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Research: “New Measurement Offerings Bridge TV & Digital Video – What's The Impact?”
This document discusses new measurement offerings that bridge TV and digital video. It notes the changing media landscape with more content, devices, and measurement challenges for viewers and advertisers. Historically, TV measurement was anchored to shows via C3 ratings while digital was anchored to users via census. Going forward, holistic campaign solutions are needed. The current measurement landscape shows gaps between TV, VOD, online, mobile and connected TV. Nielsen is working to expand cross-platform measurement to these areas by Fall 2014 and 2015 to provide consistent audience data across devices using multiple data sources. Key issues that will impact new models include integrating cross-platform data sets, which buying channels will be used, obtaining digital talent clearances to support C3 ratings
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Research: “New Measurement Offerings Bridge TV & Digital Video – What's The Impact?”
- 1. Research Monica Bannan VP, GlobalProduct Leadership - Mobile The Nielsen Company Adam Gerber VP Sales Development & Marketing ABC Television Networks “New Measurement Offerings Bridge TV & Digital Video – What’s The Impact?”
- 2. It’s a ChangingMarketplace Viewer Advertiser More Content More Options More Devices More On Demand More Measurement Challenges More Ad Tech More Data
- 3. Unit Impression Anchored to Show C3Ratings “Ad Pods” Anchored to User Census “Campaigns”
- 4. We Need HolisticCampaign Solutions Unit $$ Impression $$ Total Video Budget Deal CPM Guarantee
- 5. Today’s Measurement Landscape Day 1 LiveTV/DVR 3 C3 Ratings 7 35 Limited measurement/no monetization No demos for ads/limited monetization VOD Online (web browser) OCR/VCE measurement, DAI Mobile (app) 2+ measurement, DAI (projected demos) Connected TV (app) 2+ measurement, DAI (projected demos) Unit ad model No ad model Mixed ad model Impression ad model
- 6. Nielsen Cross Platform MeasurementFootprint Today Linear TV TV SET CONNECTED DEVICES PC TABLET SMARTPHONE PROGRAMS ADS Digital Dynamic AD MODEL DEVICE CONTENT ADS OCR In currency (C-3) or where comparable Digital Ratings are provided Not yet covered 6
- 7. Balancing the Forcesof Change 3 7 C? ? C3 Ratings Live TV/DVR Unit Model VOD Online (web browser) ? Mobile (app) Connected TV (app) Unit ad model 35 DAI with Demo Measurement DAI Model No measurement/model Impression ad model DAI Model Day 1
- 8.
- 9. Nielsen Cross Platform PC LAPTOP LINEARAD MODEL ONE AD TO MANY PEOPLE DIGITAL PUBLISHER AD Measures a representative piece BROWSER APP DYNAMIC AD MODEL MANY ADS TO MANY PEOPLE AD TV NETWORK AD AD Measures every piece SMARTPHONE TABLET 9
- 10. Nielsen Cross Platform CONSISTENCY DYNAMICAD MODEL AUDIENCE MANY ADS TO MANY PEOPLE LINEAR AD MODEL ONE AD TO MANY PEOPLE AD AD AD AD Measured using multiple sources including Nielsen Online Campaign Ratings™ Nielsen Digital Program Ratings MOBILE 3 Days, Same Ad Load Measured by TV Ratings IMPLEMENTATION 10
- 11. Nielsen Cross Platform TVRatings TV Originated Content ONE CLIENT-SIDE IMPLEMENTATION ONE ENCODING PROCESS BIG DATA ENABLED MEASUREMENT GOLD STANDARD PROCESS Cross Platform Native Digital Content Digital Ratings 11
- 12. Nielsen Cross Platform MeasurementFootprint Tomorrow Linear TV TABLET SMARTPHONE PROGRAMS Fall 2014 Fall 2014 ADS Digital Dynamic AD MODEL DEVICE TV SET CONNECTED DEVICES PC Fall 2014 Fall 2014 CONTENT 2015 DPR Q2 2014 Q2 2014 ADS 2015 OCR Q3 2014 Q3 2014 In currency (C-3) or where comparable Digital Ratings are provided 12
- 13. Issues That WillImpact Model • Cross platform: How do we integrate data set? Are buyers and sellers prepared? Is viewability an impediment? • Buying channel: Programmatic, Automated, or Direct? • Talent Rights: Digital clearances for all TV to support C3 • Terms: TV or Digital?