Nielsen Report: The Data Driven Future of Television Advertising
Posted on Mar 11, 2014
It's nice to see Nielsen catch up. In a new report, Nielsen writes, "Virtually all video advertising, including television, will soon be directly measurable in near real-time. This will be coupled with the ability to cross-reference viewing data with online activity and recent purchases."
I predicted this, referencing Nielsen, back in 2006.
In an article on telephone company entrance into the television market, published in the International Engineering Consortium's Annual Review back then, I wrote, "Nielsen Media Research, the granddaddy of television audience research information, which is used to price advertising and make programming decisions, has been slow, at least publicly, to jump on IPTV viewer measurement, tracking, and reporting.
"It seems there was nobody at the Nielsen booth at the National Cable and Telecommunications Association (NCTA) trade show in San Francisco, California, this past spring capable of ‘speaking IPTV.’ They may be forgiven for this as they have been battered recently by many camps for, among other things, under-representing certain ethnic markets in their measurements. So development of these tools will likely have to come from the IPTV vendors themselves. And, interestingly, the scalability of such systems, derived as they are from Web-server technology, may provide the means of overcoming the obstacles faced by Nielsen by continually tracking viewer behavior based on a virtually 100-percent sample size and storing massive amounts of data for post-processing, analysis, and reporting to advertisers. IPTV carriers have an opportunity to get a leg up with advertisers over their competition by using behavior tracking and metric reporting that exceeds the capability of conventional television and goes far beyond simple legacy demographic models."
It always feels good to have predictions proven accurate.