There is a new wave of tracking tools that help to link advanced
datasets with sales information to help marketers efficiently steward their targeted
buys. One is Mbuy, which offers multiplatform analytics to inform advertisers step
by step through a multi-platformed consumer journey. Mbuy recently expanded its
relationship with Nielsen by offering clients access to Nielsen’s Ad Intel
spend data.
David Hohman Executive Vice President, Global Managing Director
for the Agency Business at Nielsen,
is at the forefront of this effort and describes how this will impact the
advertising landscape.
Charlene Weisler: What specifically does Ad Intel provide for your
clients and how is it unique in its offering?
David Hohman:
Agencies can monitor the industry’s ad activity and differentiate their
clients’ brands from their competitors. Ad Intel gives our clients access to
the most comprehensive source of cross-platform advertising intelligence
available today in one intuitive software program which contains over 5 million
brands, 2 million parents and 2,500 product categories. This allows our clients
to review and compare any industry’s ad activity across media, company,
category or brand, and tap into over 20 years of historical data. Ad Intel
helps our clients determine how much each advertiser is spending; when, where
and how many ads are placed across platforms, which creatives are being used
and how well the media plan fared in comparison to the competition.
Additionally, it identifies what new advertiser campaigns launched and across
what properties. Each of these insights is obtainable in the National market as
well as across all 208 Nielsen DMAs.
Weisler: What is the significance and importance of real-persons based
measurement?
Hohman: Products are bought by people, not households,
not devices. Reaching a home that a third party dataset says has a pet is not
the same as reaching an adult pet owner who actually does the buying. Nielsen measures
persons and not “households with
persons”, which we know results in inflated numbers and provides no
understanding of actual viewership. With
all of the direct targetability for advertising on various platforms including
television, advertisers want to target the people that are in the market for a
certain product. The goal of an advertisement is to change a consumer's
behavior to get them to buy a product for the first time or to buy more of a
product they already purchase. As the industry evolves to audience-based buying
based on delivery of impressions, direct measurement of persons remains
critical. Industry currency for the last several decades has been based on
viewing persons and no other source offers this metric. This is why Nielsen
will continue to invest in our panels to measure and provide true persons
measurement to our clients.
Weisler: How can marketers increase their advertising effectiveness
using this methodology?
Hohman: If you start off
with the wrong data, inaccurate and incomplete information, this will lead to
plans that are built based on an incomplete view of the market. If ratings,
reach and frequency are not right, the ability to ensure that the advertiser’s
target can be built based upon schedules to achieve the desired ROI result is
not possible. As we have seen in Digital, when data is not accurate or transparent
on how the metrics are created, this results in under delivery of the ROI goals
and advertisers will either lose confidence in the medium (TV) or the agency,
or both. The result is the advertiser will look to move ad spend dollars out of
TV, or look for a new partner to help them with their market growth.
Weisler: What are the challenges in local TV advertising tracking
and how can it be best addressed?
Hohman: Having
good quality TV data gives us the opportunity to connect the data to marketing
and advertising targets through various platforms. Buyer data for local markets
such as Scarborough and Polk data can only be appended to the household data
once the household characteristics are cleaned up and validated for accuracy
and aligned with TV viewing data that reflects the entire marketplace, not just
TV Sets that return data. Without this, buyers will misread what households are
actually in the market for a new car, for example. Bringing panels plus big
data together will give advertisers the confidence they need in order to base
their decisions on a complete view of the marketplace.
Utilizing best
in class panels along with set-top box measurement, Nielsen is uniquely
positioned to deliver to the marketplace persons level viewing estimates,
informing both buyers and sellers who viewed their content and ads. With
Nielsen, advertisers and their agencies can transact with confidence knowing
their media plans are reaching the right audience
Weisler:
How can you measure actual viewership vs opportunity to view? And what is the
Nielsen definition of actual vs opportunity?
Hohman: Advertisers pay for viewers who
actually view their ads, not for people who live in a home and may have a
chance to view their ads. Nielsen captures and reports actual viewers.
Conversely, other measurement providers deliver the opportunity to view, which
includes counting in the viewing estimates of all the people that live in the
home, whether they were viewing or not or the TV set is off.
We know third parties can be very useful
in assigning household characteristics to big data, but their data can be
inaccurate as well. Determining the correct household characteristics and
demographics are critical to reporting accurate ratings. Not representing the
household in the market correctly impacts the ratings and introduces biases in
the audience composition. Simply put, the opportunity to view would provide
data on those that had a chance to view, or even worse, place people in the
audience that don’t even live in the home. Simply put, the opportunity to view
provides data only on those people who had the chance to view, always grossly
overstating the audience estimates.
This is not
the level of accuracy advertisers should expect when trying to understand total
persons viewership to Local TV in a local market. In today’s multimedia,
multi-platform environment, STB data alone does not work. We remain committed
to delivering a currency that measures real people and the entire local market,
doing so with full transparency and trust.
Weisler: What are the major innovations in local measurement that we can expect to see from Nielsen in 2019?
Weisler: What are the major innovations in local measurement that we can expect to see from Nielsen in 2019?
Hohman: Nielsen will continue to drive forward our
transformation of Local TV measurement across all metered markets. The next
evolution which we are leading with our clients is how local is bought and sold
in comparison to the rest of the advertising channels. As more and more media
is being bought across screens, moving from ratings to impressions is key as
this and will pave the way to advanced audiences and addressable targets.
We will also continue to enhance and deliver against
our Local Total Ad Ratings and Nielsen Media Impact planning suite, which is
our cross media planning Local TV for buyers and sellers. Being able to sell local alongside a cross
media buy and post is critical for the future of local TV. More and more buyers want to build their
reach plan across all platforms, content owners and distributors. This will
enable local to have a seat alongside those buys either from national
advertisers or local advertisers alike, and have the flexibility in the way
they want to deliver their ad inventory across screens.
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