Research Presentation: Developing Truly Integrated Multi-Platform Advertising Campaigns
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Chris Louie VP, Product Leadership April 6, 2013 DEVELOPING TRULY INTEGRATED CROSS- PLATFORM CAMPAIGNS MEDIAPOST VIDEO INSIDER SUMMIT
description
Despite the fragmentation of audiences across devices, advertisers continue to invest dollars in single platform silos more often than not. But the metrics show that this structure misses the tremendous opportunity for more effective and impactful advertising that multi-platform offers. Nielsen’s Chris Louieshows how some leading media buyers and sellers have pursued truly integrated multi-platform models, and how they are realizing significant impact to their effectiveness and the bottom line. We will explore the questions, barriers, and opportunities for multi-platform advertising and suggest a framework for effectively planning and measuring the performance of truly integrated campaigns. Presenter: Chris Louie, Vice President Product Leadership, Nielsen
Transcript of Research Presentation: Developing Truly Integrated Multi-Platform Advertising Campaigns
Chris LouieVP, Product Leadership
April 6, 2013
DEVELOPING TRULY INTEGRATED CROSS-PLATFORM CAMPAIGNS
MEDIAPOST VIDEO INSIDER SUMMIT
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THE SEAMLESS CROSS-PLATFORM VIEWING EXPERIENCE HAS ARRIVED
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DIGITAL VIEWING IS EXPANDING THE TOTAL VIDEO VIEWING PIE
Monthly time spent by screenHours per month per viewer
5.45.35.14.4
5.04.94.84.3
170
165
160
155
150
5
0
Q4 2011
163.5
153.3
Q3 2011
156.6
Total
Q2 2011
155.1
146.3
OnlineMobile
Television
Q1 2012
166.2
155.8
146.8
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DIGITAL CONSUMPTION OF TV VIEWINGHAS BECOME SIGNIFICANT
Distribution of Average Daily Minutes, Core Sample, N=752
Spring/ Fall 2008
1st Quarter 2012
Distribution of Average Monthly Minutes
Mobile0.02%
99.4%
Television
Online0.6%
Mobile3.0%
Online3.2%
93.7%
Television
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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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AS VIEWERS GO MULTI-SCREEN,CROSS-PLATFORM ADVERTISING IS INTUITIVE
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THE REALITY IS THAT MOST CROSS-PLATFORM ADVERTISING IS NOT TRULY CROSS-PLATFORM
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
45.4% 2.4% 1.1%
Campaign Average
36.9% 9.1% 3.4%
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THERE ARE SEVERAL HURDLES TO TRUE CROSS-PLATFORM VIDEO ADVERTISING
Institutional knowledge, ingrained practices, and infrastructure for both TV AND digital
Separate organizations responsible for TV vs. digital buying and selling
Lack of consistent, comparable, and combinable measurement for TV vs. digital
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THESE HURDLES LEAD TO TOUGH CHOICES
1. How much should I spend?
2. How do I allocate my budget?
3. How do I optimize in real-time?
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REQUIREMENTS FOR EFFECTIVE CROSS-PLATFORM MEASUREMENT
1. Accepted by media buyers AND sellers - independent 3rd party
2. Actionable: accurate, delivered quickly and frequently, broadly applicable, granular, understandable
3. Comparable and combinable across media
4. Holistic – reach is not enough
5. Evolutionary- Brings together the best of TV and digital
WHO DID MY AD
REACH?
HOW DID IT IMPACT
ATTITUDES?
WHAT DID IT MOTIVATE THEM TO
DO?
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NIELSEN IS TACKLING CROSS-PLATFORM FROM A FEW STANDPOINTS• Expanding coverage in existing
TV measurementTV ratings, TV Brand Effect (IAG);Tablets, smartphones, social (Twitter)
• Advancing TV measurement- accuracy, data dimensions
Local TV ratings enhancement;Nielsen Buyer Insights
• Providing digital and cross-platform audience measurement comparable to and consistent with TV ratings
Nielsen Online Campaign Ratings;Nielsen Cross-Platform Campaign Ratings
• Bringing brand metrics for Resonance to digital in a scalable and actionable way
Nielsen Online and Mobile Brand Effect (fka Vizu Ad Catalyst)
Investing, innovating and learning with media buyers and sellers
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1. THE INDUSTRY HAS DIFFERENT OBJECTIVES FOR CROSS-PLATFORM ADVERTISING
Objectives stated for Nielsen Cross-Platform Campaign Ratings campaigns
40%
60%Incremental
reach
Maximize exposureon 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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2. THERE IS A PAYOFF FOR TRULY INTEGRATED CROSS-PLATFORM CAMPAIGNS
When a campaign is properly designed, digital can deliver substantial incremental reachIn this case study, nearly 1 in 3 digital audience members were incremental to televisionSelecting digital properties with broad reach, or that target low-TV watchers also maximizes the effect
34.8%Cross-
Platformreach
89.2% Unduplicated Reach*
72.1%TV reach
51.9%Digital reach
Target Demo: F18-34
37.3%TV-only reach
17.1%Digital-
onlyreach
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2. THERE IS A PAYOFF FOR TRULY INTEGRATED CROSS-PLATFORM CAMPAIGNS
General Recall Brand Linkage
44%
80%
36%
57%
TV + Internet Ad Exposed TV Ad Only Exposed
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3. TAKING DIGITAL TO TV ADVERTISING, AND TV TO DIGITAL ADVERTISING CHANGES THE STORY
Prime Time Shows A18-49 RTGs
Buyer RTGs Index
Blue Bloods 1.9 6.8 365
Show “X” 5.2 7.4 142
Show “Y” 2.5 1.4 55
Show “Z” 1.9 1.7 87
A casual dining restaurant example
Buyer defined ratings were significantly different from demo defined ratings
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3. TAKING DIGITAL TO TV ADVERTISING, AND TV TO DIGITAL ADVERTISING CHANGES THE STORY
32%
68%Off-Target
On-Target Delivery by SiteOn-Target Delivery by Site
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4. UNDERSTANDING EFFECTIVENESS BEYOND REACH ALONE IS MANDATORY
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AN EMERGING VIEW OF WHAT WORKS FOR CROSS-PLATFORM ADVERTISINGMeasure it:• For media buyers, understand what you are getting x-platform• For media sellers, understand what you are delivering x-platform
Test and learn: try different cross-platform ad strategies and understand what’s most effective
Keep the viewer in mind: • Consistent thread between TV and online• A reason for them to WANT to be reached
across platforms (relevance to them, compelling creative integration)
Partner with the other side vs. a perpetual negotiation
