Cross-media measurement continued to dominate industry chatter in Cannes – but are we one step closer to solving the measurement puzzle? Nielsen’s Deirdre Thomas gives us the lowdown.
The advertising industry has been gunning for better attribution and cross-media measurement solutions. With consumers now moving fluidly across devices, platforms and media, it’s been a long time coming for measurement to catch up – but that change is hard.
“It’s not just the measurement and the metrics that have to change – it’s everything from the way companies are organized to the way tools are built, processes are run, and cultures,” says Deirdre Thomas, chief product officer at Nielsen.
The way that the ecosystem has developed historically has created silos where digital may be in one place, television in another, and social in another place. But if marketers want to enable cross platform measurement, all those things must come together.
“That’s really what marketers want – to reach their audience fluidly across all the places they consume media, and the dollars have to flow that way,” says Thomas. “So really, to bring the measurement that way, all the other pieces have to change as well, and it’s a really hard journey.”
To help marketers piece measurement together, Thomas offers two pieces of advice: “Build for what you want to get and organize for what you want to achieve. Organizing teams, processes and buys in a way that actually reflects cross-platform is really going to help push us there.”
The next is a bit more tactical: enable the identification of the digital and linear pieces of a campaign. “That notion does not necessarily exist and it’s certainly not scaled or identical across the ecosystem,” explains Thomas. “As an industry, we need to lean in and make it possible to understand the campaign in a cross-media way so that we’re not trying to piece things together. We need to have an identifier of some form to enable that scale.”
So where does measurement go next? Nielsen announced a tie up with EDO in Cannes to integrate its Nielsen One audience measurement data with EDO’s outcomes measurement, which will enable mutual clients, starting with Disney, Warner Bros Discovery and Mediahub, to better plan and measure the impact of campaigns.
“It’s really the next chapter for Nielsen where we want our measurement to flow out into the ecosystem to underpin all kinds of innovation and measurement, and really create interoperability for the ecosystem,” explains Thomas.