Nielsen Is Addressing the Challenges in Addressable

There are three big challenges in the addressable marketplace today scale simplicity and reconciliation And Nielsen has solutions for eachThe Challenge of ScalequotWe are struggling with scalequot Scheppach pictured above left admits quotBig national advertisers are going to need scale of available impressions to lean inquot and there are simply not enough available The solution is the data culled from smart TVs which have the potential to unlock all of the national and local broadcast and cable minutes bringing a rush of new addressable impressions to the marketplaceAbcarian pictured above right believes that scale is coming quickly quotAt least half of all US households have at least one enabled Smart TVquot she states quotAnd the growth of enabled Smart TV households has been rapid Four years ago it was closer to 30 million and now it is about 59 millionquot she addedThe Challenge of SimplicitySimplicity will be solved through automation which will allow for scale Nielsen is committed to building simplicity in all of its systems quotLike any solution that is either wholly or partially standards based someone is needed to bring together a comprehensive solution that works Nielsen is starting with a full endtoend solution but is very willing to integrate or swap out components where required in an open and modular fashionquot Scheppach notesTo that end Nielsen39s focus is not on a structured endtoend solution instead its focus is on a flexible streamlined capability that is easy to understand and implement quotOur platform is truly open and interoperable and we are technology agnosticquot Abcarian says quotWe are working alongside all of the existing players to integrate with thirdparty components that service all sides of the ecosystemquotThe Challenge of ReconciliationReconciliation equates with fair value To scale addressable amp8212 especially in the linear space where you have 36 billion hours a month of viewing amp8212 technology is needed to overlay an alreadysold national availability Scheppach explains that programmers need to be able to sell off a piece of addressable inventory while also compensating the original underlying buyer of that time For that to happen there needs to be a currencylevel reconciliation of the underlying availability so that each advertiser receives the true value of the time they are buying Nielsen is addressing that issue as well They have convened together an Addressable TV Measurement Task Force that is actively engaging all of the major TV networks and leading agencies in discussions about evolving the C3C7 currency to support the future of addressable TVquotMaintaining our role as a trusted independent data and measurement organization is paramount to everything we doquot said Abcarian quotAddressable TV ad measurement will play a big part in the evolution of Nielsen39s Total Audience initiative which aims to bring a single set of metrics for measuring content and advertising across all media platforms including all addressable TV platforms OTT settopbox videoondemand and linearquotPreparing for the Future of AddressablequotWhat we are talking about is leaning in to the smart TV ecosystem to do realtime ad replacement across the full 16 minutes of both cable networks and broadcast networks of ads in a 60minute program at scalequot Abcarian explains Nielsen will launch its platform next year and will quotcontinue to amp8230 drive the scale of the footprint that we can enable for conversion to addressable impressionsquotIt is predicted that by 2023 there will be 250 million smartenabled TV sets according to Statista quotWe are optimisticquot she says quotthat in three years we will have the scale that is required to fully execute the volume of live linear television impressions in a more addressable scaled wayquotClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Nielsen Is Addressing the Challenges in Addressable

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Charlene Weisler

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Nielsen Is Addressing the Challenges in Addressable

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Charlene Weisler

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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