Nielsen & AOL Partnership Makes Strides in Measurement - VideoInk
 
 

Nielsen & AOL Partnership Makes Strides in Measurement

/ Apr 30, 2013

VIS_Nielsen

Whether you read our Newfronts opener or not, you know that a primary issue dragging the industry down is the lack of standardized measurement and transparency across the business. It comes as a refreshing surprise, then, that today Nielsen, in partnership with AOL, announced that significant efforts would go towards remedying the problem at hand.

Looking at the current TV system: Nielsen wraps up TV numbers with a nice shiny bow so that media buyers can buy against it, go home at night and be able to sleep at ease knowing they can “justify” billions of dollars in media buys to their bosses.

From the vantage point of a business like Nielsen, then, it’s in their best interest and that of the TV companies, especially, to preserve a system that, like it or not, may not be the best measurement of success and accurate viewing.

And that’s before you factor in social media, technology and “engagement” for online video.

Nielsen’s new push with broadcast and cable networks, including NBC, Fox, ABC, Univision, Discovery and A+E, and online platforms like AOL is a grandiose effort to shift the digital space to a GRP model.

In an interview following the Newfronts, Nielsen’s SVP of Strategic Partnerships John Burbank noted that “if you make an arbitrary choice [on measurement]” it won’t necessarily work, which is why the data company is “trying to get as granular as possible so the market can do what it does and sort these issues out.”

Ultimately, it’s not up to the Comscore’s and Nielsen’s of the world. “It’s really the market that has to decide and we’re doing our best to make the measurement as robust and as fair for everybody sot he buyer and the seller have to agree to transact on the data,” Burbank added.

The company still has to sort through a few key issues however. For instance how does social media and influence play into the overall rating? And when will companies adapt to a single metric that everyone is comfortable sharing publicly?

No doubt Nielsen’s deal with Twitter in late 2012 will help guide these decisions but at the end of the day, Nielsen is simply working to “make the data really good and to make it useful so that the ecosystem start to transact on it.”

 

 

 

Tags:


Screen Shot 2014-08-27 at 11.40.32 AM

‘Better Homes and Gardens’ Debuts on Portico TV

brian_felsen_01

YouTube Music Monetizer AdRev Names New President

amazon transparent

Amazon to Debut ‘Transparent’ in September

Vimeo

Vimeo Bolsters Library with Slate of New Distribution Partners

CampTakoa

Grace Helbig, Hannah Hart to Host 2014 Streamy Awards

NewsToKnow

Wednesday 8.27: News to Know

diamondminecart_maker

Maker Studios Signs Minecraft Guru The Diamond Minecart

CRWN

WatchLoud and Shady Films Dust Off ‘CRWN’ for More...

NETFLIX, INC. BOJACK HORSEMAN

Netflix Is Ready for More ‘BoJack Horseman’

PGA_Tour_Rewind

PGA Tour Ads Wealth of Content to YouTube Channel, For a Fee

Vine_stars

Vine Stars Cameron Dallas and Nash Grier Sign Deal with Gander.tv

MCN

MCNs — Why Do They Matter?

Screen Shot 2014-08-26 at 12.03.02 PM

Toronto Buffer Festival to Kick Off with Industry Day

Ice Bucket Challenge

7 Things You Didn’t Know About ALS Ice Bucket Challenge on...

netflix shomi

Canadian Cable Giants Unwrap Netflix Rival

viewability

Evolve Media Partners with Viewability Audit Firm Moat

totalslaughter

Now on Vimeo, a Rap-Battle Special from Eminem and Electus Digital

international digital emmys

Netflix Shut Out on Emmys Night

YoutubePlaybookBrands

3 Types of Video Ads Brands Should Explore on YouTube

Oculus_Rift

The Oculus Rift Is Coming to Hollywood

DestinationBeauty

StyleHaul Teams Up with L’Oreal to Recreate Emmys Looks

Amazon

It’s Official, Amazon Buys Twitch for Nearly $1B

AmazonBox

Amazon Picks Up Five New Kids Pilots

martial arts

New Iron Dragon VOD Channel to Fill Digital Martial Arts Niche

soulpancake

Rainn Wilson’s SoulPancake Pivots to Cable TV

NewsToKnow

Monday 8.25: News to Know

Top5Baseball

Top 5 Emerging Baseball Channels on YouTube

Watsky

YouTube Rapper Watsky Keeps Entertainment Real

BeautyCon2014

Scene + Heard: BeautyCon Los Angeles 2014

mary_meeker

Mary Meeker Highlights Emerging Internet Trends

Watsky

How Rapper Watsky’s Major YouTube Video Went Too Viral

ToughSeason2

Lenovo, The Onion, and DigitasLBi Huddle-Up for Season Two of...

nicki minaj

Nicki Minaj’s ‘Anaconda’ Breaks One-Day Record...

NewsToKnow

Friday 8.22: News to Know

Hollyshorts

HollyShorts Announces 2014 Short-Film Winners, Fêtes Felicia Day

ATV

AwesomenessTV Goes to TV (Again) with New Roku App

Snapchat_Alist

Snapchat May Introduce Ads and Videos