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Nielsen goes live with its cross-platform ratings measurement
MUMBAI: Nielsen, a global provider of information and insights into what consumers watch and buy, has taken a major step forward for cross-platform advertising measurement by launching Nielsen Cross-Platform Campaign Ratings.
Leveraging the Media Rating Council-accredited Nielsen Online Campaign RatingsTM and proprietary national TV panel, Nielsen Cross-Platform Campaign Ratings will deliver reach of video advertising across screens. The solution will be commercially available beginning 1 October.
Nielsen Cross-Platform Campaign Ratings has been through extensive trials with a number of the industry’s biggest players across the advertising ecosystem. ESPN, Facebook, GroupM, Hulu and Unilever are among the dozen industry leaders who participated in trials for this service, which provides unduplicated and incremental reach, frequency and GRP measures for TV and Internet advertising.
“Sports fans are on the cutting edge of changing consumer media behavior,” said ESPN Vice President of Integrated Media Research Glenn Enoch. “ESPN‘s participation in the Nielsen Cross-Platform Campaign Ratings trial reflects our constant exploration for new ways to measure cross-platform usage.”
“Better understanding of the ads consumers see across all media is critical for marketers to build great campaigns – and for publishers to demonstrate the true value of their inventory,” said Facebook Head of Measurement and Insights Brad Smallwood. “Nielsen Cross-Platform Campaign Ratings is the first product that truly addresses this issue. Having a holistic, consumer-centric view of a campaign is a big step forward for the industry.”
“As consumers watch their favorite TV shows across Internet-connected devices, measurement in this area becomes critical to the long-term health of the entire industry,” said Hulu Senior Vice President, Advertising Jean-Paul Colaco. “We are supportive of Nielsen‘s approach in advancing the reliability of cross platform measurement and look forward to continuing our collaboration with them.”
“Nielsen Cross-Platform Campaign Ratings helps us determine who is seeing our advertising on TV compared to our digital advertising. This is increasingly important as we discuss how to spend our money across these critical media platforms,” Unilever, Director of Media Investment and Partnerships Jennifer Gardner.
In addition to online video advertising, Nielsen’s approach measures online display and rich media advertising in combination with TV. Industry trials, run between March and August 2012 have demonstrated the power of a high-quality, third-party solution that provides directly comparable metrics across TV and digital, measuring unique audience on each, along with overlapping audience and total combined unique audience.
“Creating a way to reach, measure and monetize inventory across screens and platforms advances the industry toward the high caliber, seamless standard that can provide new opportunities for players across the industry,” said Nielsen President, Global Media Products and Advertiser Solutions Steve Hasker. “Nielsen Cross-Platform Campaign Ratings is an exciting step in helping advertisers, agencies and publishers further understand the impact of their campaigns, wherever they run – across platforms and markets around the world.”
The Nielsen Cross-Platform Campaign Ratings launch comes as more and more consumers are living cross-platform lives. According to the latest Nielsen Cross-Platform Report, in addition to watching 34-plus hours of TV per week, the average American spends nearly five hours online on the computer. More than half of Americans now watch video online, with online viewing increasing average weekly video consumption to roughly 35 hours.
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Ganesh Chana Sattu ropes in Ravindra Jadeja for new campaign
Cricketing all-rounder fronts ‘unnatural energy’ push for high-protein roasted gram flour drink.
MUMBAI: Ganesh Chana Sattu has just bowled a natural Yorker that feels positively superhuman and Ravindra Jadeja is the man delivering it. The nutrient-rich, high-protein roasted gram flour brand has launched a fresh campaign featuring the Indian cricketing legend. Conceptualised by TBWA\ Lintas, the campaign playfully explores how something truly natural can unlock extraordinary energy, using extreme visual exaggeration and Jadeja’s larger-than-life athleticism to show the power of sattu in action.
Rather than relying on dramatic storytelling, the film celebrates sattu as an age-old, completely natural ingredient that delivers performance so effective it borders on the unbelievable. It positions the drink as a refreshing, cool fuel for the body perfect for a generation seeking honest, high-protein nutrition without the hype.
Ganesh Consumer Products Limited director Devansh Mimani said, “Sattu has always been valued for its nutritional goodness. With this campaign, we wanted to showcase that energy in an engaging way. Ravindra Jadeja’s personality and athleticism helped us bring alive the idea that a natural drink can power seemingly unbelievable energy.”
TBWA\ Lintas unit creative director Tritirtha Chatterjee added, “The thought was to position Ganesh Sattu as a refreshing, cool drink that naturally powers the body. Ravindra Jadeja was the perfect fit to bring this idea alive. As an all-rounder, his game demands constant energy across batting, bowling and fielding.”
The campaign is now live across TV, digital platforms and social media channels, aiming to boost both brand awareness and product consideration among consumers looking for natural, high-protein alternatives.
In a category full of flashy promises, Ganesh Chana Sattu is quietly reminding everyone that sometimes the most powerful fuel comes from the simplest, most honest ingredients. With Jadeja on board, the brand has found the perfect all-rounder to prove that real energy doesn’t need artificial boosts, it just needs the right sattu.
