Cross-Platform Measurement Master Class - Noah Makholwa, Nielsen South Africa

Noah Makholwa
DIGITAL AD RATINGS MANAGER,
NIELSEN SOUTH AFRICA
JOHANNESBURG ~ OCTOBER 30 - 31, 2019
DIGIMARCONAFRICA.COM | #DigiMarConAfrica
DIGIMARCONSOUTHAFRICA.CO.ZA | #DigiMarConSouthAfrica
Cross-Platform
Measurement Master Class
MASTERCLASS

Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Measuring what no one else can, today and tomorrow.
CROSS PLATFORM MEASUREMENT

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Copyright©2019TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.
REACHING CONSUMERS USED TO BE EASIER
Brand Message
Audience
Standardised
Measurement

4
BUT COMPLEX MARKETPLACES CHANGED THAT
Brand Message
Audience

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CHANGING MEDIA HABITS HAVE DISRUPTED
TRADITIONAL METRICS AND MEASUREMENT
Cross Platform measurement solves a clear industry need
Marketers Content Owners
● What platform do I focus on?
● How do I reach my consumers?
● How much of my budget should
go to television or digital?
● How can I differentiate my
audience from the competition?
● How can I deliver more value?
● What is the incremental reach of
my audience across platforms?

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WHAT DOES THIS MEAN FOR THE INDUSTRY
MAINTAIN BALANCE HOLISTIC MEASUREMENTBUDGET OPTIMISATION
Budget and exposure balance
can only be achieved through
holistic measurement with
common metrics between
platforms
As new Rands are invested,
and existing budgets move
between TV, radio, print and
digital, it’s important to ensure
you’re not losing reach or
over-exposing audiences
across platforms
Truly comparable cross-
platform metrics so you can
monitor and adjust the
balance to better improve
performance
We need to reconsider...

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METRICS
Metric Description Calculation
Population (Base)
The universe estimates utilised are based on television
population, and include people 13+
N/A
Unique Audience (UA)
Unique audience exposed to any of the ads of the
campaign during the reporting period
N/A
Reach (%)
For a given demographic, the reach of the Unique
Audience based on the Population Base
(Unique Audience / Population Base) *100
Impressions/Exposures
Count of campaign impressions and exposures within the
campaign audience during the reporting period
N/A
Average Frequency
Average frequency of impressions and exposures within
the campaign audience during the reporting period
Impressions / Unique Audience
Gross Rating Point
GRPs delivered to the audience for the given
demographic during the reporting period
Reach * Frequency
On Target
Percentage of individuals within the target audience,
compared to the total audience reached.
(In Target Unique Audience
/ Total Unique Audience) * 100

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Copyright©2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany.Confidentialandproprietary.
the current digital measurement challenge today is
that it is ACTIVITY based,
Video Views
890,000 0.9% 4,930,000 2,930,000
Still left asking…
“Did my intended target audience see the ad?”
Click Through
Rate
Page Views
Display
Impressions

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Digital measurement needs to shift
to AUDIENCE based metrics
32%
Reach
2.6 Frequency
83 GRPs
DEMO: FEMALES 18-24

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FINDING THE RIGHT MEASUREMENT TOOLS
Nielsen Arianna measures the reach of advertising campaigns across television and radio.
Whilst Nielsen Digital Ad Ratings covers advertising across programmatic, social, video and
all other online placements. By fusing these tools we reveal who saw an ad online, who saw it
on TV, who heard it on radio and how the various mediums overlapped.
Bringing together the gold standards in ATL and digital advertising measurement.
Nielsen
Nielsen
Arianna
Audience
Measurement
Digital Ad
Ratings

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INFORM BUDGET ALLOCATION DECISIONS
DEMOGRAPHIC SEGMENT TV + DIGITAL TOTAL TV
TOTAL
DIGITAL
TOTAL COST ($)
Females 13-24 1,820,473 3,452,000 3,987,723 5,619,250 $ 38k
Females 25-39 1,516,451 5,177,000 3,568,001 7,228,550 $ 49k
Females 40-49 230,449 4,548,000 1,108,475 5,426,026 $ 37k
Females 50+ 193,180 8,039,000 706,321 8,552,141 $ 58k
Males 13-24 957,893 2,975,000 3,778,798 5,795,905 $ 39k
Males 25-39 794,907 4,507,000 3,623,890 7,335,983 $ 50k
...etc 302,709 4,246,000 1,137,751 5,081,042 $ 34k
Cost Per Unique Reach $0.016 $0.003 $0.013 $0.007 $ 357k
Females 13-24: Highest level of cross-platform reach, but lower cost than other demos!

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DISCOVER INCREMENTAL AUDIENCES THAT
CANNOT BE REACHED ELSEWHERE
DEMOGRAPHIC SEGMENT TV ONLY DIGITAL ONLY
Females 13-24 1,631,527 2,167,250
Females 25-39 3,660,549 2,051,550
Females 40-49 4,317,551 878,026
Females 50+ 7,845,820 513,141
Males 13-24 2,017,107 2,820,905
Males 25-39 3,712,093 2,828,983
Males 40-49 3,943,291 835,042
Male 50+ 6,530,507 544,061
People 40+ reached more
effectively through TV
Females 13-24 reached
more often through digital

ARIANNA AUDIENCE MEASUREMENT
PLANNING AND ANALYSIS SOFTWARE

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RADIO & TV AUDIENCES BY FREQUENCY, REACH &
GRPs
✔ Innovative software with completely customizable and powerful reporting
allows advertisers, media owners & agencies to see the results they need in
the way they want it represented.
✔ Modular design offers the best fit solution to the needs of a wide range of
possible client types, Client Departments or positions.
✔ An integrated all in one solution with easy to share templates, work spaces &
report parameters between a team of users allows for the reduction of
duplication of work between the team.
✔ Automated built into the system allows for job scheduling to automatically run
user defined reports, saving the client on time and valuable resources.
Arianna

NIELSEN DIGITAL AD RATINGS
THE MOST TRUSTED FOR ONLINE CAMPAIGN MEASUREMENT

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WHAT IS IT?

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NIELSEN DIGITAL AD RATINGS
Providing a comprehensive, next-day view of digital
audiences
across computer & mobile platforms
Digital Ad Ratings
Age & Gender demographics
Reach/frequency/GRPs
Viewability*
* Optional in-view demographics can be enabled either with
Nielsen’s Qualified Ad Audience solution or with your
preferred viewability provider
NIELSEN’S ANSWER TO THE MARKET CHALLENGE

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VALIDATE DIGITAL PERFORMANCE WITH DATA
MEASURE
Know who you are reaching and where you are reaching them using
industry standard audience data
OPTIMIZE
Work with agency partners to analyse publisher performance and take
action in flight
IMPROVE
Establish a baseline and track digital campaign performance over time
to quantify success and set future goals
Marketers can ensure that their brand messages reach desired audiences more effectively
to maximize return on media investment

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DIGITAL MEASUREMENT THAT MAKES SENSE
P25-54
Target
54%
computer
only
64%
mobile only
57%
computer
+
mobile
TARGET AUDIENCE
Understand your On-
Target performance
among your intended
audience
DEMOGRAPHICS*
Get a granular read on the age/gender
demographics of your campaign
CROSS DEVICE AUDIENCE*
Find out which devices are doing the
best job at reaching your intended
audience
39%
Female
42%
Male
Digital Ad Ratings provides clarity around demographics across devices
* EU Digital Ad Ratings Benchmarks 2H 2017 without data providers

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HOW DIGITAL AD RATINGS WORKS
TAG COUNT MATCH CALIBRATE REPORT
Nielsen tag Nielsen server 3rd-party data
providers
Global
Calibration
Factors from
Nielsen panels
& surveys
Nielsen
MediaView
(Online Report
Builder)
/ Reporting API
Facebook
Age & Gender
demographics
Digital advertising measurement that is cross platform - de-duplicated - person level (age & gender)
* Viewability by
Demographics
Enabled by DoubleVerify,
IAS or Moat
Additional opt-in
execution of Nielsen tag
on viewable & non-
human detection
*Optional in-view demographics can be enabled by combining tags with your preferred viewability provider.

21Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
CROSS PLATFORM
MEASUREMENT AT WORK

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Copyright©2019TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2019TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.
CASE STUDY: AUDIENCE REACH ANALYSIS ACROSS
PLATFORMS - TELCO
BRAND X often runs
Summer campaigns
across various
platforms.
BRAND X adopted
Nielsen Digital Ad
Ratings for the first
time to measure the
impact of their social
medial campaigns.
Nielsen DAR’s cross-
platform comparability
function proved that
BRAND X was reaching
a similar number of
unique users on social
media at a fraction of
the TV cost.

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INVESTMENT R82,036,952
REACH 24,717,162
REACH % 91.2
UNIQUE AUDIENCE 554,197
GRP 4067.7
FREQUENCY 44.6
TELEVISION SOCIAL
INVESTMENT R1,277,906.68
REACH 7,744,889
REACH % 100
UNIQUE AUDIENCE 504,553
GRP 366.8
FREQUENCY 15.35
CASE STUDY: AUDIENCE REACH ANALYSIS ACROSS
PLATFORMS - TELCO
Using this data, Brand B decided to develop an Always-On strategy for social media and digital as a
whole by reallocating some of the Summer campaign television budget

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SOLVE THE CROSS-PLATFORM PUZZLE
EVALUATE
Evaluate the incremental value television, mobile,
computer and in-app is bringing to cross-platform
campaigns post flight
PLAN
Plan future campaign goals based on the historical
performance of TV networks and digital publishers
Television Computer
Mobile
with Nielsen Total Ad Ratings
ALLOCATE
Utilise duplication between TV and digital devices to
identify the most effective budget allocation across
platforms

INTRODUCING TOTAL AD
RATINGS

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INTRODUCING NIELSEN TOTAL AD RATINGS
Nielsen Total Ad Ratings allows for
strategic duplication and measurement
of industry standard, cross-platform,
metrics including:
● Reach
● Unique Audience
● Frequency
● GRP
● Impressions
● Age
● Gender
Trusted, independent and deduplicated audience measurement for advertising across TV, computer, and mobile .
40.6%
TV Only
Reach
4.2%
Computer Only
Reach
5.4%
Mobile Only
Reach
TV Audience
Measurement
Digital Ad
Ratings

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BRINGING TOGETHER CURRENCY TV DATA AND
THE BEST DIGITAL MEASUREMENT SOLUTION
TV CAMPAIGN DIGITAL CAMPAIGN
TV PANELIST
EXPOSURES
DIGITAL AD
RATINGS
EXPOSURESAUDIENCE LINK
Match exposures in a
secure environment
DEDUPLICATION
TV panelists
deduplicated against
matches
WEIGHT
Exposed panelists are
weighted to the
population
REPORTING
By month, quarter, or total
campaign (max 125 days)

GOODBYE VANITY METRICS

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Target Audience – P18-49
Audience based metrics allow you to:
MANAGE your ad budget
50% of campaign impressions served to the wrong audience.
Essentially means budget which is wasted!
Source Benchmark: US
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
13-17 18-20 21-24 25-29 30-34 35-39 40-44 45-49 50-54 55-64 65+
ImpressionsServed
Audience by Age

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OPTIMIZE to get more out of your digital spend
0%
10%
20%
30%
40%
50%
60%
70%
1 2 3 4 5 6 7 8 9 10
On-targetPercent
Week
Publisher A
Publisher B
Publisher C
Improved campaign
performance by 72%
through actively working
with Publisher C
45% on-target benchmark
Men 25-54 (UK)
Source Benchmark: UK

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0%
10%
20%
30%
40%
50%
60%
70%
Site 1 Site 2 Site 3 Site 6 Site 8 Site 10 Site 12 Site 13 Site 14 Site 15 Site 16 Site 17
%OnTarget
Media Channels
IDENTIFY what’s working to build best practices
Identify publishers who consistently meet on-target goals to
add to a whitelist
47% On-target Benchmark Men 18-49 (Aus)
Source Benchmark: AUS

PRODUCT FOOTPRINTS

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NIELSEN AD RATINGS
De-duplicated
digital audience
measurement for
online advertising
campaigns
italics = service provided in
conjunction with or through another
party
Digital Ad Ratings + Total Ad Ratings
Australia
Belgium
Brazil
Bulgaria
Canada
China
Czech Republic
Germany
Greece
Hong Kong
Hungary
India
Indonesia
Ireland
Japan
Malaysia
Netherlands
New Zealand
Norway
Poland
Puerto Rico
Singapore
South Africa
Spain
Taiwan
Turkey
UAE
France
Italy
Philippines
Thailand
Mexico
United Kingdom
United States

Cross-Platform Measurement Master Class - Noah Makholwa, Nielsen South Africa

Cross-Platform Measurement Master Class - Noah Makholwa, Nielsen South Africa

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Cross-Platform Measurement Master Class - Noah Makholwa, Nielsen South Africa