LAS VEGAS–At this stage of cross-platform advertising, Nielsen has positioned itself to comparable advertising measurement components. It\u2019s up to the industry to solve \u201cfor those sets of rules that pulls the measurement together,\u201d says Nielsen Global Media President Megan Clarken.<\/p>\n

The end goal is \u201chow you can get a holistic view from television viewing across the same audiences across different platforms into one place so you can offer video viewing to the buyers in a more holistic fashion,\u201d Clarken adds in this interview with Beet.TV at CES 2019<\/a>.<\/p>\n

Nielsen has been working the industry on cross-platform measurement \u201cand it\u2019s been complicated.\u201d Signs of encouragement, according to Clarken<\/a>, include the \u201cfantastic job\u201d that Linda Yaccarino and her team have created in the form of CFlight.<\/p>\n

Within CFlight<\/a>, Nielsen provides foundational data from its traditional television ratings plus Digital Ad Ratings and Total Ad Ratings \u201cas the underlying data, and then they put those things together inside of this platform. It\u2019s great. It\u2019s a place where it\u2019s a starting point,\u201d says Clarken.<\/p>\n

\u201cI think it\u2019s great for the industry. It shows movement across a problem that\u2019s been there for some time where there hasn\u2019t been movement. We\u2019d love to continue to work with them and see how this can be adopted more broadly.\u201d<\/p>\n

She considers calculating cross-platform reach and frequency as \u201cthe first place to start. How many people saw it, how often did they see it, how long did they see it for. And that provides an underlying platform for everything else.<\/p>\n

\u201cAnd what\u2019s really important is that when you measure reach and frequency across platforms you\u2019re doing it in a comparable way. Buyers want holistic view. They don\u2019t want to try to cobble together their TV data with the data from mobile, with the data from PC, with data from multiple providers to try to get some sense of their ad spend on video themselves.\u201d<\/p>\n

As more advertisers extend their audience targeting beyond age and gender into different demographics and biographics, the next step is to show actual business outcomes.<\/p>\n

\u201cYou have to start with the base before you can get to the sales targets, but ultimately the holy grail is to put the base in place and then start to building the pieces on top of that to the ultimate outcome. Which is did I actually sell something on the back of my advertising,\u201d says Clarken.<\/p>\n

This video is part of Beet.TV coverage of CES 2019. The series is sponsored by NBCUniversal. For more coverage, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

LAS VEGAS–At this stage of cross-platform advertising, Nielsen has positioned itself to comparable advertising measurement components. It\u2019s up to the industry to solve \u201cfor those sets of rules that pulls the measurement together,\u201d says Nielsen Global Media President Megan Clarken. The end goal is \u201chow you can get a holistic view from television viewing across […]<\/p>\n","protected":false},"author":17,"featured_media":58515,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7773],"tags":[5313,5395,6524,7737,7738,7794],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58513"}],"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=58513"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58513\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/58515"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=58513"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=58513"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=58513"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}