This document provides a guide for mobile advertisers on challenges and solutions in the mobile advertising landscape. It discusses that while mobile advertising is growing, calculating ROI and finding relevant success metrics are major challenges. Advertisers want metrics that align with traditional media to measure campaign effectiveness consistently across platforms. However, most mobile publishers provide metrics like clicks and impressions that are mobile-specific and don't address brand metrics. Adopting standardized metrics like GRPs and brand lift that are used offline could help advertisers better evaluate mobile campaigns and increase mobile advertising spend.

1. THE MOBILE
ROADMAP
A GUIDE FROM MOBILE ADVERTISING
CHALLENGES TO MEASUREMENT
SOLUTIONS
Copyright © 2014 The Nielsen Company 1

2. CONTENTS
The Mobile Roadmap.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
First Stop –
Understanding the Mobile Advertising Landscape.. . . . . . . . . . . . . . . . . . . . . 4
Road Blocks –
Challenges For Mobile Advertisers.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
U-Turns –
Relevant Metrics Could Accelerate Growth.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
You Have Arrived At Your Destination –
The Three “R” Questions That Lead to the Solution........................ 11
Reach............................................................................................ 13
Resonance....................................................................................16
Reaction.......................................................................................18
Methodology................................................................................... 20
2 THE MOBILE ROADMAP

3. THE MOBILE
ROADMAP
The new mobile medium represents an appealing opportunity for brand
marketers - enabling them to reach a pool of consumers that are growing
by the day anytime and anywhere. Because of its relative youth, however,
there is still confusion over how best to engage in mobile advertising.
Differences in technology mean that marketers cannot always employ
the same best practices in mobile that are used for television or online
advertising.
Unlike the online medium, mobile is relatively nascent in being adopted for
branding purposes. Even at this stage, mobile marketers and media owners
identified the inability to measure the effectiveness of their mobile efforts
consistently with other media as one of their biggest pain points, and a
significant barrier to mobile growth.
Based on interviews with advertisers, agencies, and media providers, this
Mobile Roadmap, addresses the challenges advertisers are experiencing
in mobile advertising, and addresses the solutions available to provide the
most return on their financial investment.
Copyright © 2014 The Nielsen Company 3

4. FIRST STOP
UNDERSTANDING THE MOBILE
ADVERTISING LANDSCAPE
Mobile devices have come a long way since their heavy, brick-like
predecessors were first introduced in 1983. These devices are now
much more than on-the-go telephones, morphing and growing into
a companion that is always on and always with us. Smartphones
now make up 70 percent of all mobile phones in the U.S., up from
18 percent just four years ago. We now spend so much time on our
phones (34 hours monthly) that it has surpassed time spent on our
computers (27 hours monthly).
Brand marketers are starting to experiment with mobile in
their advertising campaigns to stay in front of consumers.
Eighty-eight percent of the advertisers and 90 percent of the
agencies we surveyed told us they had bought some form of
mobile advertising in the past 12 months.
When compared with online and TV, mobile advertising is
a young medium and still relatively new to most marketers.
The majority of advertisers surveyed (82%) had three years
or less experience with mobile, with 21 percent “just getting
started.” Agencies were in a similar position, with 70 percent of
respondents having three years or less experience with mobile.
This lack of experience is reflected in the fact that over 30 percent
of agencies and advertisers indicated that less than 1 in 10 of
their 2013 campaigns included a mobile component. However, an
equally sizable portion of respondents – obviously early adopters
– indicated more than half of their campaigns included a mobile
component (Fig 1).
1Source: Nielsen US Mobile Device Insights Q1 2014
2Source: Nielsen Digital Consumer Report Q1 2014
FIG 1. PERCENTAGE OF 2013
CAMPAIGNS INCLUDING A
MOBILE COMPONENT
31%
39%
17%
15%
12%
20%
1%
0%
5%
8%
34%
18%
AGENCIES ADVERTISERS
1-10%
11-20%
21-30%
31-40%
41-50%
51%+
4 THE MOBILE ROADMAP

5. ROAD BLOCKS
CHALLENGES FOR MOBILE
ADVERTISING
Pairing of mobile with other mediums and the focus on branding give
rise to advertisers’ biggest mobile pain points. Advertisers say their
two biggest obstacles to further mobile growth are calculating mobile
return on investment (ROI) and lack of relevant success metrics for their
mobile campaigns. (Fig 2)
FIG 2. ADVERTISERS’ TOP MOBILE BRAND ADVERTISING PAIN POINTS
CALCULATING
MOBILE ROI
RELEVANT SUCCESS
METRICS
56%
46%
When asked what type of metrics advertisers would like to use, the most
common response (given by 39%) is “the exact same metrics as offline,
and additional metrics specific to the mobile medium” to ensure they
are measuring and optimizing mobile activity consistently with their
other initiatives (Fig 3).
Copyright © 2014 The Nielsen Company 5

6. Since marketers are running mobile increasingly with both online and
offline tactics, it is not surprising that they also seek metrics that can
span both platforms. The increasing focus on brand objectives makes
this especially true, as relevant brand metrics are much more common
in the offline medium than the digital medium. However, advertisers
also recognize there is a unique aspect of the mobile medium that does
not exist offline that they can use to their advantage – for example, the
opportunity to granularly measure audience reach or to validate the
effectiveness of the campaign directly against the campaign audience.
Only 23 percent responded that they’d like to “primarily rely on metrics
specific to the mobile medium,” indicative of the low incidence of
mobile-only campaigns.
Unfortunately only 22 percent of media sellers can provide the offline
and mobile metrics that advertisers are looking for. There is clearly a
disconnect in the metrics desired by advertisers and provided by media
sellers, opening up a huge opportunity for media sellers who are able
bridge this gap. (Fig. 3)
FIG 3. METRICS ADVERTISERS WOULD LIKE TO
USE VS. METRICS PUBLISHERS PROVIDE
WE WOULD PREFER TO USE THE EXACT
SAME METRICS AS OFFLINE, AND
NOTHING ELSE
WE WOULD PREFER TO USE THE EXACT
SAME METRICS AS OFFLINE, AND
ADDITIONAL METRICS SPECIFIC TO THE
MOBILE MEDIUM
WE WOULD PREFER TO USE SOME OF
THE SAME METRICS FROM THE OFFLINE
MEDIUM, AND SOME METRICS SPECIFIC
TO THE MOBILE MEDIUM
WE WOULD PREFER TO RELY
PRIMARILY ON METRICS SPECIFIC
TO THE MOBILE MEDIUM
13%
25%
39%
22%
26%
22%
22%
31%
ADVERTISERS MEDIA SELLERS
6 THE MOBILE ROADMAP

7. U-TURNS
RELEVANT METRICS COULD
ACCELERATE GROWTH
Addressing this disconnect could pay large dividends: 30 percent of
advertisers and 37 percent of agencies say that the “ability to use the
same metrics to evaluate audience reach on mobile as are used offline”
would lead them to increase their use of mobile advertising.
As a best practice, media sellers should offer the relevant metrics
advertisers are looking for. According to advertisers, the most
appropriate metric to measure a mobile brand advertising campaign’s
reach is gross rating points (GRP) (Fig 4). GRPs have long been the
standard metric used to demonstrate audience reach in the TV medium,
which further illustrates advertiser desire for offline metrics for the
mobile medium. However, media sellers most often report the campaign
impressions from the ad server, which primarily measures what was
delivered as opposed to the audience it was delivered to.
The confusion over metrics is even more pronounced when it comes
to measuring mobile ROI. Publishers most often measure the ROI of
mobile brand advertising campaigns using clickthrough rates (Fig 4).
When asked which is the most appropriate metric for measuring mobile
brand advertising ROI, advertisers and agencies both respond the
number one metric is brand lift. Publishers are able to offer a mobile-only
measure of what was delivered, while agencies and advertisers are
looking for an offline-equivalent metric for campaign effectiveness.
GRP: STANDS FOR GROSS
RATING POINT, WHICH IS
THE PERCENTAGE OF THE
AUDIENCE REACHED BY
AN AD MULTIPLIED BY THE
FREQUENCY WITH WHICH
THEY SEE IT IN A GIVEN
CAMPAIGN. THIS METRIC IS
USED TO MEASURE THE SIZE
OF AN AUDIENCE REACHED
BY AN AD OR PROGRAM.
BRAND LIFT: THE
PERCENTAGE INCREASE IN
THE PRIMARY MARKETING
OBJECTIVE OF A BRAND
ADVERTISING CAMPAIGN,
MOST OFTEN DEFINED IN
TERMS OF THE CLASSIC
PURCHASE FUNNEL – LIFT
IN AWARENESS, ATTITUDES,
FAVORABILITY, PURCHASE
INTENT, OR PREFERENCE.
Copyright © 2014 The Nielsen Company 7

8. FIG 4. ADVERTISERS’ MOST APPROPRIATE METRIC VS.
METRIC PUBLISHERS REPORT MOST OFTEN
ADVERTISERS: MOST
APPROPRIATE METRIC
GROSS
RATING
POINTS (GRP)
REACH
RESONANCE
BRAND LIFT
PUBLISHERS: WHAT I
REPORT MOST OFTEN
AD SERVER
IMPRESSIONS
CLICKTHROUGH
RATE
8 THE MOBILE ROADMAP

9. This absence of relevant reach metrics leaves both brand advertisers and
agencies in serious doubt of mobile networks and publishers’ audience
claims. Only three percent of advertisers and six percent of agencies
“strongly believe” claims to be able to reach a specific mobile audience
(Fig 5). The majority of advertisers (55%) and agencies (54%) surveyed
are uncertain or outright disbelieve audience reach claims, potentially
hampering future growth of the medium. Media sellers’ verification
of such claims with the right metrics could go a long way in easing
concerns and capturing mobile spend. Sixty percent of advertisers and
69 percent of agencies said that the “ability to verify that my mobile
advertising was actually delivered to the intended audience” would lead
them to increase their use of mobile advertising.
FIG 5. MEDIA BUYER VIEWS OF MOBILE AUDIENCE REACH CLAIMS
ADVERTISERS AGENCIES
3%
42%
39%
13%
3%
6%
40%
36%
15%
3%
STRONGLY
BELIEVE
SOMEWHAT
BELIEVE
UNCERTAIN SOMEWHAT
DISBELIEVE
STRONGLY
DISBELIEVE
Copyright © 2014 The Nielsen Company 9

10. There is a great opportunity to dispel a lot of this confusion and grow
the mobile medium by all parties involved with a campaign—advertiser,
agency and media plan participants—using relevant brand lift metrics
to calculate mobile ROI. Reflecting that this is their biggest mobile
pain point, 62 percent of advertisers and 57 percent of agencies say
the “ability to verify that brand advertising created the desired result
(e.g. increased brand awareness)” will lead them to increase their use
of mobile advertising (Fig 6). Media sellers need to provide the metric
advertisers are looking for – brand lift. Those who do will have the upper
hand in capturing dollars from those advertisers on the fence about
whether mobile ads achieve their desired end.
FIG 6. ABILITY TO VERIFY THAT BRAND ADVERTISING CREATED THE DESIRED
RESULT WILL LEAD TO INCREASED MOBILE ADVERTISING USE
ADVERTISERS AGENCIES
62% 57%
10 THE MOBILE ROADMAP

11. YOU HAVE
ARRIVED AT YOUR
DESTINATION
THE THREE “R” QUESTIONS THAT
LEAD TO THE SOLUTION
REACH
WHO IS
VIEWING
MY ADS?
RESONANCE
HOW DID MY
CAMPAIGN
INFLUENCE
THEIR
OPINION?
REACTION
WHAT IS THE
ROI ON MY
MOBILE AD
SPEND?
Copyright © 2014 The Nielsen Company 11

12. Nielsen has the recipe for successful marketing and media strategies.
We call it the 3R’s – Reach, Resonance and Reaction. Simply put,
effective marketing and advertising reaches your target audience,
influences their opinion, and ultimately impacts their buying behavior.
Advertisers who accomplish this maximize the return on their marketing
investment, and media companies who can help advertisers accomplish
this on their properties maximize their sales.
As you can see, the study showed that it is increasingly difficult for
advertisers and media companies to measure the performance of
advertising consistently across media. In fact, up to 30 percent of
marketing dollars around the world are wasted because the message
doesn’t reach or resonate with the intended audience. Nielsen’s
solutions allow marketers, agencies and media companies to decipher
how target audience’s exposure to their marketing and media shapes
brand perception and purchase behavior, and thus understand and
influence consumers’ path to purchase.
Using reach, resonance, and reaction data, customers can confidently
allocate budgets and inventory, develop superior creative and content,
and plan, measure, and optimize individual programs – across any
platform, device, and advertising model. Trusting in technology built on
real data science, advertisers, agencies and media companies are able
to develop the best strategy to connect content with consumers and,
ultimately, consumers with commerce to maximize sales.
REACH
TV RATINGS
ONLINE CAMPAIGN
RATINGS
DIGITAL PROGRAM
RATINGS
RESONANCE
NIELSEN MOBILE
BRAND EFFECT
REACTION
NIELSEN BUYER
INSIGHTS
MOBILE
PERCISION
MARKETING
12 THE MOBILE ROADMAP

13. NIELSEN HAS THE
SOLUTION FOR
EVERY STAGE OF
MOBILE MARKETING
REACH
From TV to tablets, Nielsen helps you reach the right audience and
measure that reach. We identify, quantify and compare the audience
your advertising campaigns engage across all platforms, providing
a true understanding of your return on investment (ROI) – and we
provide these insights, before and throughout the campaign, to
enable you to optimize your reach. TV RATINGS
ONLINE CAMPAIGN
RATINGS
DIGITAL PROGRAM
RATINGS
MOBILE REACH:
WHO IS VIEWING MY AD?
MOBILE TV
RATINGS
Linear TV Program
Viewership
ONLINE
CAMPAIGN
RATINGS
Digital Campaign
Audience
DIGITAL
PROGRAM
RATINGS
Dynamic TV Program
Viewership
PRIMARY METRICS
Reach
Frequency
GRP
Unique Audience
PRIMARY BENEFITS
Understand your
Content Audience
Set Audience Guarantees
Optimize Ad Inventory
Copyright © 2014 The Nielsen Company 13

14. MOBILE TELEVISION RATINGS IS AN AUDIENCE
MEASUREMENT TOOL FOR TV NETWORKS TO UNDERSTAND
RATINGS FROM VIEWERS ON MOBILE DEVICES.
REACH
HOW IT WORKS:
SINGLE
SDK TAG &
WATERMARK
COUNT &
ASSIGN
Views and
Demos
CALIBRATE CALCULATE
Reach,
Frequency,
GRP
REPORT
Live+7 Schedule
WHAT IT HELPS YOU DO:
UNDERSTAND
ALL VIEWERS
Composite
and Hispanic
Audiences
Reported
MEASURE
ADDITION TO
STANDARD
VIEWING
Live, Live+SD,
Live+3, Live+7
SELL INVENTORY
BASED ON TOTAL
AUDIENCE
Linear Advertisements
placed in front of
mobile viewers
ONLINE CAMPAIGN RATINGS IS AN AUDIENCE MEASUREMENT
TOOL THAT MEASURES EXACTLY WHO IS EXPOSED TO A DIGITAL
CAMPAIGN BY REACH, FREQUENCY AND GRP.
HOW IT WORKS:
NIELSEN TAG
COUNT &
ASSIGN
Views and
Demos via
Facebook
CALIBRATE
Cross-Platform
Homes Panel,
Mobile Survey
CALCULATE
Reach,
Frequency,
GRP
REPORT
Overnight
WHAT IT HELPS YOU DO:
UNDERSTAND
AUDIENCE
DELIVERY
In-flight reach,
frequency, GRP
and on-target rate
MEASURE AD
VIEWABILITY
Partnership with
Integral Ad Science
SET AUDIENCE
GUARANTEES
Meet realistic
benchmarks
14 THE MOBILE ROADMAP

15. REACH
DIGITAL PROGRAM RATINGS IS A TV-COMPARABLE
MEASUREMENT FOR DIGITAL PUBLISHERS TO UNDERSTAND
THEIR PROGRAMMING AUDIENCE ACROSS SCREENS.
HOW IT WORKS:
SINGLE SDK
TAG
COUNT &
ASSIGN
Views and
Demos via
Facebook
CALIBRATE CALCULATE
Reach,
Frequency,
GRP
REPORT
Daily
WHAT IT HELPS YOU DO:
UNDERSTAND
PROGRAM
VIEWERSHIP
In-flight reach,
frequency, GRP
and on-target rate
SET AUDIENCE
GUARANTEES
Predict campaign
benchmarks to be
proven by Nielsen
OCR
OPTIMIZE AD
INVENTORY
Compare ad pods
and form for
optimal campaigns
Copyright © 2014 The Nielsen Company 15

16. RESONANCE
Advertising effectiveness isn’t just about reaching the right audience,
your message must also resonate with them – influence their opinion,
affect their propensity to buy, or provoke another desired action.
Whether you want to prove your brand-building potential or improve the
performance of your advertising campaign, we know you don’t want to
wait weeks for post-campaign analysis. That’s why Nielsen provides real-time
brand effectiveness metrics to measure the impact of your mobile
advertising throughout the duration of your campaign.
NIELSEN MOBILE
BRAND EFFECT
MOBILE RESONANCE:
HOW DID MY CAMPAIGN
INFLUENCE THEIR OPINION?
NIELSEN MOBILE
BRAND EFFECT
Influence of
Mobile Campaign
PRIMARY METRIC
Brand Lift
(Awareness, Attitudes, Favorability, Intent, Preference)
PRIMARY BENEFITS
Use brand-relevant metric to measure campaign effectiveness
Optimize campaign performance in-flight
Maximize advertising investment
16 THE MOBILE ROADMAP

17. RESONANCE
NIELSEN MOBILE BRAND EFFECT IS A BRAND ADVERTISING
EFFECTIVENESS SOLUTION THAT ALLOWS MARKETERS TO MEASURE
AND OPTIMIZE CAMPAIGN IMPACT IN REAL-TIME TO MAXIMIZE
RETURN ON ADVERTISING SPEND.
HOW IT WORKS:
NIELSEN TAG
SERVE CONTROL/
EXPOSED
GROUPS SURVEY
COLLECT
RESPONSES
REPORT
Real-Time
WHAT IT HELPS YOU DO:
IMPROVE
PERFORMANCE
Optimize brand lift
metrics in real-time
COLLABORATIVELY
OPTIMIZE
Collaborate with media
partners around the
same data to maximize
performance
UNDERSTAND
AD INFLUENCE
Consumer intent
to purchase and
brand preference
Copyright © 2014 The Nielsen Company 17

18. REACTION
Once a consumer is reached and engaged with a message that
resonates, the ultimate goal is to create a consumer reaction that
increases sales and maximizes your return on investment.
Nielsen can gauge consumer reaction and determine if, and how,
advertising resulted in a consumer behavior change. Our analytics
show you the critical connection between media exposure and purchase
activity, identify relevant messages and impactful channels, and clearly
determine advertising effectiveness.
NIELSEN BUYER
INSIGHTS
MOBILE
PERCISION
MARKETING
MOBILE REACTION:
WHAT IS THE ROI ON MY
MOBILE AD SPEND?
NIELSEN BUYER
INSIGHTS
Sales Impact
MOBILE PRECISION
MARKETING
Reaching Key Audiences
PRIMARY METRIC
Sales Lift
PRIMARY BENEFITS
Quantify ad
impact on sales
Understand audience
purchasing behavior
Find new prospects
18 THE MOBILE ROADMAP

19. REACTION
NIELSEN BUYER INSIGHTS IS A MEASUREMENT TOOL THAT
MEASURES THE IMPACT OF ADVERTISING ON ACTUAL SALES.
MATCH
Connect ad
exposures
to consumer
transactions
COMPARE
Exposed versus
Unexposed
individuals
MEASURE
Offline and online
sales impact
REPORT
WHAT IT HELPS YOU DO:
QUANTIFY
SALES IMPACT
Measure
effectiveness
based on total
and incremental
sales
IDENTIFY KEY
SALES DRIVERS
Understand
audience behaviors
driving sales
GET
COMPETITIVE
CONTEXT
Understand the
impact on your
share of category
sales
MOBILE PRECISION MARKETING IS A MARKETING TOOL
THAT ENABLES THE ABILITY TO REACH A DEFINED AUDIENCE WITH
ADVERTISING BASED ON THEIR OFFLINE BEHAVIORS.
COLLECT
NIELSEN
PANEL DATA
Nielsen TV
Audience
behavior
HOW IT WORKS:
HOW IT WORKS:
LOOK-ALIKE
MODEL
Applied to
Nielsen
panel data
DATA
EXCHANGE
Mobile IDs acquired
from Cross Platform
Matching Partners
SELECT
MOBILE
AUDIENCES
Based on
campaign
objectives
WHAT IT HELPS YOU DO:
INFORM MEDIA
DECISIONS
Deliver the right
message to the
right people at the
right time
FIND NEW
PROSPECTS
Enhance your
audience
understanding
CROSS-PLATFORM
PERFORMANCE
Tie digital
advertising to
television viewing
Copyright © 2014 The Nielsen Company 19

20. METHODOLOGY
The methodology of the survey referenced in this report was
commissioned by Nielsen U.S. digital marketing and media
professionals and conducted by Digiday in October 2013 on
attitudes and approaches to mobile advertising. Participants were
contacted via email and asked to self-identify as an advertiser,
a mobile publisher or advertising network, an agency or trading
desk, or “other” (Fig 7.). Respondents who identified with
the first three categories were posed questions suited to their
classification. Results were summarized and cross-tabbed to
identify consistencies or inconsistencies in each classification’s
viewpoints regarding current practices and intent for mobile
advertising in 2014, and what developments might contribute to
the growth of the medium.
FIG 7. SURVEY RESPONDENTS BY CATEGORY
14% 16%
ADVERTISER
AGENCY OR TRADING DESK
MOBILE PUBLISHER OR NETWORK
36% OTHER
34%
20 THE MOBILE ROADMAP

21. ABOUT NIELSEN
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and
measurement company with leading market positions in marketing
and consumer information, television and other media measurement,
online intelligence and mobile measurement. Nielsen has a presence in
approximately 100 countries, with headquarters in New York, USA and
Diemen, the Netherlands.
For more information about the various Nielsen services and solutions
highlighted in this report, please contact Darren Ellis at
Darren.Ellis@nielsen.com.
Need more information about mobile? Visit our website,
www.nielsen.com, today.
Copyright © 2014 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo
are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product
and service names are trademarks or registered trademarks of their respective companies.
14/7479
Copyright © 2014 The Nielsen Company 21

22. 22 THE MOBILE ROADMAP