Nielsen is once again elevating the role of outputs in its products and services to advertisers, launching what it is dubbing an "Outcomes Marketplace" that will combine Nielsen's proprietary data with those of other marketing and media researchers to offer advertisers and agencies with "a more comprehensive view of an ad's outcome alongside reach and frequency data."

Consumers do not care as much as marketers do about brands and advertising. Asking detailed questions about things not central to people's lives runs the risk of generating mushy data.

Just a week after establishing a beachhead in out-of-home measurement, the IAB is expanding its role yet again - this time to a "unified" media universe. Maybe it's time to change its name - and mission - once again?

Legacy marketers still anchor their brand-marketing in traditional paid advertising. In the current performance-marketing era, the reality is they can't afford to do that anymore.

By taking a fully integrated approach, brands will maximize their retail media investments, driving both short-term sales and long-term brand growth. Retailers are no longer just a place to shop, they are transformative media partners.

Convenience trumps everything. No matter how innovative or cheap a brand may be, if it's not easy to use it will fail. More importantly, convenience is the secret sauce for success. Because convenience rules.

Its just-released "Digital Out-of-Home Measurement Guide" provides a comprehensive grounding for anyone interested in how the medium can and should be measured, both quantitatively, as well as qualitatively.

Outthink, don't outspend. While scenario-based media planning isn't a new concept, increasing volatility is making it more of a competitive necessity.

Marketing struggles when it tries to be a trend-setter. We can sell culture -- and sell it well -- but marketing can rarely if ever can create culture, and certainly not create it out of whole cloth.