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| Nielsen Methodologies |
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| Dave Osborn |
| SVP, Product Leadership |
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Panel and Server Measurement:
Welcome to the Best of Both Worlds
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| Recently, there’s been a fair amount of buzz about supposedly new and revolutionary ways to measure audiences online. Recently a press release from a competitor promised that their new "hybrid" methodology |
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| (panel + census) will provide "a comprehensive accounting of the complete digital media universe." We’ve always believed that using panel and census data―the best of both worlds―is a great way to measure the Web, especially in the increasingly layered, three-screen world. In fact, we were the first to commercialize the hybrid approach in markets around the globe and in the U.S. in 2007 with our VideoCensus product. |
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| To learn how VideoCensus provided a new measurement standard, click here. |
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| Experience and Integrity in Research Have Never Been More Important |
| New forms of audience measurement need to be created openly and transparently with the industry. Nielsen’s hybrid systems have been built in conjunction with local industry bodies and the market itself. We worked tirelessly to educate the U.S. market in advance of our VideoCensus launch in 2007, and it is the reason why we are pursuing Media Ratings Council (MRC) accreditation for our new system to be launched later this year. |
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| Server data is complex and its analysis is complicated, to say the least. Any company that specializes in server data has a deep appreciation of this fact. Analyzing this data is a skill set that can’t be obtained overnight. Our decade of experience with server measurement in the market is essential in making a hybrid methodology work. |
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| Next month, we’ll formally launch RDD//Online methodology―our new approach to panel measurement that will deliver the most reliable portrait of Web audiences to advertisers and publishers to date. This isn’t because of the sheer size of the panel―it’s because of the quality. The panel will provide an incredibly stable foundation for audience measurement. |
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| Like the foundation of a home, the panel component of a hybrid measurement system is vital, as is the ability to understand and reconcile results with server data. With a solid foundation, you can live in a home for years. Start with a shaky foundation, and the home isn’t worth the monthly mortgage payment. |
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| Know your foundation. Build your business on responsible research. |
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Webinar: June 26
The Path to Listening-Centered Marketing:
"Listening" vs "Asking"
The art and science of turning "listening" to a competitive
brand advantage
| CGM and social media provide a trove of timely, naturally-occurring consumer expression that brand marketers and agencies can mine to understand consumer attitudes, lifestyles and needs. Today’s social media world has spurred a shift from the time-honored method of market research―surveys and response generation―to active, continuous "listening" via monitoring CGM and word-of-mouth. How can companies today leverage the best of both approaches?
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In a joint project with The Procter and Gamble Company, Nielsen set out to understand how insights gleaned from online "listening" compare to traditional survey-based findings ("asking"), and how marketers can turn this information into actionable insights. This Webinar takes a compelling look at the results of this research and ways marketers can use "listening" and "asking" techniques to maximize their understanding of the marketplace and consumer, including:
- Determining which feedback methods provide the most complete and accurate insights
- Understanding why "listening" and "asking" can provoke different responses in consumer feedback, and when to use each
- How marketers can apply their listening findings in order to create more relevant, targeted and actionable survey questions
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Date: Friday, June 26, 2009
Time: 2:00 p.m., EDT / 1:00 p.m, Central / 11:00 a.m., PDT
 Question? E-mail us
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ARF Audience Measurement 4.0
Nielsen will present insights, analysis and case studies on a range of key industry topics at the upcoming ARF Audience Measurement 4.0 conference. Nielsen topics include: |
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- Keynote Forecast 2015 (John Burbank, Nielsen Online CEO)
- Hybrid Measurement: Innovation in Panel and Census Integration
- Video Measurement
- A New Accountability: Holding Targeters to their Targets
- 20/20 Advertising: Targeting the Mind of Your Consumer
- The China Case: Overcoming Challenges in Launching Audience Measurement Systems Internationally
- International Measurement Success Stories
- Fusing the Consumer to Cross Media (Featuring first insights from Nielsen's fusion of TV, Internet and Mobile measurement)
- Three-Screen & Measurement Perspectives
- Mobile Media Measurement
- Set Top Box Initiatives
- Digital Measurement Issues and Solutions
- Ethnography Meets the Digital Age
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| See the full program here |
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New Enhancements for Media Planning: More Sites,
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| U.S. NetView RDD//Online Methodology |
| The official "stated data" launch of the new NetView methodology is a month away. The new methodology―RDD//Online―combines Random Digital Dial (RDD) area-probability sampling and online-recruited panelists in its sample. Clients will immediately see a number of key benefits including eight times as many reported sites, deeper levels of demographics and Reach/Frequency analysis, and the incorporation of the TV/Internet Convergence Panel, allowing for even better representation of cell-phone only and Hispanic households. |
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| If you are not currently a NetView client, but would like to learn more about the service, please click here to schedule a demo. |
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| If you are a current NetView client and would like to learn more, contact your Account Manager to schedule training. |
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| Coming Soon: New and Improved @Plan and AdRelevance |
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| @Plan |
| @Plan delivers the industry’s most comprehensive profiling of ad-supported Web sites today. The new release will provide more than 4,000 profile points and 19 categories, with a greater depth of reported sites covering 99 categories and sub-categories. Other enhancements include actual metered behavior, thanks to a forthcoming integration with NetView’s RDD//Online panel. The new @Plan interface will enable saved targets, lists and reports, greater control over Boolean queries, and easier navigation. The new release will also include a Mobile @Plan module to enable optimized mobile Internet media planning. |
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| AdRelevance 2.0 Coming Soon |
| AdRelevance’s 2.0 release will include enhanced ad collection technology combining proprietary Cloudprober, crawling, and NetView’s panel ad collection methods. Users will benefit from expanded site and advertiser measurement including local market targeting, standard global advertiser classification and campaign-level reporting. The new release will also include a Mobile AdRelevance add-on module, displaying mobile creative and reporting on impression share for sites, advertisers, industries, and genres. AdRelevance 2.0 will be accessible via a new integrated user interface that will allow greater reporting flexibility and configurable dashboards. |
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| Regular updates on the @Plan and AdRelevance rollout plans and beta data will be shared soon. For more information, contact your Account Manager. |
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| The Auto Industry: Road to Recovery? |
| New vehicle sales have dropped to their lowest levels in over 25 years, but even as consumers continue to buckle down financially, new vehicle comparison shopping remains strong online. Recent Nielsen data suggests that some key sectors of the auto industry may indeed be on a road to recovery. |
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| The Digital Lives of Power Moms |
| This presentation examines where moms are spending their time online and delivers key insights marketers can glean from Power Moms' online content. |
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| Recent Press Releases |
| 06/09/09 |
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Holidays, Movies and Political Figures Keep People
Blogging in May |
| 06/02/09 |
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Time Spent on Facebook up 700 Percent, but MySpace.com Still Tops for Video |
| 05/15/09 |
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Total Searches Increase 4.4 Percent Year-Over-Year |
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in April 2009 |
| 05/14/09 |
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YouTube Maintains Top Ranking by Total Streams and Hulu Grows 490 Percent Year-Over-Year |
| 05/11/09 |
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Topline U.S. Data and Overall Online Video Usage |
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Figures for April 2009 |
| 05/07/09 |
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Where the Moms Are: Shopping, Blogging, Networking |
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and Strategizing Online |
| 05/06/09 |
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"Swine Flu" Tops List of Top Blogged Topics for April 2009 |
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