La moneta crossmediale diventa realtà con Nielsen ONE

L'azienda prevede di lanciare la sua soluzione di misurazione unica nel quarto trimestre del 2022

New York, NY – Dec. 8, 2020 – Today, Nielsen (NYSE: NLSN) announced its plans to launch a single, cross-media solution to drive more comparable and comprehensive metrics across platforms. Nielsen’s transformative cross-media solution, called Nielsen ONE, will evolve the current metrics that underpin the more than $100 billion video advertising ecosystem using a phased approach. The company plans to launch its single measurement solution beginning in fourth-quarter 2022 with the intention to fully transition the industry to cross-media metrics by the Fall 2024 season.  

More so than ever, consumers today have virtually endless choice in terms of platforms on which to watch their favorite video content. Nielsen data shows that between March and August 2020, U.S. adults spent 12.2 trillion minutes with digital, 11.1 trillion minutes with linear TV and 2.8 trillion minutes streaming—and these numbers continue to exponentially grow. As audiences move seamlessly between linear, streaming and digital, advertisers are demanding a single, deduplicated view of their audiences across all platforms and mediums. Concurrently, publishers want to provide more ad options for buyers and improve the overall viewer experience.

"Con la rapida evoluzione del panorama e i continui cambiamenti nel comportamento dei consumatori, non è più accettabile adottare un approccio isolato ai piani video dei nostri clienti", ha dichiarato Doug Ray, CEO di Dentsu Media. "La misurazione cross-mediale è fondamentale per massimizzare la portata sulle varie piattaforme con la giusta frequenza. Siamo incoraggiati dall'impegno di Nielsen per un'unica soluzione di misurazione e per un quadro unificato che favorisca la comparabilità tra TV e video digitale, in modo che i nostri clienti possano allocare meglio i fondi e massimizzare il ROI".

With Nielsen ONE, advertisers and publishers will be able to transact using a single metric across linear and digital that is trusted, independent and standardized across the industry. With a single, deduplicated number, marketers will have visibility into total video consumption regardless of platform or device. Marketers will also benefit from a better understanding of unique audiences, the ability to better understand frequency and reduce double counting, inflated metrics and advertising waste. Nielsen ONE will also underpin the company’s outcomes solutions, thus enabling the industry to optimize media plans and maximize performance across platforms. 

“With Nielsen ONE, we are delivering a single, comparable metric for TV and digital that will provide video consumption across all platforms, services and devices. For media buyers and sellers, this means better monetizing their assets and maximizing their investments,” said Karthik Rao, COO, Nielsen. “Today’s announcement marks a major milestone for Nielsen as we put our cross-media vision into motion. We’ve made significant enhancements over the last year to turbocharge the tech and data science required to make an industry wide cross-media solution a reality.”

"La misurazione cross-mediale è un'opportunità generazionale e una delle sfide più difficili che il nostro settore ha dovuto risolvere", ha dichiarato Ben Jankowski, SVP, Global Media di Mastercard. "Ci sono questioni tecnologiche difficili, ma anche un cambiamento culturale molto reale che deve avvenire per incoraggiare i broadcaster, le piattaforme e i marketer a lavorare a stretto contatto per ottenere una migliore produttività su tutta la linea. Per quanto riguarda la misurazione cross-mediale, è ancora più importante disporre di terze parti indipendenti come Nielsen e di revisori come l'MRC che ci aiutino a trovare una fonte comune di verità nel mare degli interessi in competizione e a navigare in un panorama molto confuso".

Nielsen has already begun transforming its audience measurement solutions to increase resilience and flexibility. As previously announced, Nielsen is future-proofing its digital measurement, evolving its National TV currency to include addressable measurement and expanding connected TV (CTV) coverage to include additional smart TV manufacturers e digital video platforms in 2021. Starting in fourth-quarter 2022, Nielsen will release parallel cross-media ratings that will deliver metrics at subminute intervals for individual ads and content, providing greater comparability across platforms and ad models, along with expansive campaign reporting. Nielsen expects this measurement will ultimately become the foundation of the cross-media buying and selling process, succeeding the current form of TV and digital measurement no later than the Fall 2024 season.  

“Today’s fragmented measurement landscape makes planning, implementing, and validating cross-platform campaigns overly complex and increasingly less predictable,” said Adam Gerber, Global Chief Media Officer, Essence. “As we shift to addressable models, prioritize reach, and optimize to outcomes, it’s critical that we develop and adopt consistent, single-source measurement solutions. Nielsen’s new cross-media approach is an important step in delivering the confidence and transparency that advertisers require to support holistic campaigns.” 

"Ogni innovazione che sposta l'ago della bilancia verso la cattura del vero ROI tra i media, in particolare tra le piattaforme per creare coerenza nel reporting in modo che le persone non stiano valutando i propri compiti, riceve il pollice in su da IPG Mediabrands. Non vediamo l'ora di sottoporre tutti i media agli stessi standard di responsabilità e trasparenza delle performance grazie al nuovo prodotto di Nielsen", ha dichiarato Daryl Lee, Global CEO di IPG Mediabrands.

Nielsen has begun unifying its technology platform to help make its audience measurement products more interoperable, flexible and scalable.  This solves for cross-media measurement by embracing a “ONE” mindset to modernize its panels, platforms and products. 

• ONE Platform: Nielsen has developed a unified, cloud-based platform that allows easy integration and normalization of big data sets including automatic content recognition (ACR) data and return path data (RPD), as well as direct integrations with digital platforms and CTV providers.  It will also be underpinned by a flexible technology stack which enables large scale models using machine learning techniques and algorithms to more quickly deliver true comparability and consistency across sources. 
• ONE Panel: Nielsen will unify its gold-standard panels and meters into one single-source, geographically representative panel that will gather viewing across devices including TV, CTV, mobile devices and computers. The Nielsen ONE panel underpins its new ID resolution system to validate audiences and deduplicate exposures across ads and content.  
• ONE Product: Nielsen is simplifying its TV and digital solutions portfolio into a single cross-media product that provides reach and frequency metrics by delivering a holistic, deduplicated view of both content and ad performance regardless of screen, device or platform. A key component of this solution is a new proprietary technology that will measure every single ad on linear TV at the subminute level to account for exact commercial minutes.

Nielsen ha progettato la struttura portante per fornire metriche olistiche e crossmediali su tutti i video e continua a gettare le fondamenta che sosterranno la misurazione dei risultati e aiuteranno gli inserzionisti a massimizzare il ROI. Grazie alla proprietà dello stack tecnologico e dell'infrastruttura di back-end, nonché all'accesso ad ampi set di dati, Nielsen lancerà rapidamente nuovi prodotti, set di funzionalità e approfondimenti sui dati, mantenendo la qualità e la continuità dei suoi servizi di misurazione e adattandosi ai continui cambiamenti del panorama tecnologico e della privacy.