Category: Contributors

The pace of change in media has been rapid over the past decade or so, and the COVID-19 pandemic has only accelerated the industry’s evolution. Yet amid a fast-changing world, one constant remains: the pressure on marketers to drive positive return on investment. According to the Nielsen Annual Marketing Report: Era of Adaptation, the ability to adapt and change is critical to success for brands. As marketing and advertising begin to rebound, brands need to be smart about their strategies and tactics in order to reach audiences whose habits and preferences have shifted. 

How can marketers adjust their strategies and tactics to thrive in this new world? During Nielsen’s Cannes LIONS Live 2021 virtual experience, Lana Busignani, EVP, International Lead, Outcomes, Nielsen, discusses the findings from the Nielsen report including how marketers from brands of all sizes can adapt their marketing strategies moving forward. 

In this session, Lana explores how marketers are navigating this new world and answers questions such as: 

• Do marketers lack confidence to react nimbly to the market?
• Are marketers looking to increase investment in media and measurement?
• Is measurement a universal challenge for marketers?
• Is CTV still uncharted territory for marketers?

Watch our on-demand recording of this session for more insights into adapting your marketing and advertising to today’s new media world.  

If you’re sitting in front of the TV screen these days, there’s a good chance that when you pick up your remote, or use a voice command, you’re choosing what you want to watch on a streaming service. According to The Gauge, Nielsen’s new monthly total TV and streaming snapshot, streaming usage across all television homes in the U.S. has climbed to 26% of all time spent on TV. That’s actually one percentage point more than the share of time Americans spend watching broadcast television. 

But who spends the most time streaming? What are people streaming? And how are they accessing what they’re streaming? As part of Nielsen’s Cannes LIONS Live 2021 virtual experience, Brian Fuhrer, SVP, Product Strategy, Nielsen, unpacks how this medium has evolved using new and expanded technology from Nielsen’s Streaming Video Ratings and data from Nielsen’s National TV Panel. 

In the session, Brian explores several areas of streaming including:

• What makes up the streaming landscape and its key categories, from streaming video on demand (SVOD) to advertising video on demand (AVOD) and more?
• Who is watching streaming platforms by age, gender, race and ethnicity?
• What are the key success factors of streaming, including audience drivers and metrics? 

Watch our on-demand recording of this session for more insights into the world of streaming.