Transitioning TV Ad Buying From “Steak Dinners” to Programmatic: It’s Going to Take Time

SAN FRANCISCO — When are we going to see an industry in which a healthy slice of TV advertising is bought using so-called “programmatic” trading techniques? “For the major networks, it’s going to take a long time to eventually go over to this stock exchange process of being able to use data and being able […]

 

Addressable TV’s Roll-Out Will Be Uneven: Nielsen’s Seth

SAN FRANCISCO — Programmatically-driven addressable TV advertising in the digital age is “not a pipe dream” – but it will be realized in some countries sooner than others, says media measurer Nielsen’s EVP of global media products, Amit Seth. Seth tells Beet.TV the opportunity is being approached by both cable operators at their back-end and […]

 

Nielsen to Expand OCR Data Source Beyond Facebook, Links with Experian (updated)

NAPA, CA  — In this video interview, Nielsen global media products EVP Amit Seth says Nielsen Audience Segments already knows audiences’ offline behavior including their TV viewing, buying behavior and lifestyle segment. But, with the latest update and the imminent addition of a second big data provider, it will also know which stores and restaurants […]

 

Nielsen Soon To Add Richer Data To OCR Ad Measurement

Launched two years ago, Nielsen’s Online Campaign Ratings has become a popular way to measure and price the effectiveness of ad campaigns, even if its reliance on gross rating points makes digital look a little like old TV. The OCR uses Facebook as its main method of tracking ad views. But now it is set […]

 

Nielsen’s Amit Seth: ‘OCR’ is Going Global

SAN FRANCISCO — It’s exactly two years since Nielsen attempted to bring TV-style audience measurement to online video for advertisers, through its Online Campaign Ratings (OCR) metric. Twenty-four months on, the metric is “Well under way to being the standard,” says Nielsen’s global media products EVP Amit Seth in this interview. “This last upfront season, […]