Nielsen Why You Want to Work at this Digital Transformation Organization
Nielsen is one of the reasons billions of dollars are spent on advertising every year. Nielsen is the way advertiser’s determine on which media to spend their money. The media market has changed since Nielsen was founded in 1923 by Arthur C. Nielsen, Sr., who invented an approach to measuring competitive sales results that made the concept of “market share” a practical management tool. Today’s world of advertising is at historic spend levels, but they’re also facing one of the most difficult sea changes ever. In order to more accurately make decisions they need to know what they’ve historically been able to know – who’s watching what, when, and the relation to purchases of the products advertised during said watching. But with the way people view content, and consequently advertising, changing so drastically with multiple screens and time-shifting options, that information is getting harder to pin down. Nielsen deals with Fragmentation and Reliability The answer for many companies such as NBCUniversal is to develop proprietary in-house solutions, but that’s a very incomplete answer. If every company is using proprietary measuring methods, it’s impossible to compare apples to apples. That makes ad buyers nervous, and rightly so. Spending billions of dollars on decisions made…
Online advertising sees big growth in consumer trust, says new Nielsen report
OK, so word of mouth from friends and family still tops the poll as the most trusted form of brand recommendation. But hardworking art directors, copywriters and account managers toiling away in online advertising agencies can justly congratulate one another for their efforts, too. According to Nielsen’s latest “Global Survey of Trust in Advertising” report, consumer trust in online advertising is growing markedly across the planet. The rise of owned content advertising The 2013 study took the views of over 29,000 internet users in 58 countries, seeking attitudes to 19 different forms of earned, owned and paid media. No art director or account manager would be surprised to find that the biggest majority – 84 percent (up 6 percent on last year) – trusted recommendations from family or friends most highly. But 69 percent said they trusted owned content (i.e., the messaging deployed on brand-operated websites), a rise of 9 percent on 2012. If word of mouth and owned content get the gold and silver medals, at 68 percent, customer reviews get the bronze, which saw a 7 percent rise in approval compared to last year. Veteran art directors and account managers, though, may be wondering what happened to paid…
