REACH BEYOND IMPRESSIONS

Transcription

1 REACH BEYOND IMPRESSIONS

2 50% OF ONLINE ADS MISS THEIR INTENDED AUDIENCE 2

3 CONSUMERS ARE AHEAD OF THE CURVE 3

4 ENGAGING MORE BEIJING 2008 LONDON bn internet users worldwide 2.3bn 130m total Facebook users globally 1bn 10hrs YouTube videos uploaded per minute 72hrs Source: Mashable.com 4

5 MOVING ACROSS MEDIA 4,500,000,000 4,000,000,000 3,500,000,000 3,000,000,000 2,500,000,000 2,000,000,000 1,500,000,000 1,000,000, ,000,000 - UK Video Views LONDON 2012 BOOSTS ONLINE VIDEO 53% increase from July 11 to July 12 Sources: Nielsen Sept Smartphone Insights; Nielsen Video Census UK 1 IN 4 UK SMARTPHONE OWNERS ALSO OWN A TABLET 5

6 THE MEDIA LANDSCAPE IS NOW MULTIPLATFORM 6

7 CAMPAIGN MEASUREMENT NEEDS CONSISTENT CURRENCY GRP GRP HERE S WHY 7

8 YOU WANT TO KNOW... Who saw my ad? How do I allocate my budget? What s the value of TV and Digital? How do I prove my delivery? 8

9 PROVIDING SOLUTIONS MEANS CLARIFYING ADVERTISING EFFECTIVENESS SCALABILITY ROBUSTNESS INTEGRATION REAL-TIME 9

10 ESTABLISHING THE EFFECTIVENESS FRAMEWORK REACH RESONANCE REACTION Who did the ad reach? Did it impact attitudes? Did it affect behaviour? 10

11 DON T LIMIT YOUR VIEW TO IMPRESSIONS ALONE 11

12 STEP ONE: IDENTIFY CAMPAIGN OBJECTIVES AND SITES THAT DELIVER COVER BUILD EFFICIENCY 12

13 STEP TWO: IDENTIFY DELIVERY PROBLEMS IN REAL-TIME 68% Off-Target 32% 60% 41% Masked Campaign: Site On-Target Delivery Target Audience: Male % 46% 32% 31% 51% 28% 32% Site 1 Site 2 Site 3 Site 4 Site 5 Site 6 Site 7 Site 8 Campaign Total 13

14 STEP THREE: WORKING WITH PUBLISHERS TO OPTIMISE IN-FLIGHT Off Target Daily On-Target Delivery (OCR Masked Example #2) On Target 41% on target 16% on target Daily Online Campaign Impressions Source: Blinded Nielsen Online Campaign Ratings case 14

15 Target Frequency STEP FOUR: UNDERSTAND IF THE CAMPAIGN HITS THE RIGHT BALANCE 15 HIGH COVER BUILD Site 2 Site 8 Site 3 Site 6 Site 7 Site 1 Site 4 Site 5 NICHE TARGETING Target Reach (%) Source: Blinded Nielsen Online Campaign Ratings case 15

16 SIGNIFICANT OPPORTUNITIES TO IMPROVE CAMPAIGN PERFORMANCE +14% ON TARGET % MAXIMIZE ON-TARGET IMPRESSIONS WITH SAME SPEND -11% ASSESS SITE PERFORMANCE SHIFT IMPRESSIONS FROM LOW PERFORMING TO HIGH PERFORMING SITES MAXIMIZE SAVINGS WITH SAME ON-TARGET IMPRESSIONS 16

17 EXAMPLE OF UK CAMPAIGNS FROM THE FIRST TWO WEEKS 50% UNDER OF ALL IMPRESSIONS ARE SERVED TO THE TARGET AUDIENCE THE VARIENECE BETWEEN PUBLISHERS IS SIGNIFICANT IN ISOLATED CASES IMPRESSIONS CONTINUE TO BE SERVED OUTSIDE THE UK MOST EFFICIENT SITE (97% IMPRESSIONS SERVED TO TARGET) LEAST EFFICIENT SITE (16% IMPRESSIONS SERVED TO TARGET) 17

18 ADJUST YOUR AD NOW not next time 18

19 REALLOCATING BUDGET TO OPTIMISE CREATIVE Brand Lift on Awareness (CPG Example) 56% better Original Optimized Source: Blinded Nielsen Online Campaign Ratings case 19

20 ACCURATE SITE SELECTION FOR YOUR MESSAGE Hair care brand worked with agency to optimise format and site selection Creative performance across campaign formats 60% 50% 40% 30% 20% 26.6% LIFT 48.9% 42.6% LIFT 15.4% 33.0% 10% 0% 20

21 Copyright 2013 The Nielsen Company. Confidential and proprietary. INTEGRATING CROSS-PLATFORM 21

22 IN SEARCH OF UNDUPLICATED REACH Unduplicated Audience What is the total unduplicated reach and frequency of a cross-platform campaign? Television Audience Online Audience Duplicated Audience What audience is reached by both the TV and online campaign? How frequently? 22

23 IN SEARCH OF UNDUPLICATED REACH Beverage co. uses digital to reach consumers TV could not Expanding reach for M % TV ONLY 17% ONLINE ONLY 46% increase in reach from overall digital 3% CROSS-PLATFORM 85% of those exposed to the online campaign were digital only 23

24 ADDING ONLINE TO TV makes your TV even more effective +50% +67% Nielsen Brand Effect (IAG), , A18+ 24

25 FOUR POINTS TO REMEMBER ROBUST AND SCALABLE MEASURE THROUGH CONSISTENT BENCHMARKS TV AND ONLINE ARE HUGELY COMPLEMENTARY IT S ABOUT REACH AND RESONANCE MEDIA BUYERS AND SELLERS MUST FOCUS ON RETURN ON INVESTMENT 25

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