrics for brand advertisers. The expanded relationship with VIZIO and Nielsen across addressable and CTV enables better precision for marketers, more relevant ads for consumers and greater flexibility for programmers.
"With two-thirds of U.S. households using connected devices, independent third-party measurement is critical to be able to monetize across CTV and linear addressable inventory in a more scalable way," said Scott Brown, GM of Audience Measurement at Nielsen. "Expanding our advanced TV footprint to measure both VIZIO's addressable OAR and CTV inventory is an important step in measuring all audiences and ultimately to help marketers understand the true incremental reach they get by extending their strategy across platforms."
VIZIO has built an unparalleled direct-to-device response advertising engine for modern marketers to deliver better ad experiences at scale. VIZIO Ads offers ad buyers and sellers more relevant and targeted advertising opportunities across premium addressable TV inventory within 150+ linear TV channels, as well as advertising opportunities across the SmartCast operating system including launch and discovery environments and within the many OTT apps featured on the SmartCast platform.