The Nielsen Perspective on Applications of Data "Fusion' in Advertising Effectiveness

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The Nielsen Perspective on Applications of Data "Fusion' in Advertising Effectiveness

  1. 1. Confidential & Proprietary Copyright © 2007 The Nielsen Company Presentation to ARF Advertising Effectiveness Council May 13, 2008
  2. 2. Confidential & Proprietary Copyright © 2007 The Nielsen CompanyPage 2 May 13, 2008 Brand Target Audience: Product Suite • Background • Core applications • Applications in Advertising Effectiveness Agenda
  3. 3. Confidential & Proprietary Copyright © 2007 The Nielsen CompanyPage 3 May 13, 2008 The power to connect marketing targets with media data nielsenconnections visionvision Integrate media currency data to provide consumer centric view of cross-media usage Integrate media and marketing currency data to optimize clients’ media execution decisions
  4. 4. Confidential & Proprietary Copyright © 2007 The Nielsen CompanyPage 4 May 13, 2008 philosophyphilosophy Use the best data and the best methods Link to existing systems and processes The power to connect marketing targets with media data nielsenconnections
  5. 5. Confidential & Proprietary Copyright © 2007 The Nielsen CompanyPage 5 May 13, 2008 Current Media Approach Challenge: Traditional age/sex demographics don’t fully capture the target market for any product being advertised on TV. Solution: nielsenconnections provides a service that links marketing and media data together, allowing clients to plan and execute media directly against specific marketing targets, resulting in a more efficient and effective media execution.
  6. 6. Confidential & Proprietary Copyright © 2007 The Nielsen CompanyPage 6 May 13, 2008 Integrated Cross- Media Vision Nielsen Media Research Nielsen Online Nielsen Mobile MRI Potential to add other media- Radio, Newspapers, Outdoor, Cinema Advertising, others
  7. 7. Confidential & Proprietary Copyright © 2007 The Nielsen CompanyPage 7 May 13, 2008 Integrated Cross-Media and Product Vision Nielsen Media Research Nielsen Online Nielsen Mobile MRI Movies NRG/Nielsen Entertainment CPG/Pharma Homescan Financial Services Claritas
  8. 8. Confidential & Proprietary Copyright © 2007 The Nielsen CompanyPage 8 May 13, 2008 nielsenconnections Brand Target Audiences: Moviegoers Fusing onto NMR by identifying respondents with common demographic variables AGE - SEX - EDUCATION OCCUPATION COUNTRY of ORIGIN MEDIA USAGE = One . Single-Viewing Source . Respondent Database Nielsen Entertainment American Moviegoer Benchmark Study Nielsen OnlineNetView Panel Nielsen Media NPM Panel NPM Database w/ •TV Viewership •Internet Consumption •Movie Attendance Behaviors
  9. 9. Confidential & Proprietary Copyright © 2007 The Nielsen CompanyPage 9 May 13, 2008 Brand Target Audience: Moviegoers Detailed list of fusion variables
  10. 10. Confidential & Proprietary Copyright © 2007 The Nielsen CompanyPage 10 May 13, 2008 Impacts All Steps in Media Execution for Advertisers and Agencies 115 104 Identify Marketing Target Media Planning/ Allocation Media Optimization Post- Buy Analysis Add media consumption variables to guide the development of the marketing target. Measure the GRP delivery of your media schedule, and determine what programs delivered well and which ones delivered poorly. Use those learnings to fuel planning for upcoming releases. Identify the best TV programs and websites in reaching the core marketing target. Compare delivery of historical schedules to guide decisions Determine the optimal share of budget to TV, internet, magazines and other media, in terms of maximizing exposure against core marketing targets .
  11. 11. Confidential & Proprietary Copyright © 2007 The Nielsen CompanyPage 11 May 13, 2008 Impacts All Steps in Sales Process for Media Companies 15 104 Identify Moviegoer Target Media Planning/ Allocation Sales Package Optimization Post- Buy Analysis Measure the GRP delivery of your schedule against specific studio marketing targets. Illustrate the share of GRPs delivered by your network, relative to the competition Identify the best TV programs and websites in reaching the studio’s marketing target Use to justify share of TV budget for upcoming release. Use to justify/illustrate the value of TV and online assets
  12. 12. Confidential & Proprietary Copyright © 2007 The Nielsen CompanyPage 12 May 13, 2008 Case Study- Comedy Movie Post-Buy Analysis Overall Schedule Delivery EA= People who attend movies mostly during opening weekend Program Originator A18-34 GRPs A18-34 EA GRPs A18-34 EA GRP Index A18-34 Comedy GRPs A18-34 Comedy GRP Index Network 172 171 100 174 101 Syndication 42 39 91 40 95 Cable 697 629 90 723 104 Total Schedule 911 839 92 937 103
  13. 13. Confidential & Proprietary Copyright © 2007 The Nielsen CompanyPage 13 May 13, 2008 Case Study- Comedy Movie Post-Buy Analysis Delivery for Broadcast and Syndication ORGINATOR A18-34 A18-34 EA A18-34 EAINDEX A18-34 COMEDYFANS A18-34 COMEDYFANSINDEX ABCEARLYMORNING 2.06 1.38 67 2.64 128 NBCEARLYMORNING 2.30 2.51 109 2.61 113 EARLYMORNINGTOTAL 4.37 3.89 89 5.25 120 CBS SPORTS 14.11 12.95 92 14.56 103 ABCSPORTS 6.07 5.58 92 5.86 97 NBCSPORTS 9.78 9.16 94 9.44 97 FOXSPORTS 10.07 8.68 86 10.83 107 SPORTSTOTAL 40.03 36.37 91 40.69 102 NBCPRIME 20.64 24.22 117 21.27 103 FOXPRIME 42.61 43.34 102 42.86 101 ABCPRIME 16.30 14.99 92 17.08 105 MNT 0.66 0.80 123 0.53 81 CW 12.86 11.59 90 11.54 90 CBSPRIME 9.28 9.49 102 9.51 102 PRIME TOTAL 102.34 104.44 102 102.79 100
  14. 14. Confidential & Proprietary Copyright © 2007 The Nielsen CompanyPage 14 May 13, 2008 What Nielsen delivers: The Brand Target Audience: Moviegoer data can be delivered in 3 ways: • Fusion delivered directly to your agency, either through NPOWER or Software Solutions Provider. • IMS Campaign RF- Available in May. Campaign RF will enable cross-media optimization against specific studio marketing targets • Advanced analytics – we do on-going schedule analysis – deliver data in customized formats – deliver the target definitions files and support many ad-hoc client needs
  15. 15. Confidential & Proprietary Copyright © 2007 The Nielsen CompanyPage 15 May 13, 2008 Potential Applications for Advertising Effectiveness Measurement • Reporting GRPs, Reach and Frequency of cross-media campaign against specific marketing target, as inputs into effectiveness measurement • For CPG manufacturers, reporting weekly GRPs by Spectra grid cell, linked to store sales by Spectra grid to inform mixed model
  16. 16. Confidential & Proprietary Copyright © 2007 The Nielsen CompanyPage 16 May 13, 2008 Questions:

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