SANTA MONICA, Calif. – Many brands have become more conscientious about how their advertising corresponds with America’s changing demographic makeup. They also are becoming more aware of how media content adheres to these trends in providing context for their commercial messaging. Audience measurement company Nielsen is developing ways to make such information useful to marketers and media agencies in their campaigns.
“You want the ecosystem of content [to have] meaning for brands to invest in as a proxy for your values and who you say you are — and who you want to be for the audience,” Stacie de Armas, senior vice president, DEI, diverse insights, intelligence & initiatives at Nielsen, said in this on-stage discussion with Beet.TV’s Jon Watts at the Beet Retreat Santa Monica.
Measuring the brand suitability of content can be a subjective process, and Nielsen wants to make the data meaningful by looking at qualities such as characters in television programming represent different groups of people.
“Based on the metadata that lies underneath each piece of content, we can extract these higher themes around content and match those with the audience,” De Armas said. “When you can operationalize that and put it on the desks of planners and buyers, obviously you’re able to provide a better match for what you’re investing in for your client.”
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