ONLINE ADRELEVANCEen-us.nielsen.com/sitelets/cls/digital/Online-Ad... · 2013-10-04 · 2.) Select...

O N L I N E A D R E L E V A N C E REPORT GUIDE2013

2 Copyright © 2013 The Nielsen CompanyVISIT http://en-us.nielsen.com/sitelets/cls/digital/online-adrelevance.html OR CALL 1-800-423-4511

ONLINE ADRELEVANCE

A Nielsen Ad Solutions tool that measures estimated spending and

Impressions for online display and search advertising. Understand who

is advertising, where they are advertising, and what they are advertising.

3Copyright © 2013 The Nielsen Company

CONTENTSClick the blue links below to navigate directly to the content in this guide.

PRODUCT LOGIN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

DATA / CLIENT CENTER . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

REPORT SELECTIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 -7

STANDARD REPORT BUILDER . . . . . . . . . . . . . . . . . . . . . . . . . . 8 -9

QUICK REPORT BUILDER . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

CUSTOM GROUPS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

AD ACROSS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

AD ALERT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

HIERARCHY / SEARCH TOOL . . . . . . . . . . . . . . . . . . . . . . . 14-15

REPORTS

ADVERTISER BY PRODUCT . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16-17

ADVERTISER BY SITE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18-19

INDUSTRY BY COMPANY AND PRODUCT .. 20-21

INDUSTRY BY PRODUCT AND SITE ...............22-23

SITE/GENRE BY SITE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24-25

SITE/GENRE BY GENRE ................................... 26-27

CREATIVE ADVERTISEMENT . . . . . . . . . . . . . . . . . . . . . . . 28-29

HOT 100 PROSPECTING ........................................30

AD CONTACT PROSPECTING ...............................31


ONLINE ADRELEVANCE: REPORT GUIDEONLINE ADRELEVANCE: REPORT GUIDE

PRODUCT LOGIN

1.) Visit http://www.nielsen-online.com/login.jsp

2.) Select AdRelevance from the left.

3.) Enter your username and password, then click the Submit button.

If you do not know your password, click link to request or reset your password.

Type in your email address and follow the instructions in the email you receive.



DATA PROVIDED

• Immediate Competitive Online Ad Spend/Impressions.

• Where, When, How Much are competitors spending?

• Which Companies are spending with competitors?

• Who makes buying decision for your top prospect?

• What sites are competitors spending with?

CLIENT CENTERThe product’s start page that links into the service’s sub-sections, help features and reporting tools.



REPORT SELECTIONS

AVAILABLE OPTIONS

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REPORT SELECTIONS

OPTION DEFINITIONS

1.) Advertiser – A collective group of Companies, Divisions, Brands and Products, broken into specifics based on the

advertisements tracked.

2.) Industry Classification – This selection refers to the specific sector of commerce in which an advertisement competes.

It encompasses increasingly granular areas of classification that include Industry, Segment, and Sub-Segment.

3.) Site/Genre – This selection refers to exclusive groups of sites that are similar in content and function.

Sites are considered as a whole; individual sub-sites are not assigned to genres.

4.) Time – Choose week, month and quarter, week range, month range, or quarter range.

5.) Strategy – The purpose behind the advertisement. Strategy attempts to identify the advertiser goals like

direct response or branding.

6.) Dimension – Various measurements used to define vertical and horizontal “Interactive Marketing Units” (IMU)

or ad units used for ad campaigns.

7.) Ad Platform – The branded and often proprietary technological products that support advertising delivery formats.

8.) Technology – Describes the method used to create the ad.

9.) Ad Delivery – Denotes the means by which the ad was displayed or delivered onto the web page viewed by the user.

Examples include inline, pop-ups, pop-unders and floating overlays.

10.) Group 1 – This required selection allows you to decide on what level you would like to sort data: by company,

by brand, by product, by site, etc.

11.) Group 2 – This optional selection allows Group 1 data to be viewed at a more granular level. It will limit your

query to the top 20 records and the total for those 20 records.

12.) Units – Impressions, Estimated Spending, Impressions& Estimated Spending, or Unique Ads (pulls image ads only)

13.) Format – Select the visual layout of the top 10 data results: bar chart, line chart or pie chart

14.) Reset Report button – Clear all filter, grouping, units and format selections

15.) View Report button – Click to generate a report



STANDARD REPORT BUILDER

REPORT FILTER SELECTION

Click the Build Report button at the top left of the Client Center to open the Report Builder.

Select one of the top three filters.

ADVERTISER FILTER

Search and select one specific Company, Division,

Brand or Product.

• How much did Company B, Inc. spend last month?

• Where did Company B, Inc. place online ads and

how many impressions did the ads receive?

INDUSTRY CLASSIFICATION FILTER

Select Industry, Segment or Subsegment

(i.e. Automotive, Auto Dealers, Hybrid Vehicles).

• Which Automotive companies advertised in the

most recent month?

• Which Automotive Hybrid ads received the

most impressions and on which sites?

SITE/GENRE FILTER

Search and select a website or sub-site.

• What companies advertised on nnn.com last quarter and what is the estimated spend?



STANDARD REPORT BUILDER

REPORT FILTER SELECTION

TIME FILTER

Choose week, month, quarter, week range,

month range, or quarter range.

NOTE – All remaining filters are optional:

Strategy, Dimension, Ad Platform, Technology

and Ad Delivery. (For more, see Glossary.)

GROUPING FILTER

Create custom reports using the grouping filters.

You must make a selection in Group 1 (Estimated Impression

and Estimated Spending in one report)

Group 2 is Optional (Options include Estimated Impressions

or Estimated Spending report)

UNITS FILTER

Make selections for report format.

Choose Impressions, Estimated Spending, or Unique Ads.

Choose desired Graphing Format.

Click View Report button.



QUICK REPORTS BUILDERBUILD A REPORT QUICKLY

Click the Quick Reports button at the top left of the Client Center to open the Quick Report Builder.

There are three types of Quick Reports available:

1.) All companies online

2.) Companies on a site

3.) Companies in a specific industry classification

There are three steps to create a Quick Report:

1.) From left to right, make drop-down selections in the report of your choosing.

2.) Choose between Impressions and Estimated spending.

3.) Click Create Report button.



CUSTOM GROUPSALLOWS YOU TO EITHER BROADEN OR LIMIT YOUR CHOICE OF ITEMS WITHIN THE THREE MAIN FILTERS.

CUSTOM GROUP CREATION

To build a new Custom Group,

click Create New Group button.

To view your Custom Groups,

click on the Edit button.

To build a report, double-click the

individual custom group to open it

in the Report Builder.

• SearchforaCompany,Division,

Brand or Product to create

custom groups.

• Addthedesireditemstothe

group by checking the Add box.

• Nameyourgroupinthe

Save Custom Group As field.

• ClicktheCreate Custom Group

button at the bottom of the screen.

NOTE – When running reports,

be sure to select “by Company”

for grouping, otherwise it will

combine the companies instead

of separating the data.


ONLINE ADRELEVANCE: REPORT GUIDE ONLINE ADRELEVANCE: REPORT GUIDE

AD ACROSSPROVIDES MONTHLY AND QUARTERLY SPENDING ESTIMATES FOR THE LARGEST ONLINE/OFFLINE ADVERTISERS

ACROSS 16 DIFFERENT MEDIA TYPES (INCLUDING INTERNET).

1.) On the Client Center, click the ADACROSS link on the right-hand side of the page.

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2.) Make selections in the AdAcross Report Builder.

FILTERS

The Report Builder filters allow you to specify the exact items you wish to compare.

Keep in mind that if you want to report more detailed information, then refine more specific selections.

Advertiser – Contains all advertisers (classified as Companies, Divisions, or Brands) that have advertised

both online and offline in the past 12 months. Our initial mapping covers all Fortune 500 companies.

Medium – Advertising activity limited by a specific form of media.

Time – Defines the period of time over which the ads ran.

GROUP

The Group section of the Report Builder allows you to specify the items you wish to compare in your report.

Company – Spending estimates distributed across these specific advertiser levels for the selected advertiser.

Medium – Spending estimates across 16 forms of media.

Month/Quarter – Spending estimates across the various time frames for the selected advertiser.

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HIERARCHY / SEARCH TOOL

TO SEARCH

1.) Use the drop-down in the I’m looking for a box, shown in green above, to select the type of search.

There are three available search types:

a.) Advertiser – Companies, Brands, etc.

b.) Site – Websites, sub-sites, etc.

c.) Agency – Advertising agencies

2.) Type in a name in the field.

3.) Click the Submit Search button.



HIERARCHY / SEARCH TOOL

HIERARCHY EXAMPLECOMPANY – Company B

Any entity controlling at least 51% (or the controlling

majority) ownership of the units included under its

corporate umbrella, including Divisions, Brands,

or Products. Every ad in the database is associated

with a Company.

DIVISION – Company B, Inc.

Formal or informal names for businesses or units

owned and operated by a specific Company. When no

trademarked names are available, generic labels from the

Company organization chart may be used. When no clear and consistent distinction is made by the parent organization,

the division is not specified. Divisions are always held by Company in the hierarchy and are prefixed by the Company name.

BRAND – BRAND B

A trademark or distinctive name identifying a product line or bundle of services. Brand implies that a Company

manufactures a group of products or offers multiple services under one trade name.

PRODUCT – Brand B Model B Advanced

Goods or services offered for sale or consumption. Products may reside under a Brand name or have a direct relationship

to their Company. Brand prefixes Product in the hierarchy unless there is no Brand associated. In this case, Company and

Division will prefix the Product.

KEY – Use to identify icons for each type of listing shown.


AD ALERTSENDS YOU AN E-MAIL MESSAGE WHEN THE ONLINE ADVERTISING EVENTS THAT YOU DEFINE OCCUR

On the Client Center, click the ADALERTS link on the right-hand side of the page, shown in green below.



AD ALERTSENDS YOU AN E-MAIL MESSAGE WHEN THE ONLINE ADVERTISING EVENTS THAT YOU DEFINE OCCUR

ALERT TYPES• A New Advertisement

• A New Division Advertisement

• A New Brand Advertised

• A New Product Advertised

• Appeared on a New Site



ADVERTISER REPORT BY PRODUCTTHIS REPORT DISPLAYS IMPRESSIONS AND ESTIMATED SPEND FOR THE

SELECTED ADVERTISERS’ PRODUCTS FOR THE SELECTED TIME PERIOD.

REPORT SELECTIONS• Advertiser: Company A, Inc.

• Time: Most Recent Quarter

• Group 1: Product

• Units: Impression & Estimated Spending



ONLINE ADRELEVANCE: REPORT GUIDE

EXAMPLE


HOW TO READCompany A, Inc. promoted the product Product A the most

out of all of their Products during the most recent quarter.

The Product A ads received 204,499,000 Impressions.

The Estimated spending for Product A ads during the

most recent quarter is $1,515,000.



ADVERTISER REPORT BY SITETHIS REPORT DISPLAYS IMPRESSIONS FOR THE SELECTED ADVERTISERS’ PRODUCT(S)

AS WELL AS THE SITE(S) ADVERTISED ON FOR THE SELECTED TIME PERIOD.

REPORT SELECTIONS• Advertiser: Company A, Inc.

• Time: Most Recent Quarter

• Group 1: By Product

• Group 2: By Site

• Units: Impression

Click the interactive graph to see Group 2 breakout.




EXAMPLE

HOW TO READCompany A, Inc. heavily promoted Product A.

The Total online ads received 204,499,000 Impressions.

The online ads on Site 1 received 199,369,000 Impressions.



INDUSTRY REPORT BY COMPANY AND PRODUCTTHIS REPORT DISPLAYS ESTIMATED SPEND FOR THE SELECTED INDUSTRY BY COMPANY AS WELL AS

THE PRODUCTS ADVERTISED DURING THE SELECTED TIME PERIOD.

REPORT SELECTIONS• Industry: Automotive

• Time: Most Recent Month

• Group 1: By Company


• Units: Estimated Spending

Click the interactive graph to see Group 2 breakout.




EXAMPLE

HOW TO READOf all Automotive companies that advertised in the most recent month, Motor Corp A spent the most at $4,881,000.

By product, they spent $1,325,300 promoting Car Brand A.



INDUSTRY REPORT BY PRODUCT AND SITETHIS REPORT DISPLAYS ESTIMATED SPEND FOR THE SELECTED INDUSTRY BY PRODUCT

AS WELL AS THE SITE(S) ADVERTISED ON DURING THE SELECTED TIME PERIOD.

REPORT SELECTIONS• Industry: Automotive Hybrid Industry








EXAMPLE

HOW TO READOf all automotive hybrid companies that advertised in the most recent month,

Hybrid Brand A spent the most at $1,325,300.

The estimated spending for hybrid brand A ads on Site 1 during the most recent month is $868,200.


SITE/GENRE REPORT BY SITETHIS REPORT DISPLAYS ESTIMATED SPEND FOR THE SELECTED SITE BY COMPANY

AS WELL AS THE PRODUCT(S) ADVERTISED DURING THE SELECTED TIME PERIOD.

REPORT SELECTIONS• Site/Genre: Site1.com


• Group 1: By Company



NOTE – If there are no products, it usually means the brand ads were also placed on the site.




EXAMPLE


HOW TO READIn the most recent quarter, Company B, Inc. spent an estimated $40,000 on Site1.com.

Company B promoted Brand B Online, Brand B 360, and Brand B Magazine.

There was an additional $13,500 spent on the Brand B branding.



SITE/GENRE REPORT BY GENRETHIS REPORT DISPLAYS ESTIMATED SPEND FOR THE SELECTED GENRE BY PRODUCT

AS WELL AS THE SITE(S) ADVERTISED ON DURING THE SELECTED TIME PERIOD.

REPORT SELECTIONS• Site/Genre: Entertainment Category








EXAMPLE

HOW TO READProduct C spent an estimated $610,900 placing online ads on ‘Entertainment’ websites

in the most recent month.

The majority of the estimated spend was between Entertainment Site 1 and Entertainment Site 2.



CREATIVE ADVERTISEMENT REPORTTHIS REPORT DISPLAYS CREATIVE ADVERTISEMENT AND INFORMATION.

To view advertisements, click the Advertisements button.

To return to your report, click the Chart button.

To see the ad, click on the Oversized Ad or Ad of indeterminate size button, shown in green below.




EXAMPLE



HOT 100 PROSPECTING REPORTTHIS REPORT DISPLAYS NEW ADVERTISERS TO THE ONLINE LANDSCAPE OR

THOSE COMPANY’S THAT HAVE NOT ADVERTISERS IN THE LAST 6 MONTHS.

On the Client Center, click the HOT100 link on the right-hand side of the page, shown in green below.

HOT100 REPORT EXAMPLE




AD CONTACT PROSPECTING REPORTFOR FULL CONTACT INFORMATION FOR THE ADVERTISER OR AGENCY HANDLING A CAMPAIGN,

CLICK THE GOLDEN PHONE ICON WHICH IS DISPLAYED THROUGHOUT THE TOOL.

On the Client Center, use the search tool to locate a contact, then click the phone icon to view

contact information for the advertiser, site or agency.

AD CONTACT EXAMPLE

34 VISIT http://en-us.nielsen.com/sitelets/cls/digital/online-adrelevance.html OR CALL 1-800-423-4511

ABOUT NIELSEN Nielsen Holdings N.V. (NYSE: NLSN) is a global information and

measurement company with leading market positions in marketing

and consumer information, television and other media measurement,

online intelligence, mobile measurement, trade shows and related

properties. Nielsen has a presence in approximately 100 countries,

with headquarters in New York, USA and Diemen, the Netherlands.

For more information, visit www.nielsen.com.

Copyright © 2013 The Nielsen Company. All rights reserved. Nielsen and

the Nielsen logo are trademarks or registered trademarks of CZT/ACN

Trademarks, L.L.C. Other product and service names are trademarks or

registered trademarks of their respective companies.

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