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New York once again hosted The Advertising Week, world’s premier gathering of marketing and communication leaders, and one of the official partners of the event was Nielsen, which unveiled their new campaign, presented a range of products and participated in a number of panels and conferences.
The campaign, Metrics to Monetize, was launched just ahead of the Advertising Week, and is in a way, just as Nielsen’s tools, an answer to the ever-changing media landscape.
Nielsen had a strong presence at The Advertising Week, with as many as 11 speakers, and this presence was simply natural, as the leading company in measurement and data analytics ties in with all the major topics discussed by the global industry leaders at the event.
One of the topics that was of great interest for all participants was the constantly changing media landscape, in which media providers are consolidating, business models are shifting as data privacy concerns rise, and digital continues to open more avenues than ever for businesses to consider when trying to reach consumers.
In a bid to renew the trust of advertisers in such a challenging climate, especially in digital advertising where global advertisers demand more transparency, Nielsen has rolled out a new Qualified Ad Audience solution within their Digital Ad Ratings, which brings greater visibility and transparency into digital advertising. It works on two fronts: first, providing clients data on viewability, and second, offering enhanced fraud detection and filtering technology. This was also one of the offers that Nielsen presented at the Advertising Week in New York, but our readers can learn more from Amanda Tarpey, SVP of Product Leadership-Digital at Nielsen, in the video below:
With data moving to the forefront of industry conversation this year, The Advertising Week provided an excellent platform for Nielsen to launch the new campaign and present its products. The campaign was announced by Megan Clarken, President of Nielsen Watch division.
As Clarken pointed out, over the years Nielsen developed a suite of solutions that leverage data backed by real science, giving clients answers to the pressing questions of today when it comes to advertising, and empower them to quickly respond to shifting challenges and opportunities across the media industry.
“Now more than ever, marketers need high quality independent third-party measurement—in fact, they’re demanding it,” said Megan. “Metrics to Monetize underscores the fact that only Nielsen has this kind of high calibre measurement with the flexibility to allow the marketplace to trade how they want to trade—and do so with confidence and transparency.”
Clarken made these announcements at the session on “Getting Personal: Balancing Data, Trust and Innovation”, which discussed the main challenges facing the industry today.
In addition to Clarken, the session included Peter Bradbury, EVP, National Media Client Services, Nielsen; Michele Donati SVP & Managing Director, WHERE Group, Horizon Media; Brad Smallwood VP, Marketing Science, Facebook; Jed Dederick, VP Business Development, The Trade Desk; and Tom Ziangas – SVP, Research, AMC Networks.
Panelists agreed that data privacy and security are of paramount importance for business today. As Clarken highlighted, data privacy and security is “the most important subject” and solving it is a “make or break moment” for businesses today. In an age when addressable advertising is a key initiative for the industry, Facebook’s Smallwood also agrees that creating a safe environment for consumers and delivering them relevant ads is a major responsibility, while Dederick noted that as long as the consumer experience with ads is improved, consumers being targeted by them won’t mind them as much.
The panel also highlighted the value of trusted data providers and analysts. With a vast amount of sources available, trust in the data being bought and utilized by clients is of paramount importance, as transparency and trusted, reputable data is key to success.
Apart from trust in data, healthy ecosystem also demands collaboration of the buy and sell side in order to reach common standards (ie. GDPR) and collaborative projects like consumer trust initiatives.
“The sides need a common language of who’s who and work on connectivity with one another because buy and sell are infinitely more connected and relevant to each other. Common language creates a better experience for consumers and trust”, said Dederick, The Trade Desk.
Panelists also noted the importance of TV industry still in the digital age. According to Ziangas of AMC, there’s a lot that we can learn from what the longstanding TV industry has done and the ideas generated from it previously. “The TV industry has been doing a lot of research and work towards new age ideas such as cross platform measurement, commercial measurement, and digital measurement – however, progressing such things will take time”.
You can check out all the panels that Nielsen was involved in at this year’s Advertising Week here.