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Tech Talk with Nielsen
1.
DIGIDAY TECH TALK MEASURING
ADVERTISING EFFECTIVENESS Ashish Mohindroo VP Marketing
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.
Copyright ©2013 The
Nielsen Company. Confidential and proprietary. NEW ADVERTISING MEASUREMENT CHALLENGES NATIVE 3
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.
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.
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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