Measurement convergence the ‘holy grail’ for new Nielsen GM Scott Brown

Nielsen has announced a promotion of Scott Brown to the role of general manager of audience measurement.

Brown is elevated to this new position having spent a little over two years as chief technology officer for the company’s measurement products, and over a decade at Nielsen in a number of roles.

In his new role, Brown will be tasked with continuing to innovate Nielsen’s measurement products and drive the unification of linear TV, advanced TV and digital video solutions. The company said that Brown is overseeing the overhaul of its digital measurement methodology and spearheading the effort to incorporate addressable advertising into TV measurement.

Eric Bosco, chief product officer for Nielsen Media, said: “Consumers are watching premium video in a fundamentally different way today than they were even five years ago. The opportunity for marketers is enormous. We’re bringing together the ability to effectively plan, optimize and measure through the full funnel so that marketers can monetize this opportunity to the fullest extent. Scott will play a critical role in bridging all of our measurement solutions together to ensure that we meet the evolving needs of the market.”

Of his new position, Brown said: “Marketers and publishers want to understand their audience across all platforms in a simple way. They want to understand where the true incremental reach comes from and how different platforms and services perform to ultimately help inform both advertising strategies as well as program and content decisioning.

“Nielsen has historically measured media types and platforms independently.  However, as convergence across all media types continue, the industry will require a single methodology for a holistic view that captures how digital, connected TV and other platforms perform alongside linear TV. This is the holy grail.”