1. • JORGE PAPANICOLAU, PRODUCT LEADERSHIP INTERNATIONAL
• LUCA BORDIN, GM MEDIA SOLUTIONS ITALY
Milan -May 21, 2014.
MODELLI E METRICHE INNOVATIVE PER LA
MISURAZIONE DELLA COMUNICAZIONE

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AGENDA
• New cross-media solutions,
• Brand Media View – consumer target planning across TV and Internet.
• Online Campaign Ratings – understand the true audience for digital campaigns.
• Nielsen Twitter TV Ratings – Social TV activity and audience measurement.
• What’s Next,
• Media Industry Transformation.
• Digital Program Ratings - The Nielsen Next Solution.
• Digital Dynamic Ratings.

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By addressing fundamental questions…
… in a comprehensive
and integrated way
All screens / devices
Commercial and program
Paid, owned, earned
Global
Enabling the best decision-making around
marketing mix, media spend allocation, and optimization
NEW METRICS FOR MARKETING EFFECTIVENESS
Who did my program
or ad reach?
REACH
How did it change
attitudes?
RESONANCE
How did it change
behavior?
REACTION

4. BRAND MEDIA VIEW
Consumer Target Planning Across TV And Internet

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BRAND MEDIA VIEW
Is based on TV-ONLINE-CONSUMER panel fusion

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CROSS PLATFORMS PLANNING OPTIMIZATION
Traditional
Planning
Media Target
Demographics
Female 20-44
(Broad GRPs)
Marketing Target
Nielsen Homescan
H/M/L
Category/Brand buyers
No changes in TV and WEB
currencies
Media Target
Nielsen BMV
H/M/L
Category/Brand
buyers
(Effective GRPs)

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Flight
Pre - Purchase behavior
T0 + 4T0 - 4T0 - 12….T0 - 52 T0 - 8….….
Real Consumption
Nielsen Homescan panel
9.000 HH/24.000 panelists
T0 + 8 T0 + 12
TV Audience
(Auditel)
5.400 HH/13.000 panelists
Web Audience
(Audiweb)
40.000 panelists
FUSION
BMV -PURCHASE REACTION
On + Post - Purchase behavior
T0
• Nielsen links purchase targets (based on real
consumption) with media targets (exposed to ADV
campaign) through the fusion methodology
• Once identified the media targets (not exposed vs
ads exposed) we analyse the main consumer KPIs
(category & brand penetration, avg spending and
frequency) to describe their purchasing bahavior in
the “X” number of weeks before and after the ADV
campaign

8. Understand The True Audience For Digital Campaigns
ONLINE CAMPAIGN RATINGS

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ONLINE ADVERTISING MEASUREMENT
Click
Through
Rates
Page Views
Impression
4,5 M
0,015%
Unique
Browsers
832.000
1,5 M
?

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ONLINE ADVERTISING MEASUREMENT
Other Media Post Campaign Today’s Online Post Campaign
Click
Through
Rates
Page Views
Impression
4,5 M
0,015%
Unique
Browsers
832.000
1,5 M
32% Reach
2.6 Frequency
83 GRPs
Female 25-34
Still left asking
“Who saw my ad?”≠

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What …
GRP’sReach Frequency
How…
…by day …by publisher …by placement …by demo
ONLINE CAMPAIGN RATINGS: BIG DATA IN ACTION!
Interfaccia web
based
Census
impressions
̴̴̴̴̴̴̴̴̴23 M Users in Italy
Nielsen
Panels

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ONLINE CAMPAIGN RATINGS: 3 STREAMS OF DATA
For a more in depth description of the Nielsen Online Campaign Ratings™
methodology, please request additional materials from your Nielsen
representative.

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PROFILAZIONE
ONLINE CAMPAIGN RATINGS: HOW IT WORKS
AUDIENCE
DATA PROVIDERS
CALIBRAZIONE
NIELSEN PANEL
NIELSEN ONLINE
USER INTERFACE
CERTIFICAZIONE
EMESSO
NIELSEN TAG
API

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FIRST AND ONLY GRP MEASUREMENT TOOL
ACCREDITED BY THE MRC

15. NIELSEN TWITTER TV RATINGS
Social TV Activity And Audience Measurement

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PROLIFERATION OF SOCIAL NETWORKS
Twitter TV activity is constantly increasing, not just as number of unique
authors, but even in terms of engagement.
Source: Nielsen Social Guide
The ‘social soundtrack’ of the TV programs

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VOYEURISTIC PHENOMENON
Source: Nielsen Social Guide - Initial analysis based on episodes that aired between 8/30/13 and 9/16/13 to which at least 100 Tweets were ascribed. Nielsen Twitter TV Ratings are only
available for English-language U.S. Broadcast and Cable Networks.
Authors are just the top of the iceberg!

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NTTR IS THE FIRST-EVER MEASURE OF THE REACH
OF TWITTER TV CONVERSATION

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Nielsen TV
Ratings – National
THE SOCIALGUIDE PLATFORM
CLASSIFIERS
Nielsen Twitter
TV Ratings
(NTTR)

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Web impressions:
Tweet served to client
Mobile impressions:
Tweet overlaps with
screen
Unique Audience, de-duplicated across platforms
NTTR MEASURES IMPRESSIONS AND UNIQUE
AUDIENCE

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Exclusive partnership
with Twitter
Top of technology Nielsen Gold Standard
NIELSEN SOCIAL TV: TRUE REACH!

22. WHAT’S NEXT:
DIGITAL PROGRAM RATINGS

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CROSS-PLATFORM MEASUREMENT
BY DEVICE TYPE
BY ADVERTISING MODEL
BY CONTENT TYPE
BY DELIVERY TYPE
BY USAGE

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DIGITAL
PUBLISHER
TV NETWORK
PC LAPTOP
SMARTPHONE TABLET
APPBROWSER

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DIGITAL
PUBLISHER
TV NETWORK
PC LAPTOP
APPBROWSER
SMARTPHONE TABLET
AD
ADAD Measures a
representative piece
ONE AD TO MANY PEOPLE
LINEAR MODEL
MANY ADS TO MANY PEOPLE
Measures every piece
AD AD
AD
DYNAMIC MODEL

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ADAD
Measured by TV Ratings
ONE PROGRAM/AD TO
MANY PEOPLE
AD
LINEAR MODEL
Measured using multiple sources
including
Nielsen Online Campaign Ratings™
Nielsen Digital Program Ratings
MANY PROGRAMS/ADS TO
MANY PEOPLE
AD AD
AD
DYNAMIC MODEL
CONSISTENCY
AUDIENCE
IMPLEMENTATION
MOBILE

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A HIGH QUALITY, REPRESENTATIVE PANEL
ANCHORS ALL MEASUREMENT
Nielsen Online Campaign Ratings is accredited by the Media Rating Council (MRC). Featured elements including DMA, verification and viewability are not currently accredited, but are
undergoing review by MRC.
SOFTWARE
METER
COMPARABLE
OVERNIGHT
RATING
Digital Video
Ratings
TV
Ratings
GOLD
STANDARD
PROCESS
ONE
ENCODING
PROCESS
BIG DATA
ENABLED
MEASUREMENT
ONE CLIENT-SIDE
IMPLEMENTATION
Cross Platform
TWO TYPES OF
VIDEO CONTENT
TV Originated Content
Native Digital Content
MRC
ACCREDITEDUNIVERSAL

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NIELSEN DIGITAL DYNAMIC RATINGS
DPR and OCR combine to provide a complete measurement solution for the dynamic
ad model
Nielsen Digital
Program Ratings
Nielsen Digital
Dynamic Ratings
Nielsen Online
Campaign RatingsTM
Content R/F/GRPs
by demos
Campaign
planning and
pricing
Advertising R/F/GRP
by demos
Campaign
settlement and
evaluation
Demo
guarantees with
confidence

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OCR AND DPR REINFORCE EACH OTHER
Each media category measured with Nielsen Digital Dynamic Ratings benefit from ratings
Nielsen Digital
Program Ratings
Nielsen Online
Campaign RatingsTM
How OCR reinforces DPR
• Sellers will demand
DPR to set demo
expectations as
buyers request
guarantees
• Buyers using OCR will
demand DPR data to
optimize planning
decisions
• Competitive data
across publishers will
become necessary as
OCR use increases
How DPR reinforces OCR
• Buyers planning with
DPR will demand
OCR guarantees
• DPR will set demo
expectations for
sellers across the
entire market
• DPR will highlight the
effects of targeting
vs. OCR results

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RAPID EVOLUTION OF DIGITAL PROGRAM RATINGS
DPR will quickly broaden in reach and coverage
COMPUTER TABLET &
SMARTPHONE
CROSS-PLATFORM
REPORTING
SYNDICATED
REPORTING
ADDITIONAL
CONTENT
COVERAGE

31. LUCA.BORDIN@NIELSEN.COM
JORGE.PAPANICOLAU@NIELSEN.COM