Nielsen, which describes itself as a global leader in audience measurement, data, and analytics, is expanding its Ad Intel advertising platform to include Connected TV (CTV) advertising spend. With this move, the company strengthens its role in cross-platform competitive analysis and offers more detailed insights into CTV advertising. The goal, of course, is to provide advertisers with a more comprehensive understanding of the advertising market. Nielsen is also responding to increasing market pressure. The rollout will initially begin in Germany.
According to the press release, the CTV integration allows marketing managers to analyze the distribution of advertising spend across all relevant streaming platforms, linear television, digital media, and other already tracked channels. This should help to better identify competitors’ strategies and plan their own advertising activities more effectively.
Specific advantages include:
- Analysis of CTV spending by platform and advertising approach to identify market opportunities,
- Insights into the creative and placement-specific strategies of competitors,
- Detailed analyses at the device level (e.g., in-app, browser, smart TV),
- Data-driven planning and optimization of media plans.
The expanded service will be available in Germany starting in August 2025, with further markets in the EMEA region to follow. The platform will then offer insights into CTV advertising on providers such as Amazon Prime Video, Netflix, YouTube, Disney+, RTL+, DAZN, Sky, Joyn, WOW, Waipu.tv, and Pluto TV. This innovation is part of Nielsen’s long-term strategy for the further development of Ad Intel.
“In today’s dynamic media landscape, content consumption across different platforms is constantly evolving,” said Inam Mahmood, General Manager EMEA at Nielsen. “Marketers face the challenge of effectively allocating their advertising budgets across this diverse range of channels to differentiate their campaigns from the competition while simultaneously reducing marketing waste. Our latest Annual Marketing Report shows that 56 percent of marketers worldwide plan to increase their CTV spending by 2025, highlighting the growing importance of this channel. By integrating CTV coverage into our Ad Intel product, we are expanding the most comprehensive advertising intelligence on the market. Advertisers, agencies, publishers, and broadcasters will gain actionable insights to maximize campaign impact and outperform the competition. This is a significant milestone in our ongoing efforts to deliver cross-platform competitive intelligence, enabling our clients to make more informed decisions, optimize their media strategies, benchmark against competitors, and improve their ROI. The launch in Germany is just the beginning for us across the EMEA region. More will follow in the coming weeks and months.”
The press release is silent on the exact measurement method.
