This video is part of the Beet.TV series “Creativity & Data Meet at Cannes” presented by Nielsen. For more segments from the series, please visit this page. You can find all Beet.TV coverage of Cannes right here.
Case in point – the company’s global head of analytics Matt Krepsik thinks brands should actually look beyond merely media measurement, and beyond counting existing audience members, to return to bringing in new audiences in the first place.
In this video interview with Beet.TV, Krepsik issues a call-to-arms for getting back to brand-building.
“Over the past three to five years, we’ve focused on metrics, and metrics have been indispensable to helping ad brand advertisers drive accountability, drive transparency and drive clarity,” he says.
“However, those metrics have also made it easier to focus on short-term outcomes. That’s come at the expense of brand building. And brand building takes time.”
Many brands have taken advantage of the arsenal of digital tools available to develop sophisticates, data-enabled strategies that increasingly veer toward targeting consumers known to be in-market for a particular product.
And many publishers and intermediaries are now on-hand to price those ads based on known outcomes, like when an actual purchase occurs and can be attributed to an ad exposure.
But Krepsik thinks that more brands need to get back to building initial awareness.
“The biggest gap that a lot of brands see today, is they need to continue to nurture that upper funnel,” he says. “It’s not just about that last click, that last conversion and getting a customer once they’re already in the store.
“It’s about ensuring that your brand is in the consideration set. So before they go to the store, before they go to your website, before they engage at an automotive dealer or a bank or a financial institution, you want to make sure that your brand has that awareness.”
Krepsik says Nielsen has picked up know-how from service auto companies, whose products typically operate on a longer consume awareness-to-purchase cycle, and has been applying that timeline to things like financial services and consumer packaged goods.
He is telling a new generation of brands: “It’s not just about the next transaction, it’s actually the next five transactions, it’s in the next 10 purchases.
“It’s ‘how do we make sure our brand stays in the basket, our brand stays in the consideration set, and build that strong connection with this next generation of consumers?'”
This video is part of the Beet.TV series “Creativity & Data Meet at Cannes” presented by Nielsen. For more segments from the series, please visit this page. You can find all Beet.TV coverage of Cannes right here.
So says the recently-appointed global MD of Nielsen Media.
Matt O’Grady just relocated to London after a decade with the company in New York.
Nielsen recently acquired Sorenson Media, the early video encoding pioneer which had since moved in to enabling household-level addressable TV ad targeting but which had since filed for bankruptcy.
Nielsen has used Sorenson to launch Nielsen Advanced Video Advertising, which sees the Sorenson tech sit alongside the automatic content recognition (ACR) capability Sorenson acquired from Gracenote, to offer ad buyers addressable capabilities.
And O’Grady says Nielsen wants to bring Advanced Video Advertising to the UK.
“It’s starting in the U.S.,” he says in this video interview with Beet.TV. “But, I have to say, Sorensen first started in the U.K., and then they went over the pond. So my intention is bring them back over the pond, because the broadcasters in the U.K. are keenly interested and were, because Sorensen had a big position in the U.K..
“That’s really where they got started. So they want me to bring it back, so I’ve got to bring it back over there. We’ll start probably in the U.K. with that.”
Compared with the large but fragmented and often disjointed US media market in which O’Grady operated throughout his career, media markets like the UK are relatively more straightforward.
Often, there are fewer partners to deal with, fewer links in the chain. O’Grady says smaller media markets are more nimble.
“I’m really surprised at how quickly you can move in some of these smaller markets and how different some of the broadcasters operate in different markets,” he says.
“In many of these other markets, they already have OTT platforms that work very well. Netflix and Amazon Prime are obviously there, but (broadcasters) were monetizing their own content with over the top prior to a subscription video on demand coming in.
“A market that’s smaller and a market that’s evolved often does things that are very innovative, that take longer in a big market like New York.”
This video is part of the Beet.TV series “Creativity & Data Meet at Cannes” presented by Nielsen. For more segments from the series, please visit this page. You can find all Beet.TV coverage of Cannes right here.
]]>NCS is the unit which uses consumer data to help consumer packaged goods (CPG) companies target ads more effectively.
Coinciding with Cannes Lions, it announced it would add machine learning – the practice through which algorithms can learn underlying patterns so as to perform repetitive future tasks without explicit instruction – to its targeting and measurement products:
“We’ve been working on machine learning and artificial intelligence for the last five years, with a lot of testing and rigour,” says NCS’ CEO Linda Dupree, in this video interview with Beet.TV. “We’re harvesting a lot of the innovation work that we’ve invested in for a long period of time.”
Why is NCS adding machine learning? In order to speed up the creation of audience segments and the measurement of sales lift from advertisements – so that Nielsen Catalina Solutions can begin to play a different role for customers.
“We have to find new ways to accelerate, to add agility to the system,” Dupree says. “It’s really to add more time, time for reflection, for reflection around insights for our clients, reflection time and consulting time for Nielsen Catalina associates, so that they can actually dig in with clients and with brands and better understand what those data are telling us.”
There are few specific details as yet on how machine learning will be deployed to speed up these processes.
A year ago, a survey found almost a third of advertising and publishing professionals do not confidently understand the potential application of artificial intelligence to their work.
NCS’s Dupree tells MTM co-founder Jon Watts for Beet.TV that, in 2019, many brands are finding it harder to win new customers, so there is a renewed focus on retaining existing ones.
This video is part of Beet.TV coverage of the Future of TV is Now, a day-long event presented by Innovid. To find more videos from the series, please visit this page. You can find all of Beet.TV’s coverage of Cannes on this page
]]>Many ad buyers, of course, want specific metrics to indicate real viewership and attribution of consequential purchase actions.
But many brands, even digital ones, are now getting frustrated by the fragmenting array of measurement opportunities – and are turning back to align their video efforts more closely with traditional TV campaigns.
That is according to an executive from media measurement house Nielsen.
“What we actually see now 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,” says Megan Clarken, Nielsen chief commercial officer, Nielsen Global Media, in this video interview with Beet.TV.
“So they want to compete against TV, and so they’re moving across to be able to compare to TV. Things are coming back to the more simple.
“If you look at the digital players, they want to compete, video is video. So we don’t think about linear TV or digital video. We see video, as video. And premium video, as video. What we know is that the TV landscape, the traditional TV landscape has always based their buying and selling or the way in which they talk about their audiences, in the same common currency.”
Such a trend, if it is happening, would be big news for a media landscape that offers so much opportunity for precision measurement.
But it could also be a warning sign for that same industry – rationalize your confusing array of measurements now, or risk TV continuing to call the shots.
Clarken acknowledges that the “journey” of the evolution of media measurement “never finishes”.
And her Nielsen itself continues to go through its own redefinition – adding digital measurements to its classical panel systems, and restructuring itself.
“We’ve had a new CEO come in, at the end of last year,” Clarken says. “He went through some organizational change in the beginning of the year and like anything internally, it takes a long time to do.
“Our company is going through a strategic review, and like anything, it’s a lot of work.”
This video is part of the Beet.TV series “Creativity & Data Meet at Cannes” presented by Nielsen. For more segments from the series, please visit this page. You can find all Beet.TV coverage of Cannes right here.
]]>How marketers engage with agencies:
“The needs of how clients engage with media agencies has started to really shift from the sense of how do we buy media more efficiently and how do we connect with the consumers but how do we act as their guide to finding the next opportunity for growth.”
From impressions to outcomes:
“Just measuring the fact that the impression was delivered is where we used to work in the space. Today it’s all focused on outcomes. So yes, there’s an expectation of how we report on delivery of media, but then how are we delivering the experience, how is that driving through to sales, how are all the channels working collectively together, what are the forms of content people are engaged with, how can we serve up more of that with sequential messaging so that we’re bringing them through the entire purchase journey and not just building brand bias but building it all the way into sales and loyalty.”
Why values matter to brands:
“Brands are shifting really from the sense of a campaign around change into how do we think about our values as an organization, how do we think about representing those values in the culture of our organization, do our partners reflect that and how collectively can we actually bring that into culture and better reflect the diverse culture in particular.”
On direct-to-consumer brands:
“They’re leaning into traditional media because they realize actually once they’ve gone through their own in-housing with search, with social, with display, with programmatic and have flooded enough of those channels and have enough performance driven from that they realize that next customer needs to come through other ways and other channels. And so they’re leaning in and helping to reinvent digital out of home, as they’re leaning into television and understanding how to bring data and actually make that more of a relevant experience as well. They’re leaning into print they’re leaning into all the channels that used to be seen as maybe not digital enough but through the last years as they have reinvented, as they have shown how they can drive outcomes, they’re driving some performance for DTC brands.”
This video is part of the Beet.TV series “Creativity & Data Meet at Cannes” presented by Nielsen. For more segments from the series, please visit this page. You can find all Beet.TV coverage of Cannes right here.
]]>
That is something video and TV programmers – all facing competition from digital-native ad platforms that have long offered super-targeting – need to remain competitive.
“I think there are finally real ways for them to bring addressability to television,” says Vikram Somaya, Nielsen chief data officer, in this video interview with Beet.TV.
“I think a lot of the issues had been – certainly from the sell side when I looked at it – was, ‘How did this actually work with measurement on which everything was transacted?'”
In February, Nielsen formed Advanced Video Advertising (AVA), a new group focusing on developing addressable advertising initially for internet-connected smart TVs.
That came after it acquired Sorenson Media, which had filed for Chapter 11 bankruptcy proceedings, for $11.25 million.
Somaya says gives Nielsen the ability to give programmers addressable capabilities which also address how the opportunity is managed against ratings.
This video is part of the Beet.TV series “Creativity & Data Meet at Cannes” presented by Nielsen. For more segments from the series, please visit this page. You can find all Beet.TV coverage of Cannes right here.
]]>But Dave Hohmann thinks counting consumption through panel reporting is still relevant.
He would think that. As EVP and MD of buy-side media at Nielsen, Hohman works on continuing to offer Nielsen’s traditional panel system to clients – but alongside new data-driven technology.
In fact, Hohman thinks panels can upgrade those new ways of counting.
“Panels at Nielsen are being used, and I think we’ll continue to be used as sort of a source of truth,” says Hohman in this video interview with Beet.TV. “When you’re looking at big data sets, big data sets can have a lot of noise or bias in them, whether intentional or not.
“If you look at return path data from set-top boxes, it’s (only) as good as the footprint of the provider of that capability or that service. If you look at various platforms that are selling – for example, auto intenders – well, are they identified in the same way as the same criteria defining those audiences? That’s difficult when you’re looking at just big data.
“The panel gives you very specific information from people who’ve opted into being measured across all of the devices that they use. That then becomes a truth set, if you will, to calibrate big data sets and get to actual reality.”
This video is part of the Beet.TV series “Creativity & Data Meet at Cannes” presented by Nielsen. For more segments from the series, please visit this page. You can find all Beet.TV coverage of Cannes right here.
]]>