ニールセンのチーフ・ダイバーシティ・オフィサーとチーフ・プロダクト・オフィサーとの対談。
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.
ニールセンのブランド目的は "Powering a better media future for all people "です。ニールセンは企業としてそれをどのように優先し、メディア業界や世界全体に具体的にどのような影響を与えているのでしょうか？
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.
脚本家のストライキ、俳優のストライキ、女性スポーツの成長を見ればわかる。カンヌライオンズでは、メディアにおけるインクルージョンを推進する必要性が大きな話題となりました。もはや一般的な市場はありません。私たちは、創造性、革新性、テクノロジーを駆使して、多様な視聴者とそのユニークな体験を受け入れなければなりません。
ニールセンは、変化と混乱に直面する中で、データの正確さと卓越性へのコミットメントを優先する企業としてどのように進化してきたのでしょうか？
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.
ニールセンのコアバリューのひとつに「インクルージョン」があります。この価値観は、ビジネス上の意思決定や会社全体の運営にどのような影響を与えているのでしょうか？ニールセンは、社内外でどのように真の変革を推進しているのでしょうか？
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.
2019/2020年の冬に世界的なパンデミックが起こるとは誰も予想していなかった。それ以来、同社はどのように製品や方法論を更新し、真にレジリエントで代表的なものにしてきたのだろうか？
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.
ニールセンは今年100周年を迎えます。ニールセンの2世紀目を前にして、メディア業界ではどのような変化が予想されますか？
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.
今日、それは多文化マーケティングである。明日、私たちの業界は、多様なオーディエンスからの高まる需要を受け入れ、ユニークで多様な声のためのスペースを作らなければならない。そのための戦略がなければ、成長戦略もない。
観客の表現とデータの正確性に関して、次に大きな混乱が起こると思いますか？
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.
