Mobile Ratings Next for Nielsen

The TV ratings giant is prepping to add mobile ratings to its product mix. The goal for Nielsen? To weave mobile into TV ratings in time for the fall season, said Steve Hasker, President of Nielsen Global Products, in an interview with Beet.TV this spring.

The addition of mobile to the TV ratings set can potentially give a more holistic view of who is watching what type of programming and on what device. At the Television Summer Critic’s Association this week, a Nielsen executive said the ratings firm has begun implementing the tech tools to measure mobile viewing. Nielsen can tracks mobile video across Apple and Android devices using an ad ID, Hasker told us in this interview. One of the biggest potential benefits of the implementation of mobile ratings is to better account for time shifting of viewing to mobile screens, Nielsen has said.

Beet.TV spoke with Hasker in April about the launch of the mobile ratings project and has republished the interview today.

By Daisy Whitney on July 9, 2014July 9, 2014 @daisywhitney

Recent Videos

Prepare For New Privacy Law With First-Party Data: LiveRamp’s Prasad

CANNES — With GDPR, cookie deprecation and limits on mobile device identifiers, it has been a tumultuous couple of years for anyone trying to target digital advertising. But more change is on its way. In this video interview with Beet.TV, Jay Prasad, Chief strategy Officer, TV & Measurement, LiveRamp, explains why advertisers need to take […]

Agencies Vs Procurement: 4As & ANA Leaders Want To Heal A Fractious Relationship

CANNES — In tough times when belts are being tightened, how can marketing agencies fight for corporate dollars to spend? In this fireside chat at Cannes Lions, two industry group leaders debated how internal structures shape marketing procurement: Marla Kaplowitz, President & CEO, 4A’s Bill Duggan, Group EVP, ANA Look beyond cost “The questions are […]

Attention Metrics Offer Improved Consumer Insights for Advertisers: dentsu X’s Leah Meranus

CANNES – Consumers are dividing their time among a bigger selection of media channels and connected devices, and it’s not always clear whether they’re paying attention to advertisements that appear among their preferred choices of content. This uncertainty has spurred greater interest in measuring attention. “Marketers really need to start focusing on attention as a […]

Morning Brew’s Barwick Cuts Through The Web3 Froth

CANNES — Many of the technologies lumped into standard “Web3” definitions are now at the peak of Gartner’s Hype Cycle. But reporters’ BS detectors don’t necessarily let the PR get that high. In this video interview with Beet.TV, Ryan Barwick, Reporter, Morning Brew, gives his take on how interesting Web3 tech really is. Early innings […]

Europes’s EGTA Hopes for Nielsen ONE, as ‘Gold Standard’ Measurement’

CANNES — Although we are seeing many broadcasters and video platforms experiment with new measurement vendors beside Nielsen, the “alt currency” game is not yet over. In this video interview with Beet.TV, Katty Roberfroid, Director General, EGTA, says she wants to see the traditional “gold standard” of TV measurement continue. Upgrade the standard “To us, […]

Roku’s Ben-Youssef Fights To Maintain Viewer Experience Amid Ad Innovation

CANNES — How do you push more innovative ad experiences into the most popular connected TV platform whilst also keeping viewers happy and breaking down industry silos? Youssef Ben-Youssef, Head of Ad Platform, Roku, takes a consultative approach. In this video interview with Beet.TV, he explains how he balances innovation and choice. Format frenzy Roku’s […]

Social Media Marketing Requires Grasp of Consumer Tastes: TBWA\Chiat\Day NY’s Nancy Reyes

CANNES – Brands that seek to engage consumers on newer social media apps such as Snapchat, TikTok and BeReal must learn how people use the platforms to share content, stay in touch with each other and entertain themselves. Without these insights, marketers run the risk of turning off consumers, facing mockery and damaging their brands. […]

Simplify, Show Up, Invest In Life: TikTok’s Watler Finds Her Purpose In Presence

CANNES — For many people, the quest to find and codify a life purpose can be overwhelming, enveloping. Krystle Watler was one of those people. But, in this video interview with Tameka Kee for Beet.TV, Watler, Head of Creative Agency Partnerships, NA, TikTok, explains how she changed her life – and how she encourages young […]

Deficient Metrics Drive Vicious Circle in Lower Ad Spending on Diverse Media: AIMM’s Lisette Arsuaga

CANNES – The media and marketing industry has touted the importance of including under-represented people in advertising and content, but they don’t have the right tools to measure those efforts, said Lisette Arsuaga, cofounder of the Alliance for Inclusive and Multicultural Marketing. The majority of data providers are telling marketers “that their data is 95% […]

Media Interoperability Will Unlock More Revenue Growth: Comcast Advertising’s James Rooke

As marketers seek to reach consumers among a variety of media channels and electronic devices, Comcast Advertising is working to help them to harness data to improve their targeting. “We’re really proud of the work we’ve done across Comcast Advertising more broadly at enabling more programmers and networks to be lit up by addressable enablement,” […]

Agility, Control, Data: Sorrell’s Watchwords For 2025 Brands

CANNES — In an industry that moves as fast as digital marketing, it isn’t really that far away. So, what does one of the business’ best reads of tea leaves think brands will look like in 2025? In this video interview with Beet.TV editorial advisor Jon Watts at Cannes Lions, Sir Martin Sorrell, Executive Chairman, S4 […]

App Behavior Creates Audience Segments: T-Mobile’s Zhu

CANNES — Mobile carriers may have a place at the mobile advertising table after all. The networks were initially expected to be big beneficiaries when mobile advertising was in its infancy, but have somewhat sat out the explosion as connectivity conduits. A new T-Mobile technology aims to change that, providing marketers with actual mobile use […]

Professional Purpose Is Grounded in a Sense of Legacy: Spark Foundry’s Esther ‘E.T.’ Franklin

CANNES – Giving people a sense of purpose at work increasingly is viewed as a necessary step toward keeping them engaged with what they do. About 85% of people said they feel as if they have a sense of purpose, but only 65% believe they can describe that purpose, according to a survey by consulting […]

The Quest For The Leading Indicator: Hilton’s CMO Wants Proof Of Attention

CANNES — When you’re spending hundreds of millions of dollars, you tend to want to see a provable return on investment. That is why so many marketers are now searching for more meaning from their ad metrics that than proxy datapoints. In this video interview with Beet.TV, Mark Weinstein, CMO, Hilton, explains why he wants […]

Measurement’s New Wave Must Count Minorities Better: Univision’s Ruiz

CANNES — Until now, Nielsen had the US TV measurement field all to itself. Now a range of new tools and providers is being tested by broadcasters keen to find additional ways to count cross-platform viewing. In this video interview with Beet.TV, Roberto Ruiz, EVP, Research, Insights & Analytics, Univision, says this boom will lead […]

Twitter Puts Shopping In The Stream: Personette

If ecommerce is the new big wave, Twitter wants to be the river that feeds the torrent. Last month, the social network announced an integration with ecommerce platform Shopify that helps merchants surface their products in Twitter. In this video interview with Beet.TV, Sarah Personette, Chief Customer Officer, Twitter, explains why. Twitter’s insight “We’ve spent […]

Media Measurement Is Vital for Advertising Growth: PHD’s Catherine Sullivan

CANNES – Marketers are asking for a reliable source of media measurement to help them set the value of advertising transactions, especially as national linear television becomes more addressable to different groups of households. “Measurement singly defines the biggest tension point between agencies and their clients, sellers and the brands themselves and the agencies,” Catherine […]

High-Quality Content Makes Advertising More Effective: UM Worldwide’s Joshua Lowcock

CANNES – Marketers want their advertising to appear amid high-quality content that improves the likelihood that consumers will see it and consider buying different products and services. These contextual ads are regaining significance as marketers confront the loss of signals from device IDs and tracking cookies that help with online targeting. “We’ve got to be […]

Dynamic Creative & The Quest For Attention

CANNES — In an ad world rocked by changes to digital identifiers, creative is bouncing back in the order of priorities. But, infused with signals from digital targeting capabilities, dynamic creative optimization (DCO), by assembling custom ads from myriad components, can perform even better. In this discussion at Cannes Lions, two industry executives discussed the […]

Anchor Yourself From The Cycle Of Denial: Second Arrow’s Smith

CANNES — It may sometimes seem like a fast-paced media industry. But there is ample evidence to suggest things don’t always move as fast as it seems, that there is sufficient time to move purposefully through work and life. That’s the view of one industry leader working to make more inclusive organisations. Changing fast and […]

Addressable TV Ads Can Have Greater Resonance with Viewers: Molson Coors’s Brad Feinberg

CANNES – Advanced television is entering a new era as advertising on national broadcast networks becomes addressable, giving marketers a way to show different ads to different households during the same linear programming. Ad targeting similar to what advertisers have experienced on digital platforms is becoming possible in a medium that historically offered broad reach. […]