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Digiday Brand Conference: Workshop with Nielsen: Leveraging Reach and Resonance to Drive Results
 

Digiday Brand Conference: Workshop with Nielsen: Leveraging Reach and Resonance to Drive Results

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Using real customer case studies, Nielsen will demonstrate how using audience and viewability data in conjunction with brand lift data can improve ROI. ...

Using real customer case studies, Nielsen will demonstrate how using audience and viewability data in conjunction with brand lift data can improve ROI.
Speaker: Randall Beard, global head of advertiser solutions, The Nielsen Company

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  • LINK: Clicking on the purchase funnel takes you to the questions template slideLINK: Clicking on the “No CTR” slide takes you to a No CTR slide
  • LINK: Clicking on the purchase funnel takes you to the questions template slideLINK: Clicking on the “No CTR” slide takes you to a No CTR slide

Digiday Brand Conference: Workshop with Nielsen: Leveraging Reach and Resonance to Drive Results  Digiday Brand Conference: Workshop with Nielsen: Leveraging Reach and Resonance to Drive Results Presentation Transcript

  • Measuring and OptimizingReach and Resonancein Digital AdvertisingRandall BeardGlobal Head – Advertiser SolutionsThe Nielsen Company 1 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Advertising Effectiveness SimplifiedEffectiveness principles are universal / screen agnostic 2 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 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.
  • 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.
  • 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.
  • Viewability Case StudyBackground A major insurance company was using a DSP to execute media buying decisions • ~50% creative not viewable • Doubled ad ROI Exchanges Networks Publisher Direct Viewable Viewable Viewable 41% 48% 59% ROI of the of the of the 2X $2.80 time time time $1.40 • Rebid on viewable creative 6 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 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.
  • Audience Delivery Optimization Case StudyBackground A large beverage company used Online Campaign Ratings to 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 16% performing sites on target • Increased on target impressions to 41% of the campaign days Off Target On Target 8 Impressions Impressions Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 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.
  • Resonance Optimization Case StudyBackground A coffee cream maker wanted to create awareness and trial for a new line of fat-free coffee creamer CPG Awareness 50 + 34.4% 45• Measured campaign performance in 40 35 + 23.2% real-time 30 Optimized 25 20• Identified lowest-performing creative 15 units and placements 10 5 0• Re-allocated those impressions to Brand Lift 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.
  • Measuring & Optimizing Resonance: Performance DriversQuestion: Why is my campaign performing the way it does ? • Post campaign analysis to diagnose performance drivers Lift against target Creative Creative Brand Equity strengths Strengths Effect Impact TV 11 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • Resonance Diagnostics Case StudyBackground An insurance company wanted to understand how their message was resonating with different demographic segments 44% 50%• Message communication was 40% 34% Message 30% stronger among Females 25+ 20% Association 10% 0% Male 25+ Female 25+ 44% 50%• Brand recommendation was 40% 27% Brand 30% Recommendation 20% also stronger Females 25+ 10% 0% Male 25+ Female 25+ 12 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 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.
  • 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.
  • Measuring and OptimizingReach and Resonancein Digital AdvertisingRandall BeardGlobal Head – Advertiser SolutionsThe Nielsen Company 15 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.