Allison Schiff contributed

Twitter is increasing its relationship with Nielsen to spice up its means to plan and execute video methods.

The corporate will combine Nielsen Media Impression (NMI) and Nielsen Advert Intel — options that assist advertisers to measure and plan campaigns throughout quite a lot of media platforms — into the Twitter Amplify video advert platform, the place advertisers should purchase pre-roll and sponsorships alongside premium video content material, which is professionally produced video hosted on Twitter from a variety of publishers such because the NBA, NFL and NBCUniversal.

The integrations are supposed to make it simpler to justify shopping for Twitter’s premium video stock, in addition to optimize viewers attain and frequency alongside different prime video platforms.

Nielsen Advert Intel analyzes world advert spend and tracks advert campaigns throughout platforms, so Twitter could make the case for manufacturers to reallocate {dollars} to its platform.

NMI is a cross-media planning answer that makes use of Nielsen knowledge to offer insights into audiences and alter media spending to enhance attain and frequency. So Twitter advertisers can construct planning fashions exhibiting how totally different media combine eventualities (say, transferring {dollars} from TV to Twitter) will have an effect on attain and frequency.

“What’s new right here is how Twitter can have interaction within the platform and have very direct and particular conversations round their illustration,” Jay Nielsen, SVP of Planning Merchandise at Nielsen, instructed AdExchanger.

Twitter can also be increasing its entry to Nielsen Whole Advert Rankings. Advertisers will now be capable of look at the incremental attain and frequency delivered on Twitter.

“We constructed a very sturdy relationship with Nielsen over the past couple of years,” Doug Brodman, Twitter’s director of North America Company and Platform Options, instructed AdExchanger. “We made the choice to go a bit of deeper by way of the mixing, in order that we are able to construct out a extra sturdy strategy to the video market.”

Twitter hopes its Nielsen integrations will bolster its video promoting Amplify product, whose writer community consists of giant media firms, mentioned Brodman. However the Nielsen merchandise aren’t confined to Amplify – Brodman added that they are often utilized to “complete video options throughout Twitter.”

Video is Twitter’s quickest rising enterprise amongst each shoppers and advertisers, he added, and Twitter’s means to succeed in audiences ages 18 to 49 makes it greater than a social extension in media: “We’re now a extra formidable participant within the video area and ecosystem.”

The mixing with Nielsen positions Twitter to finally entry knowledge in Nielsen One, the only measurement answer Nielsen plans to roll out subsequent yr.

“This can be a step for Twitter to be a extra deeply built-in associate on that journey,” Brodman mentioned.

Efficiency takes the stage

In different Twitter information, the corporate shared an replace with reporters on Wednesday in regards to the progress it’s been making with its promoting merchandise.

For instance, the corporate mentioned that it has lastly completed an 18-month lengthy rebuild of its advert server and accomplished the structure of its cellular app promotion (MAP) providing.

MAP, specifically, ought to assist Twitter seize efficiency promoting {dollars} and woo small companies. Higher late than by no means. Fb has been slurping up DR budgets for years.

App installs are “a stepping stone for us to assist unlock efficiency promoting,” mentioned Bruce Falck, Twitter’s income product lead. “An enormous a part of how we develop along with the model enterprise is by transferring down funnel to extra efficiency advertisers – no shock there.”

It’s additionally no shock that Twitter is planning to speculate extra in commerce, as a result of what tech platform isn’t nowadays. Though Falck mentioned it’s too early to share particulars about precisely what purchasing on Twitter will appear like, the concept, no less than to begin, will likely be to deal with encouraging transactions fairly than facilitating them straight on the platform.

Twitter may even begin utilizing extra context and alerts from interactions on Twitter to assist its promoting merchandise carry out higher.

Engagement with client merchandise, reminiscent of subjects and lists, “symbolize a possibility for us to do higher personalization and ship higher advert relevancy,” mentioned Jonathan Lewis, senior director of product administration at Twitter. One instance, Lewis mentioned, is the power to construct viewers focusing on segments primarily based on customers who observe a sure subject.

Ideally, these modifications would reduce friction for advertisers and place Twitter as a competitor for DR bucks – simply as its work with Nielsen will place Twitter as a competitor for attain/frequency spend that usually goes to tv.

“Our efficiency advert merchandise will stay our No. 1 focus all through the remainder of the yr,” Lewis mentioned.