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Integrate Insights on Reach and Resonance to Maximize Advertising Effectiveness

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Integrate Insights on Reach and Resonance to Maximize Advertising Effectiveness Integrate Insights on Reach and Resonance to Maximize Advertising Effectiveness Presentation Transcript

  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 1 PRESENTER DETAILS Sarah Calkin Ward Director, Product Leadership Ad Effectiveness Nielsen (NY) Sarah.Calkin-Ward@Nielsen.com http://www.linkedin.com/pub/sarah-calkin-ward/2/b5b/231
  • Sarah Calkin Ward Director, Product Leadership June 2013 A 360° APPROACH TO AD EFFECTIVENESS USING INTEGRATED REACH AND RESONANCE INSIGHTS TO OPTIMIZE YOUR CAMPAIGN
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 3 AGENDA 1. Why take an integrated 360° approach to your analysis? 2. Client case study using a 360° approach 3. Best practices for a 360° campaign measurement approach 4. Where to from here? 5. Top 3 take-aways 6. Q&A
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 4 DIGITAL AD CAMPAIGNS HAVE GROWN COMPLEX More choices- different media, different creative, different ways to engage – and the rules of what does or doesn’t work aren’t all well established
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 5 CMOs ARE ASKING FOR CLARITY & SIMPLICITY Brands: Which of the following would lead you to increase spending in new media? 2012 Online Brand Advertising Outlook, Vizu, a Nielsen company (Survey of US based CMO’s) 33% 41% 42% 68% 69% 0% 10% 20% 30% 40% 50% 60% 70% 80% Ability to use the same metrics to evaluate brand advertising effectiveness online as are used offline Purchasing efficiency (e.g. the ability to reach audiences at scale through fewer outlets) Ability to verify my online brand advertising was actually delivered to my intended audience Ability to verify my brand advertising created the desired result (e.g. increased awareness of my product) Improved clarity around the actual return on my brand advertising investment Improved clarity around the actual return on my brand advertising investment Ability to verify my brand advertising created the desired result (e.g. increase awareness of my product) Ability to use the same metrics to evaluate brand Purchasing efficiency (e.g. the ability to reach audiences at scale through fewer outlets) Ability to verify my online brand advertising was actually delivered to my intended audience Over half of media buyers and 1 in 3 media sellers: “I’m drowning in data; I would prefer to focus on a few meaningful metrics to evaluate the performance of a campaign” Ability to use the same metrics to evaluate brand advertising effectiveness online as are used offline
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 6 BACK TO THE AD EFFECTIVENESS FUNDAMENTALS Focus on directly assessing ROI and the primary marketing objectives that drive it Reach the right audience Influence their perception Drive action and ROI An integrated 360° approach is needed across all platforms, levers and tactics Audience Sales LiftBrand lift Recall & Linkage
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 7 FROM INSIGHTS TO ACTIONS Leading marketers and publishers use our solutions to improve ad effectiveness 21.% 54.5 % On-Target % at Flight Launch On-Target % at Flight End 153 % • Increased OT reach by 153% • Increased effective spend by $33,000 • Developed consultative relationship with client OCR: Value of In-Flight Optimization NBI: Value of Buyer-Focused CampaignOBE: Value of In-Flight Optimization • Increased Brand Lift by 56% • Increased effective spend by $100k • Won David Ogilvy Award CPG Awareness Brand Lift + 34.4% 23.2% $120 $145 Unxposed Exposed $130 $170 Unexposed Exposed Demo Strategic Campaign Buyer Strategic Campaign +31% Average Dollars Per Person in Retail Category Case StudyCase Study Illustrative
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 8 TODAY: UNLOCKING INTEGRATED INSIGHTS Using Reach and Resonance together drives greater insight on ad effectiveness From individual answers… REACH: Which sites are delivering my ad to my intended audience? RESONANCE: Is my advertisement influencing the opinion of my intended audience? … to a truly integrated solution INTEGRATED REACH & RESONANCE BUYERS: Which sites are more likely to reach and influence my intended audience? SELLERS: How do I showcase the unique value of my platform & site audience, as a collaborative partner with my client?
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 9 CASE STUDY ON INTEGRATED INSIGHTS CLIENT National brand, appeals to families, with Dads as a key decision-maker INTENDED AUDIENCE Males 25-64 CAMPAIGN DESIGN Multi-screen campaign (~2 months) • TV advertising • Large spend on digital, mainly PC-based Display and Video ads Large number of publishers (~20 total) MARKETING OBJECTIVES Primary: drive greater purchase intent Secondary: brand awareness A national B2C marketer with a large cross-platform campaign wants to optimize
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 10 CASE STUDY ON INTEGRATED INSIGHTS CLIENT National brand, appeals to families, with Dads as a key decision-maker INTENDED AUDIENCE Males 25-64 CAMPAIGN DESIGN Multi-screen campaign (~2 months) • TV advertising • Large spend on digital, mainly PC-based Display and Video ads Large number of publishers (~20 total) MARKETING OBJECTIVES Primary: drive greater purchase intent Secondary: brand awareness A national B2C marketer with a large cross-platform campaign wants to optimize BUSINESS QUESTIONS • Did the campaign reach its intended audience? • Were those exposed influenced to purchase more? • What are the best opportunities to optimize (across sites, placements, creative / messaging strategy)?
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 11 CASE STUDY ON INTEGRATED INSIGHTS CLIENT National brand, appeals to families, with Dads as a key decision-maker INTENDED AUDIENCE Males 25-64 CAMPAIGN DESIGN Multi-screen campaign (~2 months) • TV advertising • Large spend on digital, mainly PC-based Display and Video ads Large number of publishers (~20 total) MARKETING OBJECTIVES Primary: drive greater purchase intent Secondary: brand awareness A national B2C marketer with a large cross-platform campaign wants to optimize BUSINESS QUESTIONS • Did the campaign reach its intended audience? • Were those exposed influenced to purchase more? • What are the best opportunities to optimize (across sites, placements, creative / messaging strategy)? OUR APPROACH 1. Analyze the brand’s digital campaign using Nielsen’s OCR & OBE measurements 2. Assess the overall and publisher-specific performance using OCR & OBE data and insights together 3. Go deeper into Reach and Resonance-specific results to identify concrete ways to optimize performance
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 12Source: Nielsen Online Campaign Ratings / Target: Males 25-64 / Primary Objective: Purchase Intent, Blinded Case Study TOP-LEVEL ONLINE CAMPAIGN RATINGS FINDINGS Impressions Delivery by Publisher: Brand Campaign Target: Males 25-64 51% Campaign Avg. 58% On Target norm On-Target Impressions Off-Target Impressions On-Target Rate 44% 81% 53% 54% 56% 50% 45% 32% 39% 74% 39% 32% 46% 27% 63% 55% 51% 43% 79% 41% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 2 4 6 8 10 12 14 16 %OnTarget TotalImpressionsDelivered(Millions) T S R Q P O N M L K J I H G F E D C B A Campaign Publishers
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 13 Site B, the second largest publisher, generated the most on-target impressions; Site A, the largest component of the campaign, pulled down the overall on-target average Source: Nielsen Online Campaign Ratings / Target: Males 25-64 / Primary Objective: Purchase Intent, Blinded Case Study TOP-LEVEL ONLINE CAMPAIGN RATINGS FINDINGS Impressions Delivery by Publisher: Brand Campaign Target: Males 25-64 51% Campaign Avg. 58% On Target norm On-Target Impressions Off-Target Impressions On-Target Rate 44% 81% 53% 54% 56% 50% 45% 32% 39% 74% 39% 32% 46% 27% 63% 55% 51% 43% 79% 41% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 2 4 6 8 10 12 14 16 %OnTarget TotalImpressionsDelivered(Millions) T S R Q P O N M L K J I H G F E D C B A Campaign Publishers
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 14 Site B, the second largest publisher, generated the most on-target impressions; Site A, the largest component of the campaign, pulled down the overall on-target average Source: Nielsen Online Campaign Ratings / Target: Males 25-64 / Primary Objective: Purchase Intent, Blinded Case Study TOP-LEVEL ONLINE CAMPAIGN RATINGS FINDINGS Impressions Delivery by Publisher: Brand Campaign Target: Males 25-64 51% Campaign Avg. 58% On Target norm On-Target Impressions Off-Target Impressions On-Target Rate 44% 81% 53% 54% 56% 50% 45% 32% 39% 74% 39% 32% 46% 27% 63% 55% 51% 43% 79% 41% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 2 4 6 8 10 12 14 16 %OnTarget TotalImpressionsDelivered(Millions) T S R Q P O N M L K J I H G F E D C B A Campaign Publishers Top performers: Increase impressions Bottom performers: Reduce impressions
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 15 Publisher B Publisher D Publisher E Publisher J Publisher H Awareness Purchase Intent TOP-LEVEL ONLINE BRAND EFFECT FINDINGS Source: Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent, Blinded Case Study Average Frequency 3.1 Average Frequency 1.5 Average Frequency 5.5 Average Frequency 5.0 Average Frequency 4.1 Site B Site HSite JSite ESite D Brand Lift Metrics: Purchase Intent Awareness
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 16 Publisher B Publisher D Publisher E Publisher J Publisher H Awareness Purchase Intent TOP-LEVEL ONLINE BRAND EFFECT FINDINGS Site J performed most strongly on both resonance metrics, but required higher exposure levels than other top performers like Site B, against the primary Intent metric. Source: Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent, Blinded Case Study Average Frequency 3.1 Average Frequency 1.5 Average Frequency 5.5 Average Frequency 5.0 Average Frequency 4.1 Site B Site HSite JSite ESite D Increase impressions on Site B, E, J; Brand Lift Metrics: Purchase Intent Awareness
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 17 Publisher B Publisher D Publisher E Publisher J Publisher H Awareness Purchase Intent TOP-LEVEL ONLINE BRAND EFFECT FINDINGS Site J performed most strongly on both resonance metrics, but required higher exposure levels than other top performers like Site B, against the primary Intent metric. Source: Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent, Blinded Case Study Average Frequency 3.1 Average Frequency 1.5 Average Frequency 5.5 Average Frequency 5.0 Average Frequency 4.1 Site B Site HSite JSite ESite D Increase impressions on Site B, E, J; Site D: Look at creative mix to maximize impact Site H: Increase frequency Brand Lift Metrics: Purchase Intent Awareness Increase exposure frequency Ensure creative mix has top performing creatives
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 18 Publisher B Publisher D Publisher E Publisher J Publisher H Awareness Purchase Intent TOP-LEVEL ONLINE BRAND EFFECT FINDINGS Site J performed most strongly on both resonance metrics, but required higher exposure levels than other top performers like Site B, against the primary Intent metric. Source: Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent, Blinded Case Study Average Frequency 3.1 Average Frequency 1.5 Average Frequency 5.5 Average Frequency 5.0 Average Frequency 4.1 Site B Site HSite JSite ESite D Increase impressions on Site B, E, J; Site D: Look at creative mix to maximize impact Site H: Increase frequency But, how do we prioritize optimization by site with so many R&R metric results? Brand Lift Metrics: Purchase Intent Awareness Increase exposure frequency Ensure creative mix has top performing creatives
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 19 INTEGRATED ANALYSIS PROVIDED CLEAR ANSWERS 22.8% D H K B E P J Source: Nielsen Online Campaign Ratings, Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent (OBE –Purchase Intent –Brand Lift) Size of bubble illustrates Impression share Publisher Resonance by Purchase Intent58%Norm
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 20 INTEGRATED ANALYSIS PROVIDED CLEAR ANSWERS Site B was the strongest performer, generating high on-target reach and impact, lifting the primary marketing objective of purchase intent for the brand 22.8% D H K B E P J Source: Nielsen Online Campaign Ratings, Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent (OBE –Purchase Intent –Brand Lift) Size of bubble illustrates Impression share Publisher Resonance by Purchase Intent Increase impressions 58%Norm
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 21 INTEGRATED ANALYSIS PROVIDED CLEAR ANSWERS Site B was the strongest performer, generating high on-target reach and impact, lifting the primary marketing objective of purchase intent for the brand 22.8% D H K B E P J Source: Nielsen Online Campaign Ratings, Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent (OBE –Purchase Intent –Brand Lift) Size of bubble illustrates Impression share Publisher Resonance by Purchase Intent Increase impressions Optimize by OT% by placement. Decrease impressions 58%Norm
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 22 INTEGRATED ANALYSIS PROVIDED CLEAR ANSWERS Site B was the strongest performer, generating high on-target reach and impact, lifting the primary marketing objective of purchase intent for the brand 22.8% D H K B E P J Source: Nielsen Online Campaign Ratings, Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent (OBE –Purchase Intent –Brand Lift) Size of bubble illustrates Impression share Publisher Resonance by Purchase Intent Increase impressions Optimize by OT% by placement. Decrease impressions Optimize by creative & frequency 58%Norm
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 23 INTEGRATED ANALYSIS PROVIDED CLEAR ANSWERS Site B was the strongest performer, generating high on-target reach and impact, lifting the primary marketing objective of purchase intent for the brand 22.8% D H K B E P J Source: Nielsen Online Campaign Ratings, Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent (OBE –Purchase Intent –Brand Lift) Size of bubble illustrates Impression share Publisher Resonance by Purchase Intent Increase impressions Optimize by OT% by placement. Decrease impressions Sites encouraged to improve OT% by placement -without impacting brand lift Optimize by creative & frequency 58%Norm
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 24 Impressions and On-Target Rate by Placement: 2013 Brand X Campaign Site: H Target: Males 25-64 Source: Nielsen Online Campaign Ratings, Target: Males 25-64, Blinded Case Study DEEP DIVE ON REACH: DETAILS BY PUBLISHER HELP IN-FLIGHT OPTIMIZATION 32% 32% 34% 35% 35% 36% 37% 37% 37% 38% 38% 38% 39% 43% 68% 68% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0.0 0.2 0.4 0.6 0.8 1.0 1.2 On-TargetRate TotalImpressions(MMs) Placement IDs Total Impressions (MM) On-Target Rate OCR Norm 58%
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 25 Impressions and On-Target Rate by Placement: 2013 Brand X Campaign Site: H Target: Males 25-64 Granular detail showed the top two placements for Site H generated the most impressions as well as an on-target delivery rate 10 points above the OCR norm Source: Nielsen Online Campaign Ratings, Target: Males 25-64, Blinded Case Study DEEP DIVE ON REACH: DETAILS BY PUBLISHER HELP IN-FLIGHT OPTIMIZATION 32% 32% 34% 35% 35% 36% 37% 37% 37% 38% 38% 38% 39% 43% 68% 68% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0.0 0.2 0.4 0.6 0.8 1.0 1.2 On-TargetRate TotalImpressions(MMs) Placement IDs Total Impressions (MM) On-Target Rate OCR Norm 58% Despite achieving 10 pts over the OCR Norm 58% on 2 placements Other placements brought the average to 46% OT
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 26 DEEP DIVE ON RESONANCE: DETAILS BY CREATIVE PERFORMANCE HELP OPTIMIZATION CREATIVE PERFORMANCE BY CREATIVE TYPE -OBE Control Sheep (Beds) Stalking (Locations) VideoFlashAll Creative Brand Lift: 46.3% Brand Lift: 2.8% OBE creative analysis identified top performing creative types and top performing ad units which had increased impression distribution on placements that were reaching their intended audience. Source: Nielsen Online Brand Effect, Creative Performance, Primary Intent brand lift, Blinded Case Study
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 27 DEEP DIVE ON RESONANCE: DETAILS BY CREATIVE PERFORMANCE HELP OPTIMIZATION CREATIVE PERFORMANCE BY CREATIVE TYPE -OBE Control Sheep (Beds) Stalking (Locations) VideoFlashAll Creative Brand Lift: 46.3% Brand Lift: 2.8% OBE creative analysis identified top performing creative types and top performing ad units which had increased impression distribution on placements that were reaching their intended audience. End of campaign Creative Diagnostics identified what elements of each creative appealed to the Brand consumer, and which were in-effective. Source: Nielsen Online Brand Effect, Creative Performance, Primary Intent brand lift, Blinded Case Study
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 28 SUMMARY OF CASE STUDY FINDINGS • Once integrated analyses had been reviewed, top half quadrant sites were optimized as a priority to maximize impact • Top Right Quadrant Sites (Site B): • Impressions increased which increased purchase intent overall • Impressions redistributed from under-performing placements on the same site
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 29 SUMMARY OF CASE STUDY FINDINGS • Once integrated analyses had been reviewed, top half quadrant sites were optimized as a priority to maximize impact • Top Right Quadrant Sites (Site B): • Impressions increased which increased purchase intent overall • Impressions redistributed from under-performing placements on the same site • Top Left Quadrant Sites (Site K): • Low performing creatives were replaced with higher performing creative • Impressions were redistributed from under-performing video units (2.8% pts) to over- performing flash units (46.3% pts)
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 30 SUMMARY OF CASE STUDY FINDINGS • Once integrated analyses had been reviewed, top half quadrant sites were optimized as a priority to maximize impact • Top Right Quadrant Sites (Site B): • Impressions increased which increased purchase intent overall • Impressions redistributed from under-performing placements on the same site • Top Left Quadrant Sites (Site K): • Low performing creatives were replaced with higher performing creative • Impressions were redistributed from under-performing video units (2.8% pts) to over- performing flash units (46.3% pts) • Bottom Half Quadrant Sites (Site H, D, P, J, E): • Impressions redistributed from under-performing placements on each site • Sites were removed from media plan if OT% improvement had not been achieved by mid- campaign • Bottom Left Quadrant (Site H) improved OT%. Creative analysis and increased frequency cap was then applied to increase resonance
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 31 SUMMARY OF CASE STUDY FINDINGS • Once integrated analyses had been reviewed, top half quadrant sites were optimized as a priority to maximize impact • Top Right Quadrant Sites (Site B): • Impressions increased which increased purchase intent overall • Impressions redistributed from under-performing placements on the same site • Top Left Quadrant Sites (Site K): • Low performing creatives were replaced with higher performing creative • Impressions were redistributed from under-performing video units (2.8% pts) to over- performing flash units (46.3% pts) • Bottom Half Quadrant Sites (Site H, D, P, J, E): • Impressions redistributed from under-performing placements on each site • Sites were removed from media plan if OT% improvement had not been achieved by mid- campaign • Bottom Left Quadrant (Site H) improved OT%. Creative analysis and increased frequency cap was then applied to increase resonance • Integrated analysis was reviewed regularly to ensure changes were improving efficiencies across both reach and resonance
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 32 WHAT HAVE WE LEARNED? Analyze publisher performance results on a Reach & Resonance quadrant When should we include the integrated analysis as part of our optimization process? Reach Resonance
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 33 WHAT HAVE WE LEARNED? Analyze publisher performance results on a Reach & Resonance quadrant Apply granular optimization – based on quadrant positions When should we include the integrated analysis as part of our optimization process? Reach Resonance
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 34 WHAT HAVE WE LEARNED? Analyze publisher performance results on a Reach & Resonance quadrant Apply granular optimization – based on quadrant positions Top Right: Increase impressions When should we include the integrated analysis as part of our optimization process? Reach Resonance
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 35 WHAT HAVE WE LEARNED? Analyze publisher performance results on a Reach & Resonance quadrant Apply granular optimization – based on quadrant positions Top Right: Increase impressions When should we include the integrated analysis as part of our optimization process? Bottom Half: On-Target delivery by Placement (OCR) Reach Resonance
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 36 WHAT HAVE WE LEARNED? Analyze publisher performance results on a Reach & Resonance quadrant Apply granular optimization – based on quadrant positions Top Right: Increase impressions Left Half: Prioritize optimization based on primary metrics When should we include the integrated analysis as part of our optimization process? Bottom Half: On-Target delivery by Placement (OCR) Reach Resonance
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 37 WHAT HAVE WE LEARNED? Analyze publisher performance results on a Reach & Resonance quadrant Apply granular optimization – based on quadrant positions Top Right: Increase impressions Left Half: Prioritize optimization based on primary metrics Top Left: Creative mix; Top performing creative & creative type (OBE) When should we include the integrated analysis as part of our optimization process? Bottom Half: On-Target delivery by Placement (OCR) Reach Resonance
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 38 WHAT HAVE WE LEARNED? Analyze publisher performance results on a Reach & Resonance quadrant Apply granular optimization – based on quadrant positions Top Right: Increase impressions Top Left: Frequency levels by publisher (OCR) Left Half: Prioritize optimization based on primary metrics Top Left: Creative mix; Top performing creative & creative type (OBE) When should we include the integrated analysis as part of our optimization process? Bottom Half: On-Target delivery by Placement (OCR) Reach Resonance
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 39 WHAT HAVE WE LEARNED? Analyze publisher performance results on a Reach & Resonance quadrant Apply granular optimization – based on quadrant positions Top Right: Increase impressions Top Left: Frequency levels by publisher (OCR) Left Half: Prioritize optimization based on primary metrics Bottom Left: In-View % & Time In- View by publisher (OCR) Top Left: Creative mix; Top performing creative & creative type (OBE) When should we include the integrated analysis as part of our optimization process? Bottom Half: On-Target delivery by Placement (OCR) Reach Resonance
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 40 WHAT HAVE WE LEARNED? Analyze publisher performance results on a Reach & Resonance quadrant Apply granular optimization – based on quadrant positions Top Right: Increase impressions Top Left: Frequency levels by publisher (OCR) Left Half: Prioritize optimization based on primary metrics Bottom Left: In-View % & Time In- View by publisher (OCR) Top Left: Creative mix; Top performing creative & creative type (OBE) Apply Creative diagnostic learnings (OBE-EV) When should we include the integrated analysis as part of our optimization process? Bottom Half: On-Target delivery by Placement (OCR) Reach Resonance
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 41 BEST PRACTICES FOR 360° CAMPAIGN SUCCESS Lessons learned from our experience working with integrated solutions  Real-time reach and resonance reporting is key to achieving campaign efficiencies
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 42 BEST PRACTICES FOR 360° CAMPAIGN SUCCESS Lessons learned from our experience working with integrated solutions  Real-time reach and resonance reporting is key to achieving campaign efficiencies  Including creative diagnostics for each platform is important
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 43 BEST PRACTICES FOR 360° CAMPAIGN SUCCESS Lessons learned from our experience working with integrated solutions  Real-time reach and resonance reporting is key to achieving campaign efficiencies  Including creative diagnostics for each platform is important  Industry norms are key when establishing up-front R&R targets
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 44 BEST PRACTICES FOR 360° CAMPAIGN SUCCESS Lessons learned from our experience working with integrated solutions  Real-time reach and resonance reporting is key to achieving campaign efficiencies  Including creative diagnostics for each platform is important  Industry norms are key when establishing up-front R&R targets  Collaboration is important to maximize campaign success • Brands should collaborate with media agencies on in-flight reporting , optimization, and end of campaign learnings • Media agencies should collaborate with media partners to enable visibility to contextualize their property results & maximize impact through optimization initiatives
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 45 BEST PRACTICES FOR 360° CAMPAIGN SUCCESS Lessons learned from our experience working with integrated solutions  Real-time reach and resonance reporting is key to achieving campaign efficiencies  Including creative diagnostics for each platform is important  Industry norms are key when establishing up-front R&R targets  Collaboration is important to maximize campaign success • Brands should collaborate with media agencies on in-flight reporting , optimization, and end of campaign learnings • Media agencies should collaborate with media partners to enable visibility to contextualize their property results & maximize impact through optimization initiatives  End of campaign review with agency & brand • Apply tactical learnings by 360 reach & resonance efficiencies across future campaigns • Include media costs to drive optimization decisions against full efficiencies • Include creative agency so they can understand how their involvement impacted results
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 46 WHERE TO FROM HERE? An integrated 360° approach to ad effectiveness analysis can be applied to answer many business questions, including today’s performance by publisher use case • How can I optimize cross-platform reach & resonance efficiently? • How can I assess and optimize across all 3R solutions? (Reach, Resonance, Reaction) • How can I determine full campaign efficiencies as a whole, and still benchmark the value of each platform? We look forward to working through these answers across future webinar topics
  • Copyright©2013TheNielsenCompany.Confidentialandproprietary. 47 TOP 3 TAKE-AWAYS FROM TODAY’S SESSION Be set up for measurement success by adding these 3 tips to your campaign playbook 1. Look at your integrated reach & resonance analysis up-front to provide greater context of publisher performance, & indicate optimization opportunities 2. Set valid up-front campaign reach & resonance targets using industry norms 3. Collaborate with your media partners to be set up for campaign success
  • Follow us on Twitter! @Nielsen #AdEffectiveness Q&AThank you for attending our webinar! Please contact us if you have any questions, comments or want to receive the a copy of today’s recorded session: darren.ellis@nielsen.com www.nielsen.com
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