We sit down with Caroline Atford, executive director of media in Nielsen New Zealand, to get her thoughts on the changing media environment, how measurement products are working to keep up, metrics as a reflection of device use and how New Zealand sizes up to the rest of the world.
Marketing, advertising & media intelligence
APN Outdoor is joining forces with the New Zealand Olympic Committee (NZOC) as an official partner of the New Zealand Olympic and Commonwealth Games teams through to 2020.
It was over five years ago QMS NZ launched the first local outdoor measurement tool and now, it's delivering its smartest insights yet, with the addition of mobile data to its Datalab products.
Marketers across the industry are demanding better quality data in order to measure the campaigns they're running across channels. In the outdoor industry, however, high quality audience stats are hard to come by. And this is a problem that out-of-home media owners across the industry are trying to solve. We look at some of the recent innovations to hit the market.
ComScore vice president for Australia and New Zealand Lachlan Brahe thinks that ComScore's digital capabilities in terms of ensuring viewability, facilitating brand safety and reducing ad fraud gives the company an edge over research incumbent, Nielsen.
Having already covered all aspects of retargeting from the basic to specialised in the Get with the Program(matic) series, AdRoll's Ben Sharp looks at how marketers can measure their results more effectively.
Listen: Airbnb user design experience manager Jenny Arden on design building trust, design-thinking and designer-founders
How to measure PR is an ongoing debate and this question was at the centre of a big review by the CAANZ Marcomms Leadership Group last year. And while advertising value equivalent (AVE) has been rejected in many other markets as outdated and insufficient, a survey conducted for Hotwire, the global integrated PR and communications agency, has shown that it's still prevalent in Australia and New Zealand. So it's doing its bit to address the issue with the launch of its own meausurement framework.
Nielsen flips the script with new people-centric online measurement system. But where's the IAB endorsement?
After almost two years of consultation and development, Nielsen has launched its new online audience measurement solution, Nielsen Online Ratings, which measures people rather than computers and claims to paint a more accurate picture of the whole online consumer and digital universe. But while the new system has already been endorsed as the official measurement currency by the Australian IAB, that's not the case in New Zealand.
The findings of a nationwide survey into how PR-generated media coverage is measured and whether Advertising Equivalent Values (AVE) was an appropriate method to do so contain no real surprises but the industry-wide debate generated has been invaluable, say the CAANZ Marcomms Leadership Group.
What is it that you would like to achieve with social media? “Oh, umm, it's just a space our company should be in”. Unfortunately, this is an all too common response to the first question I ask. If you don't know what you want to achieve, how would you ever know if your campaign was a success?
Media Monitors, "the market leader in New Zealand and across the Asia Pacific for media monitoring and analysis of media content", can puff its chest out a little further in 2010 after it was recognised as the international measurement company of the year at the Association for Measurement and Evaluation of Communications Awards held in London late last year.