DIGIDAY TECH TALK
MEASURING ADVERTISING EFFECTIVENESS

Ashish Mohindroo
VP Marketing
ADVERTISING EFFECTIVENESS SIMPLIFIED
Effectiveness principles are consistent across screens

Influence their opinion

Reac...
Copyright ©2013 The Nielsen Company. Confidential and proprietary.

NEW ADVERTISING MEASUREMENT CHALLENGES

NATIVE

3
DRIVE IN-STORE VISITS VIA MOBILE

Mobile: Intent Brand Lift

Copyright ©2013 The Nielsen Company. Confidential and proprie...
DRIVE NEW PRODUCT AWARENESS ON SOCIAL

Awareness Brand Lift

Copyright ©2013 The Nielsen Company. Confidential and proprie...
INCREASE FAVORABILITY ACROSS NATIVE ADS

Copyright ©2013 The Nielsen Company. Confidential and proprietary.

“32% of CMOs ...
Tech Talk with Nielsen
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Tech Talk with Nielsen

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Nielsen will present their solution to brand marketing in a rapid-fire presentation

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Tech Talk with Nielsen

  1. 1. DIGIDAY TECH TALK MEASURING ADVERTISING EFFECTIVENESS Ashish Mohindroo VP Marketing
  2. 2. ADVERTISING EFFECTIVENESS SIMPLIFIED Effectiveness principles are consistent across screens Influence their opinion Reach Copyright ©2013 The Nielsen Company. Confidential and proprietary. Reach the right people Resonance Impact their behavior Reaction 2
  3. 3. Copyright ©2013 The Nielsen Company. Confidential and proprietary. NEW ADVERTISING MEASUREMENT CHALLENGES NATIVE 3
  4. 4. DRIVE IN-STORE VISITS VIA MOBILE Mobile: Intent Brand Lift Copyright ©2013 The Nielsen Company. Confidential and proprietary. 45% Lift “ Though mobile is new, I answer to metrics. Nielsen provides us with apples to apples online & mobile ad effectiveness measurement and optimization, enabling us to advertise online and in mobile with confidence.” - Ryan Richardson, Digital Media Manager, Buffalo Wild Wings Not Exposed to Advertising Exposed to Advertising 4
  5. 5. DRIVE NEW PRODUCT AWARENESS ON SOCIAL Awareness Brand Lift Copyright ©2013 The Nielsen Company. Confidential and proprietary. 11.3% Lift 27.4% 24.7% Not Exposed to Advertising Exposed to Advertising 5
  6. 6. INCREASE FAVORABILITY ACROSS NATIVE ADS Copyright ©2013 The Nielsen Company. Confidential and proprietary. “32% of CMOs say that they have bought or are planning to buy native video advertising in the next 6 months ” - Forbes Insights & Sharethrough Research Favorability Brand Lift 82% Lift 46.2% 25.4% Not Exposed to Advertising Exposed to Advertising 6

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