NIELSEN CAMPAIGN RATINGS: CROSS-PLATFORM INSIGHTS Jonathan Carson
Transcript of NIELSEN CAMPAIGN RATINGS: CROSS-PLATFORM INSIGHTS Jonathan Carson
Two fundamental beliefs about advertising
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RIGHT AD RIGHT INVENTORY
+ = VALUE MAXIMIZATION
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2. INDEPENDENT MEASUREMENT TRANSACTIONS
Vision for Nielsen Campaign Ratings
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ACROSS PLATFORMS 3600 VIEW OF THE AUDIENCE
GLOBAL
GROW DIGITAL AND CROSS-PLATFORM ADVERTISING BY PROVIDING A STANDARD FOR CAMPAIGN MEASUREMENT
What is Nielsen Campaign Ratings?
Nielsen Online Campaign Ratings™
R F GRP
Overnight audience ratings by demo, consistent with TV
Delivery against campaign targets
Ad recall at scale, fully integrated with campaign reach
Nielsen Cross-Platform Campaign Ratings
TV Unduplicated ratings from online and TV campaigns, by demo
Built from Nielsen TV Ratings and Nielsen Online Campaign Ratings inputs Online
Verification, including Brand Safety and Viewability metrics
Provided by
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Rapid innovation and adoption for Nielsen Campaign Ratings
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Q4’11 Q1‘12 Q2’12 Q3’12
Nielsen Online Campaign Ratings launch
Viewability and Verification Placement reporting
Local DMA reporting Integrated ad recall
Nielsen Cross-Platform Campaign Ratings launch
API access for reports and campaign setup
Tremor VideoHub integration
Unilever uses Nielsen Online Campaign Ratings for all digital campaigns
Group M partnership for Nielsen Cross-Platform Campaign Ratings
Nielsen Online Campaign Ratings based guarantees announced during Newfronts
MRC accreditation
WHAT’S NEXT?
Additional Data Providers and
dimensions
Deployment to leading
international markets
Expansion to mobile
Six insights from Nielsen Campaign Ratings
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1. Cross-Platform enables better incremental reach delivery
2. Cross-Platform enables better frequency planning
3. Big opportunities from daily optimization, starting Day 1
4. Demo guarantees enable more efficient use of inventory
5. Viewability creates new class of premium inventory
6. Integrated ad effectiveness allows further optimization
1. Cross-Platform enables better incremental reach delivery
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17% TV only
37% Unduplicated Reach
20% TV 20% Digital
Case example:
• Beverage company
• Broad overall demo focus for cross-platform campaign
• Using digital to reach consumers the TV campaign could not (M18-29)
Extending reach of M18-29
46% increase in overall reach from digital
85% of those exposed to the online campaign were digital only
17% Digital only
3% Cross-
Platform
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2. Cross-Platform enables better frequency planning
Case example:
• Personal Care
• Demo focus F18-34 for cross-platform campaign
• Using TV for reach, digital for increased engagement
34% Cross-
Platform
90% Unduplicated Reach
72% TV 51% Digital
Engaging F18-34 with TV AND Digital
34% of target reached by both TV and digital
47% of those exposed to the TV campaign also saw it on online
17% Digital
only
38% TV only
3. Big opportunities from daily optimization, starting Day 1 Example: Healthcare brand, intended target Females 65+ Nielsen Online Campaign Ratings daily on-target delivery % by online publisher or ad network
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50%
saved
Cancelled and re-allocated spend due to consistent low delivery
Days
Improved publisher performance by identifying errors
Dairy
optimization
4. Demo guarantees enable more efficient use of inventory
Intended
demos
Other
demos
100%
Advertiser 1
50
75%
Advertiser 1
25%
Advertiser 2
Previously
CPM for all impressions
Now
Optimize to monetize freed up inventory
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10
Illustration
5. Viewability creates new class of premium inventory
66% still in-view
36% still in-view
0:01+ 0:05+ 0:15+
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Viewable Ads
Brands want to tell stories; stories take time Based on adsafe analysis of a cross-section of campaigns (1.5 billion impressions across 2 week time frame)
Campaigns On Target On Target CPM Breakthrough Effective CPM
Publisher 1 65% $7.69 10% $76.92
Publisher 2 42% $11.90 30% $39.68
Publisher 3 50% $10.00 20% $50.00
Illustration
For each campaign: 1 million impressions served; $5 CPM
6. Integrated ad effectiveness allows further optimization
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Six insights from Nielsen Campaign Ratings
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1. Cross-Platform enables better incremental reach delivery
2. Cross-Platform enables better frequency planning
3. Big opportunities from daily optimization, starting Day 1
4. Demo guarantees enable more efficient use of inventory
5. Viewability creates new class of premium inventory
6. Integrated ad effectiveness allows further optimization