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Measuring & Optimizing Reach and Resonance in Digital Advertising
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Measuring & Optimizing Reach and Resonance in Digital Advertising

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  • 1. Measuring and OptimizingReach and Resonancein Digital AdvertisingRandall BeardGlobal Head – Advertiser SolutionsNielsen 1 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 2. Advertising Effectiveness SimplifiedEffectiveness principles are universal / screen agnostic 2 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 3. Reach & Resonance Drive Reaction The “3R’s” of Advertising ROI Reach Resonance Reaction Deliver Impressions Break Through & Communicate Drive  Sales 3 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 4. Breaking Down Reach & Resonance Reach Resonance Reach the Right People Influence their Opinion• Was my ad even seen? • Did it break-thru?• Did it reach my audience? • Did it change opinions? 4 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 5. Measuring and Optimizing Reach: ViewabilityQuestion: Did anyone see my ad? • Optimize delivery against sites with best viewability: What’s In- view? ? On What Which Sites? Viewed Creative ? For How Long? 5 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 6. Viewability Case Study A major insurance company was using aBackground DSP to execute media buying decisions • ~50% creative not viewable • Doubled ad ROI Exchanges Networks Publisher Direct Viewable Viewable Viewable 41% 48% 59% of the of the of the time time time • Rebid on viewable creative 6 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 7. Measuring & Optimizing Reach: On-Target DeliveryQuestion: Was my ad delivered to my target ? • Optimize site selection based on delivery: Delivery by demo Reach & Audience Frequency GRP’s Delivery % on target 7 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 8. Audience Delivery Optimization Case Study A large beverage company used Nielsen Online Campaign Ratings toBackground track audience delivery and optimize in real time 41% • Only 16% of impressions were on target reaching the intended audience • Secured better placements from underperforming publishers • Optimized by reallocating impressions from low to high performing sites • Increased on target impressions to 41% of the campaign days 8 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 9. Measuring & Optimizing Resonance: Brand AwarenessQuestion: Is my campaign breaking thru and changing opinions? • Use real-time Brand Effect metrics to maximize impact: Which Creative Creative ? Which Targeting Brand Brand Brand Site Which Target? Effect Effect Effect Site Sites? Frequency How Frequency Frequent? 9 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 10. Resonance Optimization Case Study A coffee cream maker wanted to create awareness and trial forBackground a new line of fat-free coffee creamer CPG Awareness + 34.4%• Measured campaign performance in + 23.2% real-time Optimized• Identified lowest-performing creative units and placements• Re-allocated those impressions to higher-performing creative units Applying 3 simple rules• Improved Brand Awareness +56% – Increased brand lift 56% – Increased effective media spend by $100k+ 10 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 11. Measuring & Optimizing Resonance: Performance DriversQuestion: Why is my campaign performing the way it does ? • Post campaign analysis to diagnose performance drivers 11 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 12. Resonance Diagnostics Case Study An insurance company wanted to understand how theirBackground message was resonating with different demographic segments• Message communication was Message stronger among Females 25+ Association• Brand recommendation was Brand Recommendation also stronger Females 25+ 12 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 13. Reach & Resonance Real Time Optimization Drive Best Reaction Results The “3R’s” of Advertising ROI Reach Resonance ReactionDeliver Impressions Break Through & Communicate Drive  Sales Real Time Optimization 13 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 14. Summary• 3R Framework – simple, actionable, powerful – End to end measurement is critical – Reach and Resonance are key to strong Reaction• Real-time digital optimization is a big opportunity – Reach and Resonance – Single vendor, single tag• Best results achieved by optimizing all key aspects of campaign – Reach: Viewability & Audience delivery – Resonance: Breakthrough & attitudinal impact + post campaign diagnostics• Measure Reaction via offline sales impact – Verify sales / spending impact of optimized campaign – TV comparable metrics 14 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 15. Measuring and OptimizingReach and Resonancein Digital AdvertisingRandall BeardGlobal Head – Advertiser SolutionsNielsen 15 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.