Driving a More Comparable and Comprehensive Metric Across Platforms
Kim Gilberti — SVP, Product Management, Nielsen
The top challenges to cross-platform measurement are the lack of standard measurement and the need for audience deduplication. Kim Gilberti, SVP, Product Management, Nielsen, discussed the company’s cross-platform solution in which advertisers and publishers will be able to transact using a single metric across linear and digital, Nielsen ONE. Marketers will have visibility into total video consumption regardless of platform or device. According to Kim, Nielsen ONE represents the Holy Grail of ad measurement, enabling comparable measurement across all platforms and deduplication of audiences.
- COVID accelerated the shift from traditional TV to streaming. Streaming was at 25% of streaming capable homes in 2020 but is currently at 31%. Additionally, 154 billion minutes were spent streaming video content over one week in July 2021.The ad spending increase on CTV reflects the increase in streaming. 210 million U.S. subscription OTT video viewers are projected by 2024.
- Nielsen ONE can enable resilient measurement by providing complete coverage and bringing true comparability across platforms. It strives for an apple-to-apple comparison. This is a journey, an evolution, with completion expected late 2022. Nielsen ONE will impact addressable TV, CTV, streaming content, comparable metrics, and privacy. Additionally, the product portfolio is simplified, and the portfolio is not bound by platform or ad load.
- Big data is integrated via Nielsen’s calibrated panels. The panel-trained measurement graph links millions of people. Big data integration partnerships include DIRECTV, DISH, VIZIO, Roku.
- Privacy is a challenge that needs to be resolved. There will be reduced reliance on cookies. For publishers, there will be a single endpoint, and for advertisers, identity sync will be enabled. Unified ID will allow for interoperability.
Panel Discussion: What’s Next for Cross-Platform Measurement?
Ameneh Atai — GM, Digital and Advance TV Commercial, Nielsen
Louqman Parampath — VP of Product Management, Advertising, Roku
Peter Sedlarcik — Managing Partner, Data & Analytics | HMG Health Practice, Havas Media Group
Moderator: Paul Donato — Chief Research Officer, ARF
Paul Donato (ARF) moderated a discussion about the future of cross-platform measurement with Ameneh Atai (Nielsen), Louqman Parampath (Roku), and Peter Sedlarcik (Havas Media Group). They agreed that cross-platform measurement is complex and faces multiple challenges. New platforms for content and advertising are being continually developed, so measurement systems must be flexible and dynamic. Identity resolution is core to resolving cross-platform measurement challenges. Additionally, all panelists stressed that ensuring consumer privacy is critical. The value exchange by content providers and advertisers needs to be clear to consumers, and opt-in boundaries need to be respected. Below are edited highlights from the conversation.
- The panelists agreed that cross-platform measurement includes linear TV, addressable television, AVOD, digital video and apps, as well as additional platforms.
- Cross platform is complex because measurement is necessary anywhere and everywhere audiences view contents and ads. This includes advances in audio. (Ameneh)
- Cross media includes anywhere brand messages connect with consumers. Also included are in-store and other media. It is essential to build measurement systems that can rapidly adapt to media changes. (Peter)
- It is a journey during which data points and additional platforms will have to be added (Louqman).
- Flow charts are not dead, but they will need to be dynamic and optimized throughout the campaign. As a result, cross-channel measurement becomes even more important. (Peter)
- Paul asked the panel about the Media Rating Council’s (MRC) cross-platform standards and for their thoughts about linear time duration weighting (LTDW).
- Transparency is important. LTDW has not been top-of-mind for advertisers in their discussions with Roku. (Louqman)
- MRC standards provide guidelines, good reference points, and minimum standards, but there is controversy over LTDW. It depends on the advertiser’s objectives and the brand’s goals. KPIs need to be customized. (Peter)
- Nielsen will include MRC standards in its products. The goals of the advertiser’s campaigns are the deciding factor. (Ameneh)
- Industry issues include the low consumer opt-in rate and the delay in the depreciation of third-party cookies until 2023. (Paul).
- Walled gardens, privacy protocols, and measuring incremental reach by platform and by audience are extremely important, but challenging, in a cross-platform measurement environment. (Ameneh).
- Identity resolution, especially with added platforms, is core to resolving cross-platform measurement challenges (Louqman).
- The future of content involves delivery through logged-in platforms. The future will be largely consumer opt-in for content and ads. (Peter)
- De-duplication approaches were discussed, including algorithmic models (Paul).
- The industry needs to figure out the role of machine learning (Ameneh).
- Data sets are imperfect; however, machine learning is part of model building (Louqman). Peter agreed.
- Probabilistic is still important. The industry should be encouraged to stop living in black and white absolutes (Peter).