A continuing theme on the demand side is the desire to know how digital media and television can best work together. It boils down to \u201ca need for more consistency and better fluency between the different measured media,\u201d says Nielsen\u2019s Jessica Hogue.<\/p>\n
It\u2019s commonly expressed as how does digital media complement or overlap reach, Hogue, who is SVP of Digital Client Solutions, says in this Beet.TV interview at the FreeWheel NOWFRONT event<\/a> in Manhattan this week.<\/p>\n \u201cHaving brought more measurement and more metrics to market, we\u2019re helping media sellers to package that data in new ways that follow the consumer,\u201d says Hogue. \u201cThat helps media sellers to put together that audience in a way that is consistent and comparable across those experiences. And on the buy side it helps them have a consistent set of measures that walk across.\u201d<\/p>\n One of Nielsen\u2019s more recent contributions to the cause was adding YouTube to its Total Ad Ratings, which was announced in January. It enables advertisers to determine whether their ads are reaching people on TV and mobile devices, as MediaPost reports<\/a>.<\/p>\n \u201cThat\u2019s a huge deal because of the size and scope of YouTube,\u201d Hogue adds. \u201cAnd being able to have that covered in our measurement component was important for advertisers, again to be able to see the full impact of their digital exposure.\u201d<\/p>\n Nielsen\u2019s Digital Ad Ratings and Total Ad Ratings are hardly new, but \u201cwe\u2019re continuing to see the demand for them and for more uses in terms of showing where digital is incremental or complementary to traditional television.\u201d<\/p>\n Metrics like reach and frequency and duration are fundamental \u201cto pretty much any other business decision that you\u2019re going to make,\u201d says Hogue. Among other things, they help to inform the \u201cnext level of decision making,\u201d for example when and how to move into addressable TV.<\/p>\n She cites CFlight<\/a> as a means of packaging data in a way that \u201chelps NBCU be able to go to market in a different way that sort of releases us from the constraints of a C3, C7 model and allows us to bring more data into that equation.\u201d<\/p>\n This video is part of Beet.TV\u2019s coverage of The FreeWheel NOWFRONT<\/a>: Media Reimagined. For more coverage from the series, please visit this page<\/a>. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":" A continuing theme on the demand side is the desire to know how digital media and television can best work together. It boils down to \u201ca need for more consistency and better fluency between the different measured media,\u201d says Nielsen\u2019s Jessica Hogue. It\u2019s commonly expressed as how does digital media complement or overlap reach, Hogue, […]<\/p>\n","protected":false},"author":17,"featured_media":59404,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7879],"tags":[5313,5854,7738,7877,7880],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59402"}],"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=59402"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59402\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/59404"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=59402"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=59402"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=59402"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}