Integrated Measurement and the Pathway to Internet Profitability | Nielsen Wire

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Integrated Measurement and the Pathway to Internet Profitability
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December 1, 2009 One Comment


Jon Gibs, Vice President, Media Analytics, The Nielsen Company

SUMMARY: In the world of media, a new world order is forming. One where the Internet medium has matured from emerging and experimental to established and effective. The pathway to profitability for marketers will be determined by the ability to integrate mobile, TV and Internet traffic and advertising data into a holistic, effective, multi-strand fabric that blankets the consumer in a traceable, measurable way.

A common set of measurement solutions is the only sensible approach…
The Internet has moved from the “experimental” or “emerging media” categories to a mainstream media outlet. Online video portals like YouTube and Hulu transform the user interface. Facebook reshapes the contours of social media, helping friends connect and communicate. Apple rocked the commercial music world when it rolled out the iPod player.

The artificial media divide created by proprietary measurement tools is slowly going by the wayside as well, as providers realize that advertisers are right: media is media is media, and a common set of measurement solutions is the only sensible approach to align spending with effectiveness and allocate brand dollars.

Three screen view
Media is dominated by the power of three, as in the Big 3 screens: TV, Internet and mobile. The driver behind their continued growth is video. During Q2 2009, the mobile video audience increased 70%, time spent online expanded 46% over the prior year, and traditional TV consumption is at a seasonal all-time high of 141 hours per month.



It seem the more video feeds that are available, the greater the public appetite for video. Rather than replace a ...

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