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.
この1週間を通して、私たちのリーダーたちは、視聴者の信頼と関心を得るために、業界全体がどのように広告や番組をパーソナライズできるかを共有しました。信頼できる代表的なデータは、すべての視聴者のユニークなニーズを解き明かす鍵であり、私たちは、テレビ業界が信頼できる真実のセットとして機能するよう、測定を進化させています。
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.”
細分化し続ける業界は、信頼できる測定を求めています。業界の成長と変化に伴い、私たちはニールセンの手法を進化させ、「One Media Truth」を提供し続けてきました。よりパーソナライズされたメッセージと番組でテレビの未来を牽引するために、テレビ業界はすべての消費者を正確に表すデータを必要としています。
ニールセン・グローバル・メディアのクライアント・サービス担当SVPであるポール・ルフォートは、「私たちは、監査・認定され、完全に代表的で、直接人の測定値を測定するパネルからの完全で接続された代表的な測定値と、ビッグデータの利点と規模の両方を融合させることが、この断片化された世界における視聴動画測定の最善のアプローチの1つであると確信しています」と説明する。
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.
「私たちのパネルにおけるダイバーシティとインクルージョンの役割はとても重要です。製品やデータだけの問題ではなく、会社全体に影響を与え、改善する、より広範な問題なのです」とカーティクは指摘する。
Pictured above: Kelly Abcarian speaks on the “Progress Report” panel.
