Vizio Ads, the direct-to-device advertising business for Vizio, the US-based TV brand, has announced that it will use Nielsen’s Digital Ad Ratings to help advertisers better measure and optimise 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 utilise 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 utilise Vizio’s 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.”
“With two-thirds of US households using connected devices, independent third-party measurement is critical to be able to monetise 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.”