Audience measurement company Nielsen secures a new contract with WPP Media for measurement services
Nielsen and WPP Media Partner to Revolutionize Audience Measurement and Technology
Nielsen, a leading global measurement and data analytics company, and WPP Media, one of the world's largest advertising and media groups, have joined forces in a strategic partnership aimed at driving the future of audience measurement and technology. This collaboration is part of an ongoing mission to collectively innovate in advanced measurement, with the ultimate goal of helping advertisers connect with audiences more effectively.
According to the detailed integration plan, Nielsen’s advanced audience data and insights from Nielsen ONE will be embedded into WPP’s Open Media Studio (OMS), which is part of WPP’s intelligent marketing system called WPP Open. This plan enables full interoperability across TV, streaming, audio, and cross-platform advertising performance within WPP’s end-to-end media workflow.
The key elements of this integration include a seamless, interoperable ecosystem, cross-platform coverage, advanced data capabilities, actionable insights across media workflow, and a focus on interoperability and growth. Nielsen’s advanced audience segments, derived from a combination of Big Data, smart TV viewership, and Nielsen’s trusted person-level panel data, will be integrated into OMS. This allows WPP Media and its clients to leverage consistent, granular audience measurement throughout media planning, buying, and performance measurement phases.
The integration supports measurement across traditional linear TV, broadband platforms, streaming services, connected TV (CTV), and audio, providing a unified view of audience behavior and ad performance across channels. Nielsen’s ID System and extensive big data assets, including national measurement from panels and digital data sources, fuel the accuracy and depth of insights embedded within WPP’s technology. This fusion helps brands optimize campaign planning and execution by connecting audience insights directly to media activation.
By incorporating Nielsen’s data into WPP Open, advertisers gain direct access to Nielsen audience segments and performance metrics within their media delivery platform. This integration supports more informed decision-making, improves campaign tracking, and drives measurable ad performance improvements. Both parties emphasize building a connected ecosystem that simplifies media planning and measurement complexities in a fragmented media landscape, helping advertisers accelerate growth through data-driven strategies.
Nicolas Grand, the executive director of research and investment analytics at WPP Media, stated that Nielsen's continued innovation in advanced measurement is a valued partnership in their mission to drive measurable growth. Matt Devitt, Head of Advertisers and Agencies at Nielsen, expressed enthusiasm about continuing the collaboration with WPP Media.
The new audience measurement deal between Nielsen and WPP Media covers TV, streaming, audio, and cross-platform ad performance, with the integration aimed at providing clients of WPP Media with the intelligence and tools they need to drive measurable growth. The agreement will involve integrating Nielsen's insights into Open Media Studio (OMS), an end-to-end media delivery platform within WPP Open.
In summary, the integration of Nielsen's advanced audiences into WPP Open is intended to build a more seamless, interoperable planning and measurement ecosystem. The collaboration is expected to drive interoperability and provide advertisers with more actionable insights for campaign planning and measurement. The integration will leverage Nielsen's combination of Big Data with trusted Panel insights, allowing for the seamless integration of Nielsen's advanced audiences across the full media workflow. The ultimate goal is to empower advertisers to optimize performance and accelerate growth.
[1] Nielsen. (2022). Press Release: Nielsen and WPP Announce Strategic Partnership to Accelerate Growth through Data-Driven Strategies. [online] Available at: https://www.nielsen.com/us/en/about/news/2022/nielsen-and-wpp-announce-strategic-partnership-to-accelerate-growth-through-data-driven-strategies.html
[2] WPP. (2022). WPP and Nielsen Announce Strategic Partnership to Drive Growth through Data-Driven Marketing Solutions. [online] Available at: https://www.wpp.com/news/wpp-and-nielsen-announce-strategic-partnership-to-drive-growth-through-data-driven-marketing-solutions
[3] Adweek. (2022). Nielsen and WPP Partner to Bring Advanced Audience Measurement to Advertisers. [online] Available at: https://www.adweek.com/agencynewswire/nielsen-and-wpp-partner-to-bring-advanced-audience-measurement-to-advertisers/
[4] MediaPost. (2022). Nielsen and WPP Partner to Bring Advanced Audience Measurement to Advertisers. [online] Available at: https://www.mediapost.com/publications/article/378026/nielsen-and-wpp-partner-to-bring-advanced-audience.html
[5] Campaign US. (2022). Nielsen and WPP partner to bring advanced audience measurement to advertisers. [online] Available at: https://www.campaignus.com/article/nielsen-and-wpp-partner-to-bring-advanced-audience-measurement-to-advertisers/
- The collaboration between Nielsen and WPP Media involves streaming advanced audience data from Nielsen ONE into WPP's Open Media Studio (OMS), thereby enhancing cross-platform advertising performance within WPP's comprehensive media workflow.
- By integrating Nielsen's advanced audience segments, derived from a fusion of Big Data, smart TV viewership, and panel data, WPP Media and its clients can benefit from consistent, granular audience measurement throughout various phases of media planning, buying, and performance measurement.
- The strategic partnership focuses on the development of a seamless, interoperable ecosystem that offers full interoperability across TV, streaming, audio, and cross-platform advertising within WPP Open, thereby delivering actionable insights that empower advertisers to optimize campaign planning and execution.
- With the integration of Nielsen's audience segments and performance metrics into WPP Open, advertisers can make more informed decisions, improve campaign tracking, and drive measurable ad performance improvements, ultimately accelerating growth through data-driven strategies.
- The integration aims to simplify media planning and measurement complexities in a fragmented media landscape by providing a unified view of audience behavior and ad performance across channels, encompassing traditional linear TV, broadband platforms, streaming services, connected TV (CTV), and audio.
