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Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Pressing the BenchMARKS
Nina Giannakopoulou
Digital Ad Ratings Specialist, Nielsen
February 2019
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Do I REACH the targeted audience? How does my campaign compare to BENCHMARKS?
How can I OPTIMIZE my campaign?
ADVERTISERS QUESTIONS
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Do I REACH the targeted audience? How does my campaign compare to BENCHMARKS?
How can I OPTIMIZE my campaign?
ADVERTISERS QUESTIONS
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NIELSEN’S ANSWER TO THE MARKET CHALLENGE:
DIGITAL AD RATINGS provides transparent and actionable audience
measurement across digital screens
Digital Ad Ratings
Audience demographics
Reach/frequency/GRPs
Viewability by demographic
with Nielsen Qualified Ad
Audience Solution
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How does my campaign compare to BENCHMARKS?
How can I OPTIMIZE my campaign?
ADVERTISERS QUESTIONS
Do I REACH the targeted audience?
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> 900Total campaigns
measured to date
Unique advertisers across all major industries
~ 90Major Websites & Ad
Platforms
>300
DAR GREECE MEASUREMENT THROUGH Q3 2018
Source: Nielsen Digital Ad Ratings Greece, from 7/01/2017 through 09/30/2018 – Excluding campaigns targeted to P2+ Sample Requirements: Industry = 30 site observations
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INDUSTRY BENCHMARKS GREECE
Source: Nielsen Digital Ad Ratings Greece, from 7/01/2017 through 09/30/2018 – Excluding campaigns targeted to P2+ Sample Requirements: Industry = 30 site observations
86%
73%
70%
69%
64%
60%
59%
53%
51%
Travel & Tourism
Entertainment
Financial Services
Business & Consumer Services
CPG inc Food & Beverage
Telecommunications
Automotive
Retail
Healthcare & Pharma
% On -Target
Ind
ustr
y
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BENCHMARKS GREECE
Age Gender
TOTAL DIGITAL DESKTOP MOBILE
Persons
13+ 97% 97% 97%
13-34 56% 37% 72%
13-44 69% 64% 75%
18+ 94% 95% 93%
18-34 45% 36% 49%
18-44 61% 58% 65%
18-54 80% 80% 80%
21-44 49% 47% 50%
21-54 73% 74% 71%
25+ 84% 87% 79%
25-44 49% 49% 49%
25-54 66% 68% 64%
25-64 81% 84% 75%
30-64 73% 77% 70%
35-54 53% 55% 50%
35+ 64% 70% 54%
35-64 71% 73% 67%Source: Nielsen Digital Ad Ratings Greece, from 7/01/2017 through 09/30/2018 – Excluding campaigns targeted to P2+ Sample Requirements: Industry = 30 site observations
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BENCHMARKS GREECE VS EUROPE
Source: Nielsen Digital Ad Ratings Europe, from 2011 through 09/30/2018 & Greece, from 7/01/2017 through 09/30/2018 – Excluding campaigns targeted to P2+ Sample Requirements: Industry = 30 site observations
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
BROAD - P >30yrs MEDIUM - P 16-30 yrs NARROW - P <15 yrs
% O
n -
Targ
et
Europe Greece
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Do I REACH the targeted audience? How does my campaign compare to BENCHMARKS?
How can I OPTIMIZE my campaign?
ADVERTISERS QUESTIONS
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DIGITAL CONSUMER SURVEY METHODOLOGY
Data collection methodOnline Interviewing, using structured
questionnaire with length of 15
minutes
Fieldwork dates
Internet users aged 13+ y.o.
nationwide.
Wave 2018: 9/07/2018-24/07/2018 1100 interviews nationwide
(103 interviews to kids 13-17 y.o.
& 997 interviews to adults 18+y.o.)
Eligible respondent
Sample size
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61%
18%15%
3%0%
56%
20%17%
4% 2%
27%
35%30%
7%
1%
18%
36% 35%
6%2%
18%
45%
18%
9%5%
Smartphone Desktop PC Laptop/Notebook Tablet computer Smart TV /TV connected tothe internet
INTERNET ACCESS THROUGH DIFFERENT DEVICES –
MOST OFTEN
NET4b And which do you use most often to access the internet? Base: All respondents (n=1100)
**Results for Greatest generation are indicative due to extremely low base (n=22)
For younger generations (Generation Z and Millennials) smartphones is the most common device for accessing the
internet, while for older ones Desktop PC and Laptop/Notebook.
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DEVICE USAGE THROUGHOUT THE DAY
TD2 Please select all the devices you use at various time slots of the day. Select all that apply for each time period and please select at least one response. Base: All respondents (n=1100)
Smartphones high usage is noticed once more, as it is the device that is used more throughout the day and is equally
used at all time slots.
29%
43%40%
37%
30%31%
38%
46%50%
44%
66%
65%
65% 64%
63%
15% 14%18% 20% 18%
2% 2%3% 3%
3%
8% 7%9%
14% 15%
0%
10%
20%
30%
40%
50%
60%
70%
Morning Mid-day/Workinghours
Afternoon Evening Late evening
Desktop PC
Laptop/Notebook
Smartphone
Tablet computer
Games Console (e.g. X-Box,PlayStation)
Smart TV/Internet-connected TV
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ONLINE ACTIVITIES THROUGHOUT THE DAY
TD1 Please select all activities that apply for different time slots during the day. If you don’t do any of the activities at a certain time slot of the day please select “I am not doing any of the above activities
at this time of day”. Base: All respondents (n=1100)
Accessing social media is the main online activity throughout the day. Online video (other than TV/movies) is an
activity for evening hours (after 7pm)
3%5%
8%
11%
11%10%19%
27%39%
32%
31%
50%37%
42%
28%
40%
61%59%
68%
52%
10%
26%
24%
33%
18%
30%
52%
44%
51%
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Morning Mid-day/Workinghours
Afternoon Evening Late evening
Watching TV from internet sources orvideo on demand services
Watching online video other thanTV/movies
Accessing news online
Accessing social media
Shopping via the internet
Other online activities
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Smartphone Laptop/Desktop Tablet TV screen
Social media 57% 49% 16% 1%
Emailing 52% 72% 17% 3%
Messaging 52% 52% 15% 2%
News 51% 63% 19% 7%
Searching and Browsing 40% 77% 14% 4%
Gaming 35% 50% 16% 6%
Professional Services 28% 68% 9% 1%
Shopping online 24% 72% 10% 2%
Watching Video/TV programs 24% 64% 12% 23%
Travel booking 20% 65% 8% 2%
Elearning Portals 14% 51% 6% 2%
PREFERRED DEVICES FOR ONLINE ACTIVITIES
• AD3 When you are online what screen do you prefer to use for each of these activities? Base: All respondents (n=1100)
• Different devices are used for different online activities…
AD3 When you are online what screen do you prefer to use for each of these activities? Base: All respondents (n=1100)
Copyright © 2019 The Nielsen Company. Confidential and proprietary.
KEY TAKEOUTS
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IMPROVE
ESTABLISH A BASELINE AND TRACK DIGITAL CAMPAIGN
PERFORMANCE TO QUANTIFY SUCCESS AND SET GOALS
OPTIMIZE
WORK WITH PARTNERS TO ANALYZE
PERFORMANCE AND TAKE ACTION IN FLIGHT
MEASURE
KNOW WHO YOU ARE REACHING AND
WHERE YOU ARE REACHING THEM
DIGITAL MEASUREMENT CAN BE SIMPLE
Copyright © 2019 The Nielsen Company. Confidential and proprietary.
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