Unified Planning is the New Standard. Is Your Data Keeping Up?

This week's Nielsen-Edison Research announcement about podcast data being integrated into Nielsen Media Impact marks a crucial evolution in media planning. As TV, radio, digital, cinema/digital out-of-home (DOOH), and now podcasts come together in a single tool like Nielsen Media Impact, the industry continues to move towards a unified approach.

The People Platform recognized this early and since inception has integrated our cinema and DOOH data into NMI. This means our clients have always been ahead of the curve, seamlessly winning through intelligent, cross-platform planning.

Why Unified Planning & Measurement in NMI is a Game-Changer

In today's fragmented media landscape, the question isn't just about where to advertise, but how to measure the effectiveness of all your campaigns together. The integration of unified planning and measurement data into platforms like NMI has become a powerful solution. This approach is a game-changer for marketers and brands because it provides a single, holistic view of the consumer across a multitude of channel types, eliminating the guesswork that comes from relying on siloed data and trying to cobble together a unified understanding.

Historically, advertisers have planned campaigns in separate, disconnected silos. TV, radio, digital, and DOOH/cinema each had their own measurement tools and metrics. This made it quite difficult to understand how a consumer's exposure to a TV ad influenced their response to a podcast ad, or how a DOOH campaign impacted online search behavior.

By bringing all major media types into one ecosystem, it allows you to see the total audience reach and frequency across all platforms. This gives you a complete picture of your consumer's media journey, revealing new insights and preventing wasted ad spend.

A Clear Competitive Advantage

This unified approach gives brands a significant competitive edge. With a single source of truth for all major media, you can make more confident decisions, future-proof your strategies, and allocate budgets more effectively. In an industry where every dollar and every impression counts, integrated planning and measurement is no longer a luxury—it's a necessity for ensuring your brand stays visible, relevant, and ahead of the curve.

The integration race is accelerating. Brands and media channels that provide unified data have a clear advantage. Are you equipped to compete in this new landscape?

Unified Planning is the New Standard. Is Your Data Keeping Up?