CANNES \u2013 Even as the U.S. advertising and media industry seeks to move beyond legacy television viewing metrics from Nielsen, the company is embedding itself in data decisioning abroad. Australia and Hong Kong are two illustrative examples of its activity in 54 markets, as explained by Toni Petra, EVP of Nielsen Watch.<\/p>\n
Nielsen is about to launch its marketing cloud services in Israel and Australia, where the company is a data provider to joint industry committees for currency measurement services.<\/p>\n
\u201cEssentially, in Australia it\u2019s very hard for any marketer who\u2019s looking to make some decisions and who\u2019s looking for the transparency that they need for those decisions to not bump into Nielsen data in every single step of their process,\u201d Petra says in this interview with Beet.TV at the recent Cannes<\/a> Lions International Festival of Creativity.<\/p>\n In Hong Kong, Petra<\/a> cites the example of a broadcaster whose assets span print, online, offline and addressable that wanted a total audience solution.<\/p>\n \u201cWhat we\u2019ve really done is we\u2019ve taken every data asset we have, from the TV audience measurement and online census measurement, we do mobile measurement, Homescan<\/a> panel and added that to the broadcaster\u2019s OTT and subscriber data,\u201d she says.<\/p>\n \u201cBut I think what\u2019s really amazing about the Hong Kong project is that the broadcaster is actually now inviting marketers to actually onboard their data too. And so they really are powering an ecosystem of complete transparency with advanced segments defined by the marketers planned on, forecast on and eventually paid for.\u201d<\/p>\n Outside of the U.S., in many instances markets are organized either through \u201cvery formal joint industry committees or, at the very least, through technical committees that we liaise with,\u201d Petra adds.<\/p>\n \u201cWe work very closely with these joint industry committees and technical committees, to define standards, to report back on our performance against those standards. And so we really work on the presumption that the marketer is guaranteed of quality because the entire industry has bought into the common standard and common currency that we\u2019re producing.\u201d<\/p>\n