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    Webinar   nielsen online campaign ratings Webinar nielsen online campaign ratings Presentation Transcript

    • Nielsen Online Campaign RatingsAudience Reach, Frequency and GRP forOnline Ad CampaignsNielsen WebinarJune 2011
    • Advertising effectiveness WHO DID MY WHAT IMPACT DID WHAT DID IT MOTIVATE CAMPAIGN REACH? MY BRAND HAVE? THEM TO DO? 2 Nielsen Online Campaign Ratings Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • The unmeasured 99.9%“An unmeasured medium is an inherently undervalued medium” – Arthur C. Nielsen Who are they? What impact does advertising have on them? 3 Did the advertising drive more sales? Nielsen Online Campaign Ratings Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • What is Nielsen Online Campaign Ratings?Provides a new, highly accurate method to identify andmeasure audiences exposed to online ad campaigns Accurately identifies the audience exposed to an online ad campaign 30-50% sample coverage for actual user demographics Uses actual registered user demographics from premium publishers to identify the audience. Gross Rating Points (GRPs) Nielsen Online Campaign Ratings outputs for ad campaigns are User Interface comparable to Nielsen TV Ratings 4 Nielsen Online Campaign Ratings Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • How it works 5 Nielsen Online Campaign Ratings Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Gain assurance • Accuracy– On average, sample coverage ranging from ~40-60%Trustworthiness • Heritage – 80 years serving advertisers and media companies.Specificity • Sample” size enables measurement of national / local; large / small campaigns. • Ability to combine TV + Web + Mobile.Integration • Provides foundational data for planning, MMM, and ad effectiveness modules.Privacy • Delivering breadth of reporting & accuracy; high standards of consumer privacy.Security • Methods / practices which maintain security for publishers and advertisers.Ease of use • Integration with ad serving and other agency / publisher toolsets.Timeliness • Overnight delivery. Same platform as Nielsen TV ratings.Scalability • Capacity to process more than 3B+/day impressions in Q3 2011.Cost • Ability to deliver at acceptable pricing to both advertisers and publishers.Globalization • Assets and methods are extensible to key markets globally. 6 Nielsen Online Campaign Ratings Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Beta programObjectives Key Statistics• Methodology /Technology Validation • 20+ advertisers• Client Trials • 100+ publishers• Benchmarking • 60+ campaignsLearnings• High sample coverage (42% on average)• Test campaigns/publishers exhibited varying levels of success in delivering target audiences• Average frequencies varied widely across demographic groups The combination of sites across many campaigns resulted in 100’s of individual campaign * site observations for this analysis. Total Non-Facebook campaign = ~40 7 Nielsen Online Campaign Ratings Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Women’s Personal Care ProductSample report Campaign Target: Females 18-34 23% of delivery reached the target audience 51% of audience was Male 8 Nielsen Online Campaign Ratings Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Sample coverageSample coverage…• Consistently high across all advertiser brand verticals• High for all publisher types, even higher for smaller sites• Remained high even for campaigns targeting older population N= 29 campaigns N= 156 (Sites * Campaigns) N= 25 campaigns Stats Exclude On-Facebook Campaigns 9 Nielsen Online Campaign Ratings Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Target delivery• Finding: Individual sites within a single campaign often delivered the target audience with differing degrees of precision• In the example campaign below, the overall campaign % On-Target was 32%, with individual sites as high as 60% and as low as 18% Target Audience: Male 25-49 10 N=1 campaign Nielsen Online Campaign Ratings Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Available reportsReports Market Mix Model Extracts (v1.1)(v1.00) Attributes:• Demo Group (Audience Report) • Campaign• Site (Campaign Site Report) • Week/Month• Day (Daily Reach Build Report) • Ad Format • Site(v1.01) • Placement• DMA (DMA Report) • Demo Group • DMAStandard Report Metrics Metrics:• US Pop Base • Ad Impressions• Unique Audience • GRP• Ad Impressions • Online GRP• Audience Reach (%)• Avg. Frequency• GRP 11 Nielsen Online Campaign Ratings Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Competitive advantageUsing actual demos • Taps into actual demographics at the time of the impressionSample coverage • Features 30-50% sample coverageTV integration • Built on same platform as Nielsen TV currencyAccurate unique • Resolves cross-machine, browser duplication using uniqueaudience, Reach registration data from data providersand FrequencyIntegrity,Trustworthy, • Nielsen’s 80+ years of industry serviceUnbiased 12 Nielsen Online Campaign Ratings Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Product roadmapfor Nielsen Online Campaign Ratings Reports New Reports Under Consideration… Audience Profile (Campaign) DMA Report Expansion into new Audience Profile (Site) Daily Reach Build demographic data points Campaign Site Summary Marketing Mix Model data (e.g. Nielsen Claritas) extracts Additional data providers Delivery: Web-based UI Global expansion New Features: Cross-Media integration Schedule: Daily by 12pm API for data delivery New Ad Formats (e.g. Graphical Dashboard reports mobile) Scope: Online Ad in UI Email alerts and report delivery Campaigns: Display media (Banners, Rich, Video) Aug 2011 Est. Q4 2011 2012 + R1.0 R1.1 Future releases 13 Nielsen Online Campaign Ratings Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Consistent metricswith Nielsen Online Brand Effect• Nielsen Online Brand Effect measures attitudinal impact of online ads via polls on Facebook• Leverages the same tag employed for Nielsen Online Campaign Ratings• Shared measurement platform results in synchronized demos for Nielsen Online Brand Effect and Nielsen Online Campaign Ratings• Fast, high quality metrics• Consistent with Nielsen Online Campaign Ratings 14 Nielsen Online Campaign Ratings Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Nielsen Online Campaign Ratings overview• Superior method in identifying ad campaign audiences• New opportunities for online advertising The next steps: 1 2 Beta program Key insights 3 Taking orders 4 Product Launch launched revealed July 2011 March 2011 June 2011 August 2011 15 Nielsen Online Campaign Ratings Copyright © 2011 The Nielsen Company. Confidential and proprietary.
    • Thank you!• Charles Buchwalter• Senior Vice President• Nielsen Online Campaign Ratings• Nielsen• charles.buchwalter@nielsen.com• Mark Kalus• Director, Product Management• Nielsen Online Campaign Ratings Nielsen• mark.kalus@nielsen.com