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"Innovation in Total Audience Measurement". Toni Petra, International Watch Leader, Nielsen

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Implementing Nielsen’s Total Audience Strategy

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"Innovation in Total Audience Measurement". Toni Petra, International Watch Leader, Nielsen

  1. 1. This artwork was created using Nielsen data. Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. Kyiv Media Week 2018 September 2018 Innovation in Total Audience Measurement
  2. 2. 2 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. APRIL 17, 2018 TVB DMP LIVE ON NIELSEN MARKETING CLOUD
  3. 3. 3 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. NIELSEN MARKETING CLOUD (NMC) THE BACKBONE OF DATA DRIVEN TRANSFORMATION TURN DATA INTO INSIGHTS AND BRING YOUR CUSTOMER TO LIFE MANAGE DATA PROFILE 1ST, 2ND & 3RD PARTY DATA GAIN A COMPLETE VIEW OF CUSTOMERS ACROSS DEVICES, FROM WHAT THEY WATCH TO WHAT THEY BUY 1 CUSTOMIZE AUDIENCES CUSTOMIZE, MODEL & ADAPT AUDIENCES CHOOSE FROM 60,000 AUDIENCE SEGMENTS; MODEL AUDIENCES USING NIELSEN AI ADAPTIVE LEARNING 2 ACTIVATE EVERYWHERE CONNECT WITH AUDIENCES ACROSS CHANNELS DELIVER PERSONALIZED ADVERTISING & CONTENT ACROSS ALL PAID & OWNED MARKETING EXECUTION CHANNELS 3 ANALYZE RESULTS OPTIMIZE YOUR TARGETING EFFORTS LEVERAGE REACH AND FREQUENCY ANALYSIS TO IDENTIFY THE MOST EFFECTIVE AD EXPOSURE & MEDIA PLACEMENT COMBINATIONS 4
  4. 4. 4 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. NMC THE HUB OF TVB AD SALES BRING PERSON-LEVEL MARKETING TO LIFE FROM CAMPAIGN PLANNING TO SALES ATTRIBUTION NIELSEN MARKETING CLOUD PLAN ACTIVATE ANALYZE COMPETITIVE INTELLIGENCE FOR OMNICHANNEL ADVERTISING CONSUMER INSIGHTS & IMPACT-BASED PLANNING CONTINUOUS OPTIMIZATION W/ ARTIFICIAL INTELLIGENCE TARGETING & PERSONALIZATION ACROSS PAID & OWNED CHANNELS CAMPAIGN ANALYTICS & SALES ATTRIBUTION OMNICHANNEL AUDIENCE MEASUREMENT CREATIVE DEVELOPMENT CAMPAIGN WALK THROUGH CAMPAIGN LAUNCH MARKETING CORRECTION OF ERRORS ACTIVATE & OPTIMIZE MONITOR & MEASUREDEVELOP & PLAN
  5. 5. 5 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. ACTIVITY ON BIGBIGCHANNEL & BIGBIGSHOP FROM VIEWS TO PURCHASE SOCIAL ENGAGEMENT GRANULAR VIEWERSHIP VIEWING BEHAVIOR ACROSS DEVICES BY PROGRAM, CHANNEL, CASTS, ETC. ACCURATE DEMOGRAPHIC CROSS DEVICE BY AGE / GENDER TARGETING GEOLOCATION LOCATION SPECIFIC TARGETING BY DISTRICT (SHATIN) & AREA (HK ISLAND) FMCG PURCHASE BEHAVIOR PRODUCT CATEGORY AND BRAND LEVEL PURCHASE BEHAVIOR LIFESTYLE, INTEREST, INTENT ONLINE BEHAVIOR & INTEREST, PURCHASE INTENT, AND LIFESTYLE ONE NMC PLATFORM TO GET 360 VIEW OF TVB AUDIENCE
  6. 6. 6 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. SEAMLESS DATA INTERGRATION INTO NMC MYTV SUPER BEHAVIORAL UV FOR STB, APP, WEB VIEWING BEHAVIOR CHANNEL & PROGRAM ENGAGEMENT CLIENT PARAMETER SEGMENTS ACTIVATION TO CLIENT PARAMETERS VIDEO METADATATVB CRM GENDER & AGE CAMPAIGN PLAN SUBSCRIPTION DFP / NETWORKS ACTIVATION CONNECTION LOCATION 18 DISTRICT STREET BUILDING MTR HOUSING ESTATES PROGRAM NAME EPISODE GENRE SOURCE OF PRODUCTION CASTING….ETC INTEREST BROWSING BEHAVIOR PURCHASE INTENT APP INSTALL….ETC
  7. 7. 7 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. OPPORTUNITY - PARTNER WITH YOUR ADVERTISERS’ DATA TO MAXIMIZE THE VALUE OF TVB ASSETS ACTIVATE PRIVATE DEALS WITH LEADING BRANDS & RETAILERS • SHARE YOUR DATA WITH PREMIUM ADVERTISERS AND RETAILERS FOR THEM TO PERSONALIZE THEIR DIGITAL EXPERIENCES • GATHER PARTNER ADVERTISER DATA INTO THE DMP TO GATHER INSIGHTS AND RUN ROI ANALYSIS PUBLISHER NIELSEN BRANDS & AGENCIES MAINTAIN FULL CONTROL OF DATA USAGE, PRICING AND LIFETIME
  8. 8. 8 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. AUDIENCE TRACKING THROUGH OUT THE CUSTOMER JOURNEY % VIEWING YOUR CAMPAIGN % CLICKING THROUGH TO APP /WEBSITE CONVERSION RATE TO TAKE ACTION ENGAGEMENT LIFT ACROSS PURCHASE FUNNEL
  9. 9. 9 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. ONE INTEGRATED SOLUTION FOR BRANDS & AGENCIES TVB CLIENTS CAN NOW MANAGE EVERY PHASE OF THE MARKETING PROCESS … IN A SINGLE PLATFORM
  10. 10. 10 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. A NEW ECOSYSTEM FOR ALL AD SERVERS SEARCH DEMAND/ AGENCY SUPPLY PERSONALIZATION OTHERS PUBLISHER ADVERTISER
  11. 11. This artwork was created using Nielsen data. Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

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