Why the latest in a long line of Nielsen vs. networks fights could be different this time
你好,欢迎回到内幕广告,你r weekly look at the biggest stories and trends affecting Madison Avenue and beyond. I'm Lara O'Reilly, Insider's media and
- The TV networks are fighting Nielsen. Again.
- Friction at DDB over data
- Dreamlines CEO on the return of cruising
Less-lie NielsenFor as long as most people currently working in the advertising industry can remember,
Tensions between the TV industry have reached a boiling point once again. Let's get you caught up:
- May:The Media Rating Council saidNielsen undercounted TV viewersby somewhere between 2%-6% in February 2021,
- July:The Video Advertising Bureau called for Nielsen's MRC accreditation - a key industry stamp of approval -to be axed
- August 3:Discovery CEO David Zaslav called for the TV industry to leave Nielsen "in the dust."
- August 12:Nielsen asks for the MRC topause its accreditation.
So could the latest standoff between the networks and Nielsen be any different from the many tussles we've seen in the past? Perhaps.
“至少有一个材料数量的诡辩的ated enough advertisers that can actually ingest the real data" from digital and cable viewing figures as opposed to using a system extrapolated from sampling, according to Richard Kramer, senior analyst at Arete Research.
"We have long wondered when the industry would move from panels to real data, with the main limitation being the unwillingness of walled gardens to share log-level data for measurement." For its part, Nielsen is promising ashiny new cross-platform ratings systemby - wait for it - fall 2024.
In a (very long!) statement, Nielsen Cheif Data and Research Officer Mainak Mazumdar said the decision to go on an MRC hiatus allows the company to focus on building a deduplicated cross-platform measurement system and that a break is "the best way to evolve measurement in a manner that will benefit the entire industry as tech and audiences evolve."
- If not Nielsen, then who?Insider spoke to TV experts who listed the six companies best-positioned to take Nielsen's ratings crown.
The digital revolution will be ... complained about
最新的例子:在里面r's Lindsay Rittenhouse reported thatDDB Worldwide's new push into data and precision marketing has caused internal friction- and some staffers at the storied Omnicom agency are headed to the exits because of it.
"Plus ça change," as a linen-suited ad exec might say on a Cannes panel. I was reminded of thisyarn about Publicis a few years ago, when it proposed a newalgorithm called Marcelto help assemble teams from its entire global workforce to work on projects.
- Struggling to fill talent gaps at your agency?Here are 5 tips for agencies trying to hire right now.
Can't stop, won't stop
As the pandemic clearly indicated, when times are tough, margin-conscious companies can betempted to pull the plug completely on their advertising. While that can be necessary on a temporary basis, it's not a good idea to go ad-free for more than a year, according to a newstudyfrom the Ehrenberg-Bass Institute for Marketing Science.
The study, which tracked the media spend and volume sales of 70 consumer goods brands in Australia, found that sales declined for most brands that stopped advertising, and that the drop was steepest for smaller brands.
The 90-second slot
In this semiregular corner of the
This week, I spoke with Ottokar Rosenberger, CEO of online cruise-line holiday travel agent
How did you alter your marketing in 2020?
In travel, let's be honest, it's been a terrible year. Cruise lines stopped operations at the end of March and started again only two or three months ago. We had to be extremely focused on preserving our cash. In marketing, we obviously cut acquisition activities and focused a lot on the customers we had to serve.
We had a wave of rebookings to deal with, cancellations to deal with. [We focused on] communicating with our customers, in the first phase, to deal with that, which has been challenging. And in the second phase, more starting to tell them that, 'In the future there will be cruises' and to create a sense of anticipation that this pandemic will be over at one point.
How have you switched your marketing mix now?
Right now on all the digital marketing channels we are testing what messaging works. We learned some really great things so far. Customers are very happy going back on the ship and are actually very eager to travel, so there's a lot of [pent up] demand.
Pre-pandemic we were probably much more focused on testing and learning what works. Now it's much more communication around health and financially how we can support our customers.
What has been the biggest surprise since transitioning from CMO to CEO?
I transitioned right at the beginning of the pandemic, so the playbook went out of the window on day one -it's been a massive learning curve. The biggest shift has been having to absolutely focus on keeping the company together throughout this crisis. I had a big lesson in crisis-management and focusing on the day-to-day. Now, I'm pleasantly surprised that marketing plays a very big role for our company in generating the demand that we need.
JOIN US ON SEPTEMBER 16: Insider senior reporter Lauren Johnson is hosting a webinar about the future of ecommerce advertising, featuring panelists from Cure Hydration, Jungle Scout, Tinuiti, and Bobsled Marketing. -Sign up here
Gen-Z's hankering for '90s nostalgia has helped fuel a sales resurgence at Gap and analysts are bullish on the clothing retailer's recovery. Gap credits at least some of that rebound to its marketing, where it has recently been leaning into TikTok and producing more inclusive advertising -Insider
Facebook released a "widely viewed content report," which it says will detail the most viewed news feed posts in the US each quarter. But it's left many people scratching their heads about its veracity, including former Facebook VP Brian Boland -Medium
InfoSum, the data tech company led by former AT&T and GroupM exec Brian Lesser, raised a $65 million Series B funding round -WSJ
Some individuals have pocketed an absolute fortune in the recent run of adtech IPOs -Insider
Ciao for now. See you next Thursday - Lara