SAN JUAN, Puerto Rico\u2014In the complex and confusing world of advanced television and more precise audience targeting, everything starts with a foundation constructed of currency data, according to Nielsen\u2019s Dave Hohman. Atop that foundation can sit a variety of \u201cmetrics to monetize,\u201d he explains in this interview at the recent Beet Retreat 2018<\/a>.<\/p>\n

The currency foundation, according to Hohman, is Nielsen Total Audience ratings, which encompass traditional linear C3 and C7 metrics, and its Digital Ad Ratings.<\/p>\n

Total Audience measurement produces a \u201ccurrency level metric that is based on a foundation of representational viewing. So everybody who can see as well as persons-level measurement so that you can de-duplicate across platforms,\u201d says Hohman, who is EVP and Managing Director.<\/p>\n

Metrics to monetize reside on top of Total Audience measurement to trade or negotiate on price, guarantees and outcomes.<\/p>\n

Asked whether Nielsen has a means of measuring viewer exposure to new iterations of traditional commercial pods and the quality of those exposures, Hohman<\/a> says that would be a function of the monetization metrics.<\/p>\n

\u201cI think the answer to that is what is the marketer trying to achieve. Could be upper-funnel awareness metrics, driving store purchases. Those are very different objectives and the KPI that\u2019s being used to get to the effectiveness isn\u2019t always the same thing.\u201d<\/p>\n

It\u2019s Nielsen\u2019s function to show how many people saw ads, who they are, how many times the ads were seen and across what devices.<\/p>\n

\u201cThat gives you the ability to de-duplicate. So that if I\u2019m trying to attract or engage with a consumer, an individual, not a device, not a household, then I can say from a reach and frequency standpoint what\u2019s the most effective way to deliver that message, potentially sequentially across platforms, to drive a specific outcome.\u201d<\/p>\n

To underscore the difference between a foundational currency and monetization metrics, Hohman points to the currency markets. “I think that\u2019s an important distinction because when people talk about foreign currency as a proxy for why we should have multiple currencies, it\u2019s always indexed to the dollar. You can do a comparable measurement from Yen to Pound Sterling to Kronor and the reason that works is because you\u2019re get like-for-like value.\u201d<\/p>\n

Some in the industry have voiced the need for more than one cross-platform measurement currency, but no Hohman. \u201cI\u2019m not sure that there need to be multiple currencies. I think that there need to be a variety of KPI\u2019s to address what a marketer is trying to achieve. That has to be tied to a currency level gold standard if you will.\u201d<\/p>\n

This video was produced in San Juan, Puerto Rico at the Beet.TV executive retreat. Please find more videos from the series on this page<\/a>. The Beet Retreat was presented by NCC along with Amobee, Dish Media, Oath and Google.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

SAN JUAN, Puerto Rico\u2014In the complex and confusing world of advanced television and more precise audience targeting, everything starts with a foundation constructed of currency data, according to Nielsen\u2019s Dave Hohman. Atop that foundation can sit a variety of \u201cmetrics to monetize,\u201d he explains in this interview at the recent Beet Retreat 2018. The currency […]<\/p>\n","protected":false},"author":17,"featured_media":57818,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7653],"tags":[5313,3803,4109,6637,7448,7574,7692,7693,7731],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/57796"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=57796"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/57796\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/57818"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=57796"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=57796"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=57796"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}