Uploaded byAmit Seth
IAB Annual Leadership Meeting 2013 - Amit Seth Keynote
This document discusses how big data is changing media and consumer opportunities. It explains that big data means analyzing massive amounts of information from disparate sources, like social media posts and financial transactions. This allows companies to better understand audiences across platforms and deliver ads to consumers in real time. Nielsen uses big data to provide cross-platform ratings and insights that overcome media fragmentation.
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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
- 10.