Post by account_disabled on Jan 3, 2024 1:11:46 GMT -5
Achieving metrics that truly offer a complete picture of audiences has always been one of the challenges of the media industry. In the case of television and its accelerated digital transformation in recent years, the challenge is significant. In this context, Nielsen has announced a new system called Nielsen One . It is a single crossmedia solution to drive more comparable and complete metrics across all platforms , according to the company . An evolution of current metrics overlapping the video advertising ecosystem. Nielsen plans to launch this solution beginning in the fourth quarter of 2022 and complete the industry's transition to crossmedia metrics in fall 2024 .
The goal is to provide both advertisers and content providers with accurate audience metrics. “As audiences move seamlessly between linear, streaming and digital, advertisers demand a single, unduplicated Phone Number List view of their audiences across all platforms and media .” At the same time, publishers want to offer more ad options to buyers and improve the overall viewer experience,” explains Nielsen about the current video advertising ecosystem. “With the rapidly evolving landscape and ongoing changes in consumer behavior, it is no longer acceptable to take a siled approach to our customers' video plans ,” said Doug Ray, CEO of Dentsu Media.
Ultimately, the goal is for Nielsen One to provide the industry with a single linear and digital metric that is reliable, independent and standardized . Karthik Rao, COO of Nielsen, says that for media buyers and sellers, Nielsen One means better monetizing their assets and maximizing their investments . «Today's announcement marks an important milestone for Nielsen as we implement our crossmedia vision. “We have made significant improvements over the last year to advance the technology and data science necessary to make an industry-wide cross-media solution a reality,” he details.
The goal is to provide both advertisers and content providers with accurate audience metrics. “As audiences move seamlessly between linear, streaming and digital, advertisers demand a single, unduplicated Phone Number List view of their audiences across all platforms and media .” At the same time, publishers want to offer more ad options to buyers and improve the overall viewer experience,” explains Nielsen about the current video advertising ecosystem. “With the rapidly evolving landscape and ongoing changes in consumer behavior, it is no longer acceptable to take a siled approach to our customers' video plans ,” said Doug Ray, CEO of Dentsu Media.
Ultimately, the goal is for Nielsen One to provide the industry with a single linear and digital metric that is reliable, independent and standardized . Karthik Rao, COO of Nielsen, says that for media buyers and sellers, Nielsen One means better monetizing their assets and maximizing their investments . «Today's announcement marks an important milestone for Nielsen as we implement our crossmedia vision. “We have made significant improvements over the last year to advance the technology and data science necessary to make an industry-wide cross-media solution a reality,” he details.