Nielsen On Clutter

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Nielsen On Clutter

  1. 1. Media Planning: Introducing Clutter Measurement Into the Online Buying and Selling Process October 10, 2008 Jon Gibs Vice President, Media Analytics Jon.gibs@nielsen.com Confidential & Proprietary © 2007 The Nielsen Company
  2. 2. quot;Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises, and by eloquence sometimes sublime and sometimes pathetic.quot; Samuel Johnson, quot;The art of advertising exemplifiedquot;, The # 4o, 1759 Confidential & Proprietary © 2007 The Nielsen Company
  3. 3. “Television and direct mail exhibit the most perceived ad clutter. Newspaper and Yellow Pages exhibit the least. Attitude to advertising is generally affected by excessive advertising and disruptive advertising. Ad avoidance is generally related to excessive advertising, disruptive advertising, and ads that make it harder to search the medium. Finally, our findings suggest that standard demographic variables are not particularly useful as a means to identify people who are more likely to consider advertising excessive.” Confidential & Proprietary © 2007 The Nielsen Company
  4. 4. Confidential & Proprietary © 2007 The Nielsen Company
  5. 5. How Impactful Is It? • Methodology: 5 cell test, e-mail survey • Sample: n = 200 per cell, weighted by age, gender and income. • Description: Each cell are shown pages with increasing levels of ad clutter. Each are then asked questions about the page content as well as standard advertising effectiveness questions Confidential & Proprietary © 2007 The Nielsen Company
  6. 6. Impactful Enough… Unaided Recall Confidential & Proprietary © 2007 The Nielsen Company
  7. 7. The Drivers Of Clutter Online Confidential & Proprietary © 2007 The Nielsen Company
  8. 8. Our Goal To develop a planning/selling metric that can be used in conjunction with other metrics such as unique audience to allow agencies to better place advertising and for publishers to better monetize their inventory. Confidential & Proprietary © 2007 The Nielsen Company
  9. 9. The Clutter Metric (Ad Impressions/Page Views) *Pixel Weight Total Time Confidential & Proprietary © 2007 The Nielsen Company
  10. 10. Niche Content Sites Tend Toward Higher Clutter, Functional Sites Lower Clutter Score (Low Is Good) Nielsen Online Custom Clutter Analysis: Confidential & Proprietary NetView and Ad Relevance (9/08) © 2007 The Nielsen Company
  11. 11. Clutter Tends To Separate Sites Based on Their Consumer Function Men's Interests Automotive Niche Finance Women's Interests Clutter Local Home & Garden Humor Health & Fitness General Use Computing & Technology ‐ Consumer Kids & Family Weather Entertainment Business Sports & Recreation Application Learning &  Yellow & White Pages General/National News Reference Learning & Reference Games Targeted  Travel Shopping & Auction Portal/Community Greetings Employment General Community Computing & Technology ‐ Consumer Average Category UA (000) Nielsen Online Custom Clutter Analysis: Confidential & Proprietary NetView and Ad Relevance (9/08) © 2007 The Nielsen Company
  12. 12. The Segment Clutter Metric Clutter Metric X % Of Total Time Segment Spends On Site Confidential & Proprietary © 2007 The Nielsen Company
  13. 13. Score Percent Of Minutes A18‐34 123Greetings 1.00 5% Charter.net 3.01 8% Made Up Cheap Tickets 1.25 10% Real ESPN.com Page 2 0.64 6% Superpages 0.25 20% TechRepublic 1.44 9% The History Channel.com 0.47 29% VH1 2.36 8% Yahoo! HotJobs.com 1.32 4% Demo Score 1.03 Score Percent Of Minutes A18‐34 123Greetings 1.00 5% Charter.net 3.01 29% Cheap Tickets 1.25 10% ESPN.com Page 2 0.64 6% Superpages 0.25 20% TechRepublic 1.44 9% The History Channel.com 0.47 8% VH1 2.36 8% Yahoo! HotJobs.com 1.32 4% Demo Score 1.57 Nielsen Online Custom Clutter Analysis: Confidential & Proprietary NetView and Ad Relevance (9/08) © 2007 The Nielsen Company
  14. 14. Demo Clutter Level Exposure Nielsen Online Custom Clutter Analysis: Confidential & Proprietary NetView and Ad Relevance (9/08) © 2007 The Nielsen Company
  15. 15. A Drill Down on Male-Oriented Sites Bubble Size = Time Per Person Cardomain.com Less So… Clutter Motor Trend Average Clutter Level For Men Pop Mech Opportunity Average Category UA (000) Nielsen Online Custom Clutter Analysis: Confidential & Proprietary NetView and Ad Relevance (9/08) © 2007 The Nielsen Company
  16. 16. The Advertiser Clutter Metric Clutter Metric X % Of Total Impressions Advertiser Spends On Site Confidential & Proprietary © 2007 The Nielsen Company
  17. 17. The Advertiser Clutter Metric Score Percent Of Impressions GM 123Greetings 1.00 6% Charter.net 3.01 8% Cheap Tickets 1.25 13% ESPN.com Page 2 0.64 18% Superpages 0.25 23% TechRepublic 1.44 4% The History Channel.com 0.47 21% VH1 2.36 3% Yahoo! HotJobs.com 1.32 5% Advertiser Score 0.91 Nielsen Online Custom Clutter Analysis: NetView and Ad Confidential & Proprietary © 2007 The Nielsen Company Relevance (9/08)
  18. 18. Some Buyers Are More Clutter Sensitive Than Others Could Use Some Help Clutter Pretty Standard Smart Buying Wow Impressions Nielsen Online Custom Clutter Analysis: Confidential & Proprietary NetView and Ad Relevance (9/08) © 2007 The Nielsen Company
  19. 19. Clutter Level For The Top Advertisers Impressions 16,235,291,000 7,497,120,000 5,906,772,000 5,100,218,000 3,529,016,000 3,274,147,000 3,241,788,000 2,854,367,000 2,843,214,000 2,731,950,000 Nielsen Online Custom Clutter Analysis: Confidential & Proprietary NetView and Ad Relevance (9/08) © 2007 The Nielsen Company
  20. 20. Top Scorers For 500 Million+ Impressions Nielsen Online Custom Clutter Analysis: Confidential & Proprietary NetView and Ad Relevance (9/08) © 2007 The Nielsen Company
  21. 21. Bringing It All Together: Selling Inventory On a Weather Site Goal: A weather site is trying to establish as an effective advertising vehicle to reach high-income consumers for American Express Confidential & Proprietary © 2007 The Nielsen Company
  22. 22. The Audience Size Is Fairly Cut And Dry… Nielsen Online Custom Clutter Analysis: Confidential & Proprietary NetView and Ad Relevance (9/08) © 2007 The Nielsen Company
  23. 23. A Look At Clutter Of Weather Sites Nielsen Online Custom Clutter Analysis: Confidential & Proprietary NetView and Ad Relevance (9/08) © 2007 The Nielsen Company
  24. 24. But the thing is, clutter isn’t always bad Why do you research guys always have to make everything so darn complicated? Confidential & Proprietary © 2007 The Nielsen Company
  25. 25. Low Clutter Is Not Always Good, Sometimes It Minimizes Opportunity - Advertiser Clutter + - Segment Clutter + Confidential & Proprietary © 2007 The Nielsen Company
  26. 26. Four Sites Achieve Demo Scores 1.29 $150,000 HH Inc Demo Score Nielsen Online Custom Clutter Analysis: Confidential & Proprietary NetView and Ad Relevance (9/08) © 2007 The Nielsen Company
  27. 27. Three Sites Achieve Advertiser Scores 1.1 Amex Advertiser Score Nielsen Online Custom Clutter Analysis: Confidential & Proprietary NetView and Ad Relevance (9/08) © 2007 The Nielsen Company
  28. 28. So Let’s Look At Clutter Of Weather Sites Not enough inventory? Nielsen Online Custom Clutter Analysis: Confidential & Proprietary NetView and Ad Relevance (9/08) © 2007 The Nielsen Company
  29. 29. Optimal Opportunity To Clutter Ratio Optimal Nielsen Online Custom Clutter Analysis: Confidential & Proprietary NetView and Ad Relevance (9/08) © 2007 The Nielsen Company
  30. 30. Next Steps - Develop trending - Building better weighting schema - Incorporate into planning models Confidential & Proprietary © 2007 The Nielsen Company
  31. 31. Conclusions - Clutter is a big deal, and not just for TV - Clutter is measurable - Clutter does not stand on its own - Clutter is not necessarily bad Confidential & Proprietary © 2007 The Nielsen Company

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