Uma conversa com o diretor de diversidade e o diretor de produtos da Nielsen.
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.
O propósito da marca Nielsen é "Impulsionar um futuro de mídia melhor para todas as pessoas". Como a Nielsen prioriza isso como empresa e que impacto tangível isso tem no setor de mídia e no mundo em geral?
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.
O restante do setor de mídia está se conscientizando da necessidade de maior igualdade - basta ver a greve dos escritores, a greve dos atores e o crescimento dos esportes femininos. No Cannes Lions, a grande narrativa foi a necessidade de promover a inclusão na mídia, tanto em termos de acesso quanto de representação. Não existe mais um mercado geral. Temos que usar a criatividade, a inovação e a tecnologia para abraçar públicos diversos e suas experiências únicas.
Como a Nielsen evoluiu como empresa para priorizar seu compromisso com a precisão e a excelência dos dados diante de mudanças e interrupções?
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.
Um dos principais valores da Nielsen é a inclusão. Como isso influencia as decisões de negócios e a maneira como toda a empresa opera? Como a Nielsen está promovendo mudanças reais, tanto interna quanto externamente?
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.
Ninguém esperava uma pandemia global no inverno de 2019/2020. Como a empresa atualizou seus produtos e metodologias desde então para ser verdadeiramente resiliente e representativa?
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.
A Nielsen está comemorando seu aniversário de 100 anos este ano. Olhando para o segundo século de atividade da Nielsen, que mudanças na representação do setor de mídia você prevê?
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.
Hoje, é o marketing multicultural; amanhã, nosso setor deverá abraçar essa demanda crescente de públicos diversos e criar espaço para vozes únicas e diversificadas. Se você não tiver uma estratégia para fazer isso, não terá uma estratégia de crescimento.
Em sua opinião, qual será a próxima grande perturbação na representação do público e na precisão dos dados?
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.
