FACING FACTS
Theresa Pepe- as only she can do- points out the elephant in the room and shares thoughts on what the industry should be thinking to truly build towards tomorrow. She points out what key players might want to do. And she puts historical context around this moment in time.
These results point to the fact that people seem to be looking for the next big thing. Whether it’s because of the state of the economy or the state of the corporation, in general, people are going to be very mindful with how they spend that money. If you are a vendor you have to come out with the ‘shiny penny.’ You have to make sure that you have something that no one else has and that you’re able to provide insights that we haven’t seen before- original. Everybody needs to absorb the fact that Nielsen is not going to go away and that’s it. My personal opinion is that our community does need to accept that fact and move on. The bottom line is that the publisher should not be driving this conversation. It should be the agencies. The agencies need to say ‘this is what we want, this is what we need and this is what we’re
“The bottom line is that the publisher should not be driving this conversation. It should be the agencies They are the only ones that can solve this because they represent the money.” willing to do to change what we’re getting.’ The agencies are the only ones that can solve this because they represent the money. No matter what the future state of our industry turns out to be, the future state includes Nielsen. From a back office perspective, no agency or publisher is able to handle these third party data sets at this time on a mass scale. The third party data processors right now do not have full US reach. The third party data sets have limitations in what they make available. Nielsen, while it’s not ideal, has for the most part been very forthcoming in their methodology and the math behind how they gather that data. We’re not seeing the same thing with those third party data set providers. And again from a back office perspective, agencies are not coming to us saying, hey, let’s use television. Hey, let’s use a particular solution. Those aren’t the conversations.
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