Nielsen, an audience measurement, data, and analytics platform, and TikTok have partnered to unlock a cross-media view of ad campaign performance inclusive of TikTok in the U.S.
The integration provides a holistic view of campaign performance across publishers and platforms, and for the first time, enables cross-media measurement so that advertisers and agencies can compare ad performance on TikTok across all screens, including digital, CTV, and linear. With a better understanding of TikTok’s unique contribution to audience reach, buyers can build more effective media plans, connect with the right audience, and improve return on media investment.
This integration, enabled by Nielsen ONE, provides the industry with the most comprehensive, trusted insights on audience reach.
“In the dynamic video landscape, brands need to extend their reach beyond traditional channels. 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 TikTok.
“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, providing much-needed clarity and ultimately helping advertisers make the most informed decisions as they plan and measure their cross platform and publisher campaigns,” said Ameneh Atai, GM of Audience Measurement at Nielsen.
