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UNDERSTAND THE TRUE AUDIENCE FOR DIGITAL - Nielsen 2014

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Karen Sanchez
Karen Sanchez

This document discusses Nielsen's Online Campaign Ratings tool which measures the effectiveness of digital advertising campaigns. It provides summaries of campaigns' audience delivery compared to targets, allowing advertisers to optimize campaigns. The tool uses registration data to assign demographics to users, overcoming panel limitations. It has measured over 1,800 campaigns, finding average on-target rates vary significantly. Advertisers can use the data to improve targeting, reallocate spend, and analyze cross-platform effectiveness against TV.

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UNDERSTAND THE TRUE AUDIENCE FOR DIGITAL WITH NIELSEN ON-LINE CAMPAIGN RATINGS
Copyright ©2013 The Nielsen Company. Confidential and proprietary. ADVERTISING EFFECTIVENESS SIMPLIFIED Effectiveness principles are consistent across screens Reach the right people Reach Influence their opinion Sales Effect Nielsen Campaign Ratings Resonance Online Brand Effect Impact their behavior Reaction 2
Copyright ©2013 The Nielsen Company. Confidential and proprietary. AD EFFECTIVENESS NEEDLESSLY COMPLICATED Effectiveness metrics, however, vary greatly across screens Web measurement today: Brand advertisers left asking: 20% 0.015% Above the fold Page Views 14,561 “Was the ad delivered to my intended audience?” Click through Rates “Was my ad even seen?” “Did it shift their opinion?” Server Log Counts “Why or why not?” 178,509 3
Copyright ©2013 The Nielsen Company. Confidential and proprietary. SEVERAL CRITICAL QUESTIONS AND CLIENTS HAVE ASKED NIELSEN TO HELP Advertisers How do I know who I am actually reaching online… audiences and Publishers How can I prove my online audience is differentiated, and as not cookies or impressions? a result, my ad inventory should be valued higher? How can I understand the value of my online advertising in the context of How do I demonstrate that my overall media buy? How do I get better data about what online advertising is delivering for me to feed into marketing mix models? my inventory adds value to crossplatform advertising? How do I show that the online campaign is delivering against the advertiser’s brand objectives? 4
Copyright ©2013 The Nielsen Company. Confidential and proprietary. ONLINE CAMPAIGN RATINGS OVERCOMES PANEL LIMITATION TO DELIVER THE BEST MEASUREMENT FOR ONLINE AD CAMPAIGNS Directly measures demographics from Facebook’s registry, surpassing other methods of reporting campaign audience 82m+ Registered Users (BR) Measures Work & Home Delivers unique reach, frequency, on target impressions across campaigns, by publisher, by placement 30-50% Impressions assigned actual demos for average campaign Provides Online Gross Rating Points (GRPs) consistent with TV Ratings Delivers daily results WITH demographics, for online campaigns of any size First Internet measurement system with demographic ratings for campaigns accredited by the MRC* *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. 5
Copyright ©2013 The Nielsen Company. Confidential and proprietary. CAMPAIGN RESULTS’ EXAMPLE Women’s Personal Care Product Campaign Target: Females 18-34 23% of delivery reached the target audience 51% of audience was Male 6
Copyright ©2013 The Nielsen Company. Confidential and proprietary. ONLINE CAMPAIGN RATINGS’ CRITICAL INNOVATION IS THE PRIVACY-PROTECTED USE OF ONLINE REGISTRATION DATA Tag Ads Count Tag for display, video, rich, etc. Count all ad impressions Nielsen Server Assign Demos Data Provider Exposures Nielsen tag Calculate Report Calibrated unique audience and impressions are projected out to the full campaign Reports with full demos available the next morning Assigns demos for all users with a logged-in cookie (~30-50% on avg) Calibrate Nielsen CrossPlatform Homes Panel - Corrects for bias in data provider sample - Compensates for attribution error Nielsen Audience Calibration Engine Nielsen Mediaview 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. 7
Copyright ©2013 The Nielsen Company. Confidential and proprietary. 1,800+ CAMPAIGNS MEASURED TO DATE REVEAL ACTIONABLE INSIGHTS FOR ADVERTISERS • On average, 52% of impressions on-target o 31% on-target for narrowly-defined targets1 o 83% on-target for broadly-defined targets2 • 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 • Data is being used to identify execution errors and optimize delivery, even doubling the on-target percentage in some cases 8 1 Narrowly-defined target groups are single gender, less than 15-year age range 2 Broadly-defined target groups are all genders, greater than 30-year age range Copyright © 2012 The Nielsen Company. Confidential and proprietary. 8
Copyright ©2013 The Nielsen Company. Confidential and proprietary. ADVERTISERS ARE USING ONLINE CAMPAIGN RATINGS TO IMPROVE AUDIENCE DELIVERY AND DRIVE IMPACT DATA INTEGRATION POST BUY ANALYSIS CROSS-PLATFORM ANALYSES AND OPTIMIZATION IN-FLIGHT OPTIMIZATION FUTURE DIGITAL PLANNING NEGOTIATING / BUYING CHANGE 9
Copyright ©2013 The Nielsen Company. Confidential and proprietary. EXAMPLE: NATIONAL RETAIL CHAIN USED ONLINE CAMPAIGN RATINGS TO ENSURE EFFECTIVE DELIVERY 90% Daily On-Target Delivery Site 1 80% Site 2 70% 60% Site 3 50% Site 4 40% 30% 20% 10% Pushed publisher to improve performance after finding an error Site 5 Cancelled and re-allocated spend due to consistent low delivery Site 6 Site 7 0% 10
Copyright ©2013 The Nielsen Company. Confidential and proprietary. EXAMPLE: LARGE BEVERAGE COMPANY USED ONLINE CAMPAIGN RATINGS TO OPTIMIZE INFLIGHT • Advertiser contacted underperforming publishers in plan to review results and modify their placements 41% on target • Select publishers were dropped from the plan and client re-allocated ad spend to top performing publishers 16% on target days Off Target Impressions On Target Impressions Source: Blinded Nielsen Online Campaign Ratings case 11
Copyright ©2013 The Nielsen Company. Confidential and proprietary. EXAMPLE: COLLABORATIVE OPTIMIZATION PUBLISHER HAS USED OCR TO OPTIMIZE PERFORMANCE ON ADVERTISER INITIATED CAMPAIGNS Campaign 1 Campaign 3 Campaign 2 Campaign 4 12
Copyright ©2013 The Nielsen Company. Confidential and proprietary. CROSS-PLATFORM CAMPAIGN RATINGS MEASURES UNDUPLICATED AUDIENCE ACROSS TELEVISION + ONLINE Cross-Platform Campaign Ratings Unduplicated Audience What is the total unduplicated reach and frequency of a cross-platform campaign? Nielsen TV Ratings What audience is reached only through TV? Television Audience Online Audience How frequently? Online Campaign Ratings What audience is reached only through Online? How frequently? Duplicated Audience What audience is reached by both the TV and online campaign? How frequently? 13
Copyright ©2013 The Nielsen Company. Confidential and proprietary. EXAMPLE: BEVERAGE COMPANY QUANTIFIED UNDUPLICATED AND INCREMENTAL REACH FOR CAMPAIGN 14
Copyright ©2013 The Nielsen Company. Confidential and proprietary. EXAMPLE: BEVERAGE COMPANY IDENTIFIED STRENGTHS OF EACH MEDIA IN REACHING CONSUMERS ACROSS BROAD TARGET 15
WWW.NIELSEN.COM/CAMPAIGNRATINGS
APPENDIX
Copyright ©2012 The Nielsen Company. Confidential and proprietary. AUDIENCE PROFILE REPORT 18
Copyright ©2012 The Nielsen Company. Confidential and proprietary. PLACEMENT REPORT 19
Copyright ©2012 The Nielsen Company. Confidential and proprietary. DAILY REACH BUILD REPORT 20
Copyright ©2012 The Nielsen Company. Confidential and proprietary. GLOBAL MARKET REPORT 21
Copyright ©2012 The Nielsen Company. Confidential and proprietary. CUSTOM DATE RANGE REPORT 22

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UNDERSTAND THE TRUE AUDIENCE FOR DIGITAL - Nielsen 2014

  • 1. UNDERSTAND THE TRUE AUDIENCE FOR DIGITAL WITH NIELSEN ON-LINE CAMPAIGN RATINGS
  • 2. Copyright ©2013 The Nielsen Company. Confidential and proprietary. ADVERTISING EFFECTIVENESS SIMPLIFIED Effectiveness principles are consistent across screens Reach the right people Reach Influence their opinion Sales Effect Nielsen Campaign Ratings Resonance Online Brand Effect Impact their behavior Reaction 2
  • 3. Copyright ©2013 The Nielsen Company. Confidential and proprietary. AD EFFECTIVENESS NEEDLESSLY COMPLICATED Effectiveness metrics, however, vary greatly across screens Web measurement today: Brand advertisers left asking: 20% 0.015% Above the fold Page Views 14,561 “Was the ad delivered to my intended audience?” Click through Rates “Was my ad even seen?” “Did it shift their opinion?” Server Log Counts “Why or why not?” 178,509 3
  • 4. Copyright ©2013 The Nielsen Company. Confidential and proprietary. SEVERAL CRITICAL QUESTIONS AND CLIENTS HAVE ASKED NIELSEN TO HELP Advertisers How do I know who I am actually reaching online… audiences and Publishers How can I prove my online audience is differentiated, and as not cookies or impressions? a result, my ad inventory should be valued higher? How can I understand the value of my online advertising in the context of How do I demonstrate that my overall media buy? How do I get better data about what online advertising is delivering for me to feed into marketing mix models? my inventory adds value to crossplatform advertising? How do I show that the online campaign is delivering against the advertiser’s brand objectives? 4
  • 5. Copyright ©2013 The Nielsen Company. Confidential and proprietary. ONLINE CAMPAIGN RATINGS OVERCOMES PANEL LIMITATION TO DELIVER THE BEST MEASUREMENT FOR ONLINE AD CAMPAIGNS Directly measures demographics from Facebook’s registry, surpassing other methods of reporting campaign audience 82m+ Registered Users (BR) Measures Work & Home Delivers unique reach, frequency, on target impressions across campaigns, by publisher, by placement 30-50% Impressions assigned actual demos for average campaign Provides Online Gross Rating Points (GRPs) consistent with TV Ratings Delivers daily results WITH demographics, for online campaigns of any size First Internet measurement system with demographic ratings for campaigns accredited by the MRC* *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. 5
  • 6. Copyright ©2013 The Nielsen Company. Confidential and proprietary. CAMPAIGN RESULTS’ EXAMPLE Women’s Personal Care Product Campaign Target: Females 18-34 23% of delivery reached the target audience 51% of audience was Male 6
  • 7. Copyright ©2013 The Nielsen Company. Confidential and proprietary. ONLINE CAMPAIGN RATINGS’ CRITICAL INNOVATION IS THE PRIVACY-PROTECTED USE OF ONLINE REGISTRATION DATA Tag Ads Count Tag for display, video, rich, etc. Count all ad impressions Nielsen Server Assign Demos Data Provider Exposures Nielsen tag Calculate Report Calibrated unique audience and impressions are projected out to the full campaign Reports with full demos available the next morning Assigns demos for all users with a logged-in cookie (~30-50% on avg) Calibrate Nielsen CrossPlatform Homes Panel - Corrects for bias in data provider sample - Compensates for attribution error Nielsen Audience Calibration Engine Nielsen Mediaview 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. 7
  • 8. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 1,800+ CAMPAIGNS MEASURED TO DATE REVEAL ACTIONABLE INSIGHTS FOR ADVERTISERS • On average, 52% of impressions on-target o 31% on-target for narrowly-defined targets1 o 83% on-target for broadly-defined targets2 • 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 • Data is being used to identify execution errors and optimize delivery, even doubling the on-target percentage in some cases 8 1 Narrowly-defined target groups are single gender, less than 15-year age range 2 Broadly-defined target groups are all genders, greater than 30-year age range Copyright © 2012 The Nielsen Company. Confidential and proprietary. 8
  • 9. Copyright ©2013 The Nielsen Company. Confidential and proprietary. ADVERTISERS ARE USING ONLINE CAMPAIGN RATINGS TO IMPROVE AUDIENCE DELIVERY AND DRIVE IMPACT DATA INTEGRATION POST BUY ANALYSIS CROSS-PLATFORM ANALYSES AND OPTIMIZATION IN-FLIGHT OPTIMIZATION FUTURE DIGITAL PLANNING NEGOTIATING / BUYING CHANGE 9
  • 10. Copyright ©2013 The Nielsen Company. Confidential and proprietary. EXAMPLE: NATIONAL RETAIL CHAIN USED ONLINE CAMPAIGN RATINGS TO ENSURE EFFECTIVE DELIVERY 90% Daily On-Target Delivery Site 1 80% Site 2 70% 60% Site 3 50% Site 4 40% 30% 20% 10% Pushed publisher to improve performance after finding an error Site 5 Cancelled and re-allocated spend due to consistent low delivery Site 6 Site 7 0% 10
  • 11. Copyright ©2013 The Nielsen Company. Confidential and proprietary. EXAMPLE: LARGE BEVERAGE COMPANY USED ONLINE CAMPAIGN RATINGS TO OPTIMIZE INFLIGHT • Advertiser contacted underperforming publishers in plan to review results and modify their placements 41% on target • Select publishers were dropped from the plan and client re-allocated ad spend to top performing publishers 16% on target days Off Target Impressions On Target Impressions Source: Blinded Nielsen Online Campaign Ratings case 11
  • 12. Copyright ©2013 The Nielsen Company. Confidential and proprietary. EXAMPLE: COLLABORATIVE OPTIMIZATION PUBLISHER HAS USED OCR TO OPTIMIZE PERFORMANCE ON ADVERTISER INITIATED CAMPAIGNS Campaign 1 Campaign 3 Campaign 2 Campaign 4 12
  • 13. Copyright ©2013 The Nielsen Company. Confidential and proprietary. CROSS-PLATFORM CAMPAIGN RATINGS MEASURES UNDUPLICATED AUDIENCE ACROSS TELEVISION + ONLINE Cross-Platform Campaign Ratings Unduplicated Audience What is the total unduplicated reach and frequency of a cross-platform campaign? Nielsen TV Ratings What audience is reached only through TV? Television Audience Online Audience How frequently? Online Campaign Ratings What audience is reached only through Online? How frequently? Duplicated Audience What audience is reached by both the TV and online campaign? How frequently? 13
  • 14. Copyright ©2013 The Nielsen Company. Confidential and proprietary. EXAMPLE: BEVERAGE COMPANY QUANTIFIED UNDUPLICATED AND INCREMENTAL REACH FOR CAMPAIGN 14
  • 15. Copyright ©2013 The Nielsen Company. Confidential and proprietary. EXAMPLE: BEVERAGE COMPANY IDENTIFIED STRENGTHS OF EACH MEDIA IN REACHING CONSUMERS ACROSS BROAD TARGET 15
  • 18. Copyright ©2012 The Nielsen Company. Confidential and proprietary. AUDIENCE PROFILE REPORT 18
  • 19. Copyright ©2012 The Nielsen Company. Confidential and proprietary. PLACEMENT REPORT 19
  • 20. Copyright ©2012 The Nielsen Company. Confidential and proprietary. DAILY REACH BUILD REPORT 20
  • 21. Copyright ©2012 The Nielsen Company. Confidential and proprietary. GLOBAL MARKET REPORT 21
  • 22. Copyright ©2012 The Nielsen Company. Confidential and proprietary. CUSTOM DATE RANGE REPORT 22