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Confidential & Proprietary • Copyright © 2009 The Nielsen Company
Media & Money ConferenceRandall Beard, Global EVP at Nielsen IAG -- CPG
04/08/23 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
The Seismic Shift in Targeted Advertising and Media
•Current State
• Analogue: Airlines
• Yield Management in Marketing?
• TV Engagement
• Ad Engagement
• Implications & Future State
04/08/23 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Approach Rules of Thumb
Target Audience
Measurement
Primary Focus
Financial Impact
Timing
Broad
Viewership
1 Screen
Unclear Outcomes
Annual
Advertising & Media – Current State
04/08/23 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Introduction of Yield Management
• Optimize Revenue
• Perishable Resource
• Price Discrimination
Analogue: Birth of Yield Management
Airline Industry circa 1985
• Peoples Express
• Highly profitable
• AA launches SuperSavers
• Peoples bankruptcy
04/08/23 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
“the single most important
technical development in
transportation management
since we entered deregulation”
Robert CrandallFormer Chairman & CEO of American Airlines
Yield Management – Disruptive
04/08/23 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
For Advertisers
• Right Ad
• Right Consumer
• Right Program
• Right Price
For Airlines
• Right Seat
• Right Customer
• Right Time
• Right Price
Yield Management: Airlines to Marketing ?
04/08/23 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Digital
Cross Media Measurement
New Measurement Tools
• Precision Targeting
• TV Engagement
• Ad Engagement
• Purchase Data link
Real Time
Accountability
Yield Management in Marketing – Key Enablers
04/08/23 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
PROBLEM
Inadequate real-time tools and measurement
Advertisers willing to pay for ad and media effectiveness
BUT
Yield Management: Airlines to Marketing
04/08/23 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
TV Program Engagement
•What is it?
•Does it Matter?
TV Program Engagement
04/08/23 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
0%
10%
20%
30%
40%
50%
60%
70%
80%
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
When viewers are paying more attention to a TV program, they also pay more attention to the ads that air within that program
Gen
eral
Rec
all
Program Engagement
Program Engagement Impacts Ad Recall
04/08/23 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Ad Engagement
• What is it?
• Does Context Matter?
Advertising Engagement
04/08/23 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Source: Nielsen IAG Ad Data, 09.15.07 - 02.27.08. Based on A18-54 with Household Income $50K+
Purchase Intent Differs By Program Genre For the Same Creative Unit
Program Genre Purchase Intent (Top 2 Box)
Auto Racing 173
Sports Magazines 158
Professional Football–Pre-Game 119
Drama/Adventure 119
Animation 104
Feature Film 104
Reality 96
Situation Comedy 92
Game Show 92
Professional Football–Game 88
Talk Format 81
College Football–Game 77
Documentary/Salute/Tribute 69
Total 100
Advertising Engagement – By Program Genre
04/08/23 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Where is all this leading ?
Yield Management in Marketing – What’s Next
04/08/23 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Science / Algorithms
Advertising & Media – Broad Trends
Broad Target
Viewership
1 Screen
Unclear Outcomes
Annual
Rules of Thumb
Precision Targets
Engagement
3 Screens
Purchase / ROI
Real Time Replanning
04/08/23 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Advertisers will move toward Yield Management• Right Audience – Demo + Psycho, Behavioral
• Right Program – Ratings + TV Program Engagement
• Right Ad – Creative + Ad Engagement
• Right Time – Annual + Periodic Replanning
All linked to consumer purchase behavior…
…with Marketing ROI as key outcome
Future State: Marketing Yield Management
04/08/23 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
The Future – Closer Than You Think
ROI Driven Advertising & Media
“…Get on board soon or
risk being grounded…”
Confidential & Proprietary • Copyright © 2009 The Nielsen Company
Discussion / Q&A
For more, go to:http://blog.nielsen.com/nielsenwire/