Research Presentation: Developing Truly Integrated Multi-Platform Advertising Campaigns
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Research Presentation: Developing Truly Integrated Multi-Platform Advertising Campaigns

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Despite the fragmentation of audiences across devices, advertisers continue to invest dollars in single platform silos more often than not. But the metrics show that this structure misses the ...

Despite the fragmentation of audiences across devices, advertisers continue to invest dollars in single platform silos more often than not. But the metrics show that this structure misses the tremendous opportunity for more effective and impactful advertising that multi-platform offers. Nielsen’s Chris Louieshows how some leading media buyers and sellers have pursued truly integrated multi-platform models, and how they are realizing significant impact to their effectiveness and the bottom line. We will explore the questions, barriers, and opportunities for multi-platform advertising and suggest a framework for effectively planning and measuring the performance of truly integrated campaigns.

Presenter:
Chris Louie, Vice President Product Leadership, Nielsen

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  • Some of that evening usage reflected on that last slide, almost certainly occurs when consumers are watching TV. 88% of tablet users are using their device while watching TV and a very similar number for smartphones too. This simultaneous usage presents an opportunity for brand advertisers to engage across multiple screens

Research Presentation: Developing Truly Integrated Multi-Platform Advertising Campaigns Research Presentation: Developing Truly Integrated Multi-Platform Advertising Campaigns Presentation Transcript

  • DEVELOPING TRULY INTEGRATED CROSS-PLATFORM CAMPAIGNS MEDIAPOST VIDEO INSIDER SUMMIT Chris Louie VP, Product Leadership April 6, 2013
  • Copyright ©2013 The Nielsen Company. Confidential and proprietary. EXPERIENCE HAS ARRIVED THE SEAMLESS CROSS-PLATFORM VIEWING2
  • DIGITAL VIEWING IS EXPANDING THE TOTAL VIDEO VIEWING PIE Monthly time spent by screen Hours per month per viewer 170 166.2 Total 165 163.5 160 156.6 155.1 155.8 155 153.3 Television 150Copyright ©2013 The Nielsen Company. Confidential and proprietary. 146.3 146.8 5.1 5.3 5.4 Online 4.4 5 4.8 4.9 5.0 Mobile 4.3 0 Q2 2011 Q3 2011 Q4 2011 Q1 2012 3
  • DIGITAL CONSUMPTION OF TV VIEWING HAS BECOME SIGNIFICANT Spring/ Online Mobile 1st Quarter Online Mobile Fall 2008 0.6% 0.02% 2012 3.2% 3.0%Copyright ©2013 The Nielsen Company. Confidential and proprietary. 99.4% 93.7% Television Television Distribution of Average Daily Distribution of Average Monthly Minutes, Core Sample, N=752 Minutes 4
  • 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 5
  • AS VIEWERS GO MULTI-SCREEN, CROSS-PLATFORM ADVERTISING IS INTUITIVECopyright ©2013 The Nielsen Company. Confidential and proprietary. 6
  • THE REALITY IS THAT MOST CROSS-PLATFORM ADVERTISING IS NOT TRULY CROSS-PLATFORM TV Online Random Actual x = duplication Index reach % reach % duplication Increase Campaign reach 36.9% 9.1% 3.4% 3.5% 103 AverageCopyright ©2013 The Nielsen Company. Confidential and proprietary. Maximize Campaign frequency 45.4% 2.4% 1.1% 1.1% 100 Average Nielsen, US based example. Each group average of 4 campaigns. 7
  • THERE ARE SEVERAL HURDLES TO TRUE CROSS-PLATFORM VIDEO ADVERTISING Institutional knowledge, ingrained practices, and infrastructure for both TV AND digital Separate organizations responsible for TV vs. digital buying and sellingCopyright ©2013 The Nielsen Company. Confidential and proprietary. Lack of consistent, comparable, and combinable measurement for TV vs. digital 8
  • THESE HURDLES LEAD TO TOUGH CHOICES 1. How much should I spend? 2. How do I allocate my budget? 3. How do I optimize in real-time?Copyright ©2013 The Nielsen Company. Confidential and proprietary. 9
  • REQUIREMENTS FOR EFFECTIVE CROSS-PLATFORM MEASUREMENT 1. Accepted by media buyers AND sellers - independent 3rd party 2. Actionable: accurate, delivered quickly and frequently, broadly applicable, granular, understandable 3. Comparable and combinable across media 4. Holistic – reach is not enoughCopyright ©2013 The Nielsen Company. Confidential and proprietary. WHO DID MY HOW DID IT WHAT DID IT AD REACH? IMPACT MOTIVATE ATTITUDES? THEM TO DO? 5. Evolutionary- Brings together the best of TV and digital 10
  • NIELSEN IS TACKLING CROSS-PLATFORM FROM A FEW STANDPOINTS • Expanding coverage in existing TV ratings, TV Brand Effect (IAG); TV measurement Tablets, smartphones, social (Twitter) • Advancing TV measurement- Local TV ratings enhancement; accuracy, data dimensions Nielsen Buyer Insights • Providing digital and Nielsen Online Campaign Ratings; cross-platform audience Nielsen Cross-Platform Campaign measurement comparable to Ratings and consistent with TV ratingsCopyright ©2013 The Nielsen Company. Confidential and proprietary. • Bringing brand metrics for Nielsen Online and Mobile Brand Resonance to digital in a Effect (fka Vizu Ad Catalyst) scalable and actionable way Investing, innovating and learning with media buyers and sellers 11
  • 1. THE INDUSTRY HAS DIFFERENT OBJECTIVES FOR CROSS-PLATFORM ADVERTISING 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%Copyright ©2013 The Nielsen Company. Confidential and proprietary. Maximize exposure Our objective was to on TV + reach our intended Online audience, M18-34, from every angle 12
  • 2. THERE IS A PAYOFF FOR TRULY INTEGRATED CROSS-PLATFORM CAMPAIGNS Target Demo: F18-34 89.2% Unduplicated Reach* • When a campaign is properly designed, digital can deliver substantial incremental reach 37.3% 34.8% 17.1% • In this case study, nearly 1 TV-only Cross- Digital- in 3 digital audience reach Platform only members were reach reach incremental to televisionCopyright ©2013 The Nielsen Company. Confidential and proprietary. • Selecting digital properties with broad reach, or that 72.1% 51.9% target low-TV watchers TV reach Digital reach also maximizes the effect 13
  • 2. THERE IS A PAYOFF FOR TRULY INTEGRATED CROSS-PLATFORM CAMPAIGNS TV + Internet Ad Exposed TV Ad Only Exposed 80% 57% 44% 36%Copyright ©2013 The Nielsen Company. Confidential and proprietary. General Recall Brand Linkage 14
  • 3. TAKING DIGITAL TO TV ADVERTISING, AND TV TO DIGITAL ADVERTISING CHANGES THE STORY A casual dining restaurant example A18-49 Buyer Prime Time Shows Index RTGs RTGs Blue Bloods 1.9 6.8 365 Show “X” 5.2 7.4 142 Show “Y” 2.5 1.4 55Copyright ©2013 The Nielsen Company. Confidential and proprietary. Show “Z” 1.9 1.7 87 Buyer defined ratings were significantly different from demo defined ratings 15
  • 3. TAKING DIGITAL TO TV ADVERTISING, AND TV TO DIGITAL ADVERTISING CHANGES THE STORY 68% Off-Target 32%Copyright ©2013 The Nielsen Company. Confidential and proprietary. On-Target Delivery by Site On-Target Delivery by Site 16
  • Copyright ©2013 The Nielsen Company. Confidential and proprietary. REACH ALONE IS MANDATORY 4. UNDERSTANDING EFFECTIVENESS BEYOND17
  • AN EMERGING VIEW OF WHAT WORKS FOR CROSS-PLATFORM ADVERTISING Measure it: • For media buyers, understand what you are getting x-platform • For media sellers, understand what you are delivering x-platform Test and learn: try different cross-platform ad strategies and understand what’s most effective Keep the viewer in mind: • Consistent thread between TV and online • A reason for them to WANT to be reachedCopyright ©2013 The Nielsen Company. Confidential and proprietary. across platforms (relevance to them, compelling creative integration) Partner with the other side vs. a perpetual negotiation 18