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Nielsen News: Danish cross-media measurement & Digital media during COVID-19

Interested in news from global Nielsen? Read on.

Historic milestone for the future of Danish cross-media video measurement

The Contracting Authority representing the main Danish TV broadcasters and Nielsen announced a five-year agreement under which Nielsen will be endorsed as the new provider of the Measurement of Viewers in Denmark.

Effective 1 January 2022, Nielsen’s innovative solution will bring to the Danish market a total view of video audiences on traditional TV-distribution and streaming platforms. In addition to linear TV broadcast, this will mean visibility of BVOD (Broadcast Video On Demand) services on connected TVs and digital devices in the home.

The new approach provides a more holistic view of Danish audiences, reflecting the myriad viewing options available today. It allows the industry to see and monetise the big picture.

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Innovating in the digital era: the evolving role of digital media on new product launches

The novel coronavirus (COVID-19) pandemic has contributed to consumers’ increased adoption of online shopping and their increased online media usage. Consumers are spending more time at home and buying more products online – products that they would normally buy in stores. Consequently, companies can expect better return on their investment in online ads, banners and other forms of digital advertising.

Over the past few years, digital media spending has been rising at a rate that outpaces TV spending. Digital also has its limits, though, and it is important to know them.

When considering new launches, the role that advertising plays is consistent: advertising drives awareness; awareness drives trial; and trial drives volume. It makes sense therefore, that when compared to existing products, new products are more reliant on advertising support to grow.

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With more time at home, work days and media habits merge

Due to the pandemic, many workers (according to Nielsen’s Total Audience Report: Work from Home Edition, 66% of U.S. remote workers have started working from home) were forced to bring the office home, effectively blurring the lines between work, life and leisure.

More time at home for consumers means more exposure to the wide array of content and ads available in an exceedingly more digital world. And the longer Americans work from home, the greater the likelihood that their recently developed media habits will stick around, ultimately changing the playing field for how publishers and advertisers are able to engage with audiences.

With more flexible work schedules, what does media consumption look like? Answer: less structured media consumption and an interweaving of work and play. Whether it is streaming video content, listening to podcasts or browsing social media, a majority of consumers have reported partaking in these behaviours during work hours. That means more windows of opportunity for content creators and advertisers alike to reach audiences outside of the traditional primetime, as well as potential new, creative ways to engage with consumers.

Click here to read the whole overview