Zenith Media Services announced yesterday that it has signed on to use a suite of the Nielsen Co.’s measurement tools in order to gain insight into its advertising efforts across the three screens of television, Internet and mobile devices.

As part of the agreement, Zenith Media becomes the first subscriber to The Nielsen Out-of-Home Report – a service of Nielsen and Integrated Media Measurement
Inc. (IMMI) that gives Zenith Media a package of measurement-related planning and analytical tools.

The services being used by Zenith Media are all part of Nielsen's Anytime Anywhere Media Measurement (A2/M2) initiative, which was launched by Nielsen in response to the expansion of TV programming to a variety of digital platforms. A2/M2 will allow Nielsen and its clients to "follow the video" to multiple media delivery systems, both inside and outside the home.

"We believe that it isn't about linear television anymore," said Peggy Green, vice chairman of Zenith Media. "It is about following video content, content that can be viewed out of the home, on the net and on mobile devices. We believe that Nielsen's skill in media research will help us understand the depth and breadth of audiences across multiple platforms. This is just one step we are taking to master the new world of video content."

The financial terms of the agreement were not released by the companies.

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