Reach And Relevance Are Coming Together: Nielsen’s Bradford

COLOGNE — In online advertising, you can either target a specific but small audience like a laser, or reach a broad audience, much of which may be irrelevant. But there is an emerging class of outlet which gives advertisers the best of both worlds, says media measurement firm Nielsen’s UK SVP Andrew Bradford. “There is often […]

 

Nielsen’s Bradford: Programmatic Will Become “Victim Of Its Success”

LONDON — The new-wave automated decisioning for digital ad spending has come a long way in the last two years. But is the party about to end? “As programmatic increases in its success, as it really ramps up, it will become a slight victim of its success – some of those things that it’s subordinated […]

 

Nielsen’s Bradford: TV & Online Measurement Are Coming Together

LONDON — One medium has long relied on imprecise, demographic viewer measuring; the other boasts super-detailed data-driven insight. But TV and internet channels are learning to hybridize the ways they quantify advertising audiences, one exec says. Nielsen media client consulting VP Andrew Bradford tells Beet.TV how TV joint industry committees in Germany and the UK […]

 

Nielsen’s Bradford: TV Buyers Now Borrowing From Online Metrics Playbook

LONDON — When it comes to content, digital media used to be seen as the poor relation to television. But, when it comes to measuring content, it’s TV that’s now imitating the web, says a Nielsen executive. “One of the most int trends we’re seeing at the moment in Europe is the extent to which […]

 

Nielsen Cross-Platform Campaign Ratings Go Public UK

LONDON – Nielsen has begun the UK roll-out of its system for combining TV and online ad ratings, with several advertisers, agencies and publishers aboard. Already live in the US, Cross-Platform Campaign Ratings (XCR) will, in the UK, take TV performance data from the audience measurement agency BARB, combining it with online ad viewing data […]

 

Nielsen’s Bradford: Old Media Metrics Are Bridge To New World

If you can’t teach an old dog new tricks, can a new medium learn to play by an old rule book? Nielsen’s new Online Campaign Ratings mechanism seeks to measure online viewers as people, not clicks. That’s just what TV has done for decades – and that’s just fine for now, according to Nielsen’s media client consulting […]

 

Nielsen Poring Over First International TV Tracking Data

LONDON – Nielsen may soon announce the success UK advertisers are having placing video ad campaigns on both TV and the internet when it unveils first results from the British test of its new Cross-Platform Campaign Ratings (XCR) system. “For the UK, we recently deployed beta trials at the beginning of this month,” Nielsen VP […]