Over the course of many months, brands like Procter & Gamble “have really asked that we as an industry start being more introspective about what we’re actually providing,” Feigenson adds in this interview with Beet.TV at RampUp 2018. “And I think what we’re seeing as a result of that is a group of companies that are spending more time making sure that their products are actually what they say they are.”
What are the end results? “That’s healthy for everybody. It’s going to grow digital, it’s going to grow use of data,” says Feigenson.
He observes that there are different uses for data—citing the top and bottom of the funnel—but that the industry has become “so obsessed with the tactics of media” that good brand strategy may have taken a back seat.
“Bad brand strategy won’t yield a result, good strategy will,” Feigenson says.
We’ve moved to a world where “we look at individual campaigns and those individual campaigns are used as a proxy for other strategies on or off. That translates into data as well.”
While large, deterministic datasets may be great for targeting, they’re not necessarily representative to a whole market analysis, according to Feigenson. He believes that more companies that have first-party data or rent large, third-party datasets “are going to calibrate that against panels to get a very holistic view of their consumer.”
Until recently, Simmons data were used to help plan media in a linear capacity. “We’re excited that after 60 years we finally realized that programmatic and we’ve on-boarded our segments through Acxiom and LiveRamp to be used in programmatic exchanges.”
The company’s game plan encompasses better technology plus “bigger and faster data.” The goal at the end of the day “is to get anybody to a game changing consumer insight about an audience quicker than they can get a cup of Starbucks coffee.”
This video is part of a series produced in San Francisco at the RampUp 2018 conference. The series is sponsored by Alphonso. For more videos from the series, please visit this page.
]]>“From an advertiser perspective, we’re seeing a lot of that right now. Brands that are actually taking sales impact as a KPI and then adjusting all of their media tactics to meet that,” Feigenson says in this interview with Beet.TV at the Cannes Lions Festival of Creativity.
Meanwhile, on the publisher side, what interests Feigenson, who is Chief Revenue Officer at Nielsen Catalina Solutions, “is a wholescale embracing of this.”
The company has about 90 million households worth of frequent shopper data garnered from retail partners frequent shopper data. “That means we can go really deep in terms of creating segments for activation or in doing closed-loop attribution,” Feigenson says.
That data is complemented with insights from the Nielsen Homescan panel, “which allows us to create a representative view of what’s going on in the market beyond the retailers that participate with us through Catalina.”
Since the beginning of 2017, Nielsen Catalina Solutions has announced new relationships with Pinterest, Twitter, Snapchat and Spotify.
With regard to business outcomes for advertisers, TV is still an easier medium to mine, according to Feigenson.
“It’s somewhat easy to look at effectiveness because you have one format and you can take that format and put it against a media mix model and get pretty predictive about what results are going to be,” he says.
Digital involves many different formats and ways of targeting, so outcomes can vary widely. “So from a publisher perspective, first and foremost they need to show that what they’re doing works.”
Some publishers exceed these expectations by using outcomes to influence their own product strategy. “In other words, they use outcomes as a way to figure for them what works, they work backwards to make it better.”
At Cannes, Feigenson is optimistic that all parties can come together in the common interest of advancing the ad industry and lifting certain clouds that have lingered overhead, among them digital ad fraud.
“I’m hoping here we address issues honestly and creatively and we come up with ways to make this industry better.”
This video is part of Beet.TV’s Coverage of Cannes Lions 2017. For more from the series, please visit this page.
]]>These were key takeaways from observations shared by Nielsen Catalina Solutions Chief Revenue Officer Andrew Feigenson at the Beet.TV Leadership Summit titled Outcomes and presented by Eyeview. With a background at Nielsen and having most recently joined the joint venture that is NCS, Feigenson offered some perspective on today’s media landscape.
Television, he noted, has long been a mainstay for marketers and “great, very predictable, very effective.” However, audience migration to various platforms has upset this scenario. “The problem is we have this crisis of confidence right now,” Feigenson said.
While the reasons include viewabilty, fraud issues and the shortcomings of the digital supply chain, “Part of it also is that I think to some extent we’ve forgotten some of the basics.”
Comparing the effectiveness of TV versus digital shows that TV is typically about 50 to 80 percent more effective on average, according to Feigenson. This prompted moderator Joanna O’Connell of MediaMath to observe “That’s probably super controversial to the people in this room. So say more!”
Feigenson cited research from last year involving NCS and CBS spanning nine years of mapping media exposures to actual sales. “Not surprisingly, creative was number one. Number two was reach, but specifically involving the purchase occasion. “If someone’s going to the market today, you don’t want to get them tomorrow right? You want to get them before they go,” Feigenson said.
The third factor was context. “When we come back to why things do or don’t work, that’s the one I think we’re going to be doing a lot of deep dives into is context,” he said. “Because in digital there’s so many varieties of that pie, how you can target, the kind of formats and devices that I don’t think we fully understand right now.”
This video is part of a Beet.TV leadership summit on video outcomes presented by Eyeview. For more videos from event, please visit this page.
]]>If the advertising industry maps measurement as a key performance indicator, it we can start addressing some of the issues of confidence “and figure out how to advertise better,” Feigenson says in this interview at the recent Beet.TV Leadership Summit titled Outcomes and presented by Eyeview.
He cites recent remarks by Procter & Gamble Chief Brand Officer Marc Pritchard calling for a cleanup of the digital advertising ecosystem as “a pretty bold statement for the industry.” As Advertising Age reports, Pritchard told a gathering of the Internet Advertising Bureau that “the days of giving digital a pass are over.”
Historically speaking, television advertising has been effective and predictable, according to Feigenson. Using media mix models, advertisers have had a pretty solid understanding of what their outcomes would look like.
But as audiences continue to migrate to the digital world and advertisers aggregate them through targeting, “what you find are there are gaps in some cases,” says Feigenson.
In addition to digital fraud and viewability issues, there can be a lack of understanding or “forgetfulness” of the basics of good advertising,” according to Feigenson.
Brands have always spent lots of time testing television creative in advance of launching campaigns. “We find over and over again creative is the most important variable in effectiveness,” he says.
However, “The way of doing that in the digital world is to test more of a feedback loop against effectiveness. I think that’s where there are some interesting opportunities,” says Feigenson. He does believe that progress is being made in the way publishers are proving their contributions to sales lift.
This video is part of a Beet.TV leadership summit on video outcomes presented by Eyeview. For more videos from event, please visit this page.
]]>Moore is one of many industry leaders who will gather in New York on March 9 at the Beet.TV Leadership Summit titled Outcomes: Connecting Video Ad Spend To Sales. The event is sponsored by outcome-based video marketing provider Eyeview.
In an interview with Beet.TV at the IAB Annual Leadership Meeting, Moore notes that one neglected aspect of “the fantastic growth of digital over the last ten years” has been creative.
“And what we have now seen is a whole host of creative management platforms, as well as dynamic creative optimization companies that provide one more way for us to optimize a campaign,” Moore says.
Alas, most of this creative customization has been relegated to display ads. “Today video is not being put together on the fly in order to create an ad specific for a user. That will happen in the future,” Moore predicts.
“Right now, most of the video renditions tend to be downloaded overnight into a cable box or made available in some other fashion,” he adds. “However, over the next few years you will see video become an increasingly important part of the dynamic creative optimization marketplace.”
Among the speakers joining Moore on March 6 at the Andaz 5th Avenue for the Beet.TV Outcomes Leadership Summit are: Lisa Archambault, Senior Director, Global Advertising, Caesars Entertainment Corporation; Tal Chalozin, CTO and Co-Founder, Innovid; Brad Danaher, Television Partnership Director, Experian; Andrew Davis, Founder, Monumental Shift; Bob Estrada, EVP & Director of Strategic Partnerships, BBDO New York; Andrew Feigenson, Chief Revenue Officer, Nielsen Catalina Solutions; Oren Harnevo, CEO, Eyeview; Rebecca Lieb, Advisory Board Member, Netswitch Technology Management Inc. and OneSpot; Joanna O’Connell, Chief Marketing Officer, MediaMath; Matt Prohaska, CEO & Principal, Prohaska Consulting; Tom Rogers, Executive Chairman, WinView Games, Chairman and CEO, TRget Media; and David Shim, Founder and CEO, Placed.
This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.
]]>“We are in an uncertain time,” according to Nielsen Digital MD Andrew Feigenson. “There’s a lot of fear. People in their entrenched way of doing things are scared to change.
“People who are trying to change things … default to language people don’t understand to explain what they do.
“I’m hoping one of the things we see this year is a sense of rationality… what’s really meaningful?”
Feigenson was interviewed at Beet.TV’s executive retreat by Beet.TV executive producer Andy Plesser.
More about the issues facing the industry, as articulated by banker Terry Kawaja in this article in Digiday.
The Beet Retreat is sponsored by Videology. Find all the coverage here.
]]>“We’re dedicated to having a solution to smart TVs in 2015 of some sort or another,” Nielsen Digital MD Andrew Feigenson tells Beet.TV in this video interview.
“Unlike PC or a mobile device, which tend to be a one-one-one experience, the big screen, there tends to be multiple people in front of it.
“In the world of digital, just understanding which household a TV corresponds to is not enough to know who’s in front of it. In a typical Nielsen panel, you can figure out who’s in front of a tTV, because people tell us that.”
Earlier in the video Feigenson explains the value of alliance with Adobe, which was announced last Fall.
Feigenson was interviewed at Beet.TV’s executive retreat.
The Beet Retreat is sponsored by Videology. Find all the coverage here.
]]>At programmatic’s core, says Nielsen digital MD Andrew Feigenson, is moving dollars that, once, were transacted manually in to some automated process. But a description that ends there would be “short-sighted” because programmatic “makes media buying fundamentally different”, Feigenson adds, offering up three characteristics of programmatic…
We spoke with him recently at the TubeMogul partner meeting. For more videos from the event, please visit this page.
]]>Asked by moderator Ashley Swartz of Furious Minds whether marketers are using quantitative or qualitative methods to judge campaigns, guests emphatically said: both!
“CMOs are trying to be more quantitative – but they’re also forced to be short-term,” Nielsen’s digital client services SVP Andrew Feigenson said.
“They always talk about the average life expectancy of a CMO. The moment the brand is not resonating, the CMO also has a problem, because the CEO is going to pick up on that. There has to be a qualitative/quantitative balance.”
Forrester principal analyst Jim Nail echoed: “That idea that there has to be a binary decision is exactly what keeps us stuck in this period. There’s a lot of stumbling around. We haven’t broken the old models. It’s a much more complex world – we’re going to have another two to three years of random experimentation until we find that new formula.”
And Starcom USA investment and activation president Amanda Richman said marketers are still using the “funnel” approach to assessing campaigns:
This is an exciting time because of the mix of art and science. There are many more formats we can start developing beyond 15- and 30-(second ads) – pushing more in to 6-second and shorter-form, but also long-form.”
Watch the full video for more of their lively discussion.
]]>“Research used to be figuring out what worked and what didn’t work after something ended,” Nielsen client services SVP Andrew Feigenson told panel moderator Ashley J. Swartz during this taped session at the summit. “More and more, it’s about figuring our what’s relevant as something’s going on.”
If, in analytics, Nielsen has had to rebuild its measurement tools, so, too, has AOL On, whose operations VP Michael O’Connor said has built new tools to manage what is a non-traditional way of making creative content.
“Journalism’s changing,” he said. “People are starting from a video standpoint, as opposed to ‘I conceive it, I block it, I write it and then video supports it’.
“You see it in journalism schools… we believe in the tech stack behind that that can facilitate that… you can enable content at scale.”
On the panel, NBC Universal digital media sales EVP Peter Naylor mused: “You create ‘predators’ – producer-editors. It’s really fast, it may not be the highest HQ quality, but it’s chock-full of news and information and content – it’s a video-first mentality and really low-cost.”
Dailymotion north America GM Roland Hamilton told Swartz: “Advertisers want to be where audiences are. There are all these new online stars coming up that are uploading to platforms like Dailymotion and YouTube. It’s a much different model but audiences are enjoying it, they’re super-engaged and, if you’re trying to reach those audiences, it’s a great place to do it.”
For more of the panel’s comments, watch the video.
]]>“The next battlefield has to be effectiveness,” said Nielsen digital client services SVP Andrew Feigenson, when asked what’s next during Beet.TV’s Video ad Effectiveness Summit.
“Why is it so much easier for me to understand the programs on NBC,” Feigenson posited. “(Because) I know the people at NBC, I know it’s going to be on TV, I know they are full-episode players – there’s a trust to it.
“When you move in to the online world, there’s a lot of complexity – all that erodes trust. All that ultimately gets shown when you look at effectiveness.”
Feigenson was questioned in this video interview by Furious Minds CEO Ashley J. Swartz.
Disclaimer: Nielsen sponsored this event.
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