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The leading television content and audience measurement company made complex changes to its operations.
His “New Branding” was only the beginning of the renovation; inside its offer is different and diverse.
They have established themselves as consultants for media, advertising and content agencies.
The brand Nielsen, in charge of providing television ratings data, not only made an adjustment to her appearance, otherwiseu identity and its very structure, since the use of a more inclusive branding responds to the need to express an evolutionary approach, willing to break down barriers and walk towards the future with a good eye on the new technological resources that society demands.
However, its logo is not the only thing that came to change in Nielsen this last week, inside the modifications were much bigger than the color.
“As part of that decision, the company decided to sell all the part that was dedicated to doing more market research and measurement of sales, retail and consumer companies.
“Now, we are 100 percent in all the part of audience measurement, ratings, media, marketing and advertising effectiveness solutions, and everything that has to do with content management and meta data”,
explains Germán Pérez Duarte, VP of Nielsen for Latam.
Nielsen comprehensive
According to the brand manager, this new business scheme can be explained in the division of its three major verticals: solution in ranking and audience measurement, consulting for marketing and advertising agencies, and meta data management and support plan.
“We are global leaders in the de facto measurement to determine which are the rankings and television audiences in Mexico and in many Latin American countries.
“That is why we are focusing on adapting our measurement solutions so that everything that is media, advertising agencies and advertisers can have a complete view of the content that is being consumed through any segment, channel, platform or service, from a duplicate form ”.
The VP explains that, in this case, the renewal and update is much more comprehensive, since his new system Nielsen One It will help to understand 100 percent what happens with the same individual and all the content they consume regardless of the change of platforms they make. This, in order to have a more precise and functional result for brands.
“Nowadays you as an advertiser have to be understanding what is the consumption of the audience or rankings in different sources, but you cannot analyze it all together because you do not have the way to know if it was that same person who was watching a program of television, the one that entered an Internet page or the one that saw a program in streaming.
“With the tool that we are taking, you will be able to integrate everything in the same measurement and know, in a certain case, what is being seen in different devices”.
However, although an identification system may deliver all that information to a client, the individual’s information is not disclosed, because, says Pérez Duarte, Nielsen takes care, from end to end, of data privacy.
All these modifications seek to provide a broader portfolio of solutions to all entities related to communication and marketing, since the renewal of the company provides new models of content optimization.
An example with which the VP of Nielsen closes is the advertising guideline and the predictive models they offer, which will be able to determine a plan and a strategy, at the sales level, that suits a certain company or brand, depending on the type of customers it attracts. and its acquired potential.
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