Market Response to Nielsen One: diComo, Kassan, McDonald, Yaccarino, Jankowski, Walpert Levy

Nielsen One is AnnouncedquotWhat started out as just television and movies has now grown into a multiplatform cross media landscape bigger than anyone ever anticipatedquot explained Kenny quotConsumers are no longer limited to engaging with video content at as particular time and place They now have endless options for viewing whatever and whenever they want toquot The endless choice of platforms devices mediums and ad formats coupled with an increased commitment to privacy has led to a wealth of data from a range of sources that can often be duplicative Nielsen One aims to solve for all of these exigencies quotWith Nielsen39s crossmedia solution Nielsen Onequot he asserted quotwe are aiming to provide marketers advertisers and publishers with a single metric across digital and linear that is trusted independent and standardized across the industryquotIn mapping out Nielsen One39s complete rollout by 2024 Nielsen39s Chief Operating Officer Karthik Rao explained that while the industry is at a major inflection point with innovation it has been accelerated by COVID quotThe amount of disruption and innovation that we have experienced in the past nine months would normally happen over the course of a few yearsquot he noted Between the fifteen new streaming services launched in the course of two years to the 33 increase in spend for addressable in one year and the push to full distribution of smart TVs where nearly 8 out of 10 homes have a least one the industry39s expansion is taking place on many levels Add to that is an increased focus on quotprivacy restrictions increased consumer awareness and regulatory changes Digital ad tech measurement activation will be reborn in a world without reliable persistent identifiers such as cookies and mobile ad ids and there is a massive shift to streaming while the walled garden walls are growing higher and the open web remains a question mark These changes intensify the need for standard measurement and audience deduplicationquot he concludedNielsen has already made great progress in crossmedia measurement and this effort through Nielsen One is expected to ramp up over the next two years quotWe are already evolving the national currency to include addressable measurement in the first half of 2021quot Rao noted quotWe are leveraging our own ACR data and announced the integration of data from Direct TV Dish and Vizio39s Project OAR Starting in late 2021 for live television we will be previewing subminute ads and content metricsamp8230 In 2022 we will fully launch the crossmedia product and expect the market to fully transition by the fall 2024 seasonquotAnd The Industry RespondsFor Luis di Como executive vice president global media Unilever the need for a single crossmedia solution is paramount quotOne of the biggest advantages we have at Unilever is our coveragequot he explained quotIf you see thought the lens of geography portfolio and channels we have millions of data points and signals that we can use to understand the futurequot in a global marketplace Today Unilever boasts a People Data Center quotThis is the place where we capture store analyze and leverage all of the data that we have from first party data to second and third party to get a holistic view of the consumer and to get unique insightsquot he stated and added quotCOVID accelerated that trendquot moving the markets from ecommerce to quoteeverythingquot creating that much more data to handle and changing consumer behaviors One single measurement will enable companies like Unilever to mitigate waste and manage frequency resulting in optimizing company efforts and creating a better consumer experienceMany companies have been working independently to find crossmedia solutions How can we best combine our efforts to get to an industry standard solution Michael Kassan founder chairman and chief executive officer Medialink moderated a panel of executives from across the media industry quotWe have made progress in the last year but amp8230 we need to move faster marketers are getting frustrated digital continues to growquot he stated Moving into 2021 and beyond Kassan posited four major questions amp8211 How do we increase user engagement in advertising How can we create new more noninterruptive experiences that would be preferred by consumers and work for marketers How do we make it easier for marketers to connect to the audiences that move their brand How do we insure your messages are in front of the right viewerFor Kirk McDonald North America39s chief executive officer at GroupM quotthe challenges facing the industry will require us to work together and be more cooperative to make the industry function betterquot and move towards single sources of measurement for video across all distribution platformsWith an extremely diversified portfolio Linda Yaccarino chairman of global advertising and partnerships NBCU believes that since the pandemic quotstrategic priorities have changed dramatically Did we anticipate unfortunately the theme parks being largely closed down Did we anticipate the studio business being what it is today But additionally did we anticipate the broadband business having extraordinary and meteoric growth with no anticipation of that slowing downquot Broadband aggregation and streaming are now the new priorities to quotput the consumer at the corequot She added that as the industry comes together with quota common purpose for an open platform that is dedicated to safety and transparency we can really make strides and get ahead to meet the consumer needsquotHaving worked on both the client and agency side Ben Jankowski group head of global media Mastercard has been quoted as saying quotThe biggest decision we have to make as marketers is where we put our moneyquot This is a challenge that is not yet being solved by today39s measurement quotToday we can39t measure the holistic view of the consumer Today with the research challenge we have and the business realities of people in the marketplace who have built products that are not conducive to being comparable we have fragmentation which is more difficult to measure than any time before We have to get in front of itquot he admonishedTara Walpert Levy vice president agency ampamp brand solutions at Google noted quotThe viewer is all that matters They define what television is If you are a buyer it is critical to have objective comparable independent measurement which buyers and sellers both have confidence in and that lets you operate at scalequot For her Nielsen One will make this process easier and impactfulKenny explained that Nielsen is hyper focused on solving this industry challenge quotNielsen has been part of the challengequot he admitted quotWe have tried to measure everything historically in different methodologies so there was a digital ad rating TV ad rating cable rating When I got here two years ago we did a complete overhaul to get to one id platform and the one ability to measure all of it in the same deduplicated way It is the only way we can solve this problemquotAlso read Nielsen Introduces SingleSource CrossMedia Measurement by Oriana SchwindtClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Market Response to Nielsen One: diComo, Kassan, McDonald, Yaccarino, Jankowski, Walpert Levy

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Market Response to Nielsen One: diComo, Kassan, McDonald, Yaccarino, Jankowski, Walpert Levy

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