Nielsen recently made a splash at NYC Television Week, the premier conference highlighting progress, challenges and innovations in the U.S. TV industry. Todayโs audiences have more video content to consume than ever before, and while theyโre finding time to watch a lot of it, there are signs that people are finding the seemingly endless options somewhat overwhelming.
Sepanjang minggu ini, para pemimpin kami berbagi tentang bagaimana para pemain di seluruh industri dapat mempersonalisasi iklan dan pemrograman untuk mendapatkan kepercayaan dan perhatian pemirsa. Data yang andal dan representatif akan menjadi kunci untuk membuka kebutuhan unik semua pemirsa, dan kami mengembangkan pengukuran kami untuk menjadi perangkat kebenaran yang dapat diandalkan oleh industri televisi.
Media options and overall time spent by consumers on devices have both continued to grow, posing great opportunity across media. โEvery player in this spaceโfrom publishers to broadcasters to device manufacturersโneeds to enrich, understand and respect the consumer experience,โ Karthik Rao, Chief Product & Technology Officer, Nielsen Global Media, remarked as he spoke to a crowd of industry leaders about how to best monetize the time consumersโ spend on different forms of media.
Keeping consumersโ needs top of mind will be essential to fostering trust and earning audienceโs timeโand this is true even when it comes to advertising. Over the past few years, advanced advertising has become one of the largest areas of growth for the television industry thanks to the personalization it offers by sending messaging to only the audience advertisers want to reach. Not surprisingly, it was at the forefront of many of the weekโs conversations.
With the allure of more targeted spending, more clients have shown interest and budgets have doubled and even tripled for some platforms. While progress is being made, this form of targeting is still in the early stages. To accelerate the process, collaboration will be keyโand will depend on players in the space to building trust not only with audiences but among clients and industry partners. During the โProgress Reportโ panel featured in the Advanced Advertising track, Kelly Abcarian, General Manager of Advanced Video Advertising, Nielsen Global Media, commented that โtrue collaboration in a way that eliminates friction and drives efficiency will drive the industry forward.โ
Building more personalized content offerings like those created by advanced advertising will be increasingly importantโwhich the streaming industry is already showcasing. More media choices have increased media consumption, but when it comes to streaming services, consumers are increasingly interested in aggregating paid subscriptions into a single face. As streaming services continue to fragment, consumers are becoming disenchanted and are finding it difficult to manage their video subscriptions. Nielsenโs Peter Katsingris, SVP, Audience Insights, Nielsen Global Media, advised attendees at the event to โuse niche content to cater to the many consumers out there-if you use data to understand your audience, you canโt go wrong.โ
Sebuah industri yang terus terpecah-pecah menuntut pengukuran yang dapat dipercaya. Seiring dengan pertumbuhan dan perubahan industri, kami terus mengembangkan metodologi Nielsen untuk memberikan Satu Kebenaran Media. Untuk mendorong masa depan televisi dengan pesan dan program yang lebih personal, industri televisi membutuhkan data yang merupakan representasi sejati dari semua konsumen.
"Kami percaya bahwa perpaduan antara pengukuran yang lengkap dan terhubung, representatif dari sebuah panel - yang diaudit dan terakreditasi dan sepenuhnya representatif dan mengukur pengukuran orang secara langsung - dengan manfaat dan skala data besar pada dasarnya merupakan salah satu pendekatan terbaik untuk mengukur video yang ditonton di dunia yang terpecah-pecah ini," Paul Lefort, SVP, Client Service, Nielsen Global Media, menjelaskan.
Relying simply on big data is no longer enough in todayโs multicultural populationโby 2044, U.S. Census estimates project that more than 50% of the U.S. population will be black, Hispanic and Asian-American. โIf we donโt take great care in ensuring that the measurement is inclusive, you will be leaving audiences out,โ Kelly emphasized.
"Peran keberagaman dan inklusi dalam panel kami sangatlah penting. Ini bukan hanya masalah produk atau data, tetapi masalah yang jauh lebih luas yang akan berdampak dan meningkatkan seluruh perusahaan kami," kata Karthik.
Pictured above: Kelly Abcarian speaks on the “Progress Report” panel.ย
