CANNES – Even as the U.S. advertising and media industry seeks to move beyond legacy television viewing metrics from Nielsen, the company is embedding itself in data decisioning abroad. Australia and Hong Kong are two illustrative examples of its activity in 54 markets, as explained by Toni Petra, EVP of Nielsen Watch.
Nielsen is about to launch its marketing cloud services in Israel and Australia, where the company is a data provider to joint industry committees for currency measurement services.
“Essentially, in Australia it’s very hard for any marketer who’s looking to make some decisions and who’s looking for the transparency that they need for those decisions to not bump into Nielsen data in every single step of their process,” Petra says in this interview with Beet.TV at the recent Cannes Lions International Festival of Creativity.
In Hong Kong, Petra cites the example of a broadcaster whose assets span print, online, offline and addressable that wanted a total audience solution.
“What we’ve really done is we’ve taken every data asset we have, from the TV audience measurement and online census measurement, we do mobile measurement, Homescan panel and added that to the broadcaster’s OTT and subscriber data,” she says.
“But I think what’s really amazing about the Hong Kong project is that the broadcaster is actually now inviting marketers to actually onboard their data too. And so they really are powering an ecosystem of complete transparency with advanced segments defined by the marketers planned on, forecast on and eventually paid for.”
Outside of the U.S., in many instances markets are organized either through “very formal joint industry committees or, at the very least, through technical committees that we liaise with,” Petra adds.
“We work very closely with these joint industry committees and technical committees, to define standards, to report back on our performance against those standards. And so we really work on the presumption that the marketer is guaranteed of quality because the entire industry has bought into the common standard and common currency that we’re producing.”
This video is part of a series produced by Beet.TV at Cannes Lions 2018 about advertising accountability presented by Mediaocean. Please find more videos from this series here.
