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Nielsen's maximizing digital roi bootcamp presentation

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Masha Geller
Masha Geller

The American public is consuming more video content across various platforms each month. On average, Americans now consume 224 hours of content per month on TVs, computers, and mobile devices, an increase of 7 hours from the previous year. Mobile devices and digital platforms experienced the highest growth in consumption. As more devices become connected, the number of connected devices is expected to increase dramatically by 2020. However, measuring the effectiveness of advertising on new platforms like mobile remains a challenge due to issues with accuracy, frequency of impressions, and comparability of metrics across platforms. Nielsen is working to address these challenges and better understand cross-platform reach and effectiveness of advertising.

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Nielsen's maximizing digital roi bootcamp presentation
2 AMERICAN APPETITE FOR VIDEO IS EXPANDING Source: Nielsen, Free To Move Between Screens: The Cross Platform Report Traditional TV Time Shifted Tv DVD/Blue Ray Game Console Internet on Computer Video on Internet Video on Mobile Phone +2%+8% (10%) (1%) +2% +44% +15% The average American consumes nearly 224 hours of content each month on the TV set, on the computer and on mobile That is a 7 hour increase compared to the same quarter last year Mobile and digital experienced the highest growth
MULTI-TASKING IS A KEY DRIVER OF VIDEO GROWTH 88% of tablet owners use their device while watching TV at some time 87% of smartphone owners use their device while watching TV at some time
CONNECTED DEVICES ARE OUTPACING THE POPULATION 9BN IN 2013CONNECTED DEVICES GSMA, February, 2012
CONNECTED DEVICES ARE OUTPACING THE POPULATION “WAIT AND SEE” IS NOT FOR MOBILE ADVERTISING THE TIME IS NOW CONNECTED DEVICES 50BN BY 2020 GSMA, February, 2012
ADVERTISERS AREN’T WAITING ON “PERFECT” INVESTING IN MOBILE AT A STAGGERING RATE Source: IAB Internet Advertising Revenue Report, 2012 Full Year Results Total Digital Digital Video Mobile 15% 29% 111%
STILL THERE IS A $1.5 BILLION MOBILE ADVERTISING OPPORTUNITY Source: Internet Trends Year-End Update, KPCB, 2012
MOBILE IS A MARKETER’S DREAM A CONSTANT COMPANION ALLOWING YOU TO REACH THE RIGHT CONSUMER, WITH THE RIGHT MESSAGE, AT THE RIGHT TIME Reach the right consumer, with the right message, at the right time Distribution of Adult Time Spent/Platform by Hour in the U.S. 51% of online usage occurs during the working hours of 9am to 5pm 53% of TV usage occurs during prime time Mobile usage is constant throughout waking hours Source: Nielsen People Meter, Nielsen Netview, Nielsen Mobile Mediaview, July 2012
REALITY: BRANDS AREN’T INVESTING MORE BECAUSE THEY DON’T HAVE RELEVANT PROOF POINTS ON ROIWhich of the following would lead you to increase spending in new media? 2013 Brand Advertising Outlook & Best Practices, Vizu, a Nielsen company, 2013 42% 68% 69% 0% 20% 40% 60% 80% Ability to verify my online brand advertisign was actually delivered to my intended audience Ability to verify my brand advertising created the desired result (e.g. increased awareness of my product) Improved clarity around the actual return on my brand advertising investment
“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.” Director, Interactive Marketing, Leading CPG Company 2012 Brand Advertising Outlook & Best Practices, Vizu, a Nielsen company, 2012
DIFFERENT METRICS MAKE LIFE CHALLENGING Still left asking “Who saw my ad?” Server Log Counts Page Views Click Through Rates Digital measurement today 14,561 178,509 0.015%Above the Fold 20% Other measurement today Demo: Female 18-22
AS A NEW MEDIA, MOBILE IS EVEN MORE CHALLENGED WILD WEST ON MEASUREMENT What are the right measures for mobile? Should they be unique or look like digital? How about other media? Default reliance on click-thru rates
ADVERTISING EFFECTIVENESS SIMPLIFIEDEFFECTIVENESS PRINCIPLES ARE CONSISTENT ACROSS SCREENS Reach the right people Reach Influence their opinion Resonance Impact their behavior Reaction Mobile NetView Nielsen Campaign Ratings Mobile BrandEffect Twitter iAd Location Effect Nielsen Catalina Solutions Nielsen Buyer Insights
TWO ASPECTS OF UNDERSTANDING REACH PLANNING CAMPAIGN MGT/POST • What is the overall size and composition of the sites and apps? • Do they deliver a unique audience? • Can they more efficiently deliver the desired consumer? • What else are visitors to the sites/apps doing? • Are they engaged with other media at the same time? • Who was exposed to my ad? • How many of those exposed where my intended consumer? • How many times were they exposed to my ad? • Were they exposed across platforms?
REACH MEASUREMENT CHALLENGES 3 major barriers Accuracy Frequency Comparability Planning • Tracking mobile usage was based on surveys • Fragmentation in digital makes it difficult for participants to account for all their usage Campaign Management/Post • Reliant on panel approaches or publisher data • Panels break down for tracking exposures to digital advertising – too many permutations to capture and project • Measures delivered by publishers don’t tell you about people
PLANNING: SHIFT TO ELECTRONIC MEASUREMENT OF DIGITAL BEHAVIORBefore: self- reporting/tags Now: passive measurement Mobile Meter Process Nielsen’s mobile technology passively measures smartphone usage and reveals how users actually interact with their device: Benefits: • Accurate and Detailed • Fast Syndicated Reporting • Custom Analytics Reports panel acquisition meter install/proxy setup server/report DBconsolidated reporting
17 Directly measures age and gender demographics from Facebook’s 180mm+ person registry, surpassing other methods of reporting campaign audience Provides Online Gross Rating Points (GRPs) consistent with Nielsen TV Ratings First Internet measurement system with demographic ratings for campaigns accredited by the MRC* Delivers unique reach, frequency, viewability, and verification across campaigns, by publisher, by placement Delivers results overnight WITH demographics CAMPAIN MANAGEMENT/POST NIELSEN ONLINE CAMPAIGN RATINGS TAPS USER REGISTRATION DATA 30-50% Impressions assigned actual demos for average campaign 180m+ Registered Users (US) Measures Work & Home *Nielsen Online Campaign Ratings is accredited by the Media Rating Council (MRC). Featured elements including DMA, verification and viewability are not currently accredited, but are undergoing review by MRC.
18 WHAT WE’VE LEARNED SO FAR FROM ONLINEA LOOK AT COMPOSITE LEARNINGS OF 3,000+ CAMPAIGNS On average, 52% of impressions on-target o 31% on-target for narrowly-defined targets o 83% on-target for broadly-defined targets Wide variation of performance against objectives across campaigns – a few in the high 90%, others in single digit percentages Sites with better user registration information and more focused content tend to achieve the best on-target delivery
19 AOL HAS USED OCR TO OPTIMIZE PERFORMANCE ON ADVERTISER INITIATED CAMPAIGNS Campaign 1 Campaign 2 Campaign 3 Campaign 4 AGENCY AND AOL ARE WORKING TOGETHER TO IMPROVE THE PERFORMANCE AOL saw value in using OCR to optimize their audience delivery for the agency AOL bought OCR campaigns to gauge how they would perform Agency required Publishers to guarantee audiences based on OCR
20 More than 66% exposed to the digital campaign also viewed it on television Combined digital and television campaign reached nearly 90% of the US population within the target demographic 34.8% Cross- Platform reach 89.2% Unduplicated Reach* 72.1% TV reach 51.9% Digital reach Target Demo: F18-34 Key insights 37.3% TV-only reach 17.1% Digital- only reach UNILEVER IDENTIFIED TOTAL UNDUPLICATED REACH
21 EXTENDING NIELSEN CAMPAIGN RATINGS MEASUREMENT TO MOBILE APPS Source: AdAge, May 14, 2013
UNDERSTANDING RESONANCE Use brand lift to answer the key question Is my online brand advertising working? Use real-time brand metrics to ensure it’s working. Determine: • What ads to run • Where to run them • How often to run them
RESONANCE MEASUREMENT CHALLENGES Barriers – Scalability and Data Quality Financial and inventory costs Implementation Data quality Actionability - High costs in terms of lead time, inventory, implementation time and money – leads to special occasion use only - Manual coordination and implementation increases chance of tagging errors - Multiple questions drive down response rates - Non-equivalency of test/control groups introduce bias - Post campaign reporting limits actionability
NIELSEN ONLINE BRAND EFFECT SIMPLIFIES THE PROCESS Streamlined implementation, test/control votes from the exact same population With Nielsen SmartTag: Single question ensures high response rates, single tag streamlines implementation and ensures equivalency of test/control Response rates 50-100x higher
Mobile measurement faces unique technological challenges Ad exposure Creative exposure Ad exposure frequency Targeting or site X ??? How did my mobile campaign do? METHODOLOGY: CONCURRENT TEST AND CONTROL – Best Practice METHODOLOGY: PRE / POST – More limited CHALLENGES TO MEASURING ADVERTISING EFFECTIVENESS ON MOBILE cookie cookie
iOS, 34.3% Rim Blackberry, 8.1% Android, 51.8% Others, 5.9% Smart Phone Operating System Share EVOLVING TECHNOLOGY LANDSCAPE WILL IMPROVE MOBILE MEASUREMENT Nielsen Mobile Insights, June 2012 iOS6 Sept 2012 UDID IFA Unique Device Identifier (UDID) Identifier for Advertisers (IFA) GOOGLE APPLE
NIELSEN MOBILE BRAND EFFECT CAMPAIGN RESULTS RESTAURANT BRANDWere able to use one consistent metric to evaluate both online and mobile performance Drive an overall 26% brand lift amongst users who were exposed to the campaign online Drive an overall 45% brand lift amongst users who were exposed to the campaign on mobile Inform future online and mobile budget allocation Source:Nielsen Mobile Brand Effect, blinded case study Control Exposed Online Intent Brand Lift 26% Lift Control Exposed Mobile Intent Brand Lift 45% Lift
28 REALIZING THE MOBILE OPPORTUNITY – REACH AT THE RIGHT TIME LOCATION EFFECT: AD IMPACT ON RETAIL STORE VISITATION Panelists exposed to ad on mobile via Jumptap (except Control group) Panelists visits retail store; Panel company leverages background mobile app to recognize Lat/Long coordinates as being within pre-set radius of store location Nielsen works with Jumptap to establish a Control group to hold out from campaign Nielsen measures lift in store visitation between Exposed and Control due to ad exposure 1 2 3 4 5 (Optional) Store visitor pinged real time on their phone with short survey, i.e. “What movie are you at the theater to see?”
KEY LEARNINGS • • • •
NIELSEN CROSS-PLATFORM VISION By addressing fundamental questions… … in a comprehensive and integrated way WHO DID MY AD REACH? HOW DID IT IMPACT ATTITUDES? WHAT DID IT MOTIVATE THEM TO DO? All screens / devices Commercial and program Paid, owned, earned Global Enabling the best decision-making around marketing mix, media spend allocation, and optimization

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Nielsen's maximizing digital roi bootcamp presentation

  • 2. 2 AMERICAN APPETITE FOR VIDEO IS EXPANDING Source: Nielsen, Free To Move Between Screens: The Cross Platform Report Traditional TV Time Shifted Tv DVD/Blue Ray Game Console Internet on Computer Video on Internet Video on Mobile Phone +2%+8% (10%) (1%) +2% +44% +15% The average American consumes nearly 224 hours of content each month on the TV set, on the computer and on mobile That is a 7 hour increase compared to the same quarter last year Mobile and digital experienced the highest growth
  • 3. MULTI-TASKING IS A KEY DRIVER OF VIDEO GROWTH 88% of tablet owners use their device while watching TV at some time 87% of smartphone owners use their device while watching TV at some time
  • 4. CONNECTED DEVICES ARE OUTPACING THE POPULATION 9BN IN 2013CONNECTED DEVICES GSMA, February, 2012
  • 5. CONNECTED DEVICES ARE OUTPACING THE POPULATION “WAIT AND SEE” IS NOT FOR MOBILE ADVERTISING THE TIME IS NOW CONNECTED DEVICES 50BN BY 2020 GSMA, February, 2012
  • 6. ADVERTISERS AREN’T WAITING ON “PERFECT” INVESTING IN MOBILE AT A STAGGERING RATE Source: IAB Internet Advertising Revenue Report, 2012 Full Year Results Total Digital Digital Video Mobile 15% 29% 111%
  • 7. STILL THERE IS A $1.5 BILLION MOBILE ADVERTISING OPPORTUNITY Source: Internet Trends Year-End Update, KPCB, 2012
  • 8. MOBILE IS A MARKETER’S DREAM A CONSTANT COMPANION ALLOWING YOU TO REACH THE RIGHT CONSUMER, WITH THE RIGHT MESSAGE, AT THE RIGHT TIME Reach the right consumer, with the right message, at the right time Distribution of Adult Time Spent/Platform by Hour in the U.S. 51% of online usage occurs during the working hours of 9am to 5pm 53% of TV usage occurs during prime time Mobile usage is constant throughout waking hours Source: Nielsen People Meter, Nielsen Netview, Nielsen Mobile Mediaview, July 2012
  • 9. REALITY: BRANDS AREN’T INVESTING MORE BECAUSE THEY DON’T HAVE RELEVANT PROOF POINTS ON ROIWhich of the following would lead you to increase spending in new media? 2013 Brand Advertising Outlook & Best Practices, Vizu, a Nielsen company, 2013 42% 68% 69% 0% 20% 40% 60% 80% Ability to verify my online brand advertisign was actually delivered to my intended audience Ability to verify my brand advertising created the desired result (e.g. increased awareness of my product) Improved clarity around the actual return on my brand advertising investment
  • 10. “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.” Director, Interactive Marketing, Leading CPG Company 2012 Brand Advertising Outlook & Best Practices, Vizu, a Nielsen company, 2012
  • 11. DIFFERENT METRICS MAKE LIFE CHALLENGING Still left asking “Who saw my ad?” Server Log Counts Page Views Click Through Rates Digital measurement today 14,561 178,509 0.015%Above the Fold 20% Other measurement today Demo: Female 18-22
  • 12. AS A NEW MEDIA, MOBILE IS EVEN MORE CHALLENGED WILD WEST ON MEASUREMENT What are the right measures for mobile? Should they be unique or look like digital? How about other media? Default reliance on click-thru rates
  • 13. ADVERTISING EFFECTIVENESS SIMPLIFIEDEFFECTIVENESS PRINCIPLES ARE CONSISTENT ACROSS SCREENS Reach the right people Reach Influence their opinion Resonance Impact their behavior Reaction Mobile NetView Nielsen Campaign Ratings Mobile BrandEffect Twitter iAd Location Effect Nielsen Catalina Solutions Nielsen Buyer Insights
  • 14. TWO ASPECTS OF UNDERSTANDING REACH PLANNING CAMPAIGN MGT/POST • What is the overall size and composition of the sites and apps? • Do they deliver a unique audience? • Can they more efficiently deliver the desired consumer? • What else are visitors to the sites/apps doing? • Are they engaged with other media at the same time? • Who was exposed to my ad? • How many of those exposed where my intended consumer? • How many times were they exposed to my ad? • Were they exposed across platforms?
  • 15. REACH MEASUREMENT CHALLENGES 3 major barriers Accuracy Frequency Comparability Planning • Tracking mobile usage was based on surveys • Fragmentation in digital makes it difficult for participants to account for all their usage Campaign Management/Post • Reliant on panel approaches or publisher data • Panels break down for tracking exposures to digital advertising – too many permutations to capture and project • Measures delivered by publishers don’t tell you about people
  • 16. PLANNING: SHIFT TO ELECTRONIC MEASUREMENT OF DIGITAL BEHAVIORBefore: self- reporting/tags Now: passive measurement Mobile Meter Process Nielsen’s mobile technology passively measures smartphone usage and reveals how users actually interact with their device: Benefits: • Accurate and Detailed • Fast Syndicated Reporting • Custom Analytics Reports panel acquisition meter install/proxy setup server/report DBconsolidated reporting
  • 17. 17 Directly measures age and gender demographics from Facebook’s 180mm+ person registry, surpassing other methods of reporting campaign audience Provides Online Gross Rating Points (GRPs) consistent with Nielsen TV Ratings First Internet measurement system with demographic ratings for campaigns accredited by the MRC* Delivers unique reach, frequency, viewability, and verification across campaigns, by publisher, by placement Delivers results overnight WITH demographics CAMPAIN MANAGEMENT/POST NIELSEN ONLINE CAMPAIGN RATINGS TAPS USER REGISTRATION DATA 30-50% Impressions assigned actual demos for average campaign 180m+ Registered Users (US) Measures Work & Home *Nielsen Online Campaign Ratings is accredited by the Media Rating Council (MRC). Featured elements including DMA, verification and viewability are not currently accredited, but are undergoing review by MRC.
  • 18. 18 WHAT WE’VE LEARNED SO FAR FROM ONLINEA LOOK AT COMPOSITE LEARNINGS OF 3,000+ CAMPAIGNS On average, 52% of impressions on-target o 31% on-target for narrowly-defined targets o 83% on-target for broadly-defined targets Wide variation of performance against objectives across campaigns – a few in the high 90%, others in single digit percentages Sites with better user registration information and more focused content tend to achieve the best on-target delivery
  • 19. 19 AOL HAS USED OCR TO OPTIMIZE PERFORMANCE ON ADVERTISER INITIATED CAMPAIGNS Campaign 1 Campaign 2 Campaign 3 Campaign 4 AGENCY AND AOL ARE WORKING TOGETHER TO IMPROVE THE PERFORMANCE AOL saw value in using OCR to optimize their audience delivery for the agency AOL bought OCR campaigns to gauge how they would perform Agency required Publishers to guarantee audiences based on OCR
  • 20. 20 More than 66% exposed to the digital campaign also viewed it on television Combined digital and television campaign reached nearly 90% of the US population within the target demographic 34.8% Cross- Platform reach 89.2% Unduplicated Reach* 72.1% TV reach 51.9% Digital reach Target Demo: F18-34 Key insights 37.3% TV-only reach 17.1% Digital- only reach UNILEVER IDENTIFIED TOTAL UNDUPLICATED REACH
  • 21. 21 EXTENDING NIELSEN CAMPAIGN RATINGS MEASUREMENT TO MOBILE APPS Source: AdAge, May 14, 2013
  • 22. UNDERSTANDING RESONANCE Use brand lift to answer the key question Is my online brand advertising working? Use real-time brand metrics to ensure it’s working. Determine: • What ads to run • Where to run them • How often to run them
  • 23. RESONANCE MEASUREMENT CHALLENGES Barriers – Scalability and Data Quality Financial and inventory costs Implementation Data quality Actionability - High costs in terms of lead time, inventory, implementation time and money – leads to special occasion use only - Manual coordination and implementation increases chance of tagging errors - Multiple questions drive down response rates - Non-equivalency of test/control groups introduce bias - Post campaign reporting limits actionability
  • 24. NIELSEN ONLINE BRAND EFFECT SIMPLIFIES THE PROCESS Streamlined implementation, test/control votes from the exact same population With Nielsen SmartTag: Single question ensures high response rates, single tag streamlines implementation and ensures equivalency of test/control Response rates 50-100x higher
  • 25. Mobile measurement faces unique technological challenges Ad exposure Creative exposure Ad exposure frequency Targeting or site X ??? How did my mobile campaign do? METHODOLOGY: CONCURRENT TEST AND CONTROL – Best Practice METHODOLOGY: PRE / POST – More limited CHALLENGES TO MEASURING ADVERTISING EFFECTIVENESS ON MOBILE cookie cookie
  • 26. iOS, 34.3% Rim Blackberry, 8.1% Android, 51.8% Others, 5.9% Smart Phone Operating System Share EVOLVING TECHNOLOGY LANDSCAPE WILL IMPROVE MOBILE MEASUREMENT Nielsen Mobile Insights, June 2012 iOS6 Sept 2012 UDID IFA Unique Device Identifier (UDID) Identifier for Advertisers (IFA) GOOGLE APPLE
  • 27. NIELSEN MOBILE BRAND EFFECT CAMPAIGN RESULTS RESTAURANT BRANDWere able to use one consistent metric to evaluate both online and mobile performance Drive an overall 26% brand lift amongst users who were exposed to the campaign online Drive an overall 45% brand lift amongst users who were exposed to the campaign on mobile Inform future online and mobile budget allocation Source:Nielsen Mobile Brand Effect, blinded case study Control Exposed Online Intent Brand Lift 26% Lift Control Exposed Mobile Intent Brand Lift 45% Lift
  • 28. 28 REALIZING THE MOBILE OPPORTUNITY – REACH AT THE RIGHT TIME LOCATION EFFECT: AD IMPACT ON RETAIL STORE VISITATION Panelists exposed to ad on mobile via Jumptap (except Control group) Panelists visits retail store; Panel company leverages background mobile app to recognize Lat/Long coordinates as being within pre-set radius of store location Nielsen works with Jumptap to establish a Control group to hold out from campaign Nielsen measures lift in store visitation between Exposed and Control due to ad exposure 1 2 3 4 5 (Optional) Store visitor pinged real time on their phone with short survey, i.e. “What movie are you at the theater to see?”
  • 30. NIELSEN CROSS-PLATFORM VISION By addressing fundamental questions… … in a comprehensive and integrated way WHO DID MY AD REACH? HOW DID IT IMPACT ATTITUDES? WHAT DID IT MOTIVATE THEM TO DO? All screens / devices Commercial and program Paid, owned, earned Global Enabling the best decision-making around marketing mix, media spend allocation, and optimization