Percakapan dengan Chief Diversity Officer dan Chief Product Officer Nielsen.
For audience measurement to be accurate, it must be inclusive. And inclusive audience measurement has never been harder to achieve, or more important to get right. Nielsen’s Chief Diversity Officer Sandra Sims-Williams and Chief Product Officer Deirdre Thomas sat down to discuss DE&I’s crucial impact on audience measurement, both at Nielsen and across the media industry.
Tujuan merek Nielsen adalah "Memberdayakan masa depan media yang lebih baik bagi semua orang." Bagaimana Nielsen memprioritaskan hal tersebut sebagai sebuah perusahaan, dan apa dampak nyata dari hal tersebut terhadap industri media dan dunia pada umumnya?
Sandra Sims-Williams: When we operate in a culture that is diverse and inclusive, innovation flourishes, our clients win and employees bring the best that Nielsen can offer to the communities we measure.
Industri media lainnya mulai menyadari perlunya kesetaraan yang lebih besar-lihat saja pemogokan para penulis, pemogokan para aktor, dan pertumbuhan olahraga wanita. Di Cannes Lions, narasi besar yang muncul adalah perlunya mendorong inklusi dalam media, baik dari segi akses maupun representasi. Tidak ada lagi pasar umum. Kita harus menggunakan kreativitas, inovasi, dan teknologi untuk merangkul audiens yang beragam dan pengalaman unik mereka.
Bagaimana Nielsen berevolusi sebagai perusahaan yang memprioritaskan komitmennya terhadap akurasi dan keunggulan data dalam menghadapi perubahan dan disrupsi?
Deirdre Thomas: Everything we do is in service of delivering accurate, equitable, unbiased and reliable media measurement that works for everyone, and measures everybody, everywhere. We use big data validated by large persons-level panels to accurately and objectively track and report the viewing habits of everyone.
Salah satu nilai inti Nielsen adalah inklusi. Bagaimana hal ini memengaruhi keputusan bisnis dan cara seluruh perusahaan beroperasi? Bagaimana Nielsen mendorong perubahan nyata, baik secara internal maupun eksternal?
Sandra Sims-Williams: Measurement is key: Leaders must be held to KPIs and be accountable, and we have public 2024 DE&I goals about representation in our workforce and our sourceable spend with U.S. diverse businesses that we include in our annual ESG report. Nielsen is activating DE&I in the way only our business can. We help our clients develop a unique connection between our DE&I insights and how their business can grow by spotlighting diverse audiences, content and communities.
Tidak ada yang menyangka akan terjadi pandemi global pada musim dingin 2019/2020. Bagaimana perusahaan memperbarui produk dan metodologinya sejak saat itu agar benar-benar tangguh dan representatif?
Deirdre Thomas: We’re constantly innovating to adapt to changes in consumer behavior and industry needs. We made several changes in reaction to the pandemic. The first is that we turbocharged our measurement of streaming ads and content to reflect the explosion of streaming consumption during the pandemic. We expanded our coverage — for example, enabling measurement of ads on Netflix, and measuring Thursday Night Football on Amazon Prime — as well as enhanced the functionality of our streaming measurement product. We’ve also built a strong identity system and enabled advanced audience measurement across streaming, digital and linear platforms in our Nielsen ONE Ads product.
Sandra: Through thought leadership we are also surfacing Nielsen’s products and solutions that measure diverse content. It’s not just how much representation is seen, the narratives that are being told is just as critical.
Nielsen merayakan ulang tahunnya yang ke-100 tahun ini. Menjelang abad kedua Nielsen dalam bisnis, perubahan apa yang Anda perkirakan akan terjadi dalam representasi industri media?
Sandra: Underrepresented voices are being seen and heard. The centers of influence across advertising, entertainment and storytelling are expanding to be much more global and diverse. Media platforms are evolving so rapidly, enabling direct connections to audiences and increasing the power of creators through personal, direct influence. Authentic connection and conversations—that’s what audiences want, and that demand is growing.
Hari ini adalah pemasaran multikultural; besok industri kita harus merangkul permintaan yang terus meningkat dari audiens yang beragam dan menciptakan ruang untuk suara-suara yang unik dan beragam. Jika Anda tidak memiliki strategi untuk melakukan hal tersebut, Anda tidak memiliki strategi pertumbuhan.
Menurut Anda, apa yang akan menjadi gangguan besar berikutnya untuk representasi audiens dan akurasi data?
Deirdre Thomas: Privacy will continue to be of the utmost importance to consumers and thus to agencies, advertisers, publishers and measurement providers. This disruption is already well underway but absolutely will continue, and the whole industry will need to adapt to consumer preferences and privacy legislation. While people are excited about all the content that’s now accessible at their fingertips, they are also increasingly wary about exchanging their personal data for that content. At Nielsen, privacy has always been and will always be at the center of our business. When we are entrusted with audience data— whether through our panels or our clients’ first-party data—we tightly safeguard personally identifiable information. Our clean room strategy, identity system, and deep relationships with our panelists are critical elements of our privacy strategy and key enablers of our ability to measure ALL people accurately in a privacy-first world.
To learn more about Nielsen’s diversity, equity and inclusion commitments, along with other ways we work to operate responsibly and sustainably, read our 2023 ESG report.
