닐슨의 최고 다양성 책임자 및 최고 제품 책임자와의 대화.
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.
닐슨의 브랜드 목적은 "모든 사람을 위한 더 나은 미디어의 미래"입니다. 닐슨은 기업으로서 이 목표를 어떻게 우선시하며, 미디어 업계와 전 세계에 어떤 실질적인 영향을 미치고 있나요?
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.
작가들의 파업, 배우들의 파업, 여성 스포츠의 성장 등 미디어 산업 전반에서 형평성 제고의 필요성에 대한 인식이 확산되고 있습니다. 칸 라이언즈에서 가장 큰 화두는 접근성과 대표성 측면에서 미디어의 포용성을 높여야 한다는 것이었습니다. 더 이상 일반적인 시장은 존재하지 않습니다. 우리는 창의성, 혁신, 기술을 활용해 다양한 시청자와 그들의 독특한 경험을 포용해야 합니다.
닐슨은 변화와 혼란 속에서 데이터 정확성과 우수성을 우선시하는 기업으로 어떻게 진화해 왔을까요?
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.
닐슨의 핵심 가치 중 하나는 포용성입니다. 이것이 비즈니스 의사 결정과 회사 전체 운영 방식에 어떤 영향을 미칠까요? 닐슨은 어떻게 내부와 외부에서 실질적인 변화를 주도하고 있을까요?
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.
2019/2020년 겨울에 전 세계적인 팬데믹이 발생할 것이라고는 아무도 예상하지 못했습니다. 그 이후로 진정한 회복탄력성과 대표성을 갖추기 위해 제품과 방법론을 어떻게 업데이트했나요?
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.
닐슨은 올해 창립 100주년을 맞이합니다. 닐슨의 비즈니스 2세기를 앞두고 미디어 업계의 대표성에 어떤 변화가 있을 것으로 예상하시나요?
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.
오늘날의 마케팅은 다문화 마케팅이지만, 앞으로 우리 업계는 다양한 잠재고객의 증가하는 수요를 수용하고 독특하고 다양한 목소리를 위한 공간을 만들어야 합니다. 이를 위한 전략이 없다면 성장 전략이 없는 것과 마찬가지입니다.
오디언스 대표성과 데이터 정확성을 위한 다음 주요 혁신은 무엇이라고 생각하시나요?
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.
