CES 是世界上最大的电子产品和技术展，也是整个技术生态系统（包括媒体行业）汇聚一堂的地方。在每年的展会上，阿丽雅酒店的 C Space 都会将全球的创新者、营销人员和创意人员聚集在一起，共同探讨媒体和广告业的未来。今年，尼尔森的领导者也加入了对话，展示我们的数据、洞察力和技术如何为行业带来共同的真理。
数据在为技术增加智能、背景和真相方面发挥着关键作用。这是今年整个 CES 的主要趋势，也是与媒体特别相关的趋势。
We kicked the week off by announcing the beta launch of our new Addressable TV Advertising Platform, which will help transform linear TV advertising from a mass marketing medium to one that’s much more targeted thanks to the wide adoption of smart TVs.
"尼尔森高级视频广告部总经理Kelly Abcarian表示："随着节目制作人面临释放每小时14分钟广告时间价值的挑战，他们需要解决方案来管理复杂的寻址工作流程。
要在分散的媒体环境中工作，数据和技术必须是开放和灵活的。我们设计的尼尔森可寻址电视广告平台与技术无关，可以整合所有智能电视品牌，并融入所有现有的广播基础设施和代理商工作流程。
We also announced the expansion of the global over the top (OTT) guide offerings for on-demand video streaming services from Gracenote, a Nielsen company. Leveraging the solution, OTT services are better able to elevate content visibility while enabling smart TV makers and cable and satellite operators to seamlessly integrate OTT content. And Gracenote’s deep descriptive metadata and Gracenote IDs provide common links between TV series, seasons and episodes, as well as related TV and movie genres, celebrities and other descriptive information for advanced content navigation, search and discovery experiences.
在此次活动中，我们在尼尔森休息室展示了全新的可寻址电视广告平台和 Gracenote 的全球 OTT 产品，并提前预览了我们的其他一些领先技术。通过对客户和行业领导者的实际演示，我们重点介绍了我们独特的娱乐元数据和分析组合。与会者能够以可视化的新方式为内容投资决策提供信息，并创建引人注目的搜索和发现体验，从而进一步吸引观众参与他们喜爱的娱乐节目。
技术正在改变我们与他人联系的方式。新的创新为观众创造了不同的内容消费方式。以线性电视为例。智能电视的日益普及为日益个性化的内容打开了大门。活动期间，尼尔森高级广告部高级副总裁 Jason Bolles 参加了 "改变情境广告和媒体 "专题讨论会，讨论了媒体个性化的兴起以及数据和分析将发挥的作用。
To continue the conversations started at this year’s CES, we recorded a special series for our podcast, The Database, onsite. The first episode, “A Step Toward Widespread Addressable Ads on Linear TV,” features Kelly Abcarian and Dan Callahan, SVP of Data Strategy and Innovation at FOX, discussing what the beta release of Nielsen’s Addressable TV platform means for the industry, as well as what addressable advertising in the linear TV realm will look like.
As the industry navigates its greatest period of upheaval since the advent of television, the business of media needs the right data to determine what’s commanding attention today and what will resonate tomorrow. Nielsen’s unbiased, reliable data makes the entire industry possible by creating the indispensable, data-driven foundation that allows markets to function. And when we combine our data with the powerful technology driving the future of media, we help our clients unlock existing and new opportunities.
