NAB 2013 - Amit Seth - Video Advertising Metrics

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NAB 2013 at Las Vegas - presentation on what metrics NIelsen uses to measure video advertising across all platforms.

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NAB 2013 - Amit Seth - Video Advertising Metrics

  1. 1. ANALYZING  METRICS:  WHICH  METRICS  MOST  ACCURATELY  MEASURE  THE  EFFECTIVENESS  OF  VIDEO  ADVERTISING  ACROSS  PLATFORMS?  Amit  Seth  April  10,  2013  
  2. 2. DIGITAL  CONSUMPTION  OF  TV  CONTENT  GROWS   5%  of  homes  don’t  fit  Nielsen’s  former  defini>on  of  a  “TV  home”  Copyright  ©2012  The  Nielsen  Company.  Confiden>al  and  proprietary.   2  
  3. 3. Copyright  ©2012  The  Nielsen  Company.  Confiden>al  and  proprietary.   MULTI-­‐TASKING  ACROSS  SCREENS  HAS  INCREASED   87%     of  smartphone   owners  use  their   device  while   watching  TV  at   some  Nme   88%     of  tablet  owners   use  their  device   while  watching  TV   at  some  Nme   Source:  Nielsen  Mobile  Connected  Device  Report   3  
  4. 4. NIELSEN  AD  EFFECTIVENESS  VISION   By  addressing  fundamental  ques>ons…   …  in  a  comprehensive     and  integrated  way   All  screens  /  devices   Commercial  and  program   Paid,  owned,  earned  Copyright ©2012 The Nielsen Company. Confidential and proprietary. WHO DID HOW DID IT WHAT DID IT Global   MY AD IMPACT MOTIVATE REACH? ATTITUDES? THEM TO DO? Real-­‐Time   Enabling  the  best  decision-­‐making  around     marke>ng  mix,  media  spend  alloca>on,  and  op>miza>on   4
  5. 5. Copyright  ©2012  The  Nielsen  Company.  Confiden>al  and  proprietary.   REACH  AUDIENCES  ACROSS  PLATFORMS   Overcome  fragmentaNon…   …  by  unlocking  Big  Data…   …  to  deliver  in  real  Nme.   Nielsen  Online  Campaign  Ra/ngs   •  Reach,  frequency,  GRP       •  By  demographic               +   •  Viewability,  brand  safety       TV   Online Panel-­‐based  soluNons  break  down   Unprecedented  size  &  quality         •  Campaigns  too  small   •  Access  to  Facebook  and  other  data   Nielsen  Cross-­‐Pla4orm  Campaign   •  Lack  of  granularity   providers’  user  data   Ra/ngs   •  Results  too  slow   •  Mul>-­‐plaborm  panel   •  Total  reach,  unduplicated  reach   •  Interna>onal  even  harder   •  World-­‐class  measurement  science   •  TV  ra>ngs  +  OCR     •  Results  ader  C3   5
  6. 6. Copyright  ©2012  The  Nielsen  Company.  Confiden>al  and  proprietary.   INCREASE  BRAND  LIFT  WITH  ADS  THAT  RESONATE   BRAND AWARENESS PURCHASE INTENT BRAND LINKAGE FAVORABILITY PREFERENCE ATTITUDES RESONANCE Did it make an impact? RECALL NIELSEN  BRAND  EFFECT  MEASURES  BRAND  IMPACT  ACROSS  MEDIA  PLATFORMS   TV ONLINE SOCIAL TABLET MOBILE APPS 6
  7. 7. Copyright  ©2012  The  Nielsen  Company.  Confiden>al  and  proprietary.   UNDERSTAND  WHAT  WATCHERS  BUY  (REACTION)   Matching  TV  and  purchase  data  sets  to  op>mize  adver>sing  spend   Top 33% Category Ratings 4.93 of Customers Generate Viewing Spending 80% Of Sales 2.62 Behavior Behavior Top Spenders Competitor ABC’s Castle Family Dining 7
  8. 8. Copyright  ©2012  The  Nielsen  Company.  Confiden>al  and  proprietary.   INGREDIENTS  TO  INCREASE  YOUR  ADVERTISING  ROI   Reach (Audience Did the ad reach the right Nielsen Campaign Ratings and Viewability)   audience and was it seen? Was the message Resonance   Nielsen Brand Effect effective? Nielsen Buyer Insights, Reaction Did the ad deliver the right Nielsen Catalina Solutions, impact? How much do I (Sales)   Nielsen Marketing Mix spend/allocate? Models 8
  9. 9. Amit Seth@aseth@NielsenWireflavors.me/aseth
  10. 10. Copyright  ©2012  The  Nielsen  Company.  Confiden>al  and  proprietary.   TAP  TV  VIEWERS…  ONLINE     Connect  with  hard-­‐to-­‐reach  viewers  or  strategically  duplicate  messaging   Extend  Reach:  GRP  Distribu>on  of  Online  Schedule   Strategic  Duplica>on:  TV  +  Online  Video   100%   100%   LIGHT  TV   TRADITIONAL   90%   90%   18%   VIEWERS   VIDEO  BUY   80%   80%   86%   70%   20%   70%   76%   80%   60%   75%   MEDIUM  TV   60%   50%   62%   VIEWERS   50%   USING  ONLINE   40%   56%   AUDIENCE   40%   30%   SEGMENTS   HEAVY  TV   30%   20%   20%   10%   20%   5%   VIEWERS   0%   10%   TRADITIONAL   USING  ONLINE   0%   0%   ONLINE  BUY   AUDIENCE   EFFECTIVE   UNDUPLICATED   SEGMENTS:  TV   REACH  (3+  AD   NET  REACH   VIEWING   EXPOSURES)   Illustrative 10

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