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. Nielsen Sports 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.
"효율성은 문제이기 때문에 추구해야 하는 것이 아니라 기회이기 때문에 추구해야 하는 것입니다. 혁신과 발전을 위한 기회입니다."라고 Mitch는 결론을 내렸습니다.
Mitch의 연설이 끝난 후 메건은 FOX의 광고 수익 부문 사장인 Joe Marchese, Publicis Groupe의 최고 성장 책임자인 Rishad Tobaccowala, Unilever의 글로벌 미디어, 카테고리 및 파트너십 부문 부사장 Rob Master와 함께 토론에 참여했습니다. 이들은 새로운 디바이스가 만들어내는 경험이 어떻게 방대한 신규 잠재고객에게 도달하고 상상할 수 없는 광고 기회를 활용할 수 있는 길을 열어줄 수 있는지에 대해 함께 논의했습니다.
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.
그러나 세 사람은 업계가 결제 모델에서 측정해야 할 지표에 대해 합의에 이르지 못했습니다. 조와 리샤드는 모두 양질의 콘텐츠에는 비용이 들며, 업계가 원하는 결과를 얻으려면 이에 대한 대가를 지불해야 한다고 생각합니다. 또한 리샤드는 콘텐츠, 광고, 스토리텔링을 결합한 경험에서 기회를 발견했습니다.
하지만 Rob은 여전히 오늘날의 현실에서 일해야 한다고 경고했습니다: "업계가 정리될 때까지는 미래에 대해 얼마든지 이야기할 수 있지만, 디지털 생태계를 둘러싼 모든 문제가 해결되지 않는다면 그 목표를 달성할 수 없습니다."
For more information, you can watch a recording of the full session.
