In the age of digital media and hyper-targeted ads, many investors think television advertising is on its way out. However, analysts believe that the TV advertising market could rise in the next few years. Credit Suisse media analyst Omar Sheikh points to new technology that will allow advertisers to more narrowly target relevant consumers beyond Nielson data. Read more about it here.
In an effort to appeal to customers through audience optimization, Nielsen has launched an artificial intelligence layer to their marketing cloud. This development will help advertisers target audiences in real-time. “Nielsen AI aggregates device-linked audience data across multiple platforms, including email, social, mobile, and programmatic, while automatically optimizing audience segmentation for more targeted marketing content.”
With the ability to evaluate campaign performance and make adjustments as needed, this technology will help improve overall ROI. “The company’s marketing applications include a data Management Platform (DMP) and tools for campaign attribution, media analysis and real-time engagement metrics.”
To learn more, read the MediaPost article here.
With the start of this new year, Nielsen initiated the agency evaluation period of their long anticipated Total Content Ratings system. This system will consolidate all traditional, digital, and other TV/video viewing under one measurement. However, at the request of their television network clients, Nielsen has altered the way data will be shared during this assessment. “Instead of allowing its media clients to analyze TCR data online as of January 1, it will provide offline reports.” It is important to note that this was not a result of any methodological issues but rather, “client readiness and their need to further evaluate data.”
An important element of Nielsen’s new evaluation process relies on TV networks to implement the new “Software Development Kits” on their digital platforms to make total viewer measurement viable. More reports will be produced as more clients come online: “This will allow media clients to customize the data they wish to share, whether it be to focus on particular platforms, programs, or demographics,” noted Nielsen.
With plans to have the TCR system ready for use by this year’s upfront advertising market, the “Total Content Ratings is on schedule to syndicate data on March 1st.” To learn more, read the MediaPost article here.
Recent advancements in digital technology have made it possible for viewers to consume their entertainment of choice on a scale like never before. But as the number of screens per person increases, the way people interact with their devices has also changed. As a result, Nielsen Consumer Neuro is working with the Council for Research Excellence to improve the methods in which media consumption gets measured.
The challenge, however, lies in the technological distractions we’ve become accustomed to. According to Carl Marci, chief neuroscientist at Nielsen, “it’s not a black-and-white situation, and in some cases things that might seem like a distraction—including co-viewing and even second screens—can enhance engagement with the way people watch TV.” One study in particular, conducted by the CRE, implemented “a variety of biometric measurement techniques to understand people’s conscious and unconscious interaction with media.”
Although media technology continues to advance exponentially, Nielsen is dedicated to improving their system of measurement and providing accurate results for the advertising industry.
To learn more, read the MediaPost article here.
DRTV Direct Response Television, Television Networks / No Comments
When NBC bid for the right to broadcast the 2012 Summer Olympics, it anticipated a loss of more than $100 million, stemming from a loss of over $233 million from the 2012 Winter Olympic Games in Vancouver. The ratings have skyrocketed, though, giving NBC the possibility of actually breaking even on the games, even with the controversial system of delaying high profile events until prime-time.
NBC planned to have 5,535 hours of Olympics coverage across 9 channels this year, bringing production costs, including staffing, to a whopping $1.3 billion. With a price tag like that, losses were anticipated, but the wild card turned out to be the interest in advertisers to online video and lower-profile sports, which are broadcast on the additional channels.
The London games have hit record ratings numbers, surpassing Beijing in just their first night. Through Tuesday, NBC averaged 35.6 million viewers on the first five nights, 10% above Beijing and 23% above Athens. NBC is now even selling air-time it had held back for make-goods.
With even more swimming and gymnastics to come, and the US Medal Count reaching 37 today, NBC doesn’t see the ratings roller coaster slowing down anytime soon.
You can read more at adweek.com.
Technology / Comments Off on Nielsen Offers A Fresh Perspective on Three Unique Consumer Groups
At Neilsen’s Annual Consumer 360 Conference, an assembly of marketing professionals from industry authors to CEOs gathered to discuss this year’s trends, analyze real time data, and introduce Neilsen’s newest technology solutions. A standout in the 3 day conference held in FL was a session titled “Marketing that Matters,” in which Neilsen explained how Media Moms are the newest tech adapters, Lower Income Targets are increasing, and why we shouldn’t let the Baby Boomers out of our sight just yet.
It’s no surprise media moms have become so tech savvy, with their busy schedules they become more open to technology that makes them more efficient. They also spend less time watching TV, but more time on those gadgets, especially when managing their financial transactions, price checking, or shopping.
Neilsen also argued, “Lower income consumers—those who earn less than $30,000 per year—are a growing segment and now represent about 30 percent of the country’s population. “
Baby boomers still number 80 million, and though the typical demo for this group was 18-49, many are reaching 50, and marketers are realizing this generation is too big and too valuable to let go of. Today, the 50+ age group is about 100 million consumers, and that number is expected to grow 34% by 2030.
Neilsen provided a new perspective on the opportunities these segments represent for marketers, and why they remain important as ever to the success of marketers and brands.You can read more at nielsen.com.
Search Engine Optimization and Marketing, Social Media Direct Response, Technology, Uncategorized / No Comments
Nielson, the industry’s leader in media research, ratings and data, has a new demographic, dubbed “Generation C,” or Americans 18-34, who are quickly becoming both a challenge and an opportunity for marketers, and redefining media consumption with their embrace of new digital technology.
Gen C makes up only 23% of the US total population, yet they make up 27% of Americans watching video or using social media, and over 30% of Americans using tablets. In fact, Gen C makes up a whopping 39% of all smart phone users in the US.
Gen C, who grew up alongside the growth of the internet, cell phones, social media, and the technology boom, has “taken ownership” of new media, changing the way advertisers and marketers approach them. New technology provides the opportunity for new content and new ways to distribute it, and Generation C knows how to access it better than any other age demographic out there. For us at TM and DR advertising, this means an opportunity to stray away a bit from TV in the future and expand into internet and mobile campaigns, while still using the results driven approach DR advertising requires.
From audio/video to augmented reality, Generation C’s fearless adaptation of new media is “representing both a challenge and opportunity for marketers and content providers alike.”
Search Engine Optimization and Marketing, Technology / No Comments
According to Nielsen Company, Bing, has received a new record high for search, coming in at 12.5%, translating as a lesson to your SEM efforts, Bing is not to be ignored. To see a full list of the ratings for February, click here. Read more at Blog.Nielsen.com.