Mobile apps have overtaken browsing on the desktop Web, and consumers are spending nearly two times more time in mobile apps than on the Web. It’s now critical for marketers to have relevant metrics on the branding impact of their mobile in-app marketing campaigns. Learn about Nielsen’s solutions for quick and cost-effective mobile brand advertising effectiveness measurement and optimization to help advertisers maximize their mobile ROI and understand how to best take advantage of this growing medium. Presenter: Jeff Smith, svp, solution marketing and account activation, Nielsen

1. Measuring and Optimizing Resonance
for Mobile Brand Ad Campaigns
Digiday Mobile
Jeff Smith
December 2012 Senior Vice President, Product Leadership
The Nielsen Company
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Digiday: Measuring and Optimizing Resonance for Mobile Brand Ad Campaigns
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

2. Nielsen: World’s leading information and insights company
Working with the majority of the world’s leading brand advertisers
• Analyzing 55% of the world’s advertising
• Measuring audiences and effectiveness in all 210 US TV markets and 29 countries
• Connected to 10,000,000 consumers worldwide; scanning billions of transactions daily
Nielsen helps brand advertisers intelligently leverage data to maximize
return on advertising investment
Also working with the majority of the world’s leading media sellers & agencies
• 75% of top media agencies and all major holding companies
• 90% of the top 50 ad networks, 75% of the top 100 publishers
Nielsen helps media sellers intelligently leverage data to
maximize brand advertising sales 2
Digiday: Measuring and Optimizing Resonance for Mobile Brand Ad Campaigns
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

3. Upwardly Mobile: The Rapid Evolution of Mobile Media
The Smartphone Revolution:
From 7% to 56% of mobile phones in 5 years
U.S. Smartphone Penetration, Q2 2006-Q3 2012
60.00%
53% 56%
56% 49%
50.00%
46%
43%
38%
40.00%
36%
30%
30.00% 28%
25%
23%
21%
18%
20.00% 17%
16%
13%14%
10%10%
10.00% 7%
6% 7%
5%
3% 3% 4%
0.00%
Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
20062006200620072007200720072008200820082008200920092009200920102010201020102011201120112011201220122012
2006 2007 2008 2009 2010 2011 2012
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Digiday: Measuring and Optimizing Resonance for Mobile Brand Ad Campaigns
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

4. What do we mean by mobile?
Different devices
Different environments in devices: in-browser, in-app
iPhone
Android
4
Tablet
Digiday: Measuring and Optimizing Resonance for Mobile Brand Ad Campaigns
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

5. Upwardly Mobile: The Rapid Evolution of Mobile Media
Increasingly App-Focused:
5 Million More Consumers Use Mobile Apps than Mobile Web
Number of App Users Nearly Doubled (+85%) Last Year
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Digiday: Measuring and Optimizing Resonance for Mobile Brand Ad Campaigns
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

6. Upwardly Mobile: The Rapid Evolution of Mobile Media
App-Happy: Time spent on mobile apps rose 120%
Social Is Helping Drive Time Spent on Apps
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Digiday: Measuring and Optimizing Resonance for Mobile Brand Ad Campaigns
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

7. Simultaneous Usage: Mobile + TV
Multitasking in the New Normal: 38% of smartphone owners
use their phone daily while watching TV
Consumers report that they are:
• Shopping Visiting a social
networking site
• Looking up product
info related to an ad
seen on TV
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Digiday: Measuring and Optimizing Resonance for Mobile Brand Ad Campaigns
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

8. Advertising: Big growth opportunity in mobile
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2012 KPCB Internet Trends Year-End Update
KPCB, 12/3/2012
Digiday: Measuring and Optimizing Resonance for Mobile Brand Ad Campaigns
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

9. The Brand’s Take: Shifting advertising to new media
Brands: Which of the following would lead you to
increase spending in new media?
Improved clarity around the actual return
68%
on your brand advertising investment
Ability to verify my brand advertising Cleaning up the
created the desired result (e.g. increased 56% “Metrics Morass”
awareness of my product)
with new media
Ability to use the same metrics to evaluate
brand advertising effectiveness online as 53%
are used offline
Purchasing efficiency (e.g. the ability to
reach audience at scale through fewer 50%
outlets)
Ability to verify my online brand advertising
was actually delivered to my target 38%
audience 9
Digiday: Measuring and Optimizing Resonance for Mobile Brand Ad Campaigns
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

10. Why they don’t spend now
“For our brands, the challenge is prioritizing mobile over
other well-understood, well-measured results drivers. For
the organization, the challenge is learning about mobile —
what works, what doesn’t and how to do it well.”
Jim Cuene, Director, Interactive Marketing, General
Mills
10
Brands’ Greatest Mobile Challenges
Digiday, 12/5/2012
Digiday: Measuring and Optimizing Resonance for Mobile Brand Ad Campaigns
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

11. Advertising effectiveness simplified
Effectiveness principles are consistent across screens
Reach the right people Influence their opinion
Reach Resonance
Impact their behavior
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Reaction
Digiday: Measuring and Optimizing Resonance for Mobile Brand Ad Campaigns
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

12. Understand campaign effectiveness across devices
Use a consistent metric to compare brand-building
effectiveness across all digital platforms
Which metrics do you believe are most appropriate to use to determine the effectiveness of
your online brand advertising?
Brand Lift: 10% Brand Lift: 25% Brand Lift: 45% Brand Lift: 40%
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Digiday: Measuring and Optimizing Resonance for Mobile Brand Ad Campaigns
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

13. Advertising effectiveness complicated
Mobile measurement faces unique technological challenges
Creative
exposure
Ad exposure Ad exposure
frequency
Targeting or
site
METHODOLOGY: CONCURRENT TEST AND CONTROL – Best Practice
How did my
X ??? mobile campaign
do?
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METHODOLOGY: PRE / POST – More limited
Digiday: Measuring and Optimizing Resonance for Mobile Brand Ad Campaigns
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

14. Challenges with pre/post methodology
In-app
Collect responses BEFORE in- Exposed collected AFTER in-
campaign
app campaign starts app campaign starts
starts
Launch Truly
Control Test exposed?
Consumer External
Favorability influence?
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7
But… Don’t let better wait on perfect 14
Digiday: Measuring and Optimizing Resonance for Mobile Brand Ad Campaigns
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

15. Evolving technology landscape will improve mobile
measurement
Smart Phone Operating System Share
Others, 5.9
%
iOS6
Sept 2012
iOS, 34.3
%
Unique Device ID Identifier for Advertisers
Android, 5
(UDID) (IFA)
1.8%
Rim
Blackberry,
8.1%
UDID IFA
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Nielsen Mobile Insights
June 2012
Digiday: Measuring and Optimizing Resonance for Mobile Brand Ad Campaigns
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

16. Mobile measurement evolved:
Will become more consistent
Consistent approach to online and mobile – concurrent test and control,
granular data to evaluate advertising effectiveness
Creative
exposure
Ad exposure Ad exposure
frequency
Targeting or
site
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Digiday: Measuring and Optimizing Resonance for Mobile Brand Ad Campaigns
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

17. Summary
• 3R Framework – simple, actionable, powerful
– Consistent cross screen measurement is critical
– For brand advertisers, resonance is brand lift
• Mobile advertising measurement faces unique challenges
– No cookie, can’t employ best practices in experimental design
– Lack granular performance data (creative, frequency, etc)
• Don’t let better wait on perfect
– Don’t let better wait on perfect
– Use best available resources today, build for tomorrow
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Digiday: Measuring and Optimizing Resonance for Mobile Brand Ad Campaigns
Copyright © 2012 The Nielsen Company. Confidential and proprietary.