Against a backdrop of growing digital offerings and connected devices, and rapidly changing consumer behavior, Médiamétrie has announced two technology partnerships with Nielsen and Kantar.
These two partnerships aim to mobilize the best technologies available worldwide to offer the French market audience measurement tools that are increasingly in tune with changes in video and audio consumption, and to meet the need for cross-media editorial and advertising measurement.
"We expect to see a sharp acceleration in the digitization and de-linearization of media offerings: we must anticipate this movement and support it with measurements that will remain the benchmark for all players. The French consensus on effective, independent, transparent, fair, and shared measurement is envied by many foreign markets. Médiamétrie's mission is to bring the best of what is being done around the world to the French market, and that is the whole point of these new partnerships." Yannick Carriou, Chairman and CEO of Médiamétrie.
Nielsen will provide Médiamétrie with its technologies for measuring digital traffic in the home via internet routers, IT management of digital television content, and recognition of video-on-demand platform content. All of these technologies are already in use in the United States. Using these technologies, Médiamétrie will meet the evolving needs of market players:
– expanding TV and video measurement to SVOD, AVOD, and Fast Channel platforms,
– improving the measurement of consumption patterns offered to the public by platformization—live, replay, preview, exclusive content.
The partnership with Nielsen is a continuation of the two companies' collaboration on digital audience measurement in France since 1999 and the measurement of advertising campaign performance through their joint venture Médiamétrie//NetRatings.
For its part, Kantar will provide Médiamétrie with its new generation of watermarking technology. This technology will enable Médiamétrie to improve the accuracy of its measurement of TV and video content—programs and advertisements—regardless of how they are consumed and the screen used by the audience.
The partnership with Kantar also builds on the close and long-standing relationship between the two companies in watermarking and program monitoring for TV audience measurement since 2008. The two companies are also working together on the ongoing development of the new generation of Rate On Air portable audience meters for Médiamétrie's measurement devices in France and those operated by Kantar internationally.
Médiamétrie announces two major technology partnerships with Nielsen and Kantar
