Nielsen launches streaming ad measurement in Brazil, tracks 23,000 creatives
More than 23,000 creatives across nine streaming apps in Brazil were tracked by Nielsen in the first three months after it switched on streaming ad measurement inside Digital Ad Intel, the company's cross-media reporting product. The rollout follows earlier launches of the same streaming measurement in the US and Europe. Sabrina Balhes, Managing Director of Nielsen Brazil, said Nielsen is "the first and only company measuring streaming ads in the country," giving it a reference-standard position with exclusive metrics on communication intensity, share of voice and competitive moves within streaming environments.
Brands running streaming campaigns in Brazil gain a market-wide reference point for competitive intelligence, letting them benchmark ad load, creative volume and category share of voice against rivals inside apps that previously lacked independent measurement. Agencies and advertisers can use the data to time creative refreshes, defend market share or identify expansion opportunities inside specific streaming apps, decisions that until now relied on each platform's own reporting. Nielsen's Digital Ad Intel already covers linear and digital channels, so Brazilian buyers can now compare streaming ad activity against those channels within the same tool.