Nielsen Totals It Up at ARF

Nielsen Sponsors Advertising Research Foundation’s Audience Measurement 2015 Conference

This year, we sponsored the Advertising Research Foundation’s (ARF’s) Audience Measurement 2015 conference: “Measuring Up: Translating Talk into Action.” At the conference, we reinforced our commitment to measurement and innovative solutions in a rapidly evolving media landscape.

On Monday, June 15, Andrew Feigenson moderated the Nielsen Spotlight Session panel, “Totaling It Up: The Future of Total Audience Measurement.” Panelists shared their perspectives on Total Audience. Topics of discussion included the importance of cross-industry collaboration; the need for consistent measurement but also flexibility in monetization (i.e., the ability to translate metrics into monetary value); and how fundamental integrating standard metrics into analytics systems is for a company’s progress.

On Tuesday, June 16, Steve Hasker joined a panel called, “Shifting the Paradigm: Cross-Platform Measurement,” and answered questions from an audience of over 400 attendees that included our clients, leading marketing and research companies and advertising agencies. During the conversation, Steve Hasker called Total Audience measurement a top priority for Nielsen, and he provided clients with solutions for marketing effectiveness (i.e., getting the best return on their marketing investment). He also talked about the power of Nielsen data when combined with that of our clients—clarifying that our goal is ultimately to “build those captive metrics [into] a single currency.”

In addition to the main stage discussions, Leslie Wood, Chief Research Officer, Nielsen Catalina Solutions, presented her winning paper, “Precision Marketing Playbook: What Segments and Strategies Drive the Most Sales?” The comprehensive study presented a new approach to audience segmentation that allows brands to identify the most relevant audiences for any marketing objective. Also, Innerscope thought leader Carl Marci, Founder, Chairman and Chief Science Officer, joined the speaker line-up and spoke about using neuroscience to measure the impact of content across platforms.

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