In May, Adaptly was among only twelve Facebook Preferred Marketing Developers (a global community of hundreds of developers across more than 45 countries, focused on making marketing easier and more effective through technology partnerships) called to Menlo Park, CA for a two day-long “Hackathon” to demonstrate how its social media software and marketing expertise could be applied toward the integration of the Nielsen Online Campaign Ratings™ to create better processes and a more seamless experience for brand advertisers. Nielsen Online Campaign Ratings delivers digital campaign audience metrics daily—including reach, frequency and gross rating points (GRPs) for age, gender and DMA—used for buying and selling advertising, in-flight optimization and evaluating campaign success.
“We look forward to working with Facebook PMDs to ensure continued success by driving online ad effectiveness with Nielsen Online Campaign Ratings.” says David Wong, Vice President, Product Leadership, Nielsen.
The specific use-case is to help Facebook advertisers understand their unduplicated reach across digital media buys and calculated their online GRP’s, as well as validate the demographic composition of the audience they have reached. Adaptly’s engineering team collaborated with Nielsen and Facebook engineers and developed a dashboard that surfaces the Nielsen Online Campaign Ratings data, which can be pivoted for age, gender and DMA reach metrics. It includes exportable formatted reporting.
“We are proving that platforms like Facebook are extremely effective at driving real business objectives,” said Nikhil Sethi, Adaptly’s co-founder and CEO. “Brand marketers want a common currency for their advertising across multiple mediums, and Nielsen Online Campaign Ratings provides our clients with the ability to understand audience reach on Facebook in a way that is truly comparable.”
As a result Adaptly was selected among the top four finalists and plans to integrate Nielsen Online Campaign Ratings into its platform which will enable more streamlined activation and online reporting.
Nielsen Online Campaign Ratings combines Nielsen panel data with aggregated, anonymous, privacy-protected demographic information from participating data providers. Campaign reporting is available daily, providing vital delivery information in-flight to both advertisers and publishers. The recently announced availability of comprehensive smartphone and tablet measurement in Nielsen Online Campaign Ratings provides clients with a complete view of their digital audience for the first time. Nielsen not only provides highly precise demographics on a campaign running across platforms, but will also provide a precise count of how many consumers saw an ad only on a PC, only on mobile and on both—for total and device-specific reach.
Adaptly (www.adaptly.com) is a marketing technology company that provides brands with an operating system for planning, managing, and analyzing cross-network social media advertising campaigns. Fortune 100 brands leverage Adaptly’s software and strategic services to optimize some of the most recognized social advertising campaigns on the web.