The Advertising Research Foundation (ARF) recently hosted AUDIENCExSCIENCE, their 13th annual audience measurement conference. This year’s theme, Addressing Critical Measurement Issues, was especially timely. With the recent implementation of General Data Protection Regulation (GDPR) in Europe and advertising practices being discussed on the floor of the U.S. Congress, marketers are facing a quickly changing marketplace. During the event, executives from Nielsen and other industry leaders came together to discuss the way forward.
In front of an audience of TV veterans and digital newcomers, Megan Clarken, President of our Watch business, spoke about the convergence of industries in a fireside chat with Scott McDonald, President and CEO, ARF. With great content available across numerous platforms, consumers are viewing over 82 hours of video a week. “Measurement now, more than ever, is a team sport,” said Megan. As we extend our coverage through census-based measurement, she emphasized that support from the industry at large is necessary.
在过去几年里，一些数字先行者和零售商创建了自己的封闭测量系统，或称 "围墙花园"，但 Megan 指出，这导致他们错失了可用的广告资金。在广告商和广告代理公司的压力下，许多公司正在打开大门。"梅根说："如果你想被视为这一领域的平等参与者，就必须以一致的方式对你进行衡量。
业界迫切希望衡量受众的注意力和情感。Megan 解释说，这一切都要从按年龄和性别捕捉受众覆盖率和频率开始。如果不了解受众的基本情况，就无法进入下一个阶段。但她指出，从这一点出发，你可以追溯到媒体及其他方面的投资回报。
不过，梅根提醒说，这需要高质量的数据，而这是需要付出高昂代价的。如果没有良好的输入，营销人员最终可能会得到误导性的结果。对于梅根来说，一个恰当的比喻是，选择便宜、低质量的寿司而不是昂贵、高质量的寿司，可以节省几块钱："你可以这么做，但到头来，你可能会有点吃不消"。
尼尔森深知自己在为客户提供高质量数据方面所扮演的角色。这需要了解尼尔森管理的 48 个不同市场的独特需求。梅根强调说："要给广告商带来信心，最重要的是确保他们知道，通过第三方、独立、高质量的数据，他们得到了他们所支付的"。
梅根的演讲结束后，她所强调的主题仍然是整个活动的主题，并贯穿于台上台下的对话中。
