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THE LAST OF THE LAST CLICK ATTRIBUTION Thursday, May 21, 2015 3:00 PM - 3:50 PM Results Track

ADAM PAULISICK SVP, Marketing & Strategy Nielsen Catalina Solutions

@NCSolutions @Paulisick

HEIDI BROWNING SVP, Strategic Solutions Pandora

@pandorapulse @Heidi_Golightly

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THE NOT SO MOBILE FRIENDLY HISTORY OF ATTRIBUTION

First Touch Last Touch Linear Recency

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A MOMENT OF SILENCE FOR OUR FRIEND, THE DIGITAL COOKIE

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WE ARE ENTERING THE POST-COOKIE WORLD 86% of mobile time is spent in apps, NOT the browser

Share of media time spent per day by US adults (%)

People are shifting from desktop to mobile

14% BROWSER 86% APPS

13.4

19.2 23.3

20.7 19.2 18.0

Mobile Desktop/ laptop

Source: Flurry Analytics, ComScore, NetMarketShare Source: eMarketer

Social Messaging 9.5% (other)

2012 2013 2014

Gaming 32%

Facebook 17%

Twitter 1.5%

Entertainment 4% (other)

Utilities 8% Productivity 4%

News 3% Others 3%

Google Browsers 5% Others 2%

Apple Safari 7%

YouTube 4%

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§ Without cookies, anonymous users are identified only by mobile advertising IDs (MAIDs)

§ Devices are changed on average every 18 months, making MAID an inconstant identifier

§ Most consumer data is siloed within apps

§ Cookie-based desktop data is still unplugged for mobile

Ad targeting in mobile is challenged by Advertisers and Agencies

WHAT DOES MOBILE MEAN FOR ATTRIBUTION?

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DELIVERING ON MOBILE ROI Attribution now applies to time, location, audience, device, app, etc… but could also be a consideration in closed networks for consumer (listener) behavior POV Shift: Attribution is not just about publisher but every element of delivery

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WHAT GETS THE CREDIT? More importantly, what’s the measure?

Start from the sale and work backwards

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KELLOGG’S POP-TARTS STRATEGY AND OBJECTIVES

•  Deliver relevant content to young adults of a household so they consider Pop Tarts as a breakfast option

•  Accelerate lapsed buyers

•  Grow sales among existing buyers

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SHOW ME YOU KNOW ME

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13-17

Mobile and cross-platform

Content ninjas with

short attention spans

Ever changing listening habits

WHO ARE THEY HOW WE REACH THEM WHERE WE REACH THEM

ENGAGING YOUNG ADULTS

Audio

Display

Branded Radio

Mobile

Tablet

Web

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347k Station Adds

81 min. Avg. Min. Per User

466k Total Hours Listened

CAPTURE ATTENTION DRIVE RESULTS

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1.  The end is the starting point 2.  Show me you know me 3.  Build an attention strategy 4.  Invoke the power of audio

CAPTURE ATTENTION AND DRIVE MOBILE ROAS

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MEASURING RETURN ON ATTENTION, AD SPEND,

AND MOBILE

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HOW DO WE MEASURE INCREMENTAL SALES Campaign Complete Exposed & Unexposed HHs matched

on 500+ variables to isolate impact

Audience Data NCS Purchase Data

Measure Sales Impact by focusing on purchasing

patterns

Historical household/to show it’s not just a random purchase and accounts for all other media.

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DIFFERENCE BETWEEN SALES & INCREMENTAL SALES

Your Ad Drove Incremental Sales

Unexposed Households

Exposed Households

Exposed and Unexposed Comparison Accounts for 52 Weeks Purchase History & Demographics

+ Typical Household

Purchase

TOTAL SALES

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DELIVERING ON MOBILE ROAS

+4%

7% LIFT In Incremental Sales

3X+ ROAS Exposed

 Unexposed  

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HOUSEHOLD IMPRESSIONS

66%

16%

15%

3%

49% 28%

19%

2%

INCREMENTAL SALES IMPACT

AUDIO

VIDEO

DISPLAY

2 + OVERLAP

KEY FINDINGS: BY MEDIA

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21%

19%

60% 17%

70%

13% MOBILE DESKTOP

KEY FINDINGS: BY DEVICE HOUSEHOLD

IMPRESSIONS INCREMENTAL SALES IMPACT

2 + OVERLAP

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WHAT’S NEXT

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ADAM PAULISICK SVP, Marketing & Strategy Nielsen Catalina Solutions

@NCSolutions @Paulisick

HEIDI BROWNING SVP, Strategic Solutions Pandora

@pandorapulse @Heidi_Golightly

THANK YOU