Nielsen recently made a splash at NYC Television Week, the premier conference highlighting progress, challenges and innovations in the U.S. TV industry. Today’s audiences have more video content to consume than ever before, and while they’re finding time to watch a lot of it, there are signs that people are finding the seemingly endless options somewhat overwhelming.
Nel corso della settimana, i nostri leader hanno condiviso come gli operatori del settore possono personalizzare la pubblicità e la programmazione per guadagnare la fiducia e l'attenzione del pubblico. I dati affidabili e rappresentativi saranno la chiave per scoprire le esigenze uniche di tutti i telespettatori, e noi stiamo evolvendo le nostre misurazioni per servire come set di verità su cui il settore televisivo può fare affidamento.
Media options and overall time spent by consumers on devices have both continued to grow, posing great opportunity across media. “Every player in this space—from publishers to broadcasters to device manufacturers—needs to enrich, understand and respect the consumer experience,” 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 consumers’ spend on different forms of media.
Keeping consumers’ needs top of mind will be essential to fostering trust and earning audience’s time—and 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 week’s 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 key—and will depend on players in the space to building trust not only with audiences but among clients and industry partners. During the “Progress Report” panel featured in the Advanced Advertising track, Kelly Abcarian, General Manager of Advanced Video Advertising, Nielsen Global Media, commented that “true collaboration in a way that eliminates friction and drives efficiency will drive the industry forward.”
Building more personalized content offerings like those created by advanced advertising will be increasingly important—which 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. Nielsen’s Peter Katsingris, SVP, Audience Insights, Nielsen Global Media, advised attendees at the event to “use niche content to cater to the many consumers out there-if you use data to understand your audience, you can’t go wrong.”
Un settore che continua a frammentarsi richiede misurazioni di cui potersi fidare. Di pari passo con la crescita e i cambiamenti del settore, abbiamo continuato a evolvere la metodologia di Nielsen per fornire la "One Media Truth". Per guidare il futuro della televisione con messaggi e programmi più personalizzati, il settore televisivo ha bisogno di dati che rappresentino fedelmente tutti i consumatori.
"Riteniamo che la fusione di misurazioni complete e connesse, rappresentative, provenienti da un panel - che sia verificato e accreditato e pienamente rappresentativo e che misuri le misurazioni di una persona diretta - con i vantaggi e la scala dei big data sia fondamentalmente uno dei migliori approcci alla misurazione della visione video in questo mondo frammentato", ha spiegato Paul Lefort, SVP, Client Service, Nielsen Global Media.
Relying simply on big data is no longer enough in today’s multicultural population—by 2044, U.S. Census estimates project that more than 50% of the U.S. population will be black, Hispanic and Asian-American. “If we don’t take great care in ensuring that the measurement is inclusive, you will be leaving audiences out,” Kelly emphasized.
"Il ruolo della diversità e dell'inclusione nei nostri panel è molto importante. Non si tratta solo di un problema di prodotti o di dati, ma di una questione molto più ampia che avrà un impatto e migliorerà l'intera azienda", ha osservato Karthik.
Pictured above: Kelly Abcarian speaks on the “Progress Report” panel.
