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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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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…

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