Nielsen has steadily expanded its efforts to tie online and offline together and to build products around digital ad effectiveness. That push has required Nielsen to strike relationships with outside data providers such as Datalogix and Facebook.
As social and mobile become more crucial for advertisers, Nielsen is under more pressure to come up with insights into those areas – and that will take more outside help. However, Nielsen is worried about sacrificing credibility – it has plenty of detractors already, after all – for the sake of saying it has achieved comprehensive solutions covering the marketplace.
At the BrightRoll Video Summit, BrightRoll CEO Tod Sacerdoti and Steve Hasker, president global product leadership for Nielsen, discussed audience measurement and ad effectiveness, especially for mobile and social. Hasker began by acknowledging – and ultimately defending Nielsen against – the online ad industry's issues with gross ratings points. GRPs are the Nielsen standard metrics for TV viewing and the basis for its two main digital measurement products, Online Campaign Ratings (OCR) and Cross-Platform Campaign Ratings (XCR).
"OCR and XCR are really GRPs," Hasker said. "We're not here to tell anyone that the world should stop at categorizing consumers according to age and gender. But that's the language of the major marketers."