At the recent TVB Forward conference, Steve Hasker, Global President
and Chief Operating Officer, Nielsen, noted that more transparency and
accountability was needed in measurement. With Nielsen’s recent announcement of
a collaboration with clypd,
a leading audience-based sales platform to network television ad sales
organizations, there is now a greater ability according to the press release
to, “enable buyers to seamlessly share their media plans and the audience
segments created via Nielsen’s planning software… with sellers through the
clypd platform.”
What this means is that Nielsen is integrating its television ratings
data into the clypd platform enabling advertising agencies to more efficiently
execute on media plans based on custom audience segmentations. To enable
advertisers to define custom segments, Nielsen is offering a range of
proprietary consumer profile data, including Nielsen Catalina Solutions,
MarketBreaks, Nielsen Buyer Insights, and Nielsen TV MRI Fusion. They are
planning to offer services to estimate custom audience performance (for pricing
and yield management) and fully steward sales contracts on these segments.
For clypd, this collaboration with Nielsen will scale and streamline
advanced advertising contracts from beginning to end of a buy. Jason Burke,
Vice President Strategic Development, clypd explained, “The clypd platform (is)
activating Nielsen data across the entire media workflow including planning,
media buying and measurement of linear TV advertising.“
I was curious to know how this all worked and asked Kelly Abcarian,
Senior Vice President Watch Product Leadership for Nielsen, the following
questions:
Charlene Weisler: Is this initiative for
both local and national markets?
Kelly Abcarian: We will initially
focus on national cable and broadcast networks but are assessing demand for a
similar solution in Local markets. Nielsen already has plans to launch our
Nielsen Media Impact (NMI) planning suite for Local television in early 2018.
Weisler:
Are buys fully stewarded through the sales process?
Abcarian: Yes through the clypd
platform which now provides both Nielsen demographic and advanced audience
delivery reporting and posting throughout the campaign lifecycle. This should
allow media owners and agencies to steward buys to deliver upon audience
guarantees.
Weisler: Is this something that will be integrated into Adviews?
Abcarian: We are working are in the process of integrating
the advanced segmentation performance data across our entire portfolio of
offerings. We will continue to update the marketplace on our latest plans and
roadmap.
Weisler:
How many segments? Are they standardized? Can segments be customized and
proprietary?
Abcarian: You can create an unlimited number of audience segmentations
using combinations of attributes from Nielsen-collected, 3rd party and
advertiser 1st party behavioral data. Through NMI, agencies can compose
audience definitions using segments from a number of Nielsen data products,
including Nielsen TV MRI Fusion, Nielsen Buyer Insights credit card spend data,
MarketBreaks and Nielsen Catalina Solutions in-store loyalty data. With the
integration built between clypd and Nielsen Marketing Cloud, digital segments
can be activated on TV as well. Finally, marketers can use this client
behavioral data for forecasting and optimization.
Weisler: Can you bring in other data sets
such as first party data or other syndicated datasets?
Abcarian:
Yes. clypd’s platform enables the use of any data sets – beyond Nielsen’s - for
forecasting, measurement, optimization, and stewardship/posting of advertising
activity on television. Marketers are clamoring to activate their data within
TV, but the process has been proven to be slow and painful, limiting the scale
of this valuable data strategy. Through
this collaboration, we are streamlining this process to allow for leveraging
various data segments including offline CRM data and digital behavioral data
which can be matched against Nielsen TV viewership data as a foundation. This unique workflow makes it possible to
create advanced segments born from person level matches as opposed to household
matches, common with STB or Smart TV data.
Weisler: Is this or can this become cross
platform?
Abcarian: This is a first step
towards cross-screen advertising based on custom audience segmentations. With
these pieces in place, clypd's forecasting and optimization and Nielsen's
digital and TV measurement products will enable end-to-end advertising across
screens as a subsequent offering for the market
Weisler:
What is the basic metric used to post? delivery? Live +1? c3? All or any of
these or others?
Abcarian: Audience posting and
campaign performance is supported across any rating stream agreed upon by media
owner and agency and for which the underlying data source includes measurement.
Weisler:
Are the solutions from clypd & Nielsen focused on a particular type of
client?
Abcarian: All of the product initiatives
benefit both media company and media buyer by streamlining the buying process
and enabling both sides to benefit from data-driven decisioning to improve
their advertising efforts. The forecasting and posting services will open up
tools for the buyers and sellers ecosystem, but also with incremental
stakeholder groups like external advertising platforms, industry analysts and
finance groups, by providing tools to best understand and manage their media
and advertising efforts with advanced data sources.
Weisler:
How does this collaboration break new ground?
Abcarian: The ramping activity in
the past two upfront calendar years has positioned the market to be in a place
to increase investments. For these investments to continue their upward trends,
the market requires tools for empowering clients and media companies to fuel
these industry shifts. clypd and
Nielsen’s collaboration streamlines integrations between the existing
optimization tools and datasets being used
and creates new product offerings to help move the industry forward.
These innovations bring advanced audience forecasting, pricing and
stewardship/posting to the wider advertising ecosystem for the purposes of
planning, executing and managing advanced audience deals, ultimately playing a
key role in helping to accelerate the market adoption of these shifts.
