크로스 미디어 통화가 현실이 되다 Nielsen ONE

2022년 4분기에 단일 측정 솔루션 출시 계획

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.

"빠르게 진화하는 환경과 소비자 행동의 지속적인 변화로 인해 더 이상 고객의 비디오 계획에 대해 사일로화된 접근 방식을 취하는 것은 허용되지 않습니다."라고 Dentsu Media의 CEO인 Doug Ray는 말합니다. "크로스 미디어 측정은 여러 플랫폼에서 적절한 빈도로 도달 범위를 극대화하는 데 가장 중요합니다. 우리는 닐슨이 단일 측정 솔루션과 통합 프레임워크를 통해 TV와 디지털 비디오 전반의 비교 가능성을 높여 고객이 비용을 더 잘 배분하고 ROI를 극대화할 수 있도록 지원하겠다는 약속에 고무되어 있습니다."라고 말했습니다.

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.”

"크로스 미디어 측정은 세대 간 기회이자 업계가 해결해야 할 가장 어려운 과제 중 하나입니다."라고 마스터카드의 글로벌 미디어 담당 수석부사장인 벤 얀코브스키(Ben Jankowski)는 말합니다. "어려운 기술 문제도 있지만, 방송사, 플랫폼, 마케터가 긴밀히 협력하여 전반적으로 생산성을 향상시킬 수 있도록 장려하는 실질적인 문화적 변화가 일어나야 합니다. 크로스 미디어 측정의 경우, 닐슨과 같은 독립적인 제3자나 MRC와 같은 감사 기관이 경쟁하는 이해관계의 바다에서 하나의 공통된 진실 소스를 찾고 매우 혼란스러운 환경을 탐색하는 데 도움을 주는 것이 훨씬 더 중요합니다."

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 그리고 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.” 

"미디어 전반, 특히 플랫폼 전반에서 진정한 ROI를 파악하고 보고의 일관성을 유지하여 사람들이 스스로 숙제를 채점하지 않도록 하는 혁신은 IPG 미디어브랜드로부터 엄지손가락을 치켜들게 합니다. 닐슨의 신제품을 통해 모든 미디어가 동일한 성과 책임과 투명성 기준을 적용받기를 기대합니다."라고 IPG 미디어브랜즈의 글로벌 CEO인 대릴 리(Daryl Lee)는 말합니다.

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.

닐슨은 모든 동영상에 걸쳐 종합적인 크로스 미디어 지표를 제공하기 위한 백본을 설계했으며, 성과 측정을 뒷받침하고 광고주가 ROI를 극대화할 수 있도록 지원하는 기반을 지속적으로 마련하고 있습니다. 기술 스택과 백엔드 인프라를 소유하고 광범위한 데이터 세트에 액세스할 수 있는 닐슨은 측정 서비스의 품질과 연속성을 유지하고 기술 및 개인정보 보호 환경의 지속적인 변화에 적응할 수 있는 새로운 제품, 기능 세트 및 데이터 인사이트를 신속하게 출시할 예정입니다.