Nielsen recently made a splash at NYC Television Week, the premier conference highlighting progress, challenges and innovations in the U.S. TV industry. Today’s audiences have more video content to consume than ever before, and while they’re finding time to watch a lot of it, there are signs that people are finding the seemingly endless options somewhat overwhelming.
在这一周里，我们的领导者分享了整个行业的参与者如何通过个性化的广告和节目来赢得观众的信任和关注。可靠、有代表性的数据将是了解所有观众独特需求的关键，我们正在不断改进我们的测量方法，使之成为电视行业可以信赖的真相集。
Media options and overall time spent by consumers on devices have both continued to grow, posing great opportunity across media. “Every player in this space—from publishers to broadcasters to device manufacturers—needs to enrich, understand and respect the consumer experience,” Karthik Rao, Chief Product & Technology Officer, Nielsen Global Media, remarked as he spoke to a crowd of industry leaders about how to best monetize the time consumers’ spend on different forms of media.
Keeping consumers’ needs top of mind will be essential to fostering trust and earning audience’s time—and this is true even when it comes to advertising. Over the past few years, advanced advertising has become one of the largest areas of growth for the television industry thanks to the personalization it offers by sending messaging to only the audience advertisers want to reach. Not surprisingly, it was at the forefront of many of the week’s conversations.
With the allure of more targeted spending, more clients have shown interest and budgets have doubled and even tripled for some platforms. While progress is being made, this form of targeting is still in the early stages. To accelerate the process, collaboration will be key—and will depend on players in the space to building trust not only with audiences but among clients and industry partners. During the “Progress Report” panel featured in the Advanced Advertising track, Kelly Abcarian, General Manager of Advanced Video Advertising, Nielsen Global Media, commented that “true collaboration in a way that eliminates friction and drives efficiency will drive the industry forward.”
Building more personalized content offerings like those created by advanced advertising will be increasingly important—which the streaming industry is already showcasing. More media choices have increased media consumption, but when it comes to streaming services, consumers are increasingly interested in aggregating paid subscriptions into a single face. As streaming services continue to fragment, consumers are becoming disenchanted and are finding it difficult to manage their video subscriptions. Nielsen’s Peter Katsingris, SVP, Audience Insights, Nielsen Global Media, advised attendees at the event to “use niche content to cater to the many consumers out there-if you use data to understand your audience, you can’t go wrong.”
一个不断分化的行业需要值得信赖的测量方法。随着行业的发展和变化，我们不断改进尼尔森的方法，以提供 "媒体真相"（One Media Truth）。为了以更加个性化的信息和节目推动电视业的未来，电视业需要能够真实代表所有消费者的数据。
"尼尔森全球媒体客户服务高级副总裁保罗-莱福特（Paul Lefort）解释说："我们相信，在这个碎片化的世界里，从根本上讲，将完整的、有关联的、有代表性的、经过审计和认证的、完全有代表性的、直接测量个人的测量结果与大数据的优势和规模相结合，是测量视频收视的最佳方法之一。
Relying simply on big data is no longer enough in today’s multicultural population—by 2044, U.S. Census estimates project that more than 50% of the U.S. population will be black, Hispanic and Asian-American. “If we don’t take great care in ensuring that the measurement is inclusive, you will be leaving audiences out,” Kelly emphasized.
"多样性和包容性在我们的小组中的作用非常重要。这不仅仅是一个产品或数据问题，而是一个更广泛的问题，将影响和改善我们整个公司。
Pictured above: Kelly Abcarian speaks on the “Progress Report” panel.
