Sony Pixel Power calrec Sony

Nielsen Leaders Share What's Coming Next for Advertising-from Cannes Lions

24/07/2019

Once a year, the leaders from advertising agencies, global consumer brands, digital platforms and others across the media ecosystem gather in the south of France for the Cannes Lions International Festival of Creativity. Through panel discussions and interviews, the different media players explore what's keeping marketers up at night, and what's being done about it.

During this year's festival, Megan Clarken, Chief Commercial Officer, Nielsen Global Media, emphasized the importance of data and diversity. Additionally, she and other Nielsen executives were vocal throughout the week on where they think the advertising industry is heading, with key themes emerging around the expanding definition of TV, making addressable TV possible and the power of big data.

THE CONVERGENCE OF TV & DIGITAL ADVERTISING The rise of digital video and the fragmentation of the media industry have left brands looking for consistent metrics and measurement of advertising across both digital and linear video. As a result, independent third-party measurement is becoming increasingly crucial to understand the effectiveness of advertising campaigns.

Digital Players & Platforms Want To Compete with TV

Megan Clarken, Chief Commercial Officer, Nielsen Global Media: What we actually see happening is that the digital-first players and the digital platforms for premium video have decided that all of the data that they have is just confusing the advertiser. So they want to compete against TV, and so they're moving across to be able to compare to TV.

Expanding Streaming Video On-Demand (SVOD) Content Ratings Across Platforms

Megan Clarken: Everyday [the clients of SVOD players] want to know whether or not they're getting what they paid for or what they're being paid in terms of their content, and they want it to be done by a third-party independent player.

MAKING ADDRESSABLE ADVERTISING POSSIBLE While digital players are looking for measurement that makes them more comparable to TV, traditional TV entities are increasingly interested in the personalization digital presents. Therefore, addressable advertising-reaching individual households with customized TV ads similar to those in the digital space-has become top of mind for many marketers. Not surprisingly, measurement will play a key role for advertisers in this space globally.

Addressability Is Finally Here

Vikram Somaya, Chief Data Officer, Nielsen: I think there are finally real ways for programmers to bring addressability to television. A lot of the issues had been, certainly from the sell side, 'How did this actually work with measurement on which everything was transacted?'

Nielsen Prepping Platform For Addressable TV, Ad Decisioning

Kelly Abcarian, General Manager, Advanced Video Advertising, Nielsen: First and foremost, measurement is the bedrock of what Nielsen provides to the marketplace and what we'll continue to do. We're really focused on how we unlock addressable in a way that brings standardization across all those impressions.

Nielsen O'Grady Plans New UK Addressable Offering

Matt O'Grady, International Commercial Leader, Nielsen Global Media: Nielsen is investing greatly in addressable. Addressable TV shows great promise. TV is going to be sold with addressable, over the top and data-driven linear TV. And we have solutions that we're planning to roll out for all of them globally.

HARNESSING THE POWER OF BIG DATA Digital has created more data than ever before, but not all data is the same. The quality of the data is incredibly important. For brands and advertisers eager to leverage new technology like machine learning and artificial intelligence, good data is necessary to create valuable insights.

How Panels Improve Big Data

Dave Hohman, EVP & Managing Director, Demand-side Media, Nielsen: Panels at Nielsen are being used, and I think will continue to be used as a sort of a source of truth. When you're looking at big data sets, they can have a lot of noise or bias in them, whether intentional or not.

Machine Learning Speeds Up Action

Linda Dupree, CEO, Nielsen Catalina Solutions: We've been working on machine learning and artificial intelligence for the last five years, with a lot of testing and rigor. And in the next few months, we're adding machine learning to our targeting products, as well as to our measurement products.
LINK: http://sites.nielsen.com/newscenter/nielsen-leaders-share-whats-coming...
See more stories from arbitron

Most recent headlines

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

04/08/2026

Dalet Announces Commercial Availability of Dalia, Bringing Media-Aware Agentic AI to Enterprise Productions

Dalet, a leading technology and service provider for media-rich organizations, t...

04/07/2026

Detective Conan: Fallen Angel of the Highway Opens in Dolby Cinemas Across Japan, Presented in Dolby Atmos and Dolby ...

April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...

01/06/2026

Dolby Sets the New Standard for Premium Entertainment at CES 2026

January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026 Throughout the week, Dolby brings to life the latest innovatio...

02/05/2026

Dalet Flex LTS Delivers Smarter Search, Faster Editing, and an AI-Ready Foundation for Modern Media

Dalet, a leading technology and service provider for media-rich organizations, t...

01/05/2026

NAB Hires FCC Staffer Ben Arden as SVP, Deputy General Counsel

Share Copy link Facebook X Linkedin Bluesky Email...

01/05/2026

ARRI Introduces Compact New cforce MAX Lens Motor

Share Copy link Facebook X Linkedin Bluesky Email...

01/05/2026

CPI Media Deploys QuickLink StudioCall

Share Copy link Facebook X Linkedin Bluesky Email...

01/05/2026

FCC Proposes to Amend Audible Crawl Rule to Preserve Accessibility

Share Copy link Facebook X Linkedin Bluesky Email...

01/05/2026

Republican AGs Join Nexstar/Tegna Antitrust Suit

Share Copy link Facebook X Linkedin Bluesky Email...

01/05/2026

Dan Johnson Elevates Precision Editing With NUGEN Audio D...

LONDON, APRIL 30, 2026 The Post Republic London's Re-recording Mixer and Dialogue Editor Dan Johnson has built a reputation for clean, emotionally resonan...

01/05/2026

Adobe Unveils Powerful New Innovations in Photoshop & Lightroom

Adobe Unveils Powerful New Innovations in Photoshop & Lightroom Deepa Subramaniam April 30, 2026 0 Comments Your most tedious creative tasks just got ea...

01/05/2026

Berklee Partners with Santander US to Establish Global Opportunity Fund

Berklee Partners with Santander US to Establish Global Opportunity Fund The $400,000 grant offers students access to experiential learning opportunities withi...

01/05/2026

Student Spotlight: Keziah Thomas

Student Spotlight: Keziah Thomas The Indian composer, who was named the 2026 student commencement speaker for Berklee College of Music, talks about how shes p...

01/05/2026

NBCUniversal's Peacock to Be First Streamer to Integrate Dolby's Full Suite of Premium Picture and Sound Innovations

January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...

30/04/2026

PWHL Reports Record Growth in Third Regular Season as Playoffs Begin April 30

The Professional Women's Hockey League (PWHL) concluded its third regular season on Saturday, reporting growth across attendance, viewership, digital engage...

30/04/2026

NBC Sports Launches National Sunday MLB Coverage Beginning May 3

NBC Sports will air national MLB coverage on Sundays beginning May 3, with MLB Sunday Leadoff on Peacock and NBCSN at 12:30 p.m. ET, followed by the debut of th...

30/04/2026

Clear-Com Appoints Brian Grahn and Ben Turnwell to New Roles

Clear-Com has appointed Brian Grahn as Market Outreach Manager of the Americas and Ben Turnwell as Business Development Manager for EMEA live. Grahn joined Cle...

30/04/2026

ARRI Introduces cforce MAX Lens Motor for Hi-5 Lens Control System

ARRI has introduced the cforce MAX, a new lens motor for the Hi-5 lens control system. The cforce MAX is twice as fast as the cforce plus motor it replaces whil...

30/04/2026

Knuerr, Voxtronic, and IHSE to Present Integrated Control Room Solution at Airspace World

Knuerr, Voxtronic, and IHSE will jointly present an integrated control room solu...

30/04/2026

The CW Network and ESPN to Stream CW Sports Live Events on ESPN App

The CW Network and ESPN have announced an agreement to make the ESPN App the exclusive streaming home for all CW Sports live events. CW Sports will continue to ...

30/04/2026

Sennheiser Spectera Deployed on Ed Sheerans The Loop Global Stadium Tour

Ed Sheeran's The Loop' tour launched in Auckland in January 2026 before moving on to Australia, with South America and the United States to follow late...

30/04/2026

Audinate Launches Dante Preset Creator for Offline Network Configuration

Audinate has announced Dante Preset Creator, a free online tool for configuring Dante network settings before hardware is available on site. Presets created in ...

30/04/2026

Yahoo Sports Appoints Jarrod Schwarz as General Manager

Yahoo Sports has announced the appointment of Jarrod Schwarz as General Manager of Yahoo Sports. Schwarz will oversee product, design, and technology; revenue a...

30/04/2026

Nielsen: U.S. Viewers Spent 79.8 Billion Minutes Watching Soccer in 2025

Nielsen has released a new report, Get Ready with Media Intelligence: 2026 FIFA World Cup Edition, examining U.S. soccer viewership trends, fan engagement, and ...

30/04/2026

USA Lacrosse Names SportsEngine Preferred Youth Sports Management Platform Partner

USA Lacrosse and SportsEngine have announced an expanded partnership, naming Spo...

30/04/2026

Telos Alliance To Appear at MPTS 2026 Across Multiple Partner Booths

Telos Alliance will participate in the 2026 Media Production and Technology Show (MPTS), taking place May 13-14 at Olympia London. Rather than exhibiting from a...

30/04/2026

DAZN Bolsters U.S. Ambitions With ViewLift Acquisition, Targets Evolving Regional Sports Landscape

The global streamer buys the U.S. DTC platform solutions provider for a reported...

30/04/2026

Tigo Sports Upgrades Video Infrastructure with Ateme Technology

Tigo Sports, Paraguay's leading sports broadcaster, has upgraded its video infrastructure with Ateme solutions for live encoding, multiplexing, and signal c...

30/04/2026

World Rugby and IMG Announce Long-Term Media Rights Partnership

World Rugby and IMG have announced a long-term media rights partnership focused on growing rugby in the United States ahead of the Men's and Women's Rug...

30/04/2026

NWSL & Overtime Re-Up Gen-Z Focused Content Partnership

For the second year in a row, Overtime and the National Women's Soccer League (NWSL) are teaming up through a renewed content partnership to bring fans even...

30/04/2026

ESPN Executive Vice President David Roberts Set To Retire

The 22-year ESPN vet's responsibilities will reportedly be taken over by SVP Mike Foss...

30/04/2026

SVG GameDay, Ep. 13: Anaheim Ducks' Scott Fausneaucht - Skating with the Ducks of Orange County

In-venue and creative video staffers at the professional and collegiate level ha...

30/04/2026

Prime Video Announces Multiyear Agreement with Duke Mens Basketball

Amazon and Duke University have announced a multiyear agreement for Prime Video to present exclusive coverage of three Duke Blue Devils men's basketball neu...

30/04/2026

Ratings Roundup: NBA Playoffs Return to NBC Sports up 38%; UFL Viewership up Midway Through Regular Season

Ratings Roundup is a rundown of recent rating news and is derived from press rel...

30/04/2026

Introducing Verified by Spotify, a Signal of Authenticity and Trust for the Artists Behind the Music

Music is evolving, and so are the ways you discover and connect with artists. In...

30/04/2026

First-Ever Stockholm Music Week Celebrates the Industry's Present and Future

Between April 22-29, the first inaugural Stockholm Music Week brought together thought leaders and partners across industries including music, tech, government,...

30/04/2026

API launch the Vision+ console

Iconic large-format console upgraded API's iconic Vision console has just been treated to an overhaul that aims to meet the demands of today's profe...

30/04/2026

Lewitt introduce the LCT 440 Pure stereo pair

Comes complete with miking accessories The LCT 440 Pure has proven to be a popular member of Lewitt's mic line-up, offering impressive technical perform...

30/04/2026

SynthFest UK 2026 Announced

24 October 2026 at The Octagon, Sheffield Now in its eighth year, SynthFest UK is the largest event of its kind in the UK, bringing together the top keyboar...

30/04/2026

SBS & NITV LEAD NATIONAL RECONCILIATION WEEK 2026 WITH LANDMARK GULPILIL DOCUMENTARY

SBS & NITV LEAD NATIONAL RECONCILIATION WEEK 2026 WITH LANDMARK GULPILIL DOCUMEN...

30/04/2026

Rohde & Schwarz equips new Terminal 3 at Frankfurt Airport with security scanners

Rohde & Schwarz equips new Terminal 3 at Frankfurt Airport with security scanner...

30/04/2026

Jennifer Ehle and Alex Hassell join the cast of ITV's propulsive lunar thriller First Woman

Jennifer Ehle (Contagion, Zero Dark Thirty) and Alex Hassell (Rivals, Wasteman, ...

30/04/2026

L3Harris Technologies Reports Strong First Quarter 2026 Results

MELBOURNE, Fla., April 30, 2026 - L3Harris Technologies (NYSE: LHX) reports first quarter 2026 results. Highlights Orders of $7.8 billion; book-to-bill of 1....

30/04/2026

Golf Craft Interview: A1s Florian Brown and James Deason

Behind the Broadcast: The Sound of Elite Golf Golf is gaining popularity; the 2025 Ryder Cup achieved record-breaking viewing figures in the UK specifically, wi...

30/04/2026

CPI Media Leverages QuickLink StudioCall for Integrating...

STA VENERA, MALTA, APRIL 29, 2026 CPI Media, a voluntary organization within the Missionary Society of St Paul (MSSP) and a leading media house dedicated to p...

30/04/2026

Hitomi Broadcast Presents UK Debut of MatchBox Panorama a...

New software platform delivers comprehensive timing measurement across production workflows...

30/04/2026

Cutting edge British innovation leads at BroadcastAsia 20...

Once again, the UK Pavilion in Hall 5 of BroadcastAsia 2026 will feature the latest and best in technology specifically developed and tailored for modern media ...