Nielsen agency solutions MD David Hohman says new measurement tools like his own Cross-platform Campaign Ratings (XCR) are helping advertisers uncover this overlap.
“When you look at the results of XCR campaigns… what we’re seeing, more often than not, is random duplication,” he tells Beet.TV in this video interview. “The fact (campaigns are) not being planned together is part of that reason.
“If plan my TV buy and the digital guys try to ad on top of that, why shouldn’t there be anything other than random duplication?
“Bringing OCR (Online Campaign Ratings) normative data in to the planning process along with the rich television data we always have and making that available to plan … is going to help substantially.”
Hohman was interviewed at Beet.TV’s Beet Retreat annual get-together in Fort Lauderdale, Florida.
The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.
]]>“There is often a trade-off between high levels of efficiency in your targeting or high levels of cover,” he tells Beet.TV in this panel interview with Ashley J. Swartz, Founder and CEO of Furious Minds at DMEXCO. “But there are a small number of publishers that can deliver both efficiency and cover simultaneously – that’s a very new thing, I think.”
Nielsen recently told Beet.TV it aims to weave mobile ratings into its TV ratings in time for the fall season, potentially giving a more holistic view of who is watching what type of programming and on what device
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
]]>Nielsen will fold mobile viewership in to its C3 TV ratings system in the fall. Before that, it will give its Online Campaign Ratings measurement system full sight of mobile consumption from this July.
“It’s been a long time coming, we wanted to get it right,” Steve Hasker says in this panel session with BrightRoll CEO Tod Sacredoti. “It will go live in full, industrial strength on October 1 – intended to coincide with the fall TV season.
“It’s a census-based measurement of all campaigns that run. Instead of using a cookie, it uses the ad ID and Facebook and Experian databases. It really is the future of our business.”
Hasker was speaking at the BrightRoll Video Summit. You can find more coverage of the summit here. Disclaimer: BrightRoll sponsored Beet.TV’s coverage of the event.
]]>“It’s all about mobile – it’s explosive,” the company’s global product leadership president Steve Hasker tells Beet.TV. “We have developed and are now testing the first industrial-strength robust measurement system for video and other types of content – we’ll bring that out in July.”
The new system uses the same principles as Nielsen’s Online Campaign Ratings (OCR) – tagging content and cross-referencing anonymized audiences against Facebook and Experian data.
Hasker’s words came as programmatic video ad platform BrightRoll announced it was integrating Nielsen and comScore ratings in to it systems for ad planners. “They have done a great job of … integrating our data throughout their entire system, from the planning to targeting to optimization and through to reporting,” Hasker adds.
He was speaking to Beet.TV at the BrightRoll Video Summit. You can find more coverage of the BrightRoll summit here.
]]>“One of the most int trends we’re seeing at the moment in Europe is the extent to which television is moving in to the online measurement space,” client consulting VP Andrew Bradford tells Beet.TV.
Bradford says Nielsen is working with the UK’s TV panel ratings agency Barb: “We’re currently going through a tender process called Dovetail 2 to hybridise online and television ratings.
“We’re no longer talking about just online stepping up and comparing itself with television. We’re seeing television move in tat direction as well.”
This video was recorded at the Beet.TV programmatic video leadership summit sponsored by Videology, hosted by Xaxis at the London offices of GroupM.
]]>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.
]]>The outfit is making the kit available in beta.
“The way we measure for TV today is, there are watermarks that get embedded in content – we hear that in our (measurement) panel,” Nielsen’s digital client services SVP Andrew Feigenson tells Beet.TV in this video interview.
“(But), for listening to the fragmentation of digital, that’s difficult. We’re going to leverage this SDK as a way of recognising content – then we’ll connect back to Facebook to understand the audiences exposed to that content.”
The validated views appear in Nielsen’s Digital Program Ratings and Online Campaign Ratings (OCR) for advertisers to measure popularity against. It’s a big move in the popularization of the OCR standard Nielsen unveiled a year and a half ago and which is steadily becoming the sector’s default measuring metric.
Feigenson is interviewed for Beet.TV by Furious Minds CEO Ashley J. Swartz at the Beet.TV summit on cross-platform monetization, hosted by Starcom MediaVest Group and sponsored by Dailymotion.
]]>“You could be a visitor to Home Depot or, when you do clothes shopping, you might be going to a Nordstrom,” Seth says. “We’ll have that qualified on your cookie, as well as which restaurants you eat (at). I will have a cookie marked with ‘hey this person usually has breakfast at McDonalds’.
Nielsen is doing an increasingly good job at rolling out Online Campaign Ratings (OCR), its measurement tool that uses Facebook data to qualify the effectiveness of digital ad campaigns. But soon OCR will know much more about the demographics of audiences who view online ads.
“There are more data providers lined up for OCR. With Facebook and OCR, we have age and gender – but, with the second provider, we (will) bring in information, say, on income of people. We (will) bring best of breed in to OCR.”
Seth was speaking at TubeMogul University, a customer event organized by the Emeryville video ad tech firm.
Update: 10.21 Nielsen will partner with Experian unit for OCR. Here is a report in Adweek.
]]>The OCR uses Facebook as its main method of tracking ad views. But now it is set to take on other data sources and types.
“It is a data provider-based model where we have Facebook contributing to it,” says Nielsen global media products EVP Amit Seth told Beet.TV’s leadership summit on premium programmatic video advertising. “We are working with additional data providers; we will be announcing those integrations pretty soon.”
The soon-to-be-announced partnerships will provide Nielsen’s OCR with a richer array of info for advertisers.
“Today, OCR does age and gender,” Seth told the event, presented by SpotXchange and hosted by The Hearst Corporation. “Our advertisers are asking us for more – for varied demographics, income and such.
“But it doesn’t stop there. What if u had access to buyergraphics instead of just demographics? If you were able to ask the question: how many buyers of this product did I reach?”
Note: Joanna O’Connell, who interviewed Seth, is leaving Forrester to join AdExchanger, it was announced on September 25. This taping took place on September 17.
]]>Twenty-four months on, the metric is “Well under way to being the standard,” says Nielsen’s global media products EVP Amit Seth in this interview.
“This last upfront season, we saw many entities out there using OCR as a mechanism of offering guarantees, as they would on TV, for video,” Seth tells Beet.TV in this video interview.
Following US launch, Nielsen has bowed the OCR metric, which sees advertisers given Gross Rating Point (GRP) data to measure campaign reach, in the UK and Australia.
“We are on course to launch in a few markets as we speak,” Seth reveals. “You will see us attack every major advertising market, especially that market that has TV in a leadership position for advertising.” And Seth says OCR has “literally changed the landscape”.
Watch the full video for more with Amit Seth. Horizon Media recently told Beet.TV how quickly OCR has become a big part of its ad sales business.
We interviewed him last week in San Francisco where he attended our Beet.TV networking event.
]]>“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.
]]>“It’s a huge percentage of the dialog,” Horizon Media’s chief digital officer Donald Williams tells Beet.TV in this video interview. “North of 95% of the commitments we will make (this year) will be guaranteed via Nielsen.”
Williams was speaking during Beet.TV’s Video Ad Effectiveness Summit, where he also said: “A lot of what we term ‘engagement’ metrics aren’t things that are decisioning criteria for marketers around investment – I don’t think they care.
“The diff between consuming a video for 11 seconds or 13 seconds or 18 seconds – that’s not a priority insight – the priority insight is: ‘Am I getting in front of the right target group?, Am I purchasing at scale?, Am I cost-effective… ?'”
Horizon, the US’ largest independent media agency, was recently named media agency of the year by thinkLA. Williams was interviewed by Furious Minds CEO Ashley J. Swartz.
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