与尼尔森首席多元化官和首席产品官对话。
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.
尼尔森的品牌宗旨是 "为所有人创造更美好的媒体未来"。作为一家公司，尼尔森是如何将这一点放在首位的？
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.
媒体行业的其他部门也逐渐意识到需要更加公平--看看编剧罢工、演员罢工和女性体育运动的发展就知道了。在戛纳国际电影节上，最重要的话题是需要推动媒体的包容性，包括媒体的可及性和代表性。现在不再有普通市场。我们必须利用创意、创新和技术来接纳不同的受众及其独特的体验。
作为一家公司，尼尔森是如何在面对变化和颠覆时，优先致力于数据的准确性和卓越性的？
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.
尼尔森的核心价值观之一是包容。这如何影响业务决策和整个公司的运营方式？尼尔森如何在内部和外部推动真正的变革？
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.
没有人预料到 2019/2020 年冬季会发生全球性大流行。从那时起，公司是如何更新其产品和方法，使其真正具有抗灾能力和代表性的？
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.
今年是尼尔森成立 100 周年。展望尼尔森的第二个百年，您预计媒体行业的代表性会发生哪些变化？
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.
今天，它是多元文化营销；明天，我们的行业必须接受来自不同受众的日益增长的需求，并为独特、不同的声音创造空间。如果你没有这样做的战略，你就没有发展战略。
您认为下一个影响受众代表性和数据准确性的主要因素是什么？
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.
