CANNES — Nielsen may be fighting to better measure viewing across a plethora of TV platforms, but its answer may come down to one thing.
More specifically, ONE thing.
In this video interview with Beet.TV, Deirdre Thomas, Chief Product Officer, Nielsen Audience Measurement, discusses Nielsen ONE, the company’s cross-screen measurement solution, plus a recently-launched data transport announcement.
Nielsen ONE: A Suite for Cross Media Measurement
“Nielsen ONE is our product suite for cross media measurement,” explains Thomas. She goes on to describe the recent milestones of the product, from the release of Nielsen ONE Ads in January this year to the debut of planning capabilities at Cannes.
These advancements have not been isolated. Thomas mentions the inclusion of advanced audiences across platforms into their measurements. She adds: “An agency or advertiser publisher can onboard their view of the world and cascade that through our Nielsen ONE cross-platform measurement.
“We really view Nielsen ONE as an underpinning to all kinds of measurement and innovation on top of it,” she declares.
The Power of Big Data
Thomas emphasizes the notable shift in their measurement approach, including the integration of Big Data into their national linear measurement. “Now, it’s ‘panel plus Big Data’ and both of those data streams are available,” she says.
This move has allowed Nielsen to provide exact commercial ratings, a big evolution in its linear television measurement.
TelevisaUnivision, from January, has been using Nielsen ONE, along with Nielsen Marketing Cloud, and Gracenote’s Advanced Discovery suite, to do measurement and advanced planning across its national, digital, local and audio affiliates as well as its streaming service, ViX.
Thomas is “thrilled” with the multi-year agreement, which she says demonstrates “the power when you bring Big Data to bear into concert with a representative panel, how you can actually capture all of the people in the United States of all of the different ethnicities and race and income”.
TelevisaUnivision Ready to Do Ad Deals On Nielsen Measurement Data Others Won't Embrace https://t.co/smS262CQhO
— Variety (@Variety) May 16, 2023
The Media Data Room: A Partnership with Snowflake
In June, Nielsen announced Nielsen Media Data Room (MDR), a cloud-based platform powered by Snowflake that will upgrade how it distributes data.
“To make that data available for all of the use cases that our clients use, you need to find a way to provide access to that while not actually sending out millions and millions of households worth of data,” Thomas asserts.
Their solution? The partnership with Snowflake to make Media Data Room, a platform where clients can access the wealth of data for their analytics. “This is how our clients can come and access that wealth of data to perform all of the analytics that they rely on us for,” Thomas says.
You’re watching coverage of the Global Leadership Summit on Data & Measurement at Cannes Lions 2023, presented by Comscore, LiveRamp & LoopMe. For more videos from Beet.TV’s Cannes Lions 2023 coverage, please visit this page.