Chris Louie

Insights from an interview with USA Swimming’s long-time high-performance consultant Russell Mark about what it takes to coax ever-better performances from the best swimmers in the world

I shared Nielsen’s definition of and vision for people analytics, including how it would work, the change required, and the value it would bring to Nielsen (and could to any other organization)

At Nielsen's U.S. Consumer 360 conference, we asked a panel of media industry experts to look ahead even further and answer the question: "What do you predict will change by 2020, and what will companies need to do to continue to thrive in that environment?"

TV viewing apps are blooming across the digital space, spawning "the appification of TV." Here, we identify six key ramifications of this rapidly evolving trend.

My post was included in LinkedIn's official "Most Memorable Posts of 2014" (see page 19)

"Since opening up our publishing platform in February, we’ve been blown away by the amazing posts our members have shared every single day. On a weekly basis, LinkedIn members are publishing an average of 40,000 posts - that’s a tremendous amount of insight, perspective and leadership to learn from. We’re celebrating the incredible stories, thought-provoking debates, and eye-opening advice shared so… Show more

My post was included in LinkedIn's official "Most Memorable Posts of 2014" (see page 19)

"Since opening up our publishing platform in February, we’ve been blown away by the amazing posts our members have shared every single day. On a weekly basis, LinkedIn members are publishing an average of 40,000 posts - that’s a tremendous amount of insight, perspective and leadership to learn from. We’re celebrating the incredible stories, thought-provoking debates, and eye-opening advice shared so far through a compilation of 2014’s most memorable posts. Show less

Simply importing traditional measurement processes into programmatic buying will not succeed. What is needed is measurement that fits the workflow of this new process.

Independent third party audience measurement is as crucial for campaigns driven by programmatic buying as it is for the traditional kind

Today, traditional TV still accounts for the lion’s share of video viewing, and will likely continue to do so for a good while, but online and mobile are where the growth is—30 percent growth in hours watched per month from fourth-quarter 2012 to fourth-quarter 2013.

Not surprisingly, advertisers believe the integration of campaigns across multiple screens is important and will become even more so, but the effectiveness of these campaigns in maximizing results has been mixed. Our… Show more

Today, traditional TV still accounts for the lion’s share of video viewing, and will likely continue to do so for a good while, but online and mobile are where the growth is—30 percent growth in hours watched per month from fourth-quarter 2012 to fourth-quarter 2013.

Not surprisingly, advertisers believe the integration of campaigns across multiple screens is important and will become even more so, but the effectiveness of these campaigns in maximizing results has been mixed. Our analysis of 45 campaigns measured by Nielsen Cross-Platform Campaign Ratings found that the vast majority of advertisers’ “integrated” TV and online campaigns did not achieve better results than if the TV and online advertising had been planned separately.

This is a real missed opportunity. Nielsen research shows that marketers can generate an average of 8 percent greater reach, or reinforce key messaging across screens with significantly higher frequency, without spending more money or altering their mix of spend. When managed together, TV and digital hold the potential to drive real impact for advertisers.

This issue of What’s Next explores TV and online reach and the keys to successfully creating and implementing an integrated media campaign. Show less

ANA and Nielsen conducted the Integrated Multi-Screen Campaign survey online during July and August of 2013 among a total respondent sample of 274 people. This sample comprised 119 client-side marketers drawn from the ANA membership, as well as 80 media sellers and 75 agencies drawn from a proprietary Nielsen database. The respondents have an average of 17 years of experience in the industry.

The survey findings are featured in the white paper “Optimizing Integrated Multi-Screen… Show more

ANA and Nielsen conducted the Integrated Multi-Screen Campaign survey online during July and August of 2013 among a total respondent sample of 274 people. This sample comprised 119 client-side marketers drawn from the ANA membership, as well as 80 media sellers and 75 agencies drawn from a proprietary Nielsen database. The respondents have an average of 17 years of experience in the industry.

The survey findings are featured in the white paper “Optimizing Integrated Multi-Screen Campaigns” which is available from Nielsen and ANA. Show less