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  • How to build a resilient marketing strategy and make the case to keep your budget

    During times of economic unease, there can be a knee-jerk reaction to tighten the belt and slash the budgets—especially in the marketing and advertising departments. However, there’s also a long and storied track record of how risky this approach is. Deprioritizing marketing erodes brand share and relevance and can make it that much harder to…

  • In the search for growth, what’s a media seller to do?

    The importance of brand awareness and new customer acquisition elevated this year among the marketers surveyed for Nielsen’s 2022 Annual Marketing Report, but there isn’t a marketer on the planet who’s not laser focused on growing their return on investment (ROI). For media sellers, increasing competition—both within specific channels and in adjacent channels—has never been…

  • Win the streaming wars with bingeable content

    The TV industry is big business. It always has been. But how we define “TV” is very much an evolving story, simply because viewership and engagement is no longer directly tied to a predefined schedule or static set of channel options. And while people still spend more than twice the amount of time with traditional…

  • In-flight optimization is the key to improving ad delivery

    With third-party cookies disappearing, it is more important than ever to make sure that your ads are reaching the intended target audience. In addition to utilizing cookieless delivery, it is more important than ever to be able to accurately measure ad performance to confirm you’re matching ads with the right audience. Nielsen recently conducted an analysis…

  • Timidity is limiting your ROI

    From a budgeting perspective, global marketers planned to increase their spending across all channels as 2022 got underway, with significant emphasis on select digital channels like social media, video and display ads. As always, marketers will be tasked to prove the validity of the billions they will put forth to boost their brands and acquire…

  • Beyond my avatar: Gaming in the LGBTQ+ Community

    When I first started playing video games, it was all about escape: escaping the pressures of school and society and disappearing into another world where I got to play a character other than myself. As I’ve grown up and become more confident in myself and my identity as a queer man, gaming is no longer…

  • News viewing 55+: the need to know

    Your neighborhood, your city, your country—the need to know what’s going on at any given time is inextricably connected to our survival and even, one could argue, our very humanity. That critical need to be informed has given rise to a myriad of ways in which information, specifically, what is generically called “the news,” can…

  • The business case for marketing balance

    In late May, the U.S. military airlifted 70,000 pounds of baby formula from Europe to the U.S. to help with the national shortage.  It was another troubling development in what has become a national supply-chain crisis that’s still affecting everything from cars to semiconductors to lumber. And that’s a problem for marketers focused on lower-funnel…

  • Living up to a brand promise

    It’s no secret that brands have shifted their efforts to create personalized messages and offerings to earn consumers’ attention and wallets. However, personalization tactics alone won’t be enough to foster more meaningful, long-term relationships with their customers. According to Nielsen’s fifth Annual Marketing Report, which surveyed marketers from around the world, 36% of consumers are…

  • Nielsen Streaming Content Ratings special report: Stranger Things and Obi-Wan Kenobi

    In what was arguably the most anticipated weekend ever in streaming, the first seven episodes of Netflix’s Stranger Things Season 4 squared off against the latest release from the Star Wars canon, episodes 1 and 2 of Disney+’s Obi-Wan Kenobi. To better understand the impact of these new streaming releases, we dove into the viewing…