WFA/ANA Northstar Fulfilled by Nielsen ONE

Pilot tests are underway in the US and UK and now in the US Nielsen has delivered the first fullfledged product to meet and even exceed the standards set by the WFAANA plan Where Nielsen ONE exceeds the basic requirements is by basing audience estimates on actual IDs rather than on VIDs This is accomplished by use of advertiser ad tags and tracking pixels watermarks fingerprinting meters set top box and smart TV data and integrations with major publishersThis provides far superior accuracy to the use of VIDs which entails probabilitybased estimation amp8211 essentially old wine in new bottles amp8211 the old wine being reachfrequency estimation methods known to early settlers by names like Agostini and Sainsbury Use of VIDs is highly similar to the Sainsbury method introduced nearly a hundred years ago where for example a ten rating is assumed to mean that the ad reached ten percent of each subsegment of the total population This is empirically known to be counterfactualamp160nevertheless the method is a good option where no better option existsThe better option is actual measurement of the differential reach of an ad by each individual in the measured population This is what Nielsen ONE has doneThis is how it is possible for Nielsen ONE to report the frequency in each tiny chunk of the Venn diagram showing how TV CTV computersamp160and mobile devices carrying the ad work togetherThis was the main question the advertisers wanted to solve and so Nielsen made that solution its top priority A detailed roadmap exists by which Nielsen ONE Ads as the first product is named will evolve and provide all the data clients want in feasible stagesThe clients also want certain of the oldstyle data to be retained such as C3 and C7 despite Nielsen ONEamp8217s ability to report audiences for specific ads And their desire is for good reason all the network and agency systems are based on C3 and C7 and changing all that overnight or even over a period of years is a lot of work In particular buyers and sellers make forecasts based on C3 and C7 and the amount of work involved to predict specific ads is still being studied Right now Nielsen is set to retire C3 and C7 reporting at the end of calendar 2024 but Nielsen executives expect to follow the lead of clients in the actual retirement date for those measures or to extend them in perpetuityWe wanted to be able to demonstrate some of the actual learnings coming out of Nielsen ONE and so we asked Nielsen if they would be able to supply some sample data focused on the questionamp160quotIf we have ten million dollars to invest in a US crossplatform brand campaign flight which allocation combination of the four screens will give us the most reach against our targetquotNielsen is now approaching each of its Alpha Nielsen ONE clients who have been testing the Alpha version of the system for many months and asked if they themselves had gathered such data or anything similar to it in their testing of Nielsen ONE Ads Alpha Or if they had any interest in doing such runs now for this series of leadership articles to illuminate the industry as to how to most effectively use crossplatform measurement now that it is hereWe are just now beginning to receive Nielsen ONE data and will be publishing analyses here in the weeks to come The numbers Iamp8217ve seen so far shed light on how important linear television is to the achievement of crossplatform reach against any target and they report not only on the optimal amounts of the other platforms for maximum incrementation of target reach but also on the beneficial frequency distribution flattening effect of having the optimal allocationThe advertiseramp8217s concern over excessive frequency is where the WFAANA project came from The user experience with advertising is what is at question So the learnings of Nielsen ONE have broad implications for consumer experience and how much investment ought to go into each of the four media types In our upcoming series of posts we shall do our best to accelerate the industryamp8217s learning and benefits receivedClick 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

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

WFA/ANA Northstar Fulfilled by Nielsen ONE

Author

Publish date

Channel

Archived in

Bill Harvey

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

WFA/ANA Northstar Fulfilled by Nielsen ONE

Enjoying This Commentary? There's More to Love

Bill Harvey

TAGS:

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

The payment was successful

Cookies