一年一度，来自广告公司、全球消费者品牌、数字平台和其他媒体生态系统的领导者齐聚法国南部，参加戛纳国际创意节。通过小组讨论和访谈，不同的媒体参与者探讨了让营销人员彻夜难眠的原因，以及正在采取的应对措施。
During this year’s festival, Megan Clarken, Chief Commercial Officer, Nielsen Global Media, emphasized the importance of data and diversity. Additionally, she and other Nielsen executives were vocal throughout the week on where they think the advertising industry is heading, with key themes emerging around the expanding definition of TV, making addressable TV possible and the power of big data.
THE CONVERGENCE OF TV & DIGITAL ADVERTISING
数字视频的崛起和媒体行业的分化，使品牌希望在数字视频和线性视频中获得一致的广告衡量标准和测量方法。因此，独立的第三方测量对于了解广告活动的效果越来越重要。
Digital Players & Platforms Want To Compete with TV
Megan Clarken, Chief Commercial Officer, Nielsen Global Media: “What we actually see happening is that the digital-first players and the digital platforms for premium video have decided that all of the data that they have is just confusing the advertiser. So they want to compete against TV, and so they’re moving across to be able to compare to TV.”
Megan Clarken: “Everyday [the clients of SVOD players] want to know whether or not they’re getting what they paid for or what they’re being paid in terms of their content, and they want it to be done by a third-party independent player.”
使寻址广告成为可能
数字广告商正在寻求使其与电视广告更具可比性的测量方法，而传统电视实体则对数字广告所带来的个性化越来越感兴趣。因此，可寻址广告--通过类似于数字领域的定制化电视广告接触到每个家庭--已成为许多营销人员最关心的问题。毫不奇怪，测量将在全球广告商在这一领域发挥关键作用。
Vikram Somaya, Chief Data Officer, Nielsen: “I think there are finally real ways for programmers to bring addressability to television. A lot of the issues had been, certainly from the sell side, ’How did this actually work with measurement on which everything was transacted?’”
Nielsen Prepping Platform For Addressable TV, Ad Decisioning
Kelly Abcarian, General Manager, Advanced Video Advertising, Nielsen: “First and foremost, measurement is the bedrock of what Nielsen provides to the marketplace and what we’ll continue to do. We’re really focused on how we unlock addressable in a way that brings standardization across all those impressions.”
Matt O’Grady, International Commercial Leader, Nielsen Global Media: “Nielsen is investing greatly in addressable. Addressable TV shows great promise. TV is going to be sold with addressable, over the top and data-driven linear TV. And we have solutions that we’re planning to roll out for all of them globally.”
利用大数据的力量
数字化创造了比以往更多的数据，但并非所有数据都是一样的。数据的质量极其重要。对于渴望利用机器学习和人工智能等新技术的品牌和广告商来说，要想获得有价值的洞察力，就必须要有好的数据。
Dave Hohman, EVP & Managing Director, Demand-side Media, Nielsen: “Panels at Nielsen are being used, and I think will continue to be used as a sort of a source of truth. When you’re looking at big data sets, they can have a lot of noise or bias in them, whether intentional or not.”
Linda Dupree, CEO, Nielsen Catalina Solutions: “We’ve been working on machine learning and artificial intelligence for the last five years, with a lot of testing and rigor. And in the next few months, we’re adding machine learning to our targeting products, as well as to our measurement products.”
