Nielsen has launched its Innovation Lab, a program to spur ideas and advancements in advertising effectiveness, and it’s looking for help from all. While Stanford Graduate School of Business is the first collaborator, Nielsen wants input from the industry, said Scott McKinley, Executive Vice President, Advertising Effectiveness, Nielsen.
“We will absolutely be working with all the parties at the table, particularly networks” he said. “While we’ve enjoyed decades of relatively stable, trusted measures for reach in television, [it] could be improved by figuring out outcome metrics for television so that an advertiser can understand how a television buy impacts sales. Television, let’s face it, is absolutely the biggest allocation of dollars today and as the measurement improves for digital there is pressure on TV to come up to par with where digital is going.”
The Lab’s main project is “solving the question of cross media advertising effectiveness,” according to McKinley. Other areas of import include studying advertising effectiveness for mobile.