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ADVERTISING MEASUREMENT

Nielsen announces move to impressions-based buying and selling

By our News Team | 2021

Global research giant Nielsen has revealed plans to launch an industry-wide Impressions-First Initiative next year.

Research company Nielsen’s industry-wide move from ratings to impressions will kick off in January 2022. The company will default its local reporting settings to impressions in its software systems (Arianna, NLTV, eVip). It will lead with impressions in all of its external communications.

Advertising measurement

Photo by Austen Distell at Unsplash

However, ratings will remain available to end-users for planning purposes.

Definition: Impressions are when an advertisement or any other form of digital media renders on a user’s screen. Impressions are not action-based and are merely defined by a user potentially seeing the advertisement, making CPM (cost-per-thousand impressions) campaigns ideal for businesses intent on spreading brand awareness.

The push towards an impressions-based currency will deliver a more complete, precise and representative audience measurement, Nielsen says. It has the added benefit of enabling cross-platform audience measurement.

Impressions in digital marketing

Digital marketing has made impression tracking significantly more quantitative than offline advertising. For example, a billboard owner has no concrete way of estimating the number of impressions his platform grants advertisers. Impression-based online campaigns, on the other hand, can measure impressions concretely.

David Kenny, CEO of Nielsen, stated in a media release: “Nielsen is committed to measuring all audiences and the complete video consumption across the local marketplace. Impressions are the great equaliser across all screens, programmes, listeners and viewers. 

“Nielsen’s move to prioritise reporting impressions will help standardise the way it measures ads and content. This in turn enables greater comparability across national, local and digital. It is in line with Nielsen’s initiative to drive comparable metrics which are foundational to Nielsen ONE.”

Source: Nielsen and Marketing Edge, Nigeria

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.