Uva knocks Neilsen
Alluding to the new realities of the TV audience-measurement and media-buying industry, OMD Worldwide President-CEO Joe Uva pointed out that the "day and the value and imprimatur of the Neilsen television index has, in my mind, been dramatically diminished. They haven't kept pace."
Tim Hanlon of Publicis Groupe's Denuo Group told the audience: "We are entering a world of massive niches. Just because you aggregate 50 or 60 million people for a Super Bowl doesn't mean all of them are interested in the same car or same snack food. Matter of fact, quite the opposite. The advertising and marketing has to be a bit more generic because the audience is so large and polyglot. With digital technology, we are able to get to smaller and more focused and more interested and, hopefully, more engaged audiences."
Newly launched Denuo
A new entity launched by Publicis in February, Denuo, which takes its name from a word meaning "afresh" or "renew," is exclusively focused on emerging media technologies.
"Our business has been focused more on quantity and eyeballs and audience share than it has been on quality," Mr. Hanlon said. "And now as we move into things like engagement and more sophisticated forms of measurement we're going to really see what people are watching, what they're skipping and what they're not watching -- and advertisers will value the higher quality audiences. And the way we aggregate those audiences over time is going to be in much smaller buckets to reach the same scale."