Nielsen 'One' Service Will Come With Higher Price Tag, Paid Mostly By Existing Clients
- by Joe Mandese @mp_joemandese, December 11, 2020
The ambitious “single currency” audience measurement plan unveiled by Nielsen this week comes with a price tag. And it will be paid mainly by charging higher prices to existing advertiser, agency and media customers, according to Wall Street analysts briefed by the company.
“Nielsen’s revenue growth strategy begins with a …
It is not surprising that this will come with a higher price tag. I think that is not the right way to look at it. Let's start with looking at the value it provides and then we can debate if the price is worth the benefit. The amount of cross platform frequency damage is huge. Not only is it wasteful in terms of media investments but damaging in terms of oversaturation to the point of brand annoyance. Brands want to do better. We lack the tools. We need help. Does this solve everything, no. Is this a big step in the right direction, YES!