Mumbai In a changing world of advertising with multiple touch points and a lot of overlapping, companies that study consumer behavior when it comes to advertising: David Kenny, president and chief executive of Nielsen, who works in audience insights, data also needs to be more agile. and the analytics space and audience measurement across TV, digital, radio and other media. During his first visit to India after the pandemic, Kenny said that India is not only a priority market for the company but also a test market where it can create models that can work in different countries. With connected TVs, the measurement paradigm will become even more precise, Kenny said in an interview. Edited excerpts:
Would you agree that a lot of money spent on advertising is actually being wasted globally?
That’s why measurement is needed. We aim to power a better media future for all people, and it’s not just better advertising currency. This is because media plays such an important role in education, in connecting society and in building common values. So, we think it’s important that we have a baseline measurement of who saw the messages and how often they see them, all the way down to the program level so[marketers]can create programming that consumers respond to and trusts.
The entire global media system, news and information, sports, entertainment and advertising, are all based on the principles of trust. So, we have a huge responsibility to have a very high standard to make sure that there is no bias in our data and that all people are represented in the numbers.
The entire consumer journey now has multiple touch points unlike earlier when it was only traditional media – TV and print. Is there a lot of waste due to overlapping ads?
We have to measure (mediums) to make sure that ultimately, we measure at the level of people in general. So, part of what we’re doing with Nielsen is measuring the reach of impressions and the frequency of impressions regardless of where they came from, because we need to know if we’ve reached the right number of people. Not too much, not too little. And then how many people do we like this person. And we don’t care if it was on a broadcast signal or a cable signal or a connected TV signal… we just got to that person.
And does it serve the advertiser better?
Undoubted. But it also serves the consumer well. It’s not a good consumer experience if you have too many repetitions of the same message. As a consumer, you want your privacy to be understood without giving up, and I think that’s one of the things we do exceptionally well.
So what is the correct frequency of the message?
You have to test your method in that. This varies by category. To be honest, there’s no right answer, but I would say that one of the big challenges with digital (advertising) without measuring is that if you’re just measuring impressions, we all know there’s a lot of frequency ( his) and it’s almost a negative brand impression. Because if you think you’re being victimized by a brand because of seeing the same ad over and over again, that’s a challenge. Therefore, I would say the right frequency is when the consumer finds the message valuable, not annoying.
Is This A Marketer’s Biggest Challenge?
Frequency capping is indeed a significant challenge. I think marketers, the smart marketers that we’re working with, are very focused on building and maintaining trust. And trust is all about the right message at the right place. Because if it happens too often, it looks like you’re stalking, and that makes people nervous. Therefore, it is important to get this right.
How important is connected TV in the Indian context given its limited reach?
Connected TV is going to be very important. We have already seen an increase in consumption, and also TV players connected here have started talking to us to start measurement. I guess it’s just a matter of time; We should be adding measurement on Connected TVs soon.
How important is India as a market in terms of advertising potential?
It’s still a very strong advertising market, although it’s growing. I think you have such a large and diverse population economically, geographically and ethnically that there is work to be done to reach it well, but it is worth it to explore. I am excited about the growth of local Indian brands as I do not think that just building the market on global brands will make it strong enough.
I see great products being manufactured here and great innovation being done locally, which is fantastic. Yes, there has been some slowdown with the global tech companies that were the big employers here, and while it’s tough in the short term, I actually think it’s good because it means more people will work for local Indian companies and I think strong advertising, marketing, consumer based economy requires a combination of local and global brands. And it’s certainly a really exciting time.
Many good policies have been put in place to encourage innovation in India. There is such talent here. To do that work in conjunction with local and global companies. I think it’s going to be really cool.
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