クロスメディア通貨が現実のものとなるNielsen ONE

単一測定ソリューションを2022年第4四半期に発売予定

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.

「電通メディアCEOのダグ・レイは、次のように述べています。「急速に進化する状況と消費者行動の継続的な変化に伴い、クライアントの動画プランにサイロ化されたアプローチを取ることはもはや許されません。「クロスメディア測定は、適切な頻度でプラットフォーム間のリーチを最大化するために最も重要です。ニールセンが単一の測定ソリューションと統一されたフレームワークにコミットすることで、テレビとデジタルビデオの比較可能性が向上し、クライアントがより効果的な費用配分とROIの最大化を実現できるようになります。"

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.”

「クロスメディア測定は、世代を超えたチャンスであり、業界が解決しなければならない最も困難な課題のひとつです。「厳しい技術的な問題もありますが、放送局、プラットフォーム、マーケターが密接に協力し、全体的な生産性を向上させるという、非常に現実的な文化的転換も必要です。クロスメディア測定では、ニールセンのような独立した第三者機関やMRCのような監査機関が、競合する利害関係者の海の中で共通の真実の源を見つけ、非常に混乱した状況をナビゲートしてくれることがさらに重要です。"

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 そして 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.” 

「メディア全体で、特にプラットフォーム間で真のROIを把握することで、人々が自分の宿題を採点することがないよう、一貫性のあるレポートを作成するための針を動かすあらゆる革新は、IPG Mediabrandsから親指を立てることになります。IPG MediabrandsのグローバルCEOであるダリル・リーは、次のように述べています。「ニールセンの新製品によって、すべてのメディアが同じ基準でパフォーマンスの説明責任と透明性を確保できることを楽しみにしています。

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.

ニールセンは、すべての動画にまたがる総合的なクロスメディアメトリクスを提供するためのバックボーンを構築し、成果測定を支え、広告主がROIを最大化するための基盤を構築し続けています。ニールセンは、技術スタックとバックエンドのインフラを所有し、広範なデータセットにアクセスすることで、測定サービスの品質と継続性を維持し、技術とプライバシー環境の継続的な変化に適応する新製品、機能セット、データインサイトを迅速に立ち上げる。