At Nielsen’s Consumer 360, Fortune‘s Adam Lashinsky led a conversation with Lauren Zalaznick, Chairman of NBCUniversal Entertainment & Digital Networks and Integrated Media. Accountable for setting the strategic direction for a wide portfolio of NBCU media assets, Zalaznick stated that she sees herself as “a grower,” able to take networks, ideas, etc., to the next
For two days in June, the hot Arizona desert was transformed into an oasis of ideas, innovation, and insights. Here are some highlights from this year’s U.S. Consumer 360:
Marketers can unlock deep value by activating their buyer-based segment, according to executives at Georgia-Pacific and Zenith. Companies are getting a higher return on investment (ROI) on their ad campaigns by using a new measurement and analytics approach that allows them to direct media to consumers based on what they actually buy. This new descriptive
Digital must be integrated into everything—never built in a silo—for a company to be successful, a Nestle exec told the crowd at Nielsen’s Consumer 360 conference Wednesday. Pete Blackshaw, Nestle’s global head of digital and social media, presented a framework and strategy that the company uses to create a digitally oriented organization. Blackshaw shared three
Malcolm Gladwell has good news for underdogs: There probably is a way to win. But it’s definitely not the easy way. “Most people who are running a weak team would rather do the easy thing and lose than do the hard thing and win,” Gladwell said Wednesday at Nielsen’s Consumer 360 conference in Phoenix. The
It’s tempting to be bad—but is it worth it to your reputation? “I see enough of it—it must be working,” Susan Credle, Leo Burnett’s chief creative officer, said about the attention-grabbing “bad advertising” trend. “I think it works in the moment. This is short-term thinking, versus having the patience of having a longer term goal,”
Fueled by a desire to compare TV and digital advertising metrics head-to-head, as well as a refusal to wait long periods for comparable measurements, Pepsi took on the messy media landscape—and measured its way to better media buys. Jim Totten, Pepsi’s director of analytics, NA beverages, and the teams at Pepsi spent the last year
Over the last six years, TV networks’ Twitter accounts have gone from being little more than promotional outlets for tune-in messaging to real-time channels for networks and advertisers to interact with highly engaged audiences. Evan Silverman, SVP, digital media for A&E networks, says that advancements in social TV analytics are giving the industry a way
Who are the true super heroes of your brand—the ones who drive the bulk of your sales and evangelize your products to others? New research from The Cambridge Group, a part of Nielsen, shows that it’s not the top 20 percent. Rather, it’s the top 10 percent of consumers who are driving the lion’s share—up
Tailoring a marketing campaign to a specific demographic is a great way to maximize impact, but it may not always be economically feasible. And that’s what Time Warner Cable wanted to find out when it analyzed subscriber data using Nielsen’s Marketing Mix Modeling system. Would it make economic sense to tailor its message to Hispanics?