As Measurement Data Grows More Transparent, It's Vastly Expanding

quotOne of the most positive outcomes that I39ve seen over the last few years is a falling out of what I would call opaque measurement approaches whether that was platformowned or some dubious methodologies that people were using on top of userlevel dataquot said Alison Latimer Lohse Executive Vice President Global Strategic Solutions at the agency EssencequotI feel like a bright line has been shined due to changes in tracking and impacts on accuracy of the data that the clients ownquot she added quotThere39s a renewed emphasis on independent measurement And brands are really starting to own that conversationquotOn a separate front DDB has started to source data that it probably wouldn39t have looked at in the past said Jatinder Singh Chief Data Officer at DDB North America quotFor example from the CDC Centers for Disease Control and Prevention what39s happening with COVID How is that data being reported and how is that impacting our clients39 businessesquotDDB has a data platform that examines a huge amount of societal and cultural data along with patentfiling data Singh noted It gives DDB a better understanding of culture today and how its transforming which helps the agency better craft client strategiesSingh said that his group is measuring and evaluating creativity with tools developed inhouse and some from other sources In that way it can figure out things like how to identify emotional connections with consumers quotMy team has built a suite of algorithms to understand how we connect with brands emotionally and then how do we move the needlequotDDB uses a tech stack called Omni that collects data from 74 markets quotIt39s got data across demographic lifestyle psychographics shopper behavior walled garden and browser behaviorquot at the individual level Singh explained quotThink of it as a spreadsheet with 220 million rows of data and 11000 columns That39s our starting pointquot If a client allows for it firstparty data can be melded in quotWe then build algorithms that help us understand brand demandquot he addedNielsen in turn continues to evolve its audience and outcomes measurement capabilities Imran Hirani Vice President Strategic Insights at the company noted that it now tracks streaming viewership not only at the household level but the person level With television quotwe39re planning to measure at the subminute levelquot he said quotThat allows us to get digital and TV to be more comparable to each otherquotLast month the research firm unveiled its Nielsen ONE Alpha product It provides data on a quotcrossscreen deduplicated audience across TV CTV mobile and computers the whole video picturequot Hirani explained quotWe39re going to continue building on that capabilityquot He added that companies that have used Alpha including Walt Disney Co and MAGNA have given Nielsen quotgreat feedbackquotThe session39s moderator Nathalie Bordes Executive Vice President Measurement at the Association of National Advertisers asked the panelists if it made sense to just have one currency which might be derived from multiple metrics quotIs there one that would work for advertising measurement content measurement potentially creative measurement and can it come from one providerquot she askedquotI really struggle with the idea of a single currencyquot said Latimer Lohse quotIf you were to take it across different industries it looks and feels so different because of the different businesses because of the type of data you39re working with because of the media exposurequotThere39s an quotinteresting conversationquot to have about the future of the impression as a currency so that it connects across systems and its measurement improves she continued quotBut it feels like it39s only one layer of a currency that should exist to connect advertisersquotNielsen39s Hirani said that he quotfully supportsquot the need for different ways to measure the effectiveness of content creative and media In his view history has shown that quotthe markets prefer having these single currencies for audience measurement Most marketers don39t want to stitch together one measure for one media platform and another measure for another media platform all aggregated together It39s the opposite of what our clients are telling us So it depends on what you mean by currencyquotClick 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 MediaVillagecomMyersBizNet

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As Measurement Data Grows More Transparent, It's Vastly Expanding

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Janet Stilson

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