跨媒体货币成为现实Nielsen ONE

公司计划于 2022 年第四季度推出单一测量解决方案

New York, NY – Dec. 8, 2020 – Today, Nielsen (NYSE: NLSN) announced its plans to launch a single, cross-media solution to drive more comparable and comprehensive metrics across platforms. Nielsen’s transformative cross-media solution, called Nielsen ONE, will evolve the current metrics that underpin the more than $100 billion video advertising ecosystem using a phased approach. The company plans to launch its single measurement solution beginning in fourth-quarter 2022 with the intention to fully transition the industry to cross-media metrics by the Fall 2024 season.  

More so than ever, consumers today have virtually endless choice in terms of platforms on which to watch their favorite video content. Nielsen data shows that between March and August 2020, U.S. adults spent 12.2 trillion minutes with digital, 11.1 trillion minutes with linear TV and 2.8 trillion minutes streaming—and these numbers continue to exponentially grow. As audiences move seamlessly between linear, streaming and digital, advertisers are demanding a single, deduplicated view of their audiences across all platforms and mediums. Concurrently, publishers want to provide more ad options for buyers and improve the overall viewer experience.

"电通传媒首席执行官道格-雷（Doug Ray）表示："随着市场环境的快速发展和消费者行为的不断变化，我们再也不能采取孤立的方式来实施客户的视频计划了。电通传媒首席执行官道格-雷（Doug Ray）表示："跨媒体测量对于以正确的频率最大限度地扩大跨平台覆盖面至关重要。尼尔森致力于提供单一的测量解决方案和统一的框架，这将推动电视和数字视频之间的可比性，从而使我们的客户能够更好地分配资金并最大限度地提高投资回报率，这令我们深受鼓舞。

With Nielsen ONE, advertisers and publishers will be able to transact using a single metric across linear and digital that is trusted, independent and standardized across the industry. With a single, deduplicated number, marketers will have visibility into total video consumption regardless of platform or device. Marketers will also benefit from a better understanding of unique audiences, the ability to better understand frequency and reduce double counting, inflated metrics and advertising waste. Nielsen ONE will also underpin the company’s outcomes solutions, thus enabling the industry to optimize media plans and maximize performance across platforms. 

“With Nielsen ONE, we are delivering a single, comparable metric for TV and digital that will provide video consumption across all platforms, services and devices. For media buyers and sellers, this means better monetizing their assets and maximizing their investments,” said Karthik Rao, COO, Nielsen. “Today’s announcement marks a major milestone for Nielsen as we put our cross-media vision into motion. We’ve made significant enhancements over the last year to turbocharge the tech and data science required to make an industry wide cross-media solution a reality.”

"万事达卡全球媒体高级副总裁 Ben Jankowski 说："跨媒体测量是一代人的机遇，也是我们行业必须解决的最艰巨的挑战之一。万事达卡全球媒体高级副总裁 Ben Jankowski 说："这不仅是一个棘手的技术问题，也是一个非常现实的文化转变问题，需要鼓励广播公司、平台和营销人员密切合作，全面提高生产力。在跨媒体测量方面，尼尔森这样的独立第三方和 MRC 这样的审计机构显得更为重要，它们可以帮助我们在利益竞争的海洋中找到一个共同的真相来源，并驾驭非常混乱的局面。"

Nielsen has already begun transforming its audience measurement solutions to increase resilience and flexibility. As previously announced, Nielsen is future-proofing its digital measurement, evolving its National TV currency to include addressable measurement and expanding connected TV (CTV) coverage to include additional smart TV manufacturers 和 digital video platforms in 2021. Starting in fourth-quarter 2022, Nielsen will release parallel cross-media ratings that will deliver metrics at subminute intervals for individual ads and content, providing greater comparability across platforms and ad models, along with expansive campaign reporting. Nielsen expects this measurement will ultimately become the foundation of the cross-media buying and selling process, succeeding the current form of TV and digital measurement no later than the Fall 2024 season.  

“Today’s fragmented measurement landscape makes planning, implementing, and validating cross-platform campaigns overly complex and increasingly less predictable,” said Adam Gerber, Global Chief Media Officer, Essence. “As we shift to addressable models, prioritize reach, and optimize to outcomes, it’s critical that we develop and adopt consistent, single-source measurement solutions. Nielsen’s new cross-media approach is an important step in delivering the confidence and transparency that advertisers require to support holistic campaigns.” 

IPG Mediabrands 全球首席执行官 Daryl Lee 表示："任何创新，只要能推动捕捉跨媒体的真实投资回报率，尤其是跨平台的投资回报率，从而实现报告的一致性，让人们不再为自己的功课打分，IPG Mediabrands 都会竖起大拇指。IPG Mediabrands 全球首席执行官达里尔-李（Daryl Lee）表示："我们期待着尼尔森的新产品能使所有媒体在绩效责任和透明度方面达到相同的标准。

Nielsen has begun unifying its technology platform to help make its audience measurement products more interoperable, flexible and scalable.  This solves for cross-media measurement by embracing a “ONE” mindset to modernize its panels, platforms and products. 

• ONE Platform: Nielsen has developed a unified, cloud-based platform that allows easy integration and normalization of big data sets including automatic content recognition (ACR) data and return path data (RPD), as well as direct integrations with digital platforms and CTV providers.  It will also be underpinned by a flexible technology stack which enables large scale models using machine learning techniques and algorithms to more quickly deliver true comparability and consistency across sources. 
• ONE Panel: Nielsen will unify its gold-standard panels and meters into one single-source, geographically representative panel that will gather viewing across devices including TV, CTV, mobile devices and computers. The Nielsen ONE panel underpins its new ID resolution system to validate audiences and deduplicate exposures across ads and content.  
• ONE Product: Nielsen is simplifying its TV and digital solutions portfolio into a single cross-media product that provides reach and frequency metrics by delivering a holistic, deduplicated view of both content and ad performance regardless of screen, device or platform. A key component of this solution is a new proprietary technology that will measure every single ad on linear TV at the subminute level to account for exact commercial minutes.

尼尔森已为提供跨媒体、跨视频的整体衡量标准构建了骨干架构，并将继续为成果衡量奠定基础，帮助广告商最大限度地提高投资回报率。凭借对技术堆栈和后端基础设施的所有权以及对广泛数据集的访问权，尼尔森将迅速推出新产品、功能集和数据洞察，以保持其测量服务的质量和连续性，并适应技术和隐私环境的不断变化。