Beyond Direct Response: How to Measure Success in Programmatic Branding
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Programmatic buying presents many opportunities for brands including increased scale, efficiency, control, and precision. To date, programmatic has been widely adopted across direct response campaigns, but the tide is shifting and brand dollars are beginning to activate against programmatic channels. Questions around transparency and effectiveness still remain. Join Andrew S. Feigenson, managing director of digital at Nielsen, as we uncover brand measurement best practices to help both buyers and sellers extract maximum value from programmatic.
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Beyond Direct Response: How to Measure Success in Programmatic Branding
- 1. BEYOND DIRECT RESPONSE - HOW TO MEASURE SUCCESS IN PROGRAMMATIC BRANDING Presented by: Andrew Feigenson Managing Director, Digital October 2014
- 2. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 2 ADVERTISING IS BECOMING MORE AUTOMATED AND MORE ADDRESSABLE
- 3. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 3 BRAND ADVERTISERS CONTINUE TO SHIFT DOLLARS INTO PROGRAMMATIC CHANNELS
- 4. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 4 PROGRAMMATIC CHANNELS ARE FUELING NEW CAPABILITIES AND BUSINESS MODELS Direct Channels Direct Transaction Programmatic Channels Buyer Seller Consumer 1. Workflow automation from I/O-based to perpetual 2. Audience buying device vs. context 3. Machine optimization machines pull the levers 4. Real-Time (RTB & DAI) inserting ads at moment of availability
- 5. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 5 MEASUREMENT MATTERS (EVEN MORE) IN A PROGRAMMATIC WORLD BRAND MARKETERS’ FUNDAMENTAL MARKETING NEEDS DON’T CHANGE WITH PROGRAMMATIC (3Rs) ALGORITHMS EVOLVE ON THEIR OWN (AND THEN REPLICATE VERY QUICKLY) INDEPENDENT MEASUREMENT BRINGS CONSISTENCY AND CREDIBILITY
- 6. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 6 BRAND MARKETERS’ THREE FUNDAMENTAL NEEDS 75% 66% 63% Which audience was reached Effectiveness of advertising in influencing opinion Ultimate sales outcome Somewhat Important Very Important 22% 32% 29% 46% 29% 35% 97% 95% 92% Q: How important is it to understand each of the following for your integrated multi-screen campaigns? Source: Nielsen / ANA Cross Platform Survey 2013
- 7. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 7 MARKETERS WANT CONSISTENT METRICS ACROSS SCREENS 16% 0% 79% 21% 14% 70% Use variety of metrics specific to individual screen Use one set of metrics across all screens Don't measure effectiveness/ROI Current Preferred Q: How are you currently measuring the effectiveness/ROI of your integrated multi-screen campaigns and how would you prefer to measure the effectiveness/ROI of your integrated multi-screen campaigns? Source: Nielsen / ANA Cross Platform Survey 2013
- 8. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 8 NIELSEN’S THREE RS REACH RESONANCE REACTION TV Panel Audio Panel Digital Panel ------ Digital Ratings Suite Digital Brand Effect TV Brand Effect Cross-Platform Brand Effect Consumer Packaged Goods Retail Quick Service Restaurant Travel & Entertainment (+ more)
- 9. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 9 FEEDING THE ENTIRE MARKETING PROCESS PLANNING BUYING MEASUREMENT OPTIMIZATION REACH RESONANCE REACTION
- 10. IN PROGRAMMATIC ADVERTISING, MEASUREMENT ISN’T JUST A PROOF POINT. IT IS AN ACTIONABLE ENTITY.
- 11. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 11 REACH ENSURE YOU’RE REACHING THE RIGHT AUDIENCE M 25-35 Actually… F 18-25 AD DELIVERED
- 12. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 12 REACH: PLAN, BUY & OPTIMIZE USING DIGITAL GRPS CHALLENGE SOLUTION RESULTS New GRP-based digital video planning and buying tool Measured audience GRPs and age/gender metrics, use API to show reporting in interface Platform learned from placement level GRPs, auto-optimizes audience delivery over time Video advertising platform needed TV comparable metrics to attract more brand budgets
- 13. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 13 REACH: MAXIMIZING X-PLATFORM REACH WITH ONLINE DATA CAMPAIGN BACKGROUND: Client: Service software company, large TV spend PLAN with “share shift” (TV/online data fusion) 84% 87% 87% 87% 87% 87% 87% Original (all TV) 5% Online 84% Original (all TV) 5% Online 10% Online 15% Online BUY using Audience Segments- TV Viewing for RTB LIGHT TV VIEWERS MEASURE using Cross-Platform Campaign Ratings UNDUPLICATED REACH 89% TV ONLY 71% BOTH 15% ONLINE ONLY 3%
- 14. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 14 REACH: MAKING MORE EFFECTIVE INVENTORY DECISIONS CHALLENGE SOLUTION RESULTS Increased overall CPMs by taking better advantage of inventory and audience scarcity. Publisher was intending to sell inventory more intelligently, between direct sold and programmatic. Publisher ran OCR to get a feeling for tent pole events and premium audience segments, parceling out inventory accordingly.
- 15. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 15 REACH: BRINGING PROGRAMMATIC TO TELEVISION CHALLENGE SOLUTION RESULTS Programmatic TV program launched – results still TBD. Adtech company was aiming to provide cross-platform planning and buying Company purchased access to set top box data and then used the Nielsen AMRLD file to calibrate results and project the un-addressable audience, creating a comprehensive audience profile
- 16. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 16 RESONANCE: USING BRAND DATA TO ENSURE YOUR ADVERTISING RESONATES Site visitation Demographics Click activity Direct response activity High Intender Actually… Low Intent Brand Lift AD DELIVERED
- 17. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 17 RESONANCE: DRIVING & OPTIMIZING TO BRAND LIFT, AT SCALE CHALLENGE SOLUTION RESULTS Reached brand positive audience at scale, drove brand lift Measured brand lift in real-time, pulled reporting into platform through API for real-time optimization Pixelled off of positive brand responders to inform look-alike models Agency trading desk needed to ensure campaign was hitting KPI – brand lift.
- 18. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 18 RESONANCE: USING BRAND INSIGHTS TO SPOT “DATA NOISE” CHALLENGE SOLUTION RESULTS Adjusted campaign goals to focus on the more appropriate end consumer Measured brand lift through an expanded panel that offered age and gender. Insights revealed that optimization skewed impressions to men who “clicked” but don’t buy Ad Platform was running a campaign for a female oriented product. Found that awareness and recall were high but intent to purchase was low.
- 19. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 19 RESONANCE: FINDING THE RIGHT DATA TO DRIVE BRAND LIFT CHALLENGE SOLUTION RESULTS Drove a high degree of brand lift for the advertiser. Measured brand lift based on a combination of TV viewing and PRIZM segment. Identified top performing segment combos and heavied up, where reach permitted. Prominent DSP ran a brand campaign with segments that tied back to both TV viewing behaviors and PRIZM segments
- 20. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 20 RESONANCE: DRIVING BRAND LIFT, ACROSS SCREENS CHALLENGE SOLUTION RESULTS Built cross platform media and creative best practices Measured online and TV ad memorability and influence on consumer opinion Optimized campaign to top performing creatives and frequencies by channel Retailer needed to positively influence consumer opinion across screens.
- 21. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 21 REACTION: NO MATTER HOW IT’S BOUGHT, DID THE CAMPAIGN DRIVE THE DESIRED REACTION? Geographic Demographics Brand lift Audience segmentation AD DELIVERED +9% Sales Lift Exposed to Ad
- 22. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 22 RESONANCE: MATCHING WITH CRM TO GUARANTEE ROI LIFT CHALLENGE SOLUTION RESULTS Advertisers achieved desired ROI results and publisher opened a new market. Publisher executed a match of subscriber data with sales data Publisher sold media based on guaranteed lift in sales results. Large print publishing company strove to apply digital practices to traditional media
- 23. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 23 RESONANCE: USE OFFLINE DATA TO IMPROVE ONLINE CAMPAIGNS CHALLENGE SOLUTION RESULTS Increased reach through incremental online gains Retailer wanted to increase reach amongst light store shoppers online Identify audiences that shopped infrequently at their stores, applied look alike model to reach audience at scale
- 24. PARTING PONDERANCE ON THE FUTURE OF PROGRAMMATIC…
- 25. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 25 THE FUTURE OF MEASUREMENT IN A PROGRAMMATIC WORLD NEEDS TO BE… 1. BRAND FOCUSED 3. REAL-TIME 5. ACCESSIBLE 1 2 3 4 5 6 2. ACCURATE, STABLE 4. GRANULAR 6. INDEPENDENT
- 26. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 26 PARTING THOUGHTS ON PROGRAMMATIC IMPACTS • Measurement becomes an active part of the programmatic media process • Organizations and underlying skill set requirements change slowly but drastically • The role of “research” changes - insights may become more important than ever • Impressions vs. currency is a misconstrued concept • All big data models needs to be vetted against a source of truth • Get smart at questioning data to vet its legitimacy
- 27. Q&A
Editor's Notes
- Need to include how to change the photo
- What does the future of programmatic look like? Brand marketers will continue to invest in this area.
- Though the way media is being bought and sold has changed, advertiser’s fundamental marketing objectives have not changed. Marketers still need their ad to reach the right audience, resonate with the audience, and drive them to the desired action (e.g. purchase, viewership). Programmatic’s promise to brand advertisers have largely been in reaching the right audience, but has not done much to bring more efficiency around resonance and reaction. Programmatic’s promise lies in automation and machine based learning. The idea that the “right formula” is already built into the algorithm may make measurement unnecessary. However, marketer’s should not just take someone’s word that the algorithm is right for them. Because of it’s automated nature, and because of the convoluted chain of players involved, anything that is “off” can replicate itself very quickly, turning small problems into very big ones. Measurement can provide the transparency that is missing today. It provides the proof points that brand advertisers are looking for. It can also be used to identify the behaviors and characteristics that brands are looking for at scale, enabling the improvement of programmatic buying.
- Understanding reach, resonance and reaction – the three Rs – is the foundation of our business. Reaching specific audiences will remain a core strategy for advertisers— focused on reaching the right consumers, not simply the most people. Indeed, the need for impact-based rather than reach-based advertising mechanisms will be a principle factor leading the convergence of TV and online. As true cross-platform measurement is enabled, as well as the use of resonance and reaction insights to tie in media investments to business outcomes, we believe this will start to begin to shape the ad market for television. What I am going to walk you through in the next 15 minutes is Nielsen’s approach to cross platform that we believe will enable Web-style precision marketing and audience-based delivery that will help set the stage for a future convergence between TV and online video
- Here are some examples of how our customers are using measurement in a programmatic world
- Marketers have used solutions like Nielsen Online Campaign Ratings to ensure that their programmatic campaigns are actually meeting their brand objectives, and reaching their target audiences. It’s tempting in a programmatic world to “trust in the algorithm”, but the data sources that the algorithm is based on isn’t always accurate. Platforms, you can use this approach to audit your data sources, and get a better internal understanding of where certain audiences are on your network
- Measurement doesn’t just have to be about accountability though. What’s exciting about programmatic platforms is the increased ability to take hundreds of data points to improve campaign delivery. One of those data points can be the measurement itself. For example, one of our clients, a video advertising platform (TubeMogul), wanted to provide TV comparable metrics to attract more brand advertisers to their video platform. Solution Used OCR to measure GRP, age/gender metrics Used API to pull those metrics into their interface Run this on everything, allowing them to start to predict, at the placement level, age/gender reach Built this into their platform to allow Customers to plan and buy based on GRP Platform to automatically optimize age/gender audience delivery
- CAMPAIGN BACKGROUND: Client: service software company, large TV spend Demo: P18-29 Shifting budget from spot TV to Online Video In-target guarantee for Online Video Nielsen Cross-Platform Campaign Ratings as the basis for audience guarantee
- We saw an instance in which a selling/buying algorithm may not have been built using the most accurate data. Another “watch out” brand marketers have in a programmatic world is to make sure that what they’re focused on is even part of the decisioning factors that inventory is bought and sold with – that it’s even part of the algorithm. Many different information sources can be used as a “proxy” for brand opinion, but unless this is verified with a brand-focused measurement solution, it won’t be clear if the campaign actually achieved the brand marketer’s objectives.
- Measurement doesn’t just have to be about accountability though. What’s exciting about programmatic platforms is the increased ability to take hundreds of data points to improve campaign delivery. One of those data points can be the measurement itself. For example, one of our clients, an agency trading desk (Annalect) wanted to ensure that their campaigns were consistently achieving their brand KPIs – brand lift. Solution Used OBE to measure brand lift Used API to pull those metrics into the programmatic platform they were working with Platform auto-optimized campaign delivery, shifting impressions to placements, sites, frequencies, and creatives that were driving higher brand lifts Platform also pixelled positive brand responders and built a look alike model to deliver the campaign to similar positive brand responders, increasing reach. This allowed the trading desk to ensure they were driving brand lift (via optimization) at scale (via look alike modelling).
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- The promise of programmatic is that it is supposed to be more efficient. No matter how advertising is bought, advertisers at the end of the day need to ensure that it’s driving the desired reaction, whether that be sales or tune in, in order to justify continued investment.
- Marketers are always looking for opportunities to get the most from their advertising budgets. One of the challenges of successfully executing an integrated campaign across platforms is ensuring budget is not being wasted by reaching the same audience with the same message too many times, across their devices. CHALLENGE: At the beginning of the busy holiday season, a luxury auto brand wanted to maximize the effective reach of their national TV advertising using digital media to fill in audience gaps. They wanted to minimize the impressions wasted on their A25-54 audience already exposed to the TV campaign 3 or more times. More than half of TV GRPs were delivered to just 14% of the population, yielding an over-exposure 61% of the target population remained un-exposed or under-exposed SOLUTION: Use TV viewing behavior data to focus delivery of digital campaign to unexposed and under-exposed audience. Create custom segments based on audience exposure to TV campaign Review the TV plan programming details and audience based on Nielsen panel – the networks, genres, shows, day-parts and exposure Develop custom “TV Extension Audience Segments” – apply look-a-like models based on thousands of characteristics including demographics, technology and location Deploy digital programmatic video campaign to deliver TV extension Measure audience RESULTS: 3% incremental reach from digital advertising. 32% of digital impressions were served to audience never exposed to TV campaign Frequency Extension to under-exposed audience: 6% reach for audience exposed less than 3 times to TV advertising
- Marketers are always looking for opportunities to get the most from their advertising budgets. One of the challenges of successfully executing an integrated campaign across platforms is ensuring budget is not being wasted by reaching the same audience with the same message too many times, across their devices. CHALLENGE: At the beginning of the busy holiday season, a luxury auto brand wanted to maximize the effective reach of their national TV advertising using digital media to fill in audience gaps. They wanted to minimize the impressions wasted on their A25-54 audience already exposed to the TV campaign 3 or more times. More than half of TV GRPs were delivered to just 14% of the population, yielding an over-exposure 61% of the target population remained un-exposed or under-exposed SOLUTION: Use TV viewing behavior data to focus delivery of digital campaign to unexposed and under-exposed audience. Create custom segments based on audience exposure to TV campaign Review the TV plan programming details and audience based on Nielsen panel – the networks, genres, shows, day-parts and exposure Develop custom “TV Extension Audience Segments” – apply look-a-like models based on thousands of characteristics including demographics, technology and location Deploy digital programmatic video campaign to deliver TV extension Measure audience RESULTS: 3% incremental reach from digital advertising. 32% of digital impressions were served to audience never exposed to TV campaign Frequency Extension to under-exposed audience: 6% reach for audience exposed less than 3 times to TV advertising
- Programmatic, because of it’s automated nature, has unique measurement needs. Brand measurement in a programmatic world needs to be… BRAND FOCUSED …address the fundamental brand objectives that marketers are trying to achieve, online and across screens ACCURATE, STABLE …more accurate and stable than the modelling being used for the programmatic buy in the first place REAL-TIME …real-time in order to make and assess the impact of in-flight optimizations GRANULAR …granular enough to identify the specific campaign components on which to take action ACCESSIBLE …have the ability to be funneled directly into your platform for you to take action on it at scale INDEPENDENT …from a neutral, third party source to remain unbiased