Nielsen’s Jeff Wender on Changes in Local Market Measurement

EB Moss amp160Jeff in many local markets Nielsen is still using the same measurement mechanismamp160What are you doing to enhance local TV measurement And why has it taken a while to introduce itJeff Wender amp160This past September we announced plans to retire the use of paper diaries to measure 140 television markets You could easily say itamp8217s long past due were it not still the primary measurement for advertising transactions within these local markets To make a change requires a bestinclass reliable approach to ensure buyers and sellers make a transition with confidence and credibility to the market Weamp8217re now at that point and are looking forward to putting preliminary data in clients hands this yearMoss amp160What do these enhancements mean for broadcasters and agenciesWender amp160Three things Reliable measurement that delivers greater accuracy measurement fidelity and stability for future planning purposes Comprehensive measurement that casts a wide net to account for viewing in or out of the home as well as across devices such as smart TVs tablets mobile phones and overthetop video devices And indepth measurement that provides buyers and sellers the ability to transact on local inmarket buying behaviors in addition to traditional demographic reach and frequencyMoss amp160What are the advantages and disadvantages of incorporating big data into local TV currencyWender amp160Big data collected from settop boxes smart TVs andor mobile devices is incredibly powerful based solely on the scale of data captured But big data despite its scale has challenging blind spots and substantial inaccuracies that make it nearly unusable if not properly understood and correctedamp160 For example can a satellite or cablesubscribing home properly reflect viewing behavior of a household that views TV using an HD antenna amp160No Or what happens if a settop box accidentally attributes a timeshifted sporting event to the wrong time or channelamp160 How would a local broadcaster feel if this took placeamp160 These are just two of many examples and challenges weamp8217ve seen and been able to overcome using Nielsenamp8217s panel homes to help address and correct these amp8220blind spotsamp8221Moss amp160It seems that your competitor is further ahead when it comes to using big data in local TV amp160Is Nielsen playing catch upWender amp160Before joining Nielsen I had the pleasure of working in the mobile phone business for more than a decade amp160I can count with my fingers and toes how many leading mobile phone executives said Apple was too late to make even a dent in the smartphone business amp160Howamp8217d that turn outamp160 In actuality Nielsen has been working with big data for as long as anyone We use it in Nielsen ReturnonInvestment ROI measurement products today and have been working on nowpatented approaches to address the gaps and deficiencies I mentioned earlier for audience reach measurement amp160We feel itamp8217s important to take advantage of it when ready and rightMoss amp160With increasing TV fragmentation what are some of Nielsenamp8217s challenges and opportunities amp160How is Nielsen measuring local TV across digital platformsWender amp160Itamp8217s amazing that consumers are watching more video content than ever before The challenge is the multitude of devices and locales in which they consume it Weamp8217re fortunate in that Nielsen has developed a series of tools that allow us to capture all types of viewing regardless of platform or commercial modelWe have technology our portable people meter that ensures viewing in bars restaurants and airports is properly reflected amp160Different measurement solutions allow us to include mobile device and overthetop viewing using a small piece of software that sits within apps and websites all capturing essential demographic information and all with privacy structures builtinMoss amp160Digital players are making the case that they can deliver more specific and more relevant audiences than traditional media amp160This effort has placed significant pressure on local TV stations and many advertisers and agencies are thinking digital first amp160What can local broadcasters do to better compete with digital and begin to recapture advertising dollarsWender amp160The first step is having a strong comprehensive presence in the local community which includes a powerful digital presence of their own amp160Most are far and away the leading brand and destination when it comes to inmarket news amp160They have the ability to compete directly for these digital dollars so long as theyamp8217re being measured and can effectively reflect their audiencesamp160 All this said advertisers continue to seek local market reach There is no better place than local broadcasting to find these audiences at scaleMoss amp160Broadcasters are always asking for more data How should local TV stations leverage data to demonstrate the value of their audiencesWender amp160Advertisers are interested in register rings amp160These come today from inmarket buyers and in the future from aspirational consumers amp160Broadcasters can use Nielsen measurement ratings to demonstrate reach of the right audiences while taking advantage of indepth inmarket consumer behavior data to find those ready to purchase today amp160Weamp8217ve recently acquired a new set of tools called Rhiza that will help broadcasters unearth these datadriven stories and share with interested advertisersMoss amp160Local ad buying is still based on cost per points Do you see a day where the industry will move to impressionbased media buyingWender amp160We see all media evolving to impressionsbased buying and in many cases our new measurement system will help in that transition This is ultimately a decision buyers and sellers will have to agree upon but weamp8217re ready today to support itMoss amp160Whatamp8217s the role of programmatic in the local buying and selling processWender amp160Programmatic buying will grow in local no different than in national or digital advertising as it helps to streamline costs and efficiency The question is how will buyers and sellers value ad inventory within these systems Nielsen is well prepared to offer traditional and progressive approaches to manage commercial transactionsMoss amp160Whatamp8217s the advantage of using Nielsen data How can it help broadcasters grow their businessWender amp160Itamp8217s trusted as the currency for local and national advertising transactionsamp160 Itamp8217s independent see trusted amp160It casts the widest net in terms of capturing broadcasteramp8217s audiences and an adamp8217s reach in the living room on a laptop in a car or at a restaurant or a bar amp160Seriously we believe itamp8217s the bestinclass source for local inmarket consumer behavior insights and weamp8217re getting ready to introduce the biggest set of local measurement enhancements in 40 yearsClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Nielsen’s Jeff Wender on Changes in Local Market Measurement

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

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Nielsen’s Jeff Wender on Changes in Local Market Measurement

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