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Nielsen Why You Want to Work at this Digital Transformation Organization

Nielsen Transforming an Old School Ratings Company into a Digital Superstar - Why You Want to Work at Nielsen

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…

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ComScore study suggests nearly half of online display ads are unviewed

Pro­fes­sion­als hold­ing media jobs in the inter­net adver­tis­ing indus­try were a lit­tle flum­moxed last year when Com­Score pub­lished research show­ing that almost a third of online dis­play ads (31 per cent) nev­er got viewed. But the job­bing busi­ness devel­op­ment man­ag­er may need to reach for the aspirins again fol­low­ing new­er research by the company’s Val­i­dat­ed Cam­paigns Essen­tials (VCE) ser­vice, which sug­gests that the fig­ure is actu­al­ly more like 46 per cent. A busi­ness devel­op­ment manager’s headache? VCE clients include 22 of the top 25 adver­tis­ers in the U.S., amongst them Kel­logg Co. and Proc­tor & Gam­ble. ComScore’s Chair­man, Gian Ful­go­ni believes that the new fig­ure has been depressed by a change in the ser­vice: it’s broad­ened its data track­ing to include “low­er tier” sites as well as the usu­al blue-chip adver­tis­ers and pre­mi­um pub­lish­ers. At the low­er end of the spec­trum, he says, in-view rates drop to well below 50 per cent. As any busi­ness devel­op­ment man­ag­er or search engine mar­ket­ing spe­cial­ist can tell you, viewa­bil­i­ty counts. Aaron Fet­ters, direc­tor of Kellogg’s Insights and Ana­lyt­ics Solu­tions Cen­ter, told Ad Age that when ad viewa­bil­i­ty improved by 40 per cent, online adver­tis­ing sales improved by 75 per cent. Cur­ing the headache…

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Study shows CPG advertisers trebled mobile spend in 2012

It is no secret amongst those hold­ing media jobs in the mobile adver­tis­ing indus­try that con­sumer pack­aged good mar­keters have been slow to adopt the chan­nel; how­ev­er, new research by Mil­len­ni­al Media and com­Score sug­gests that this assump­tion is yesterday’s news. Things are chang­ing fast: CPG adver­tis­ers more than tre­bled their mobile spend in 2012. Emerg­ing trends among CPG mar­keters If you are look­ing for media jobs in mobile adver­tis­ing, it is as well to get wise to the dimen­sions of this new devel­op­ment. Mobile is being tak­en up by CPG at a faster rate than any oth­er lead­ing cat­e­go­ry. Amongst indus­try ver­ti­cals, con­sumer goods ranked at num­ber six, with spend­ing soar­ing by 235%. CPG adver­tis­ers are also much more like­ly to have aware­ness as a goal in their mobile cam­paigns – 46% of them had this goal, the study shows, as com­pared with just 14% of mobile adver­tis­ers in gen­er­al. This is dri­ving them to use video – their pre­ferred aware­­ness-build­ing medi­um – very heav­i­ly. The study indi­cates that CPG adver­tis­ers are twice as like­ly to use mobile video as adver­tis­ers over­all. This is cre­at­ing a phe­nom­e­non in itself. The growth of inter­est amongst CPG adver­tis­ers in dig­i­tal video…

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The Streaming Video Arbitrage of Online Video

The Streaming Video Arbitrage of Online Video

Would Carl Icahn would be buy­ing up all the Stream­ing Video if it were a com­pa­ny?  178 mil­lion Amer­i­cans watched 33 bil­lion online con­tent videos in Feb­ru­ary, while the num­ber of video ad views reached 9.9 bil­lion, accord­ing to Com­Score Video Metrix. The race is on between paid and free TV…wait what year is this? How­ev­er while the ad views are explod­ing the adver­tis­ing rev­enue per view is drop­ping.  Then why have US media com­pa­nies start­ed to look to online video for future prof­its? It’s called sub­scrip­tion video on demand. Net­flix and Ama­zon have recent­ly pur­chased the rights to stream top shows includ­ing the CBS hit The Good Wife and The Killing. Accord­ing to San­ford C. Bern­stein SVOD has become a $1.5 bil­lion dol­lar busi­ness for the six largest media com­pa­nies and is expect­ed to con­tin­ue grow­ing to $4 bil­lion per year over the next few years.  SVOD rev­enues rep­re­sent 1% of aggre­gate rev­enue and, due to its gross mar­gins of 85%, 5% of those same com­pa­nies aggre­gate oper­at­ing income. EMar­keter esti­mates adver­tis­ing spend­ing on online video in 2013 will exceed $4 bil­lion dol­lars, up 41% from 2012.   Will adver­tis­ing or sub­scrip­tions become the win­ner? Its cable pay TV…

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Small Business Mobile Ad Spend Set to Increase in Battle for Retail Dollar


72% of small to medi­um-sized busi­ness­es (SMBs) will increase or main­tain their spend on mobile phones adver­tis­ing over the next 12 months and those busi­ness­es plan­ning to grow their mobile adver­tis­ing bud­gets look set to increase them by as much as 30% in the next year. Almost $2.5 bil­lion was spent on mobile adver­tis­ing in the US this year – over one third of the glob­al total. This now puts the US well ahead of Japan, pre­vi­ous­ly the biggest mar­ket for mobile adver­tis­ing. Accord­ing to eMar­keter, the US spend sits at $2.4 bil­lion for 2012, up an incred­i­ble $1.17 bil­lion on the 2011 fig­ure, and the com­pa­ny pre­dicts those num­bers are set to reach dou­ble fig­ures by 2014. With such phe­nom­e­nal growth, small to mid­size busi­ness­es look set to put more of their mar­ket­ing bud­gets on mobile as the bat­tle for the retail dol­lar hots up. This means any­one think­ing of enter­ing the SMB are­na would be wise to bring some mobile adver­tis­ing know-how to the table, and any­one hop­ing to work for an ad agency might do well to look at those com­pa­nies with a mobile spe­cial­ism. Research com­mis­sioned by Pon­ti­f­lex and con­duct­ed by Bor­rell Asso­ciates has shown that as the war between the SMBs gets seri­ous, spend on mobile ads looks set to sky­rock­et as organ­i­sa­tions in the sec­tor pre­pare to go head to…

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