How to Get Personal, According to Nielsen

Presentations illustrated platform and device usage trends preferences by demographic adsupported potential dynamic ad insertion and how clients are using Nielsen39s data to demonstrate TV39s opportunities for advertisers as summed up hereThe Trendsamp160amp160More Time Spent with Digital MediaKatsingris has a team that quottells stories with dataquot enabling clients to better understand the impact of how consumers are leaning into content quotMarketers have to get personalquot he noted and should explore technological opportunitiesamp160such as dynamic ad insertion to better reach consumers who are increasingly spending more time on their personal devices and various platformsamp160 He reported that overall weekly usage of media continues to growamp160 In 2018 Nielsen found that viewers spent 79 hours with media per week compared to 61 hours in 2010 and 51 hours in 2002 Multitasking contributes a lot of this extraordinary amount of time spent as smartphones have surpassed radio and time spent with digital devices in general reaching parity with timeshifted TVNew platforms and devices are being adopted at impressive ratesamp160 According to NPower in March 2018amp16091 of all US households had a smartphone 79 a computer 69 an SVOD service 64 a tablet 55 a DVR 46 a smart TV 43 a game console 40 an internetconnected device and 48 a virtual MVPDamp160 This increase in digital adoption has resulted in increased usageamp160 Overall media usage increased 21 from January 2018 to 2019 especially among African Americans 26 Hispanics 23 and Asians 38The more opportunity to view on various devices and platforms the more time is spent on themamp160 The shift in time spent is a cautionary tale for traditional mediaamp160 Once adopted streaming usage grows from month one 1 hour 8 minutes to year one 1 hour 20 minutes while time spent with TV declined in the same timeline from 7 hours 19 minutes to 6 hours 33 minutesThe expansion of the data pool enables Nielsen to offer new and interesting ways to analyze usage including which devices are used in which room in the houseamp160 Enabled smart TVs tend to reside in the living room 53 and encourage coviewing while internetconnected devices are in the master bedroom 26 and unsurprisingly enabled video game consoles are in bedrooms that tend to belong to younger members of the household 32The Opportunitiesamp160 Addressable TV Using ACRquotThe time for addressable advertising is nowquot declared Abcarianamp160amp160quotTV has changed and grownamp160 But we need to look at TV differently than in the pastquotamp160 There is more connected TV ownership 46 have at least one smart TV in the home representing 8 growth from January 2018 to January 2019 and greater cordcutting or shaving 25 of all TV homesamp160 But don39t misread the trends she advisedamp160 quotTV time is growing not shrinkingquot because viewers are quotusing other devices to get to the glassquotamp160 In fact the impact of connected devices is influencing linear viewing offering a rebirth of TVLinear content is experiencing a 57x growth with internetconnected devices whileamp160smart TVs provideamp160a 2x growth to linear contentamp160 In this environment the ability to apply addressable advertising is a boon to advertisersamp160 It offers precision advertising that highly targets linear TV with advanced demographicsamp160 It provides value targeting that enables agencies to reduce waste and with Nielsen quotbest in class measurementquot using quotsimilar audience segments definitionsquotamp160 To that end Nielsen is pioneering ACR technology to unlock the full 16 minutes of ads in programming and transforming C3 measurement so as to enable clients to reconcile with addressable and be able to execute ad models across platformsTwo main areas of focus in the coming months include audiencebased buying to enable advertisers to use advanced audience segments to plan and buy linear TV campaigns and addressable TV which offers true onetoone ad targeting delivery and measurement across smart TV platforms The result will be greater measurement transparency and standardization across these two areas One example of industry collaboration that exists today is between Nielsen and OpenAP Nielsen39s audience data and Enterprise Audience API are used within OpenAP enabling the buy side to create and share 777 segments within the consortium39s platform since it launched in the Fall of 2017Part of this is the result of Nielsen39s ability to deploy dynamic ad insertion which is now in the testing stageamp160 Nielsen uses video ACR technology that is embedded in the glass screen39s firmware or chipsetamp160 quotWe then take a screenshot every halfsecond to see what is watched onscreen every two secondsquot Abcarian explainedamp160 This is matched back to the library and a decision is then made whether or not to replace the original network ad based on prearranged rules and audience profilesamp160 quotIt is a seamless experience for the viewer and is more engaging because it is a more relevant adquot she saidThe early learnings from this pilot indicate that broadcasters want to see improved sell rate percentages and agencies want accurate forecasts and more standard segmentsamp160 For all of this to happen measurement reconciliation needs to occur as well as some operational improvements there are still too many manual processes at the current time to deliver addressable campaignsamp160 Some of the challenges are the result of walled gardens that quottie up addressable at scalequot Abcarian saidamp160 quotWe need more partnerships in the ecosystemquotamp160 She also noted that we need more scale in technology while keeping in mind the privacy that goes with itAnother challenge is quottoo many demand pools and measurement sticksquot she addedamp160 quotWe don39t know how to buy at scale with confidencequotamp160 Further there needs to be a reconciliation with C3 bringing the measurement holistically across platformsamp160 Finally there needs to be educationamp160 quotWhat do we mean by addressable TVquot she said by way of exampleamp160 quotAnd we have to put a value against the impressionsquotUltimately Abcarian is bullish on Nielsen39s ability to deliver an addressable product that will be embraced by the industryamp160 quotIt offers realtime scale that optimizes both the upper and lower funnelquot she notedamp160 Nielsen is focused on creating a standardization framework that will drive consistency across all platformsPhoto courtesy of NielsenClick the social buttons above or below 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 writersamp160

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How to Get Personal, According to Nielsen

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Charlene Weisler

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