Interested in news from global Nielsen? Read on.
Insights for Podcast Advertisers
The rise in podcast popularity over the past 10 years has effectively changed the landscape of the entire market. In addition to having a broad effect on the overall media industry, the maturing of the podcast landscape has broadened the appeal of podcasts well beyond those who have been listening for many years. That’s a key shift, particularly as advertisers look to podcasting foropen opportunities.
Panel + big data sets offers unprecedented insights into consumers
Choice has never been as abundant across the media landscape as it is today, and consumers are actively engaging with the platforms and channels that most appeal to them. The expanse of choice amplifies the industry’s need for accurate measurement—given that advertisers, publishers and agencies seek to attract, engage and measure engagement regardless of where consumption happens.
For years, Nielsen’s panels have been the gold standard for television measurement, and they remain integral to providing critical insight into TV audiences that big data from set-top-boxes and smart TVs alone can’t illuminate. But there is tremendous value in these big data sets. They provide exponentially larger audience sizes than traditional panels can provide, but they lack specific audience information. To be holistic and representative, measurement needs to leverage big data in conjunction with panel data.