NIELSEN CROSS-PLATFORM CAMPAIGN RATINGS...NIELSEN CROSS-PLATFORM CAMPAIGN RATINGS AN OVERVIEW . 2...
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NIELSEN CROSS-PLATFORM CAMPAIGN RATINGS AN OVERVIEW
Transcript of NIELSEN CROSS-PLATFORM CAMPAIGN RATINGS...NIELSEN CROSS-PLATFORM CAMPAIGN RATINGS AN OVERVIEW . 2...
NIELSEN CROSS-PLATFORM CAMPAIGN RATINGS
AN OVERVIEW
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PRINT TELEVISION
OUTDOOR
RADIO
ONLINE DISPLAY
DIRECT MAIL
FRAGMENTATION. THEN
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3 IMAGE IS ILLUSTRATIVE EXAMPLE ONLY
SOCIAL MEDIA
INSTANT MESSAGING
GEO-LOCATION
DATING VIDEO
MUSIC
BARCODE SCANNING
SHOPPING NFC
TEXT SMS APPS FRAGMENTATION. NOW
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MORE CHOICES, MORE CHALLENGES
61% 60%
60%
61% 66%
72%
17%
24%
36%
0%
10%
20%
30%
40%
50%
60%
70%
80%
2012 Q1 2012 Q3 2013 Q1
Percentage of UK population with connected devices
Smartphone Users have grown by over 10%
PC Internet Users Remain flat
Tablet Users have more than doubled
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THE PATH TO PURCHASE IS TRANSFORMING
E-COMMERCE
M-COMMERCE
ONLINE ADVERTISING
$300 billion in Europe
7% of total E-commerce
$21 billion of total media
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A UNIVERSE OF INFLUENCERS
Impacting audience engagement
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of our activity will be more measurable
of our budgets will shrink
of campaigns are optimised in real
time
• Source: Adobe Quarterly Digital Trends 2013: 700 Global CMOs
84% 48% 26%
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WINNING IN THE NEW WORLD The big questions marketers are asking about reaching a multiplatform audience
What is the total duplicated reach of my campaign?
Is video a more efficient investment than TV?
What is the related value of my TV and Online investment?
What is the incremental reach of my online activity?
Which formats work best with TV schedules?
What is the average frequency uplift of TV + Online?
What are the demo profile shifts between TV and Online?
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IN OTHER WORDS...
REACH
Who did the ad reach?
RESONANCE
Did it impact attitudes?
REACTION
Did it affect behaviour?
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ACTION #1
ONLINE
Today, there’s no excuse for missing your audience Online; use a consistent metric for true reach.
Right metric Accurate reach
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of all impressions are served to
the TARGET AUDIENCE
UNDER 50%
The VARIANCE between
publishers is significant
In isolated cases impressions continue to
be SERVED OUTSIDE THE UK
MOST EFFICIENT SITE
97% impressions
served to target
LEAST EFFICIENT SITE
16% impressions
served to target
WHAT WE ARE SEEING IN THE UK
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Viewability and Verification
WHAT...
HOW...
Mix Market Model Extracts
TV + Online Realtime Resonance measures
…by day …by publisher …by placement …by demo
Reach Frequency Gross Rating Points
WITH…
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HOW IT WORKS
… no minimum campaign size
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HOW ONLINE CAMPAIGN RATINGS IS BEING USED Our clients’ perspective
GUARANTEES DEMOGRAPHIC BUNDLING/REAL
TIME BIDDING
PREDICTIVE TARGETING
IN FLIGHT OPTIMISATION
DATA VALIDATION/ RATIONALISATION
Mainly Vendors Vendors & Buyers Mainly Buyers
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ACTION #2
EFFICIENCY
Stop measuring in silos. Plan and evaluate how your ad reaches across TV and Online.
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DRIVING INCREMENTAL REACH – IT CAN BE DONE
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DRIVING INCREMENTAL REACH – IT CAN BE DONE
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HOW IT WORKS NIELSEN CROSS-PLATFORM CAMPAIGN RATINGS
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The best mix of Online and TV to deliver the most
efficiently or with greatest
incremental cover
WHAT ARE CLIENTS UNDERSTANDING NOW THAT THEY COULDN’T BEFORE?
The right TV/Online
campaign weights to balance
incremental reach against media
investment
The impact on brand (attitudinal)
measures of the combined
(TV+Online) exposure group*
The relative cost effectiveness of TV
and online
* When measured with Resonance factors via Nielsen Brand Effect metrics
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PUBLISHERS EVALUATE THEIR MULTIPLATFORM INVENTORY PERFORMANCE
by demonstrating
that their media not only reaches
but influences consumers
QUANTIFY EVALUATE IDENTIFY OPTIMISE
the combination of sites and TV networks which work
best for advertisers
the combined,
incremental, and overlap
audience between digital
and TV
and test new ad models with
flexible measurement
TV + C3
valid Pre-roll
Inter-active
Targeted
Side-bar
40%
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THE UNDENIABLE TRUTH Consistent currency is a must – reach beyond the impressions
LET’S CONNECT [email protected]
