digiday brand conference: workshop with nielsen: leveraging reach and resonance to drive results
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and ResonanceCopyright © 2012 The Nielsen Company. Confidential and proprietary.
Measuring and OptimizingReach and Resonance in Digital Advertising
Randall BeardGlobal Head – Advertiser Solutions The Nielsen Company
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Advertising Effectiveness Simplified
Effectiveness principles are universal / screen agnostic
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Reach & Resonance Drive Reaction
The “3R’s” of Advertising ROI
Reach
Deliver Impressions
Resonance
Break Through & Communicate
Reaction
Drive Sales
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Breaking Down Reach & Resonance
Reach the Right People
• Was my ad even seen?
• Did it reach my audience?
Reach
Influence their Opinion
• Did it break-thru?
• Did it change opinions?
Resonance
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Question: Did anyone see my ad?
• Optimize delivery against sites with best viewability:
?
Measuring and Optimizing Reach: Viewability
What’s In-view?
For How Long?
Which Creative ?
On What Sites? Viewed
What’s In-view?
On What Sites?
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Exchanges Publisher Direct Networks
Viewable41%
of the time
Viewable48%
of the time
Viewable59%
of the time
• ~50% creative not viewable
A major insurance company was using a DSP to execute media buying decisions
Background
Viewability Case Study
• Rebid on viewable creative
Exchanges Publisher Direct Networks
Series1
$1.40
$2.80
ROI2X
• Doubled ad ROI
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Delivery by
demo
% on target
GRP’sReach &
FrequencyAudienceDelivery
Measuring & Optimizing Reach: On-Target Delivery
Question: Was my ad delivered to my target ?
• Optimize site selection based on delivery:
8
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
• Only 16% of impressions were reaching the intended audience
• Secured better placements from underperforming publishers
• Optimized by reallocating impressions from low to high performing sites
• Increased on target impressions to 41% of the campaign
A large beverage company used Online Campaign Ratings to track audience delivery and optimize in real time
Background
Off TargetImpressions
On TargetImpressions
16% on target
41%on target
days
Audience Delivery Optimization Case Study
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Measuring & Optimizing Resonance: Brand Awareness
Creative
Targeting
Frequency
Site
Brand
Effect
Frequency
Site
Brand
Effect
WhichCreative ?
WhichTarget?
How Frequent?
Which Sites?
Brand
Effect
Question: Is my campaign breaking thru and changing opinions?
• Use real-time Brand Effect metrics to maximize impact:
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Brand Lift05
101520253035404550
+ 23.2%
+ 34.4%
Optimized
Applying 3 simple rules– Increased Brand Lift 56%
– Increased effective media spend by $100k+
CPG Awareness
Resonance Optimization Case Study
A coffee cream maker wanted to create awareness and trial for a new line of fat-free coffee creamer
Background
• Measured campaign performance in real-time
• Identified lowest-performing creative units and placements
• Re-allocated those impressions to higher-performing creative units
• Improved Brand Awareness +56%
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Measuring & Optimizing Resonance: Performance Drivers
Lift against target
TV
Equity Impact
Creative strength
s
Brand
EffectCreative
Strengths
Brand
Effect
Question: Why is my campaign performing the way it does ?
• Post campaign analysis to diagnose performance drivers
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Resonance Diagnostics Case Study
• Message communication was
stronger among Females 25+
• Brand recommendation was
also stronger Females 25+
An insurance company wanted to understand how their message was resonating with different demographic segments
Background
Male 25+ Female 25+0%5%
10%15%20%25%30%35%40%45% 34%
44%
Male 25+ Female 25+0%5%
10%15%20%25%30%35%40%45%
27%
44%
Message Association
Brand Recommendation
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Reach & Resonance Real Time Optimization Drive Best Reaction Results
The “3R’s” of Advertising ROI
Reach
Deliver Impressions
Resonance
Break Through & Communicate
Reaction
Drive Sales
Real Time Optimization
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
• 3R Framework – simple, actionable, powerful– End to end measurement is critical– Reach and Resonance are key to strong Reaction
• Real-time digital optimization is a big opportunity– Reach and Resonance– Single vendor, single tag
• Best results achieved by optimizing all key aspects of campaign– Reach: Viewability & Audience delivery– Resonance: Breakthrough & attitudinal impact + post campaign diagnostics
• Measure Reaction via offline sales impact– Verify sales / spending impact of optimized campaign– TV comparable metrics
Summary
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and ResonanceCopyright © 2012 The Nielsen Company. Confidential and proprietary.
Measuring and OptimizingReach and Resonance in Digital Advertising
Randall BeardGlobal Head – Advertiser Solutions The Nielsen Company
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