Setahun sekali, para pemimpin dari biro iklan, merek konsumen global, platform digital, dan lainnya di seluruh ekosistem media berkumpul di selatan Prancis untuk menghadiri Festival Kreativitas Internasional Cannes Lions. Melalui diskusi panel dan wawancara, para pemain media yang berbeda mengeksplorasi apa yang membuat para pemasar terjaga di malam hari, dan apa yang dilakukan untuk mengatasinya.
During this year’s festival, Megan Clarken, Chief Commercial Officer, Nielsen Global Media, emphasized the importance of data and diversity. Additionally, she and other Nielsen executives were vocal throughout the week on where they think the advertising industry is heading, with key themes emerging around the expanding definition of TV, making addressable TV possible and the power of big data.
THE CONVERGENCE OF TV & DIGITAL ADVERTISING
Munculnya video digital dan fragmentasi industri media membuat merek mencari metrik dan pengukuran iklan yang konsisten di seluruh video digital dan linear. Akibatnya, pengukuran pihak ketiga yang independen menjadi semakin penting untuk memahami efektivitas kampanye iklan.
Digital Players & Platforms Want To Compete with TV
Megan Clarken, Chief Commercial Officer, Nielsen Global Media: “What we actually see happening is that the digital-first players and the digital platforms for premium video have decided that all of the data that they have is just confusing the advertiser. So they want to compete against TV, and so they’re moving across to be able to compare to TV.”
Memperluas Peringkat Konten Streaming Video On-Demand (SVOD) di Seluruh Platform
Megan Clarken: “Everyday [the clients of SVOD players] want to know whether or not they’re getting what they paid for or what they’re being paid in terms of their content, and they want it to be done by a third-party independent player.”
MEMBUAT IKLAN YANG DAPAT DIALAMATKAN MENJADI MUNGKIN
Sementara para pemain digital mencari pengukuran yang membuat mereka lebih sebanding dengan TV, entitas TV tradisional semakin tertarik dengan personalisasi yang dihadirkan digital. Oleh karena itu, iklan yang dapat dialamatkan-menjangkau rumah tangga individu dengan iklan TV yang disesuaikan dengan iklan di ruang digital-telah menjadi top of mind bagi banyak pemasar. Tidak mengherankan, pengukuran akan memainkan peran kunci bagi pengiklan di ruang ini secara global.
Vikram Somaya, Chief Data Officer, Nielsen: “I think there are finally real ways for programmers to bring addressability to television. A lot of the issues had been, certainly from the sell side, ’How did this actually work with measurement on which everything was transacted?’”
Nielsen Prepping Platform For Addressable TV, Ad Decisioning
Kelly Abcarian, General Manager, Advanced Video Advertising, Nielsen: “First and foremost, measurement is the bedrock of what Nielsen provides to the marketplace and what we’ll continue to do. We’re really focused on how we unlock addressable in a way that brings standardization across all those impressions.”
Nielsen O'Grady Merencanakan Penawaran Baru di Inggris
Matt O’Grady, International Commercial Leader, Nielsen Global Media: “Nielsen is investing greatly in addressable. Addressable TV shows great promise. TV is going to be sold with addressable, over the top and data-driven linear TV. And we have solutions that we’re planning to roll out for all of them globally.”
MEMANFAATKAN KEKUATAN DATA BESAR
Digital telah menciptakan lebih banyak data daripada sebelumnya, tetapi tidak semua data sama. Kualitas data sangatlah penting. Bagi merek dan pengiklan yang ingin memanfaatkan teknologi baru seperti pembelajaran mesin dan kecerdasan buatan, data yang baik diperlukan untuk menciptakan wawasan yang berharga.
Bagaimana Panel Meningkatkan Big Data
Dave Hohman, EVP & Managing Director, Demand-side Media, Nielsen: “Panels at Nielsen are being used, and I think will continue to be used as a sort of a source of truth. When you’re looking at big data sets, they can have a lot of noise or bias in them, whether intentional or not.”
Pembelajaran Mesin Mempercepat Tindakan
Linda Dupree, CEO, Nielsen Catalina Solutions: “We’ve been working on machine learning and artificial intelligence for the last five years, with a lot of testing and rigor. And in the next few months, we’re adding machine learning to our targeting products, as well as to our measurement products.”
