Integrating GRPs intothe Digital EcosystemKelly McEttrickSr. Director of Platform Strategy, VideoHubAndrew FeigensonSVP, A...
Television is Still Number ONE                                                  Eclipses other video platforms   Largest v...
But Screen Fragmentation is Only Increasing                                                           Watching Traditional...
Concurrent Media Usage is Prominent                         Watching TV and Another Media                                 ...
EFFECTIVENESS                                  BRAND HEALTH                  BrandingA CHANGE                           UN...
EFFECTIVENESS EFFICIENCY
The global leader in measurement        The first end-to-end platform builtand information, providing clients the    exclu...
It’s Accurate and Actionable via a Panelthat Scales in a Fragmenting Ecosystem                                            ...
ALLOWING FOR DEEP &REAL-TIME RATINGS1. YOUR HOLISTIC CAMPAIGN.2. EACH MEDIA PARTNER.3. THE BUYING UNIT, PLACEMENT. 4. LOCA...
COMBINING THE BEST OFDIGITAL ACCOUNTABILITYKNOW WHAT HALF OF YOUR RATINGS ARE WORKING                           Brand View...
AND ALLOWS OUR CLIENTSTO SEE THESE KINDS OFRESULTS, ANYWHERE THEYBUY VIDEO
CASE STUDY
CASE STUDYPrimaryTargetA18-49                           1.28 GRPs W18-49Male Skew                                 1.33 GRP...
CASE STUDYVaried Viewing QualityPARTNER 1                         CAMPAIGN AVERAGE: Viewability85%PARTNER 243%PARTNER 395%...
MANY VARIABLES    IMPACTED PERFORMANCE6543210      Player        Time of      Geo   OS Type   Browser Frequency Video    D...
DIFFERENT VARIABLES IMPACTED BRAND LIFT  10    9    8    7    6    5    4    3    2    1    0           Time of     Freque...
CASE STUDYDemographics                                  3rd Party Cookie Data                                             ...
CASE STUDYDemographics                                  3rd Party Cookie Data                                             ...
CASE STUDY                                                  IMPACT RANKOptimal Time of Day                               #...
CASE STUDYMaking Your Reach Work Better.And Making it Scalable.          11am - 4pm                     10pm - 3am        ...
CASE STUDYOptimal FrequencyReach Distribution by Frequency                                                                ...
CASE STUDYDecreased Audience Reach against           Decreased Time Spent       unresponsive target   Increased Average Fr...
THANK YOUKelly McEttrickSr. Director of Platform Strategy, VideoHubAndrew FeigensonSVP, Ad Platforms & Networks, Nielsen
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Kelly McEttrick, VideoHub and Andrew Feigenson, Nielsen | Integrating GRPs into the Digital Ecosystem

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VideoHub Sr. Director of Platform Strategy, Kelly McEttrick and Nielsen SVP, Ad Platforms & Networks Andrew Feigenson presentation titled " Integrating GRPs into the Digital Ecosystem." Presented at the VideoNuze 2012 Online Video Advertising Summit, June 19, 2012, NYC.

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  • TV is still on top when it comes to reach and nothing else comes close to its scale and the time spent with the medium
  • And although TV is still king, other screens are being adopted and TV’s share is starting to be chipped awayThis means we all must be adopting currency different than what we dealt with as these screens are merging…
  • Merging, as well as changing consumption habits. Brands can reach them in more ways, but people have 3 screens infront all the time so making an impact on them is what matters. We have the baseline through Nielsen
  • Just as there is a change in the way they are watching, there is a big change in how brands want to measure. Shift from DR to Brand Health. We need tools to measure this and face this industry change, and is something TV uses and people believe TV can do:
  • And that change in measurement means that we must focus on the Effectiveness of media vs. the efficiency of it. Just like with TV, they shift dollars around to where it works the best to reach their audience.Don’t let what happened to Wall Street happen to Marketing!Effectiveness trumps efficiency.What you pay for media doesn’t matter.Spending money isn’t hard.Getting results is.
  • And that is where the beauty of our partnership comes into play, marrying the best of TV measurement with the accountability of digital. Through our partnership incorporating Nielsen OCR we have made this a reality. 2 market leaders: Nielsen the leading media measurement company forever, and now videohub, the first total video platform that lets you “know whats working” ANYWHERE you buy video
  • For the first time a platform that “counts” with Nielsen OCR, leveraging their relationship with facebook to gain critical data that is extremely accurate to measure Gross Reach online.
  • Which allows you amazing new opportunities with digital video. Offering a 360 degree approach to analyze, serve, optimizing your video campaigns ANYWHERE you buy video: from any site, publisher, network, exchange, etc. with one partner.
  • And now the holy grail finally exists, combing the best of 50 years of TV data with the “promise” of digital advertising
  • And with unmatched levels of transparency and accountability, we’re putting the power of digital video in your hands, and allowing our clients to see results like they’ve never see before, and understand for the first time WHY their marketing works, or doesn’t work. Results like this:
  • And with unmatched levels of transparency and accountability, we’re putting the power of digital video in your hands, and allowing our clients to see results like they’ve never see before, and understand for the first time WHY their marketing works, or doesn’t work. Results like this:
  • And its all fueled by video. People are spending as much time watching TV per week as watching video via online, mobile, tablet, and connected. INCREDIBLE REVOLUTION WE HAVE TO PAY ATTENTION BC PEOPLE ARE MOVING HERE LIKE CRAZYSOURCE
  • Kelly McEttrick, VideoHub and Andrew Feigenson, Nielsen | Integrating GRPs into the Digital Ecosystem

    1. 1. Integrating GRPs intothe Digital EcosystemKelly McEttrickSr. Director of Platform Strategy, VideoHubAndrew FeigensonSVP, Ad Platforms & Networks, Nielsen
    2. 2. Television is Still Number ONE Eclipses other video platforms Largest video platform by reach in time spent Source: Nielsen Cross-Platform Report Q4-2011
    3. 3. But Screen Fragmentation is Only Increasing Watching Traditional TV Watching Video on Internet Mobile Subscribers Watching Video on a Mobile Phone Source: Nielsen, US Digital Consumer Report Q3-Q4 2011
    4. 4. Concurrent Media Usage is Prominent Watching TV and Another Media Adults 18-49 Source: Media Behavior Institute
    5. 5. EFFECTIVENESS BRAND HEALTH BrandingA CHANGE UNIQUE REACHIS TAKING UNIQUE FREQUENCYPLACE IN TIME SPENTDIGITAL ENGAGEMENT RATEADVERTISING CTR EFFICIENCY DR Direct Response
    6. 6. EFFECTIVENESS EFFICIENCY
    7. 7. The global leader in measurement The first end-to-end platform builtand information, providing clients the exclusively for video, delivering most complete understanding of complete transparency into your what consumers watch and buy. video campaign performance, anywhere you buy video. VideoHub has married the best of the Nielsen TV currency with the accountability of digital to illuminate the unique value proposition of digital video. This allows clients to better contextualize insights and understand the impact of video across larger marketing initiatives.
    8. 8. It’s Accurate and Actionable via a Panelthat Scales in a Fragmenting Ecosystem Nielsen OCR/VideoHub Average Number of Daily Impressions Less than 95% confidence 1 Million Person Panel 100,000 50,000 VideoHub and Nielsen can measure placements as small as 10,000 daily impressions – 10,000 overlap ranging 35-50% 5,000 0% 20% 50% 100% 150% 200% Error RateNote: Relative error normalizes the error so that it can be compared to other errors (95% confident error divided by the metric). Based on a study ofmore than 200 VideoHub campaigns, with 30-50% sample coverage and estimates for a 1 million person panel with less than 1% sample coverage.
    9. 9. ALLOWING FOR DEEP &REAL-TIME RATINGS1. YOUR HOLISTIC CAMPAIGN.2. EACH MEDIA PARTNER.3. THE BUYING UNIT, PLACEMENT. 4. LOCATION, DMA.
    10. 10. COMBINING THE BEST OFDIGITAL ACCOUNTABILITYKNOW WHAT HALF OF YOUR RATINGS ARE WORKING Brand Viewability Conversion Health Time Spent Engagement
    11. 11. AND ALLOWS OUR CLIENTSTO SEE THESE KINDS OFRESULTS, ANYWHERE THEYBUY VIDEO
    12. 12. CASE STUDY
    13. 13. CASE STUDYPrimaryTargetA18-49 1.28 GRPs W18-49Male Skew 1.33 GRPs M18-49 June 23, 2012 Source: VideoHub and Nielsen 13
    14. 14. CASE STUDYVaried Viewing QualityPARTNER 1 CAMPAIGN AVERAGE: Viewability85%PARTNER 243%PARTNER 395%PARNTER 451% Source: VideoHub Internal Data
    15. 15. MANY VARIABLES IMPACTED PERFORMANCE6543210 Player Time of Geo OS Type Browser Frequency Video Day of Custom Demo Content Video Size Day Type Consum- Week Data Category View ption HistorySource: VideoHub Internal Data TIME SPENT
    16. 16. DIFFERENT VARIABLES IMPACTED BRAND LIFT 10 9 8 7 6 5 4 3 2 1 0 Time of Frequency Demo Geo Content Player OS Video Browser Video Day of Day Category Size View Consum- Week History ptionSource: VideoHub Internal Data BRAND LIFT
    17. 17. CASE STUDYDemographics 3rd Party Cookie Data M18-34 over- indexed for time spent IMPACT RANK #10 Time Spent Source: VideoHub Internal Data
    18. 18. CASE STUDYDemographics 3rd Party Cookie Data IMPACT RANK # 3 Brand Lift Younger men & women indicated strongest brand consideration Source: VideoHub Internal Data
    19. 19. CASE STUDY IMPACT RANKOptimal Time of Day # 1 Brand Lift # 2 Completions BRAND HEALTH COMPLETIONS 11am - 4pm 1am- 6am Source: VideoHub Internal Data
    20. 20. CASE STUDYMaking Your Reach Work Better.And Making it Scalable. 11am - 4pm 10pm - 3am 11am - 4pmEffectiveness Distribution Reach Distribution Reach Optimization Source: VideoHub Internal Data 2 0
    21. 21. CASE STUDYOptimal FrequencyReach Distribution by Frequency Increased investment in 1X Maximized video to maximize reach effectiveness CTR K 2-3X Maximized 6-8X Engagement Maximized Brand Lift K K K K K K K K K K 1X 2X 3X 4X 5X 6X 7X 8X 9X 10X 11+ Source: VideoHub Internal Data 21
    22. 22. CASE STUDYDecreased Audience Reach against Decreased Time Spent unresponsive target Increased Average Frequency Brand Performance 23% Consideration Over Time: Very Likely & Somewhat Likely June 23, 2012 22
    23. 23. THANK YOUKelly McEttrickSr. Director of Platform Strategy, VideoHubAndrew FeigensonSVP, Ad Platforms & Networks, Nielsen

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