Today’s media industry is evolving faster than ever, and at Nielsen, we’re working hard to ensure our clients have the tools they need to measure their content and advertising in this quickly changing environment. And innovation is a key part of our strategy.
With that in mind, Nielsen CEO Mitch Barns took the stage at this year’s Advertising Week – New York to make the case that we should think about innovation as being bigger than just the development of new products that drive growth. We need to consider additional types of innovations and understand that efficiency is an equally worthwhile outcome. Megan Clarken, our President of Watch, then followed him on stage to lead a rousing discussion from a panel of experts across the industry on the impact of recent innovations in video measurement and advertising.
“Most innovations have two main outcomes, growth and efficiency,” Mitch explained. “Growth is probably the more well-known (and sought) result…Meanwhile, efficiency innovations are generally less flashy, less sexy, less exciting, but I believe they are often every bit as big and as important as growth innovations.”
Mitch acknowledged that some may question whether Nielsen is even qualified to talk about innovation. But it’s an area we’ve been putting a lot more focus on over the last few years. And the Nielsen Total Audience framework is a recent example of our success. This measurement strategy is actually several different innovations that we’ve developed to work together to measure audiences for ads and content across all screens and platforms in a way that’s comparable.
In addition, we’re also investing in innovations that bring efficiency. VBrand began as a start-up in our innovation incubator in Israel, and we’ve recently acquired 100% of the business. Using artificial intelligence and machine learning, VBrand identifies the appearance of brands and logos in a highly automated and efficient manner. ニールセン・スポーツ currently does a very similar task manually by employing an overseas team. Applying VBrand’s technology to our larger Nielsen Sports business will drive big gains in efficiency, speed and ultimately quality.
At the event, Mitch also officially announced that Nielsen has signed a definitive agreement to acquire Visual IQ-a move that will bring additional and valuable efficiencies. Visual IQ specializes in multi-touch attribution modeling of advertising effectiveness on digital platforms, and together we’re building a system that delivers cross-platform metrics for advertising ROI, refreshed on a daily basis.
「効率化は問題だから追求するものではなく、チャンスだから追求するものだ。革新と進歩のチャンスなのです」とミッチは締めくくった。
ミッチの挨拶の後、ミーガンはFOXの広告収入担当プレジデントであるジョー・マルシェ、ピュブリシス・グループのチーフ・グロース・オフィサーであるリシャド・トバコワラ、ユニリーバのグローバル・メディア、カテゴリー、パートナーシップ担当バイス・プレジデントであるロブ・マスターと一緒に登壇した。また、ユニリーバのグローバル・メディア・カテゴリー・パートナーシップ担当バイス・プレジデントであるロブ・マスター氏も登壇し、新しいデバイスが生み出す体験が、膨大な数の新しい視聴者にリーチし、想像もつかないような広告の機会を開拓する道をいかに切り開くかについて議論した。
Calling back to Mitch’s presentation, the group noted that innovation needs to come from unexpected places to find growth and efficiency-and that may mean throwing away established business models.
しかし、3人は、業界が支払いモデルにおいて測定すべき指標について合意に達することはできなかった。ジョーもリシャドも、質の高いコンテンツにはお金がかかると指摘し、業界が望む結果を得るためには、それに見合った対価を支払う必要があると考えている。リシャドはまた、コンテンツ、広告、ストーリーテリングを組み合わせた体験にチャンスを見出している。
しかし、ロブは、我々はまだ今日の現実の中で仕事をする必要があると警告した："業界がクリーンアップされるまでは、ニールセンについて 未来を語るのは勝手だが、デジタル・エコシステムをめぐる諸問題を抱えていては、そこに到達することはできない。"
For more information, you can watch a recording of the full session.
