Jan
24
Nielsen Down! Fully Out of Out-of-Home
Filed Under Advertising, Digital Signage, digital ooh, metrics
Nielsen has taken a bow and exited stage left on virtually all of its Out-of-Home, Shopper Marketing and TV Out-Of-Home efforts
Mediapost is reporting that Nielsen is pulling out of their much touted PRISM initiative.
I’ve watched the PRISM project with interest since the start. Coming from my retail background, the initiative was always a little contentious. It flew in the face of a lot of knowledge and experience that retail agencies (different than media/creative agencies) knew about the business. It always seemed that P&G was trying to push a standardization metric on every retailer so they could try and buy it like they buy TV or more traditional mediums. Realistically, POPAI wasn’t moving fast enough at the time to answer the needs that P&G had and they disagreed on approaches.
The differing opinions led to George Wishart from Nielsen and Peter Hoyt from the in-store Marketing Institute taking center stage for the last few years in championing the PRISM effort. While it was a bold move, the initial versions were a little lackluster, although PRISM 2 had some promise.
I’d say this is a bit of a blow to Peter’s efforts over the last few years and leaves P&G still without its shopper marketing rating/metric/service in its efforts to standardize its buying and in-store investment efforts across retailers. It will be interesting to see what P&G wants to do in this regard next. That’s 5 years of investment and effort wasted to end up back at relatively the same point. Without Nielsen’s rubber stamp from PRISM, it will be hard for anyone to buy into an advance or adoption here – despite how big P&G is.
This may put POPAI back on center stage
You can see other posts I’ve written on the topic here, here, here and here.
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