Nielsen Advances Multi-Platform Ad Measurement with Mbuy

Charlene Weisler amp160What specifically does Ad Intel provide for your clients and how is it unique in its offering David Hohman pictured at right amp160Agencies can monitor the industryamp8217s ad activity and differentiate their clientsamp8217 brands from their competitors amp160Ad Intel gives our clients access to the most comprehensive source of crossplatform advertising intelligence available today in one intuitive software program that contains over 5 million brands 2 million parents and 2500 product categories amp160This allows our clients to review and compare any industryamp8217s ad activity across media company category or brand and tap into over 20 years of historical data amp160Ad Intel helps our clients determine how much each advertiser is spending when where and how many ads are placed across platforms which creatives are being used and how well the media plan fared in comparison to the competition amp160Additionally it identifies what new advertiser campaigns launched and across what properties amp160Each of these insights is obtainable in the national market as well as across all 208 Nielsen DMAsWeisler amp160What is the significance and importance of realpersonsbased measurementHohman amp160Products are bought by people not households not devices amp160Reaching a home that a thirdparty dataset says has a pet is not the same as reaching an adult pet owner who actually does the buying amp160So Nielsen measures persons and not amp8220households with personsamp8221 which we know results in inflated numbers and provides no understanding of actual viewership amp160With all of the direct targetability for advertising on various platforms including television advertisers want to target the people that are in the market for a certain productThe goal of an advertisement is to change a consumer39s behavior to get them to buy a product for the first time or to buy more of a product they already purchase amp160As the industry evolves to audiencebased buying based on delivery of impressions direct measurement of persons remains critical amp160Industry currency for the last several decades has been based on viewing persons and no other source offers this metric amp160This is why Nielsen will continue to invest in our panels to measure and provide true persons measurement to our clientsWeisler amp160How can marketers increase their advertising effectiveness using this methodologyHohmanamp160 Well if you start off with the wrong data inaccurate and incomplete information that will lead to plans that are built based on an incomplete view of the market amp160If ratings reach and frequency are not right the ability to ensure that the advertiseramp8217s target can be built based upon schedules to achieve the desired ROI result is not possible amp160As weamp8217ve seen in digital when data is not accurate or transparent on how the metrics are created it results in underdelivery of the ROI goals and advertisers will either lose confidence in the medium TV or the agency or both amp160The advertiser will look to move ad spend dollars out of TV or look for a new partner to help them with their market growthWeisler amp160What are the challenges in local TV advertising tracking and how can it be best addressedHohman amp160Having good quality TV data gives us the opportunity to connect the data to marketing and advertising targets through various platforms amp160Buyer data for local markets such as Scarborough and Polk data can only be appended to the household data once the household characteristics are cleaned up and validated for accuracy and aligned with TV viewing data that reflects the entire marketplace not just TV sets that return data amp160Without this buyers will misread what households are in the market for a new car for example amp160Bringing panels plus big data together will give advertisers the confidence they need in order to base their decisions on a complete view of the marketplaceamp160 Nielsen utilizes bestinclass panels along with settop box measurement to deliver to the marketplace personslevel viewing estimates which informs both buyers and sellers who viewed their content and adsWeisler amp160How can you measure actual viewership vs opportunity to view amp160And what is the Nielsen definition of amp8220actualamp8221 vs amp8220opportunityamp8221Hohman amp160Advertisers pay for viewers who actually view their ads not for people who live in a home and may have a chance to view their ads amp160Nielsen captures and reports actual viewers amp160Conversely other measurement providers deliver the opportunity to view which includes counting in the viewing estimates of all the people that live in the home whether they were viewing or not or the TV set is offWe know third parties can be very useful in assigning household characteristics to big data but their data can be inaccurate as well amp160Determining the correct household characteristics and demographics are critical to reporting accurate ratings amp160Not representing the household in the market correctly impacts the ratings and introduces biases in the audience composition amp160Simply put the opportunity to view would provide data on those that had a chance to view or even worse place people in the audience that donamp8217t even live in the home always grossly overstating the audience estimatesThis is not the level of accuracy advertisers should expect when trying to understand total persons viewership to local TV in a local market amp160In todayamp8217s multimedia multiplatform environment STB data alone does not work amp160Weamp8217re committed to delivering a currency that measures real people and the entire local market and with full transparency and trustWeisler amp160What are the major innovations in local measurement that we can expect to see from Nielsen in 2019Hohman amp160Certainly continuing to drive forward our transformation of local TV measurement across all metered markets amp160The next evolution weamp8217re leading with our clients is how local is bought and sold in comparison to the rest of the advertising channels amp160As more and more media is being bought across screens moving from ratings to impressions is key and will pave the way to advanced audiences and addressable targetsWeamp8217ll also continue to enhance and deliver against our Local Total Ad Ratings and Nielsen Media Impact planning suite which is our crossmedia planning local TV for buyers and sellersamp160 Being able to sell local alongside a cross media buy and post is critical for the future of local TVamp160 More and more buyers want to build their reach plan across all platforms content owners and distributors amp160This will enable local to have a seat alongside those buys either from national advertisers or local advertisers alike and have the flexibility in the way they want to deliver their ad inventory across screensClick the social buttons above or below to share this content 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 writers

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Nielsen Advances Multi-Platform Ad Measurement with Mbuy

Author

Publish date

Channel

Charlene Weisler

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Nielsen Advances Multi-Platform Ad Measurement with Mbuy

Enjoying This Commentary? There's More to Love

Charlene Weisler

Cookies