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DBS: Nielsen Workshop: State of the Paid Social Advertising Industry
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DBS: Nielsen Workshop: State of the Paid Social Advertising Industry

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Social media and viral marketing have been some of the hottest topics in online brand advertising over the last few years. Learn how publishers, agencies and advertisers are leveraging and measuring …

Social media and viral marketing have been some of the hottest topics in online brand advertising over the last few years. Learn how publishers, agencies and advertisers are leveraging and measuring paid social advertising today. We'll share the results of a recent survey in which more than 500 digital executives weighed in on their paid social advertising strategies.

Presenter: Chris Louie, vp of product marketing, Nielsen


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  • Leading product marketing for Nielsen’s Ad Effectiveness productsStanding in for Jeff Smith, CMO of Vizu
  • Nielsen thinks about ad effectiveness in terms of 3R’sWe are doing this cross-platformTV reach, OCR, XCRTV and Online Brand EffectNielsen Catalina SolutionsVizu Ad Catalyst is the centerpiece of our Resonance play... Real-time Brand LiftLeslie Lavitt, John Abraham
  • Nielsen has a particular focus in socialOur NM Incite JV with McKinsey is releasing its State of Social Media reportCombo of Nielsen syndicated data + NM Incite’s social media listening + survey… hard numbers Social media is still growing rapidly37% YoY increase in minutes spent by US on social from July 2011 to 2012More time on social online than anything else… 20% of PC online time, and 30% of mobile online timeMobile is fueling today’s growthMobile app and web increased 63% YoYMobile apps = 1/3 of total social networking time25-34 and 35-44 spent more time accessing through mobile than PCSocial is transforming TV viewing44% of US tablet owners and 38% of US smartphone owners engage with mobile device while using TV33% of Twitter users have actively tweeted about TV contentSocial has revolutionized way consumers and brands interact47% of social media users leverage social care, or customer support via social mediaConsumer attitudes toward social advertising are evolving… more than ¼ don’t mind tailored ads based on online profile
  • Paid Social Ad Survey, done in conjunction with Digiday, focuses on understanding the current state of social advertisingTo what degree are companies participatingHow much of a focus is itWhat needs to happen for it to become even biggerSurvey of brand advertisers, agencies, and publishersConducted in SeptemberRobust set of responses
  • To what degree are people participating in social media advertising at all?A lot are utilizing earned media… putting things up and banking on the company’s network or its followers to carry it, go viralExperience with paid is also extremely highEssential part of the marketing toolkit
  • Diving into paid… what tactics have been most leveraged in 2012Most have used social networking sitesAbout half have used blogs, social ad networks, and video sharing platforms
  • Overall, Paid is still new20% of advertisers just getting startedAgencies aheadMore than half of both advertisers and publishers have 3 years of experience or less
  • Strong enthusiasm to increase social media advertising in 2013But most plan to increase it by a relatively small amount, especially in comparison to growth in consumer usageCorrespondingly, we asked media sellers about their predictions about their social media sales. 92% of them said they predicted an increase in sales1-10% - 25%11-20% - 29%21%+ - 38%
  • Where are the dollars coming from?Significant amount still hold social on its own, increasing social for socialOf the remaining 59%, mix of display, limited DR, and significant amount of offline advertising, nod to brand advertising
  • Social is really being seen as an integrated tactic online, that supports other effortsParadoxically, the story is less clear cut offlineSpeaks to the fact that we have a ways to go with cross-platform
  • Why are people using paid social?Brand advertising
  • Jury is still outIndicates opportunity to improve with measurement
  • What will help grow larger, from a measurement perspective?Same metrics as offline
  • What are those metrics?Brand Lift (resonance), direct sales generated (reaction)
  • What advertisers say they want and what publishers say they can provide today: big gap
  • Clear message that a link to sales and brand lift would increase use of paid social advertising
  • Where do we start?Need for social media benchmarksAttack the ROI gap
  • Average Brand Lift for different types of social media sites and platforms, as measured by Vizu, a Nielsen company
  • Transcript

    • 1. Paid Social Advertising State of the Industry Survey in conjunction with December, 2012www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 1
    • 2. What we do Reach the Right People Influence their Opinion Reach Resonance Reaction Impact their Behaviorwww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 2
    • 3. State of Social Media report • Social media is still growing rapidly • Mobile is fueling today’s growth • Social is transforming the consumer TV viewing experience Being • Social has revolutionized the way consumers released and brands interact today!www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 3
    • 4. About the Paid Social Ad Survey • Surveyed brand advertisers, agencies and publishers • Surveyed in September 2012 • 500+ responseswww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 4
    • 5. Paid Social is Part of the Marketer’s Toolkit Q. Please describe your organization’s social media activities Use free tools such as Facebook, Twitter, and YouTube 89% to spread content organically 71% Purchase media and/or sponsor content on social 75% sites or platforms for social campaigns 81% Don’t do anything with social media 0% 6% Advertisers Agencieswww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 5
    • 6. Paid Social Tactics Range WidelyQ. Which paid social media advertising tactics have you leveraged in 2012? (top responses)Advertising on social networking sites 86% (e.g. Facebook and Twitter ads) 91% Blogs / blog platforms 55% 54% Social ad networks / platforms 43% 47% Video sharing platforms 43% 46% Advertisers Agencieswww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 6
    • 7. Paid Social is Still MaturingQ. How long has your organization used paid social media advertising? Just getting started 20% 4% 1 year 16% 13% 2 years 16% 17% Advertisers 3 years 25% Agencies 27% 4 years 9% 15% 5+ years 14% 24% www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 7
    • 8. Paid Social Spending is Increasing Brands: For 2013, do you expect your Paid Social Ad Budget paid social media advertising budget to: will grow by… Increase 64% 1-10% 41% Stay the Same 34% 11-20% 15% Decrease 2% 21% + 11%www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 8
    • 9. Advertisers are Shifting Dollars From Other Mediums Q. In 2013, to what extent, if any, are you shifting budget from the following areas to your paid social media advertising budget? None, social media has its own dedicated budget 41% From other online channels – display 23% Advertisers From other online channels – other 10% From offline channels 39%www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 9
    • 10. Paid Social is Integrated with Other Tactics Q. How often are your paid social media advertising efforts run in conjunction with other types of advertising? With Other Online Advertising With Other Offline Advertising Most or all 66% 51% 71% 41% of the time Half of the 11% 31% Advertisers 7% 39% time or less Agencies Rarely or 11% 18% never 5% 20%www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 10
    • 11. Paid Social is Primarily Used for Branding Q. What is the primary purpose of your paid social media advertising campaigns? Primarily branding related, e.g. 45% raising awareness, influencing… 31% Primarily direct-response 16% related, e.g. driving product trials… 15% Advertisers A mix of both - more than half is 25% Agencies branding 29% A mix of both - more than half is 14% direct-response 25%www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 11
    • 12. The jury’s still out on ROIQ. How effective is paid social media advertising at meeting your marketing objectives? It’s effective and produces measureable ROI 29% (with ROI defined as metric achieved per… 27% I think it moves the needle when combined 33% with other efforts, but I’m not sure how to… 43% It’s a promising new tactic, but it’s effectiveness 33% is unknown 27% 6% I dont think it works 3% Advertisers Agencies www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 12
    • 13. There’s a clear disconnect between the metrics brands want, and what’s available to them Metrics Brands Say They Want What Publishers Provide Exact same metrics as offline media, and nothing else 12% 12% Exact same metrics as offline, and some additional metrics specific to 42% 11% the online medium Some of the same metrics from the offline medium, and some metrics 29% 29% specific to the online medium Metrics specific to the online medium 17% 49%www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 13
    • 14. There’s a clear disconnect between the metrics brands want, and what’s available to themQ. What metrics have you used in the past/think is most appropriate to measure paid social ROI? Used in the Past Most Appropriate (top responses) (top responses) Brands Brands • Likes/pins (77%) • Sales generated (49%) • Clickthroughs (73%) • Brand lift (35%) Agencies Agencies • Likes/pins (86%) • Brand lift (52%) • Clickthroughs (79%) • Sales generated (46%) Publishers Publishers • Clickthroughs (74%) • Brand lift (52%) • Views (68%) • Shares/repost (38%) www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 14
    • 15. The Industry Needs to Get on the Same Page What Advertisers Say Is Important for a Successful Campaign vs. What Publishers Say Actually Happens for Every CampaignDefine campaign’s primary advertising 98% objective before campaign start 32% Establish metric that will be used to 96%measure success before campaign start 19% Monitor performance for in-flight 96% improvements during campaign 23% Calculate ROI 92% 29% Advertisers Publishers www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 15
    • 16. Opportunity for Improvement: Alignment Around MeasurementQ. What would increase your use of paid social media advertising? Clear link between social media 52% advertising and Sales 66% Advertisers Agencies Clear link between social media 46% advertising and Brand Lift 53% 0% 10% 20% 30% 40% 50% 60% 70% www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 16
    • 17. Opportunity for Improvement: ROI and BenchmarksQ. What would increase your use of paid social media advertising? 44% 21% of brands said that Social media benchmarks they did not have social 48% media benchmarks 58% 14% of brands said “no Clarity around how to one” monitored the ROI measure social media ROI 65% of their paid social media efforts Advertisers Agencies www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 17
    • 18. We’re working to bridge the gap Nielsen will be releasing social media benchmarks Benchmark the brand lift of your social media efforts against similar campaigns as measured by Vizu A whitepaper with the results of this survey will be made available shortly To obtain a copy, email Darren Ellis at darren.ellis@nielsen.comwww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 18