Nielsen Introduces Single-Source Cross-Media Measurement

The world of ad measurement has a similar problem But unlike physics Nielsen is finally ready to bring together two realms long treated as fundamentally separate linear TV and digitalOn December 8 Nielsen Inc hosted a virtual event revealing the company39s singlesource crossmedia measurement product Nielsen One This product centers around a single standardized trusted independent metric that measures the consumer39s viewing in toto whether that39s viewing on mobile through a connected TV on a laptop or yes via regular ol39 linear televisionquotMedia and entertainment is changing and so is Nielsenquot CEO and Chief Diversity Officer David Kenny said during the event quotThe industry needs clear crossmedia independent measurementquotIndependence is a key value proposition for Nielsenamp8212while plenty of stakeholders have been working on their own measurement standards in the last few years for buyers and sellers accusations of quotgrading your own homeworkquot are hardly conducive to businessOther key competencies are resiliency the ability to futureproof coverage taking into account all devices on which video can be viewed and comparability making sure big data is corrected for bias Nielsen One will use its own national panel and a cloudbased engine that reconciles big data from partners with the panel data to execute these competenciesOh and perhaps most importantly in the current climate Nielsen is committed to doing all this in a way that prioritizes privacyNielsen One is a suite of products that uses a bewilderingly large array of data to create this holistic view of the people watching video content with partners like VIZIO39s Project OAR Dish and DirecTV providing returnpath viewer data and a panel that will include just about any screen you can think of The goal is to be able to deduplicate and get an accurate count of who is watching what where whenquotAt the end of the day there is one consumer and only one budget Understanding unduplicated reach is criticalquot Luis di Como Unilever39s Executive Vice President of Global Media told Kenny during a oneonone conversation at the event For di Como what matters is being able to measure the impact of an advertisement measuring that impact starts with knowing who saw itAlongside di Como Nielsen invited several other industry heavyhittersamp8212some of whom have been critical of the company in the pastamp8212for a live panel discussing this crossmedia futurequotIt39s not just about how to figure out across screens it39s about impactquot said Ben Jankowsky MasterCard39s Senior Vice President of Global Media quotThere39s a big difference between someone seeing an ad on their phone and on TVquot And now Jankowsky will know who39s seeing his ads on their phones and who39s seeing them on TVAlong with being able to measure ad impact NBCUniversal39s ad sales chief Linda Yaccarino is relieved to finally be able to measure every person who is watching Saturday Night Live amp8212a fair number of people quotThis year39s SNL on linear is roughly 15 percent lower than the fiveyear averagequot she explained quotBut when you add the capability of the viewer to get it wherever whenever it39s actually growing in strength Think of how liberated we will all feel when we get to the point when we39re able to sophisticate and modernize measurementquotSufficiently modernized this data has forecasting abilityquotNow one of the things we ask is how do we take this solution and use it to predict audience that might help creativequot GroupM CEO Kirk McDonald asked No one wants shows to be created by or even influenced by algorithms but the crossmedia audience data can help NBCU for example figure out if a show39s audience makes it better suited to Peacock one of the NBCU cable nets or NBC itselfKenny came to Nielsen from IBM39s Watson and before that The Weather Company so he knows all about using data to make forwardlooking projections quotWhat I know about forecasting is it39s important to start with a truth setquot he said quotIf everyone doesn39t start with the same set it doesn39t workquotYou don39t just need an auditable truth set thoughamp8212you need to make it easy to transact on quotFor big buyers and sellers we need scale we need ease we need objectivity in the system This is offering thatquot said Tara Walpert Levy who runs agency and brand solutions at Google and YouTube Being able to see who is being overexposed to messagingamp8212who39s being bombarded with the same ad over and over againamp8212is a huge win for both the advertiser and the consumerThe full product suite will be rolled out over the next two years In 2021 Nielsen will be able to measure every single ad at the subminute level with its AlwaysOn measurement product in 2022 the full suite will be available and COO Karthik Rao expects full industrywide adoption of the standard by 2024quotWe will continue to urge clients not to let the perfect be the enemy of the goodquot said Walpert Levy quotBut what we39re describing here is a massive step forward to address one of the biggest issues our industry facesquotAlso read Market Response to Nielsen One diComo Kassan McDonald Yaccarino Jankowski Walpert Levy by Charlene Weisler Click 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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Nielsen Introduces Single-Source Cross-Media Measurement

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Oriana Schwindt

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