Recent press reports have suggested that the $130 billion-plus media industry can simply pivot from Nielsen's currency grade measurement with ease and take comfort in using alternative data sets to operate business as usual. These suggestions are misguided and, at the worst, could be harmful to the stability of the industry and, at the very least, could if taken seriously diminish some important opportunities.
There is a new wave of tracking tools that help to link advanced datasets with sales information to help marketers efficiently steward their targeted buys. One is Mbuy, which offers multiplatform analytics to inform advertisers step by step through a consumer journey. Mbuy recently expanded its relationship with Nielsen by offering clients access to Nielsen’s Ad Intel spend data. I recently spoke with David Hohman, Executive Vice President, Global Managing Director for Agency Business at Nielsen. He is at the forefront of this effort and described how it will impact the advertising landscape.
Automotive marketing for audio media has just taken a major leap forward. It was announced in early November that the Nielsen Auto Cloud -- the new standard in auto marketing, data and measurement capabilities -- has been licensed by both Westwood One, which reaches 245 million weekly listeners across America, and Panoply Media, leaders in podcast marketing and technology. For marketers this means access to a vast new range of data backed by a powerful marketing and measurement technology. This enables auto brands and their agencies to generate high-reach, high-engagement audio interactions with actual car buyers.