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Nielsen Leaders Share What’s Coming Next for Advertising
The rise of digital video and the fragmentation of the media industry have left brands looking for consistent metrics and measurement of advertising across both digital and linear video. As a result, independent third-party measurement is becoming increasingly crucial to understand the effectiveness of advertising campaigns.
While digital players are looking for measurement that makes them more comparable to TV, traditional TV entities are increasingly interested in the personalization digital presents. Therefore, addressable advertising—reaching individual households with customized TV ads similar to those in the digital space—has become top of mind for many marketers. Not surprisingly, measurement will play a key role for advertisers in this space globally.
Digital has created more data than ever before, but not all data is the same. The quality of the data is incredibly important. For brands and advertisers eager to leverage new technology like machine learning and artificial intelligence, good data is necessary to create valuable insights.
The Steady Reach of Radio: Winning Consumer Attention
Radio continues to reach more Americans than any other platform measured by Nielsen. Among adults 18+, radio reaches 92% of U.S. adults every week. Adults 18-49 are the demographic that tunes in the most; Adults 25-54 are the second most reached demographic for radio.
Radio connects with the right audience at the right moment, particularly when consumers are out and about and ready to shop and buy. Consumers use radio primarily when they’re away from home. Since most radio is consumed away from home it offers a significant opportunity for marketers and advertisers to deliver their message just before a potential point of purchase.
The Importance of Incremental Lift
In the past, marketers have relied on historical campaign data to build a case for future initiatives. This data included traditional metrics such as clicks, using last touch attribution. But in today’s hyper-competitive world, relying on old school metrics won’t give you the insight you need. You want to understand and prove the real impact of advertising—in dollars, not clicks.
Marketers in every industry have one common goal: Prove that marketing efforts help drive more revenue. In other words, you need to demonstrate that your tactics motivated buyers to take some action. One way you can do this is by measuring incrementality. A brand’s marketing efforts are designed to increase two things: the number of people aware of a product and the number of units sold. Measuring incremental lift helps marketers understand and prove the real impact of advertising. Measuring lift provides powerful insights into the consumer segments and campaign elements that are driving the greatest response. Understanding incrementality is a new way of viewing performance for those accustomed to a click-based attribution model. When implemented correctly, incrementality can boost a brand’s revenue and help marketers prove their value.
Predicting Performance of Athletes as Influencers: On-court Performance Doesn’t Always Dictate Marketability
Case study that tracked six NBA players during the 2018/2019 regular season – analysis combined 30 data points from Nielsen Sports’ Social Scorecard and five “box score” basketball performance statistics from Gracenote, a Nielsen company. From there is possible to see the relationship between on-court performance and social marketability value and impact. The analysis also identified undervalued athletes, meaning they have a higher social media score than their performance as an athlete would indicate.
It’s an easy and predictable decision to partner with the best player on the court. It can also be costly, given that tenured, highly skilled players are often comfortable in their careers, salaries and have well-established endorsement deals. Savvy brands, however, have more to gain longer term by partnering with athletes with long careers ahead of them—especially those who already have a strong running start.