Zenith Media and The Nielsen Company have announced a partnership which will have Zenith incorporating data from a range of Nielsen measurements services into its advertising planning and analysis tools in order to track ad performance across the “three screens”. The three screens are of course television, internet, and mobile.

As mobile advertising becomes more main stream, it will be important for planners and brands to be able to see how well ads are performing on different platforms. This announcement is a step in that direction.

“We believe that it isn’t about linear television anymore,” said Peggy Green, Vice Chairman 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 data services that Zenith will be adopting include:

• Nielsen Mobile Audience Measurement: Syndicated consumer research and mobile audience measurement for telecom and mobile media companies in the convergence marketplace, including internet, video, gaming, audio, and advertising trends among mobile phone users.
• Out of Home Measurement: a service of Nielsen & Integrated Media Measurement Inc (IMMI), which will launch April 2008. This will give Zenith Media access to an all-electronic cell-phone based service that provides metrics for television viewing that occurs outside of the home in bars, hotels, airports and other locations. The service will provide program, time-period, and market break reports to help clients understand and analyze the out-of-home audience.
• Nielsen Online VideoCensus: This service measures and identifies the amount of television and other video programming being viewed over the Internet. It combines patented panel and census research methodologies to provide an accurate count of viewing activity and engagement paired with in depth demographic reporting.

Read the full press release here.