Nielsen recently acquired Informate Mobile Intelligence to enhance its measurement portfolio in the mobile space. In conversation with BrandWagon’s Ankita Rai, Prashant Singh of Nielsen talks about the challenges of digital measurement and the need to measure audiences as to where, when and how people consume content. Excerpts:
Content consumption across multiple platforms is the norm today and, therefore, a holistic measurement platform is the need of the hour. But is the industry ready for something like this? How do you see digital measurement panning out in times to come?
Media fragmentation is a reality. All the key stakeholders in the industry are now acknowledging this, and are increasingly looking for holistic measurement of content and advertising consumption across devices. While currently all the solutions which exist in the market cater to specific media, over the next year or two, we will see some of the best-in-class solutions come together to offer a total view of the audience. In the US, Nielsen has already launched Total Audience Ratings, which offers a complete view of content and advertising exposed to audiences across screens such as TV, desktop, mobile, OTT etc. We will be launching it in more markets this year. As far as digital measurement is concerned, there have been three major challenges: we have focussed a lot more on measuring impressions than audience; second, most of the measurements were post analysis; and third, digital metrics could not be compared with TV.
Nielsen recently launched Digital Ad Ratings in India to address all of these challenges and so far, we have received a very positive response. For branding campaigns, agencies are extensively using Digital Ad Ratings. All this powered by big data, rather than relying only on a traditional panel-based solution. In the future, we see the job of measurement transform from collecting data to connecting data.
In November 2015, Nielsen launched its digital advertising measurement solution. In an age where these campaigns go viral within seconds, what is the effectiveness of such measurements?
Nielsen has a ‘3R framework’ to measure RoI for advertising — reach, resonance and reaction. Digital Ad Ratings is our reach measurement solution, which measures and reports the age and gender of consumers getting exposed to a client’s campaign. This data is available overnight on a dashboard and hence, it empowers advertisers, agencies and publishers to monitor performance of a campaign and make course corrections. Having optimised the campaign using Digital Ad Ratings to ensure that all advertising impressions are reaching the intended audience, we use digital ad effectiveness, which is our resonance solution to measure effectiveness of a client’s campaign. It is important to differentiate ‘going viral’ from ‘campaign effectiveness’. Far too many times, we find a viral video being a great entertainer, yet doing nothing for the brand in the short or long term. Effectiveness has to be measured as ‘fulfilling brand objectives’ rather than just going viral and missing on brand objectives completely.
How do you see the revamped IRS shaping up this year?
The IRS is back on track after all the stakeholders came together and agreed on the changes needed to measure print in today’s world. The Media Research Users Council team will hold industry meetings to inform various stakeholders on the status of the study, the changes etc.
When it comes to non-metro consumers, what would you say are the unique insights which are underleveraged both in terms of a) their consumption of digital media, and b) their shopper behaviour?
Based on both media and product consumption, we can see segments of non-metro consumers aspire for similar things as their metro counterparts. Digital media and e-commerce have provided these offerings right in their palms via their smart devices. Across all types of markets, and all classes of consumers, it has always been important to ensure ‘measurement of all and activation of one’. In a digital world of tomorrow, that activation of one will become simpler with choices and offerings being customised for each consumer.
How is Nielsen’s digital advertising measurement system, Digital Ad Ratings, different from the other existing metric systems for digital platforms? Have you customised it for India?
Digital Ad Ratings is currently live in 17 markets and during the course of this year Nielsen will launch it in eight more markets. The key differentiator is our partnership with big data providers like Facebook, which enables us to measure and assign demographics for a majority of the impressions, thus reducing errors significantly. Most of the current solutions are panel-based, which have limitations like limited coverage, profile bias and delay in reporting frequency. Digital Ad Ratings offers overnight reporting, which enables our clients to optimise their campaign in-flight and in the process reduce wastage and save money.
The correction and calibration factors have been designed using a ‘source of truth’ survey. This survey captures all India specific nuances when it comes to media consumption on digital.
Nielsen recently bought Mumbai-based mobile usage measurer Informate Mobile Intelligence. With smartphone adoption growing and mobile screen cutting into TV primetime, how will the new acquisition aid in better tracking of usage data on mobile screens?
Through the acquisition of Informate, Nielsen will be able to enhance its measurement portfolio in the mobile space in India as well as key markets across Europe, Asia-Pacific, Latin America and Africa. The acquisition’s primary objective is to enable ‘total audience measurement’ — measuring audiences as to where, when and how people consume content.
The measurement solution that Informate Mobile Intelligence adopts, allows for the capture of accurate, in-depth usage data on mobile screens, including tablets and smartphones for both iOS and Android through opt-in smartphone panels. Its proprietary app acts as ‘on-device meter’ that helps us understand how consumers engage with their smartphone and the diverse content that’s consumed by different sets of demographics. The integration of Informate with Nielsen will enable us to calibrate and sharpen the profile of mobile audiences — a critical component for estimating the total smartphone viewing audience in any market. Advertisers, agencies and publishers will now be able to measure and fine-tune the reach of their smartphone consumers, allowing them to make better marketing and media decisions.