Nielsen Experts: Speaking… And Listening At ARF 2009

Nielsen Wire — Fri, 27 Mar 2009 17:18:48 +0000

Starting March 30, experts from The Nielsen Company will participate in the Advertising Research Foundation (ARF) convention and expo in New York City. During the event, Nielsen Wire will provide updates, overviews and excerpts of key presentations and sessions.

Listening And Social Networks

Jon Gibs, VP Media Analytics, will be facilitating a Listening Zone Learning Presentation focused on social networking, citing the importance of fostering a listening environment. The presentation will feature new data from Nielsen Online’s social networking study and demonstrate how brands are getting the most out of their listening programs. Gibs will also be giving a talk called: “Measuring Clutter: It Matters.” Read more about clutter here.

Additionally, David Wiesenfeld, VP Marketing Solutions, Nielsen Online and Kristin Bush – CMK Senior Manager, Digital Research, The Procter and Gamble Company will speak on “Listening vs. Asking: Contrasting Consumer-Generated Content and Surveys”

The Future Of Research And Consumer Trends

David Calhoun, Nielsen’s Chief Executive Office will participate in ”The Research Industry Vision,” a panel discussion of strategies to respond to research transformation over the next five years.

Paul Donato, Nielsen’s Chief Research Officer will present “The Media, The Consumer, The Economy,” which investigates how news reports about policy and the economy affect consumer confidence as well as how this information affects purchasing and entertainment decisions.

For a complete schedule of events and for streaming video of select events visit thearf.org.

MySpace Generation Steers Clear Of “Ad Clutter”

Nielsen Wire — Wed, 29 Oct 2008 13:40:33 +0000

According to a new report from Nielsen Online, 12-17 year olds experience less advertising on the Web than older adults. The analysis of online advertising clutter showed that Internet users 65+ were exposed to the most ad clutter, while kids 2-11 experienced the least.

Online Advertising Clutter Exposure by Age Group

Source: Nielsen Online, Custom Advertising Clutter Analysis, U.S. August 2008

While the low “Clutter Metric” for younger children is not surprising since their sites tend to have little or no advertising, even teens, the highest indexing age group on MySpace, encounter noticeably lower ad clutter levels online. In general, niche websites, which attract smaller audiences, tend to have higher clutter.

Jon Gibs, vice president, media analytics, Nielsen Online notes: “Used in conjunction with other metrics, such as unique audience, the clutter measure provides a relative benchmark to help media buyers understand the Web sites that provide the optimal level of impressions within an acceptable amount of clutter.”

View Nielsen Online’s full presentation and listen to the related webinar.