Nielsen

LONDON – It was one of the most promising early pioneers of the digital video technology world. Could Sorenson Media finally be about to make it big? Nielsen last year acquired Sorenson Media, the early video encoding pioneer which had since moved in to enabling household-level addressable TV ad targeting but which had since filed […]

2019 was the year during which the proliferating range of options for buying targeted TV ads proved enticing but confusing for marketers. That precipitated a range of initiatives, collaborations and consortia aimed at making things simpler, achieving scale and reducing the number of players buyers need to work with. But, outside of the US, things […]

Nielsen is gearing up to plug video brand safety features in to its Digital Ad Ratings, after investing to acquire a minority stake in OpenSlate this month. OpenSlate provides data about the content, subject matter and suitability of more than 600 million YouTube and Facebook videos for advertisers to determine whether the inventory is a […]

The emerging world of performance attribution promises to let marketers see when a consumer’s exposure to an ad led to desired brand outcomes, like sign-ups or even purchases. But the world of data underpinning the execution is still coming together. Lana Busignani fears that, for many marketers, it may be too piecemeal. “A lot of […]

In the complex and fragmented US TV ecosystem, the roll-out of “addressable” TV advertising capabilities outside of an OTT environment is somewhat limited. TV networks give cable and satellite platforms the ability to sell just two minutes per hour of advertising in their live feeds of network programming. What is it going to take for […]

Over the last few years of growth in data-fuelled, personalized TV advertising, one truth has been clear – the possibilities are great, but the proportion of programmatic spend within overall US TV ad spend is forecast to remain small. eMarketer puts that figure at 5% of the total in 2019. That opens up a disconnect […]

CANNES — They say “When you are holding a hammer, everything looks like a nail.” But some at media measurement company Nielsen don’t necessarily think measurement is the solution to every brand problem. Case in point – the company’s global head of analytics Matt Krepsik thinks brands should actually look beyond merely media measurement, and […]

CANNES — Smart TVs offer amazing new opportunities to target viewers at the household level – but getting your head around what is still a fragmented and evolving ecosystem is a bit like herding cats. In a sit-down discussion at Cannes Lions, Tracey Scheppach – who encountered that challenge over years spent specialising in smart […]

Smaller national media markets are nimbler and offer more opportunity, so media measurer Nielsen plans to bring its new advanced TV offering to the UK. So says the recently-appointed global MD of Nielsen Media. Matt O’Grady just relocated to London after a decade with the company in New York. Nielsen recently acquired Sorenson Media, the […]

In the emerging world of advanced measurement for digital ad campaigns, the currencies and metrics on which buying and selling decisions are made are shifting sands. Many ad buyers, of course, want specific metrics to indicate real viewership and attribution of consequential purchase actions. But many brands, even digital ones, are now getting frustrated by […]

CANNES—Wavemaker’s US CEO, Amanda Richman, assumed her position in the fall of 2017 to help launch what was then GroupM’s newest agency. In this interview with Beet.TV at the 2019 Cannes Lions, she discusses how outcomes and values have risen in importance for marketers and why direct-to-consumer brands are leaning into traditional media. A condensed […]

It was a long time coming, but the long-held promise of targeting individual households with customized TV ads has finally come in to view. That is something video and TV programmers – all facing competition from digital-native ad platforms that have long offered super-targeting – need to remain competitive. “I think there are finally real […]

Having bulked up on assets in the smart-TV space, Nielsen is targeting next year for the launch of a platform that will help scale addressable television advertising. Key to the effort will be executing ad replacement and decisioning. One of Nielsen’s most recent acquisitions was of Sorenson Media. The company now has technical underpinnings of […]

Connected TV has gained massive consumer penetration. Now comes the monetization part. In this video interview with Beet.TV, Eric Ferguson, Nielsen VP media analytics, reveals the sheer scale at which over-the-top TV devices have gained US traction: “238 million Americans in a given month have access to a Connected TV device.” “That’s almost 80% of all […]

A big conundrum in cross-screen audience targeting is the need for cooperation across a multitude of potential partners even as the number of partners continues to multiply. And technology itself isn’t the white knight it was once thought of, judging from a panel discussion at the recent Beet.TV leadership forum. The panel titled Making Identity […]

Marketers that are seeking to better understand consumers’ identities need to start by earning consumer trust and then build platforms that are “privacy by design” were two main takeaways from a panel at the recent Beet.TV leadership forum. It seems likely there won’t be one central identity graph for each person judging from comments by […]

A continuing theme on the demand side is the desire to know how digital media and television can best work together. It boils down to “a need for more consistency and better fluency between the different measured media,” says Nielsen’s Jessica Hogue. It’s commonly expressed as how does digital media complement or overlap reach, Hogue, […]

Since time immemorial, digital marketing has credited an online conversion to the last click a user made before the purchase was made. But that doesn’t just ignore the plethora of exposures a consumer may have had to a marketing message prior to the last click; it also arguably fails to utilize the growing number of […]

The need for industry collaboration is a consistent theme when advanced television is discussed. Nowhere is this more salient than in the quest to determine the identity of individual viewers and design unduplicated reach curves for advertising. Because while unduplicated reach has been attainable in digital media, “when we start to include television or traditional […]

Given the complexity of the premium video marketplace, “It’s just been messy to do business,” says Turner’s Beth Rockwood. But that doesn’t mean complexity is necessarily a bad thing. For nearly 10 years the industry has been aware of the challenge of “needing to do something different and better,” Rockwood explains in this interview with […]