IAB Annual Leadership Meeting 2013 - Amit Seth Keynote
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IAB Annual Leadership Meeting 2013 - Amit Seth keynote on Big Data, Big Ideas
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IAB Annual Leadership Meeting 2013 - Amit Seth Keynote
- 1. BIG DATA MEANS BIG BUSINESS UNDERSTANDING THE MEDIA AND CONSUMER OPPORTUNITIES Amit Seth February 25, 2013
- 2. Copyright ©2012 The Nielsen Company. ConfidenBal and proprietary. BIG DATA IS CHANGING THE WORLD BUY WATCH Nielsen measures Americans watch purchase data at 501 BILLION+ 438,000 hours of TV each year U.S. retail stores RFID (radio frequency ID) More than systems generate up to 5 BILLION 1,000 TIMES people are calling, texting, tweeting and browsing the data of conventional bar websites on mobile phones code systems Nielsen integrated CONNECTING Data is growing at 800+ client databases and MEDIA TO THE 30 trillion * MARKETPLACE, 50% PER YEAR more than DOUBLING new data points from Walmart ONLINE AND every 2 years in 2012. OFFLINE INSIGHT 2
- 3. Copyright ©2012 The Nielsen Company. ConfidenBal and proprietary. WHAT IS BIG DATA? VOLUME VELOCITY Massive amounts of data Pace, speed, immediate access ✓ Social Media posts ✓ Financial Transactions ✗ India’s Unique Identity Database ✗ Census VARIETY RELEVANCE Disparate sources create new insights Does this insight make a difference? ✓ Fraud Protection data ✓ Nielsen Online Campaign Ratings ✗ Census ✗ Social Media demographics (by themselves) 3
- 4. Copyright ©2012 The Nielsen Company. ConfidenBal and proprietary. REACH AUDIENCES ACROSS PLATFORMS Overcome fragmenta=on… … by unlocking Big Data… … to deliver in real =me. Nielsen Online Campaign Ra/ngs • Reach, frequency, GRP • By demographic + • • PC, tablet browser Viewability, brand safety TV Online Panel-‐based soluBons break down Unprecedented size & quality • Campaigns too small • Access to Facebook and other Nielsen Cross-‐Pla4orm Campaign Ra/ngs • Lack of granularity data providers’ user data • Total reach, unduplicated reach • Results too slow • MulB-‐plaXorm panel • TV raBngs + OCR • InternaBonal even harder • World-‐class measurement • Results a^er C3 science 4
- 5. Copyright ©2012 The Nielsen Company. ConfidenBal and proprietary. UNDERSTAND WHAT WATCHERS BUY Matching TV and purchase data sets to opBmize adverBsing 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 5
- 6. Copyright ©2012 The Nielsen Company. ConfidenBal and proprietary. TAP TV VIEWERS… ONLINE Connect with hard-‐to-‐reach viewers or strategically duplicate messaging Extend Reach: GRP DistribuBon of Online Schedule Strategic DuplicaBon: TV + Online Video 100% 100% LIGHT TV TRADITIONAL 90% 90% 18% VIEWERS VIDEO BUY 80% 80% 86% 70% 20% MEDIUM TV 70% 76% 80% 60% 75% 60% 62% VIEWERS USING ONLINE 50% 50% 40% 56% AUDIENCE HEAVY TV 40% 30% SEGMENTS VIEWERS 30% 20% 20% 10% 20% 5% 10% 0% TRADITIONAL USING ONLINE 0% 0% ONLINE BUY AUDIENCE EFFECTIVE UNDUPLICATED SEGMENTS: TV REACH (3+ AD NET REACH VIEWING EXPOSURES) Illustrative 6
- 7. Copyright ©2012 The Nielsen Company. ConfidenBal and proprietary. UNDERSTAND AND EMBRACE SOCIAL TV 7
- 8. Copyright ©2012 The Nielsen Company. ConfidenBal and proprietary. UNDERSTAND AND EMBRACE SOCIAL TV Which networks and programs Social Guide should I buy? Audience Affini=es How much is the TV ad worth Nielsen TwiQer given the program’s social impact? TV Ra=ngs How effec=ve was the TV ad? Nielsen Brand (alone or with social ads) Effect analy=cs How does my brand perform with Real-‐=me brand TV audiences during airings? engagement 8
- 9. Copyright ©2012 The Nielsen Company. ConfidenBal and proprietary. + BRIDGE ONLINE AND OFFLINE WORLDS 9