XR Makes Deal with Nielsen to Build Measurement Into Campaign Assets

With ads running on more platforms and appearing on more screens, keeping track of them has become a more complex task.

XR, which helps brands manage their advertising creative assets, has made a deal with Nielsen that will make it easier to measure how many people see them.

Brands who use XR’s platform can select Nielsen as their measurement provider and have Nielsen One ad tags automatically attached to ads or campaigns served by XR–formerly known as Extreme Reach.

The companies say this eliminates doing the process manually, lessens the chance of errors, and allows brands and agencies to deliver campaigns faster and more reliably measure audience impact.

“We’re thrilled to expand our longstanding relationship with Nielsen to streamline how XR can deliver brand and agency campaigns with Nielsen One measurement enabled,” said Sherman Li, senior VP of strategic partnerships at XR. “This partnership represents XR’s mission to transform advertising operations through world-class ad asset management, rights, and delivery solutions, as well as integrating with the industry’s leading measurement provider.”

XR’s platform manages how advertisers create versions of ads, pay talent and track usage rights. The company recently introduced an app lets users handle all payroll functions on a mobile device.

“We listen closely to our customers and the industry when we innovate, and a real,
pressing need for them is ad solutions that remove unnecessary work and friction, which is where we and Extreme Reach can help,” said Nichole Henderson, senior VP of global measurement & outcomes product at Nielsen. “Solutions like these help us improve the overall ad ecosystem as well as make us better business partners to our clients.”

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With Warner Bros. agreeing to be bought by Netflix and the Oscars moving to YouTube, it will be getting harder to tell where the theater ends and the home screen starts.

A new study by LG Ad Solutions says that the home screen of its smart TV sets is having a significant impact on what films people watch.
The studio found that 86% of viewers say that Home Screen promotion reminds them when new movies are available to rent or buy, and 67% take action, renting or buying a movie after seeing that film promoted on the home screen.

To LG, that makes the home screen the place where viewers watch coming attractions and trailers.

“Audiences want to see what’s new, where it’s available, and whether it’s worth their time — all in one place,” said Megan Kovacs, VP, head of media & entertainment at LG Ad Solutions. “Our research shows that when studios use the Home Screen strategically, they can influence decisions, drive attendance, and stay top-of-mind from theatrical release all the way through digital availability.”

The study produced other findings, with 79% of viewers saying they learn about new films through TV or streaming ads, topping social media, which was the second-most influential channel, named by 59% of those surveyed.

In terms of planning, 63% of moviegoers said they check showtimes at least a day before attending and 34% buy tickets at least a day in advance.

A lot of viewers pick what movie they want to see based on trailers, with 54% saying an interesting trailer is likely to sway their decision, compared to 56% who pick based on genre.

LG said it is getting more business from studio that want to use its advanced creative tools to increase the value of their promotional materials. They are also buying Home Screen Roadblocks to get the attention of viewers. According to LG, the roadblocks produce two-times higher brand consideration lift compared to typical ad formats.