S.O.T.I. Presentation by Nielsen: Mobile Brand Advertising Outlook and Best Practices

948 views

Published on

With consumer’s use of mobile devices increasing exponentially, marketers can’t afford to be absent from the medium. But how do you effectively leverage mobile advertising to build your brand? Nielsen will present the findings of their State of the Mobile Brand Advertising Industry survey, drawing on the most influential leaders in digital advertising to help you take full advantage of the medium. Highlights of the survey include 2014 mobile spends and trends, common mobile campaign expectations, and best practices for measuring mobile ROI.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
948
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
27
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

S.O.T.I. Presentation by Nielsen: Mobile Brand Advertising Outlook and Best Practices

  1. 1. MOBILE BRAND ADVERTISING INDUSTRY UPDATE SUSAN CHAIKA SENIOR PRODUCT MARKETING MANAGER, NIELSEN Digiday State of the Industry Survey commissioned by Nielsen
  2. 2. Copyright ©2013 The Nielsen Company. Confidential and proprietary. NIELSEN: WORLD’S LARGEST MARKET RESEARCH COMPANY Working with the majority of the world’s leading brand advertisers • Analyzing 55% of the world’s advertising • Measuring audiences and effectiveness in all 210 US TV markets and 29 countries • Connected to 10,000,000 consumers worldwide; scanning billions of transactions daily Also working with the majority of the world’s leading media sellers & agencies • 75% of top media agencies and all major holding companies • 90% of the top 50 ad networks, 75% of the top 100 publishers Nielsen helps brand advertisers and agencies intelligently leverage data to maximize return on advertising investment 2
  3. 3. Copyright ©2013 The Nielsen Company. Confidential and proprietary. ADVERTISING EFFECTIVENESS SIMPLIFIED Effectiveness principles are consistent across screens Reach the right people Influence their opinion Reach Resonance Impact their behavior Reaction 3
  4. 4. Copyright ©2013 The Nielsen Company. Confidential and proprietary. METHODOLOGY • Digiday State of the Industry Survey, commissioned by Nielsen • Surveyed brand advertisers, agencies and publishers • Surveyed in Oct 2013 Other, 14% Advertiser, 16% • N=500 responses Mobile Publisher or Network, 34% Agency or Trading Desk, 36% 4
  5. 5. Copyright ©2013 The Nielsen Company. Confidential and proprietary. MOBILE IS USED FOR BRANDING PURPOSES Brands: What is the primary purpose of your mobile advertising campaigns? Branding related, e.g. raising awareness, influen cing brand opinions Primarily branding related Primarily direct-response related 49% Direct-response related, e.g. driving product trials or sales 51% A mix, more than half A mix - more branding than half DR SOURCE: Digiday State of the Industry Q4 2013, commissioned by Nielsen 5
  6. 6. Copyright ©2013 The Nielsen Company. Confidential and proprietary. SPENDING ON BRANDING WILL GROW FASTER THAN DIRECT RESPONSE Brands: Compared with 2013, how do you expect your 2014 mobile advertising spending in the following categories will change? Branding 23% Direct Response 77% 32% 0% 20% Decrease SOURCE: Digiday State of the Industry Q4 2013, commissioned by Nielsen 68% 40% Stay the same 60% 80% 100% Grow 6
  7. 7. Copyright ©2013 The Nielsen Company. Confidential and proprietary. BIGGEST MOBILE PAIN POINTS ARE RELEVANT METRICS Brands: What are your biggest pain points in mobile brand advertising? 56% Calculating mobile ROI 46% Relevant success metrics 31% Lack of mobile benchmarks Understanding who the mobile advertising reached 23% 0% 10% SOURCE: Digiday State of the Industry Q4 2013, commissioned by Nielsen 20% 30% 40% 50% 60% 7
  8. 8. Copyright ©2013 The Nielsen Company. Confidential and proprietary. BRANDS PREFER TO USE OFFLINE METRICS Brands: To what extent would you like to use the same metrics to evaluate your mobile brand advertising spend as you do for your offline brand advertising spend? We would prefer to use the exact same metrics, and nothing else 13% We would prefer to use the exact same metrics, and additional metrics specific to the mobile medium 39% We would prefer to use some of the same metrics from the offline medium, and some metrics specific to the mobile medium 26% We would prefer to rely primarily on metrics specific to the mobile medium 23% 0% SOURCE: Digiday State of the Industry Q4 2013, commissioned by Nielsen 10% 20% 30% 40% 50% 8
  9. 9. Copyright ©2013 The Nielsen Company. Confidential and proprietary. BIG DISCONNECT IN APPROPRIATE VS. AVAILABLE MOBILE METRICS Brands: Which metric(s) have you USED IN THE PAST/do you think are the MOST APPROPRIATE to measure who your mobile brand advertising reached? Used in the Past Most Appropriate (top 3 responses) (top 3 responses) Ad server impressions 2. Gender Gross ratings points (aka GRP, desired age and gender x frequency) 2. Mobile sessions App downloads Page views 3. 1. 3. 1. SOURCE: Digiday State of the Industry Q4 2013, commissioned by Nielsen 9
  10. 10. Copyright ©2013 The Nielsen Company. Confidential and proprietary. BIG DISCONNECT IN APPROPRIATE VS. AVAILABLE MOBILE METRICS Brands: Which metric(s) have you USED IN THE PAST/do you think are the MOST APPROPRIATE to measure mobile brand advertising ROI (with ROI defined as metric achieved per dollar spent)? Used in the Past Most Appropriate Most Appropriate (top 3 responses) (top 3 responses) (agency top 3 responses) 1. Clickthrough rates 1. Brand lift 1. Brand lift 2. Impressions served 2. Clickthrough rates 2. Interaction rates 3. App downloads 3. Interaction rates 3. App downloads SOURCE: Digiday State of the Industry Q4 2013, commissioned by Nielsen 10
  11. 11. Copyright ©2013 The Nielsen Company. Confidential and proprietary. THE INDUSTRY NEEDS TO GET ON THE SAME PAGE What Advertisers Say Is Important for a Successful Campaign vs. What Publishers Say Actually Happens for Every Campaign Define campaign's target audience (e.g. age and gender) before campaign start Establish metric that will be used to measure success before campaign start 93% 38% Communicate audience and objective to all campaign members before campaign start 91% 46% Monitor performance for in-flight improvements during campaign 84% 41% Calculate ROI at end of campaign 96% 32% 0% Advertisers SOURCE: Digiday State of the Industry Q4 2013, commissioned by Nielsen 90% 38% 20% 40% 60% 80% 100% Publisher 11
  12. 12. Copyright ©2013 The Nielsen Company. Confidential and proprietary. NIELSEN MOBILE BRAND EFFECT Real-time Brand Measurement and Optimization Platform for In-App Mobile Campaigns Use relevant brand metrics to understand: Is my mobile brand advertising working? App Segments Use real-time brand metrics to ensure it’s working. Determine: • Frequency Which ads to run • Creative Where to run your ads • Brand Lift How often to run them 12
  13. 13. Copyright ©2013 The Nielsen Company. Confidential and proprietary. NIELSEN MOBILE BRAND EFFECT Real-time Brand Measurement and Optimization Platform for In-App Mobile Campaigns Use relevant brand metrics to understand: Is my mobile brand advertising working? Agencies measure and optimize across entire media plan Use real-time brand metrics to ensure it’s working. Determine: • Where to run your ads • Which ads to run • How often to run them Media plan participants measure and optimize results on their own properties and Compete to produce the best possible results 13
  14. 14. Copyright ©2013 The Nielsen Company. Confidential and proprietary. NIELSEN IS ADDRESSING MOBILE MARKETERS’ MAIN CONCERNS: RELEVANT REACH AND RESONANCE METRICS Brands: What would increase your use of mobile brand advertising? Ability to measure audience reach and ROI at the same time 70% Improved clarity around actual return on brand advertising investment 70% Ability to verify that brand advertising created the desired result (e.g. increased brand awareness) 62% Ability to verify that my mobile advertising was actually delivered to the target audience 60% 0% SOURCE: Digiday State of the Industry Q4 2013, commissioned by Nielsen 10% 20% 30% 40% 50% 60% 70% 80% 14
  15. 15. Be notified when the full report comes out Email Darren.Ellis@nielsen.com Questions to the presenter? Email Susan.Chaika@nielsen.com

×