Deirdre Thomas, Nielsen’s Managing Director of U.S. Audience Measurement, and Mediahub Worldwide’s Cheryl Jean Claude recently spoke at Brandweek 2022 about how brands and agencies use insights to make intelligent media mix and allocation decisions when it comes to sports and streaming. 

Check out the on-demand session below to learn more about the following key takeaways:

• Audiences are increasingly gravitating to streaming options, with streaming winning the largest piece of the total viewing pie (35%) for the first time in July (Nielsen, The Gauge).

• The NFL’s Thursday Night Football streaming package on Amazon Prime (which Nielsen is measuring in a first-of-its-kind deal) and Major League Soccer’s exclusive streaming deal with AppleTV are evidence of this new streaming-first frontier when it comes to watching live sports. 

• Investing in the correct mix of advertising across broadcast, streaming, social and influencer marketing is critical in reaching a brand’s target audience. 

The post Streaming Sports: The New Frontier appeared first on Nielsen.

Media measurement has never been easy. But now, as the world braces for economic turbulence ahead, marketers must double down on budgeting and measurement strategies that perform under pressure and continue to grow both brand & sales sustainably. In this webinar, Nielsen’s VP of Strategic Insights, Imran Hirani unpacks insights from over 150,000 global studies to determine what’s really driving media ROI. 

Watch the webinar to learn:

• How to optimize media budgets
• The key to determining the right channel mix
• How to overcome measurement hurdles

For additional insights, download our 2022 ROI Report.

The post Webinar: 3 budgeting strategies to boost media ROI appeared first on Nielsen.

2021년 10월 08일 – 글로벌 미디어 정보 분석 기업 닐슨미디어코리아(대표 조선국)가 13일 오후 3시 ‘닐슨 글로벌 솔루션을 활용한 디지털 마케팅 퍼포먼스 극대화’를 주제로 디지털 웨비나를 진행한다고 밝혔다.

최근 닐슨미디어가 출시한 디지털 마케팅 캠페인 솔루션들을 소개하는 자리로, 디지털 광고 효과를 통합 측정하는 ‘디지털광고시청률(DAR·Digital Ad Ratings)’과 데이터 기반 인플루언서 마케팅 솔루션 ‘인플루언스 스콥(Influence Scope)’에 대한 활용 방법과 실제 사례를 설명한다. 브랜드 마케터·광고 대행사·미디어 등 디지털 마케팅 캠페인을 집행하거나 계획하고 있다면 누구나 참여할 수 있으며, 디지털 미디어 플랫폼 및 효율적인 캠페인 운영과 효과 측정 등 다양한 인사이트를 얻을 수 있다.

한국 광고 시장은 팬데믹과 미디어 소비 성향 변화로 전통 미디어인 TV와 신문에서 디지털 플랫폼으로 급격히 이동하고 있다. TV 시청률을 비롯한 전통 미디어의 광고 효과 측정과 데이터 분야에서 다양한 경험을 축적해온 닐슨미디어는 디지털 마케팅 영역에서도 데이터 기반 전략 솔루션을 선보이며 역량을 넓혀가고 있다. 전 세계 다양한 기업의 효율적인 디지털 마케팅 캠페인 운영과 퍼포먼스 극대화를 지원해왔으며, 글로벌 시장에서 검증된 전문성을 국내에 도입했다.

디지털광고시청률(DAR)은 PC·스마트폰 디지털 광고 캠페인의 고객에 대한 나이·성별을 포함한 인구 통계를 측정하고 다양한 관점의 디지털 통합광고 성과 지표를 제공해 집행 중인 캠페인을 최적화하고 집행 수익을 극대화하도록 지원한다. 닐슨 인플루언스 스콥은 유튜버·틱톡커·블로거·게이머 등 다양한 인플루언서를 활용하는 마케팅의 효과적인 전략 수립과 집행을 위한 데이터 기반 인플루언서 마케팅 솔루션이다.

전 세계 1억명과 국내 7만 명 인플루언서 데이터를 활용해 기업들이 브랜드 캠페인에 적합한 인플루언서를 선정하고, 신뢰할만한 데이터를 기반으로 성과를 측정해 체계적이고 비용 효율적인 마케팅을 운영할 수 있도록 한다. 이날 웨비나에서는 해외에서 활용했던 글로벌 브랜드의 활용사례들도 선보일 예정이다.

닐슨미디어코리아 조선국 대표는 “디지털 마케팅 시장이 빠른 속도로 성장하고 있지만, 효과 측정과 검증에 대해서는 표준화돼 있지 않다”며 “한정된 마케팅 예산으로 과학적이고 전략적인 미디어 집행을 원하는 국내 광고주에게 닐슨 미디어는 글로벌 표준을 제시해 디지털 광고 운영의 퍼포먼스를 극대화할 수 있도록 지원하고 있다”고 말했다.

The post 닐슨미디어, ‘디지털 마케팅 퍼포먼스 극대화’ 위한 디지털 웨비나 개최 appeared first on Nielsen.

Watch experts from Nielsen, Facebook, Formula 1 and One Championships for an insightful on-demand discussion focused on Nielsen Sports’ newest report How the World’s Biggest Sports Properties Engaged Fans in 2020 which looks at some of the leading global sports properties, their content distribution through both digital and broadcast, and the strategies fueling growth. 

Learn more about Nielsen Sports solutions here.

The post How The World’s Biggest Sports Properties Engaged Fans in 2020 appeared first on Nielsen.

With expanded measurement capabilities, marketers can see the true scale of the growing streaming ecosystem and measure the impact of new revenue to include branded in-show integrations.

On June 17, eMarketer moderated a Tech-Talk Webinar featuring Nielsen’s Brian Fuhrer, senior vice president, product strategy. He discussed how streaming provides new monetization opportunities for marketers. 

Watch this on-demand webinar and learn:

• The true scale of the growing streaming ecosystem, and what it means for marketers
• The biggest monetization opportunities for content creators and brands in streaming  
• Who’s watching which platforms, and where advertisers can reach unique audiences 

For additional information visit our Streaming Video Ratings solutions page.

The post eMarketer Tech Talk: Streaming Demystified—A Marketer’s View appeared first on Nielsen.

Watch experts from Nielsen and our guest Forrester for an insightful on-demand discussion focused on:

• The latest trends around ad spend and media consumption and the impacts of COVID-19 on the industry
• How brands can take an agile approach, supported by data, to create effective marketing plans today
• Next steps to plan for the uncertain future to drive your business forward

For help with your ad spend and media planning, learn more about Nielsen’s Ad Intel, Clear Decisions and Media Impact solutions.

The post Back to the Drawing Board: Media Planning Through Uncertainty appeared first on Nielsen.

This on-demand webinar discusses:  

• Practical applications in developing branded content;
• Best practices for publishers, gathered from Nielsen research and content testing; and
• Tagless measurement solutions for various ad formats—compliant with IDFA privacy updates.

Learn how to incorporate branded content into your own marketing plans and measure success. 

Learn how we can help you understand the impact of your branded content.

The post Not Your Traditional Ads: Proving the Impact of Branded Content appeared first on Nielsen.

Join CPG and Retail industry experts from Nielsen, Quotient and our guest Forrester Research for a lively and insightful on-demand discussion focused on:

• How COVID-19, social unrest and the economic downturn have accelerated consumer’s demand for digitally driven and authentic brand experiences;
• What it takes to build marketing strategies that are resilient to change and effectively boost sales both online and offline; and
• Why brands and retailers must partner in new ways to meet consumers needs today and beyond.

The post Thriving Through Disruption Panel: A New Playbook for CPG & Retail Advertisers appeared first on Nielsen.

Watch the on-demand webinar to gain insight into:

• Streaming Landscape Overview: Understand what the streaming landscape looks like outside of Netflix, Hulu, Amazon and Disney+
• Nation-wide Viewership Trends: Gain insight into what streaming platforms different viewers across the country are gravitating towards
• Takeaways to Adapt for Success: Unlock the ability to engage audiences across advertising-supported video on demand with these key tips 

For more about the evolving streaming landscape, download our Beyond SVOD report.

The post Beyond SVOD: Capitalizing on the Growth of Ad-Supported Streaming appeared first on Nielsen.

However, times of great distress can also spark innovation and ingenuity. As a media owner, programmer, brand or marketer, how can you better understand these shifting habits in order to capitalize and reach your consumers, both today and tomorrow?

Watch the on-demand webinar to explore findings from the August 2020 edition of Nielsen’s Total Audience Report: Special Work From Home Edition.

The post Understanding the Total Audience: Insights, Trends, and The Path Forward Amidst COVID-19 appeared first on Nielsen.