Insight Address: Cross-Platform Measurement: The Current State & Future Opportunities
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Insight Address: Cross-Platform Measurement: The Current State & Future Opportunities

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Insight Address: Cross-Platform Measurement: The Current State & Future Opportunities Presentation Transcript

  • 1. CROSS PLATFORMMEASUREMENTUNDERSTANDING TODAY’S DYNAMICCONSUMER EXPERIENCERandall BeardGlobal Head,Advertiser Solutions, Nielsen
  • 2. OVERVIEW1 Client Pain Points2 3R Framework / Vision3 Cross-Platform – What We’ve Learned4 Q&A
  • 3. Copyright ©2013 The Nielsen Company. Confidential and proprietary. NIELSEN MEASURES WHAT PEOPLE WATCH & BUY… Audiences Consumer & Purchase Advertising 3
  • 4. Copyright ©2013 The Nielsen Company. Confidential and proprietary. MORE DEVICES, MORE COMPLEXITY CLOUD DVR TABLET TV APPS INTERNET ENABLED TV INTERNET CONNECTED TV EARLY MOBILE VIDEO ONLINE VIDEO FOR PC VCR BROADCAST CABLE AND SATELLITE TV VOD TV DVR DVD FIRST 50 YEARS LAST 10 YEARS LAST 5 YEARS 4
  • 5. Copyright ©2013 The Nielsen Company. Confidential and proprietary. DIFFERENT METRICS MAKE LIFE CHALLENGING Online measurement today Other measurement today 20% Above 0.015% the Fold Click Through Page Views Rates 14,561 Server Log Counts 178,509 Still left asking Demo: Female 18-22 Demo: Female 18-22 “Who saw my ad?” 5
  • 6. CLIENT PAIN POINTS
  • 7. Copyright ©2013 The Nielsen Company. Confidential and proprietary. CLIENTS ARE TELLING US THEIR PAIN POINTS: 1. How much should I spend? 2. How do I allocate my budget? 3. How do I optimize in real-time? 7
  • 8. 3R FRAMEWORK
  • 9. Copyright ©2013 The Nielsen Company. Confidential and proprietary. INGREDIENTS TO INCREASE YOUR ADVERTISING ROI REACH X RESONANCE = REACTION Reach the right people Influence their opinion Impact their behavior Did my intended audience Did my campaign deliver Did my campaign deliver the see my campaign? the desired brand impact? desired consumer response? REAL – TIME 9
  • 10. NIELSEN CROSS-PLATFORM VISION By addressing fundamental questions… … in a comprehensive and integrated way All screens / devices Commercial and program Paid, owned, earnedCopyright ©2012 The Nielsen Company. Confidential and proprietary. WHO DID MY HOW DID IT WHAT DID IT Global AD REACH? IMPACT MOTIVATE THEM ATTITUDES? TO DO? Enabling the best decision-making around marketing mix, media spend allocation, and optimization 10
  • 11. CROSS-PLATFORM:WHAT WE’VE LEARNED
  • 12. Copyright ©2013 The Nielsen Company. Confidential and proprietary. WHAT CROSS-PLATFORM ADVERTISERS WANT Objectives stated for Nielsen Cross-Platform Campaign Ratings campaigns We wanted digital to pick up where our TV buy left off… reaching 60% Incremental P12-18 reach 40% Maximize exposure Our objective was to on TV + reach our intended Online audience, M18-34, from every angle 12
  • 13. Copyright ©2013 The Nielsen Company. Confidential and proprietary. VIDEO CONTINUES ITS RULE OF CONSUMER ATTENTION The average American watches nearly 5 hours of video each day 97.6% of which is on a traditional TV Viewing on a Traditional TV Other Viewing (On the Internet, On a mobile phone) 13 Source: Nielsen State of The Media: The Cross-Platform Report Qtr 1, 2012
  • 14. Copyright ©2013 The Nielsen Company. Confidential and proprietary. MULTI-TASKING ACROSS SCREENS HAS INCREASED 87% of smartphone owners use their device while watching TV at some time 88% of tablet owners use their device while watching TV at some time Source: Nielsen Mobile Connected Device Report 14
  • 15. Copyright ©2013 The Nielsen Company. Confidential and proprietary. AUDIENCE DELIVERY DIFFERS BY SITE 68% Off-Target 32% On-Target Delivery by Site On-Target Delivery by Site Nielsen, US based example US based example 15
  • 16. Copyright ©2013 The Nielsen Company. Confidential and proprietary. ONLINE AUDIENCE DELIVERY IS AN OPPORTUNITY ACROSS ALL DEMO’S % On-Target vs. % of Population DEMOGRAPHIC % on % of Index target1 population P18+ 92% 78% 118 P18-49 78% 45% 173 The narrower your audience, M18-49 67% 22% 305 the bigger the F18-49 44% 22% 200 opportunity F35-54 27% 14% 192 M18-24 22% 5% 440 1 Source: Benchmarks and Findings from Nielsen Online Campaign Ratings 16
  • 17. Copyright ©2013 The Nielsen Company. Confidential and proprietary. REGISTRATION DATA IMPROVES AUDIENCE DELIVERY PERSONS 18-49 DEMO ON-TARGET % 71% V. 65% Publishers with registration data have considerably higher on-target performance delivery Ad networks’ on- target performance is comparable to publishers without registration data 88% V. 71% 17 Source: Nielsen Online Campaign Ratings
  • 18. Copyright ©2013 The Nielsen Company. Confidential and proprietary. MAXIMIZING CROSS PLATFORM EXPOSURE USUALLY DRIVES BETTER AD PERFORMANCE TV + Internet Ad Exposed TV Ad Only Exposed 80% 57% 44% 36% General Recall Brand Linkage Nielsen, US based example 18
  • 19. Copyright ©2013 The Nielsen Company. Confidential and proprietary. WHAT ADVERTISERS CURRENTLY GET TV Online Random Actual x = duplication Index reach % reach % duplication Increase Campaign reach 36.9% 9.1% 3.4% 3.5% 103 Average Maximize Campaign frequency 45.38% 2.38% 1.1% 1.1% 100 Average Nielsen, US based example. Each group average of 4 campaigns. 19
  • 20. SUMMARY1 TV dominates, but cross-platform viewing is growing fast2 Advertisers are struggling with cross-platform allocation3 Goal is to extend reach and/or increase overlap4 Opportunity to improve online audience delivery5 Cross-platform execution is not meeting client needs