Deduplicate Audiences With Cross-Media Planning: Nielsen’s Hohman

FORT LAUDERDALE — If you advertise to reach an audience demographic in online video and in TV, you may think you have maximised your reach – but, if some viewers saw your ad in both media, have you overpaid? Nielsen agency solutions MD David Hohman says new measurement tools like his own Cross-platform Campaign Ratings […]

 

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 Hasker: Mobile Measurement Is The Future Of Our Business

Nielsen’s mobile video future starts this coming October. That is when the measurement firm will start quantifying mobile TV viewership following the recent announcement of the addition, says the company’s global product leadership president. Nielsen will fold mobile viewership in to its C3 TV ratings system in the fall. Before that, it will give its Online Campaign […]

 

Nielsen’s Mobile Video Measurement Coming This Summer

Nielsen will launch a new system for advertisers to measure the audience for mobile content and video properties this coming summer. “It’s all about mobile – it’s explosive,” the company’s global product leadership president Steve Hasker tells Beet.TV. “We have developed and are now testing the first industrial-strength robust measurement system for video and other types […]

 

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’s Feigenson: Best Campaigns Mix Numbers And Emotions

Marketers must mix the best of both left and right brains to make for the best execution, panelists said at Beet.TV’s summit on cross-platform monetization hosted by Starcom MediaVest Group and sponsored by Dailymotion. Asked by moderator Ashley Swartz of Furious Minds whether marketers are using quantitative or qualitative methods to judge campaigns, guests emphatically said: both! […]

 

Nielsen’s Ad-Measuring SDK ‘Listens For Watermarks In Content’

NEW YORK — Nielsen is releasing a software developers kit (SDK) to help video publishers validate their cross-platform ad views with the measurement firm’s campaign ratings metrics that are increasingly important to advertisers. The outfit is making the kit available in beta. “The way we measure for TV today is, there are watermarks that get […]

 

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, […]

 

Nielsen’s Feigenson: Effectiveness Is The Next Battlefield for Digital Video

As advertisers straddle both the old TV world and the new online ecosystem with unifying ad measuring metrics, they are challenged to redefine effectiveness from both ends of the spectrum, says one industry exec. “The next battlefield has to be effectiveness,” said Nielsen digital client services SVP Andrew Feigenson, when asked what’s next during Beet.TV’s […]

 

Horizon’s Chief Digital Officer: Nearly All Ads Now Use Nielsen OCR

NEW YORK — Nearly two years after Nielsen introduced its TV industry-style Online Campaign Ratings measurement system, one big agency is using the metric when placing almost all its online video ads. “It’s a huge percentage of the dialog,” Horizon Media’s chief digital officer Donald Williams tells Beet.TV in this video interview. “North of 95% […]