For marketers today, building brand awareness is a top goal, but many fall short when it comes to measuring its impact. And if you’re only measuring half your funnel, you’re likely under-funding channels that are more effective for brand-building. In fact, channels rarely perform well on both sales and brand outcomes—Nielsen Marketing Mix Models find…
Navigating change isn’t easy, yet change remains front and center for marketers seeking the best strategies and channels to engage with consumers. Agility has never been more important, and adaptability remains a top attribute for marketers as channels broaden and the lines between our linear and digital worlds converge. To establish and maintain meaningful relationships…
Nielsen Power Chat with Munson Steed, Chief Executive Officer of Steed Media Group The role of Black-owned media has continued to evolve in the nearly 200 years since Freedom’s Journal–the first Black owned and operated newspaper in the U.S.–went to print. Today, the need for trusted voices to herald the issues, trends and triumphs of…
Nielsen Power Chat with Tony Coles, Division President, iHeartMedia & Founder, Black Information Network Black History Month is frequently the time when brands step up their efforts to connect with Black consumers. And with the advertising industry’s commitments to spend with Black-owned media, new opportunities to expand programming have emerged for Black-owned radio, which reaches…
Informing the media experience for diverse audiences In the most recent TV season, Black talent was above parity—but for Black audiences, parity is not enough. In the era of personalization, so are the nuances. 2020 Census data shows an 89% increase of people who identified as “Black in combination with another race,” and that 16%…
As the media industry looks to be more inclusive of Black storytellers and grow their brand awareness with Black audiences, a deeper understanding of the community is increasingly critical. Charlene Polite Corley, Nielsen’s VP, Diverse Insights & Partnerships, and Ashante James, VP Account Director for Citibank at Publicis NY, took the virtual stage at IAB…
A medida que los mercados comienzan a adaptarse a los cambios provocados por la pandemia en el ámbito de los medios de comunicación, nunca había resultado tan crítico saber navegar a través de las diferentes audiencias. Aún quedan muchas incógnitas sobre el futuro de los medios, pero hay una cosa que las audiencias han dejado…
随着市场开始适应疫情对整个媒体行业造成的破坏，对受众的引导变得前所未有的重要。 关于媒体的未来存在诸多未知，但是关于受众，有一件事很明确： 了解受众比以往任何时候都更重要。 我们聚集了来自全球各地的顶级行业专家和尼尔森领导团队，探讨如何驾驭当今和未来的全球媒体格局。 观看下方视频，了解更多有关信息： 世界各地的媒体消费和受众行为如何演变 跨媒体货币将如何演变以满足行业需求 需要关注的关键数字营销趋势 广告主打算把钱花在哪些领域 请输入您的电子邮箱地址，观看英文视频。
The growth of social influencers is only set to continue. And now, with the ability to link social influencers’ activities directly to consumer spending habits, brands are beginning to rethink how they spend their marketing budget to reach specific audiences. At TikTok’s recent The Stage event, Steven Lindsay, Executive Director, Head of Digital Measurement Asia…
As the world looks toward a post-pandemic future, the demand for growth sharpens and the necessity for balanced marketing strategies increases. Nielsen’s EVP of Marketing Analytics Tina Wilson and American Family Insurance’s VP of Marketing Sherina Smith took the Brandweek stage to discuss the benefits that both short- and long-term initiatives deliver along the path…
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