UNDERSTANDING TODAY’S DYNAMIC CONSUMER EXPERIENCE

Randall Beard Global Head, Advertiser Solutions, Nielsen

CROSS PLATFORM MEASUREMENT

OVERVIEW

Client Pain Points

3R Framework / Vision

Cross-Platform – What We’ve Learned

Q & A

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NIELSEN MEASURES WHAT PEOPLE WATCH & BUY…

Audiences Consumer Purchase

& Advertising

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MORE DEVICES, MORE COMPLEXITY

VCR

FIRST 50 YEARS

BROADCAST

TV

CABLE AND

SATELLITE TV

ONLINE VIDEO

FOR PC

EARLY MOBILE

VIDEO

INTERNET

CONNECTED TV

INTERNET

ENABLED TV

TABLET

TV APPS

CLOUD

DVR

LAST 5 YEARS

DVD

DVR

VOD

LAST 10 YEARS

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DIFFERENT METRICS MAKE LIFE CHALLENGING

Still left asking

“Who saw my ad?”

Server Log Counts

Page Views

Click Through

Rates

Online measurement today

14,561

178,509

0.015% Above the Fold

20%

Demo: Female 18-22

Other measurement today

Demo: Female 18-22

CLIENT PAIN POINTS

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CLIENTS ARE TELLING US THEIR PAIN POINTS:

1. How much should I spend?

2. How do I allocate my budget?

3. How do I optimize in real-time?

3R FRAMEWORK

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INGREDIENTS TO INCREASE YOUR ADVERTISING ROI

Reach the right people

X = REACH

Did my intended audience see my campaign?

RESONANCE

Did my campaign deliver the desired brand impact?

Influence their opinion

REACTION

Did my campaign deliver the desired consumer response?

Impact their behavior

REAL – TIME

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NIELSEN CROSS-PLATFORM VISION

By addressing fundamental questions… … in a comprehensive and integrated way

WHO DID MY AD REACH?

HOW DID IT IMPACT

ATTITUDES?

WHAT DID IT MOTIVATE THEM

TO DO?

All screens / devices

Commercial and program

Paid, owned, earned

Global

Enabling the best decision-making around marketing mix, media spend allocation, and optimization

CROSS-PLATFORM: WHAT WE’VE LEARNED

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WHAT CROSS-PLATFORM ADVERTISERS WANT

Objectives stated for Nielsen Cross-Platform Campaign Ratings campaigns

40%

60% Incremental

reach

Maximize

exposure

on TV +

Online

We wanted digital to pick up where our TV buy left off… reaching P12-18

Our objective was to reach our intended audience, M18-34, from every angle

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Viewing on a Traditional TV Other Viewing (On the Internet, On a mobile phone)

VIDEO CONTINUES ITS RULE OF CONSUMER ATTENTION

The average American watches nearly 5 hours of video each day

97.6% of which is on a traditional TV

Source: Nielsen State of The Media: The Cross-Platform Report Qtr 1, 2012

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MULTI-TASKING ACROSS SCREENS HAS INCREASED

Source: Nielsen Mobile Connected Device Report

88% of tablet owners use their device

while watching TV at some time

87% of smartphone

owners use their device while

watching TV at some time

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32%

68% Off-Target

US based example

On-Target Delivery by Site

AUDIENCE DELIVERY DIFFERS BY SITE

Nielsen, US based example

On-Target Delivery by Site

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ONLINE AUDIENCE DELIVERY IS AN OPPORTUNITY ACROSS ALL DEMO’S % On-Target vs. % of Population

1 Source: Benchmarks and Findings from Nielsen Online Campaign Ratings

DEMOGRAPHIC % on target1

% of population Index

P18+ 92% 78% 118

P18-49 78% 45% 173

M18-49 67% 22% 305

F18-49 44% 22% 200

F35-54 27% 14% 192

M18-24 22% 5% 440

The narrower your audience, the bigger the opportunity

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REGISTRATION DATA IMPROVES AUDIENCE DELIVERY PERSONS 18-49 DEMO ON-TARGET %

Ad networks’ on- target

performance is comparable to

publishers without registration data

Publishers with registration data

have considerably higher on-target

performance delivery

V.

V.

Source: Nielsen Online Campaign Ratings

88% 71%

71% 65%

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MAXIMIZING CROSS PLATFORM EXPOSURE USUALLY DRIVES BETTER AD PERFORMANCE

44%

80%

36%

57%

General Recall Brand Linkage

TV + Internet Ad Exposed TV Ad Only Exposed

Nielsen, US based example

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WHAT ADVERTISERS CURRENTLY GET

Increase

reach

Maximize

frequency

x = Actual

duplication

Index

3.5% 103

1.1% 100

TV

reach %

Online

reach %

Random

duplication

TV

reach %

Online

reach %

Random

duplication

Nielsen, US based example. Each group average of 4 campaigns.

Campaign

Average 45.38% 2.38% 1.1%

Campaign

Average 36.9% 9.1% 3.4%

SUMMARY

TV dominates, but cross-platform viewing is growing fast

Advertisers are struggling with cross-platform allocation

Goal is to extend reach and/or increase overlap

Opportunity to improve online audience delivery

Cross-platform execution is not meeting client needs

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