is your digital advertising reaching - nielsen · are there ways for me to improve digital campaign...
TRANSCRIPT
IS YOUR DIGITAL ADVERTISING REACHING THE RIGHT CONSUMERS?
Stuart Pike & Anand Kalidasan 26 May 2015
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TODAY’S PRESENTERS
Dr. Stuart Pike Head of Digital Audience Measurement Nielsen Southeast Asia, North Asia and Pacific Email: [email protected]
Anand Kalidasan Executive Director Digital Audience Measurement Nielsen Southeast Asia Email: [email protected]
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REACH RESONANCE REACTION Reach the right people Influence their opinion Impact their
behaviour
× =
POWER OF 3RS
Our framework to analyse and understand brand marketers’ advertising results
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79%
TOP 3 QUESTIONS CLIENTS WANTED TO KNOW…..
Source: Nielsen Delivering Confidence for Digital Buys webinar in April 2015
ARE THERE WAYS FOR ME TO IMPROVE DIGITAL CAMPAIGN PERFORMANCE?
ARE MY ADS ACTUALLY BEING SEEN?
WHO ARE MY ADS ACTUALLY REACHING?
80%
79% OUR ANSWER IS DIGITAL AD RATINGS
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Digital measurement today
Video Views Click
Through Rate
Page Views Display/ Banner
Impressions
890,000 0.9% 4,930,000 2,930,000
Still left asking…
“WHO SAW MY AD?”
CURRENT AUDIENCE MEASUREMENT CHALLENGE
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32% Reach
2.6 Frequency
83 GRPs
Demo: Female 18–24
Measurement comparable to other media
CURRENT AUDIENCE MEASUREMENT CHALLENGE
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INTRODUCING NIELSEN DIGITAL AD RATINGS Historic partnership, utilising Facebook user base as a third party panel
50-60% coverage of total campaign impressions
Unduplicated reach across various devices
Overnight delivery
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TWO MEASUREMENT SOLUTIONS
Digital Ad Ratings – a TV ratings equivalent for digital advertising
R F GRP
Weekly audience ratings by demo, consistent with TV
Delivery against campaign targets (e.g., Females 25–54)
Total Ad Ratings – unduplicated audience for digital + TV campaigns
Unduplicated ratings from Digital and TV campaigns, by demo and network/site
Built from Nielsen TV Ratings and Online Campaign Measurement inputs
Measurement for PC impressions and
Facebook mobile ads
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NIELSEN DIGITAL AD RATINGS IN THE US
Nielsen Ad Ratings launched in mid 2011
Only service accredited by Media Ratings Council (MRC)
able to report individual demographic breakdown
Utilises 180M+ Facebook members as panel
Over 19,000 campaigns representing $4 billion USD in digital
spend over more than 500 unique clients
Adopted by 22 of the top 25 advertisers and their agencies
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TOP MARKETERS ARE USING DIGITAL AD RATINGS International clients include…
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SO ARE GLOBAL PUBLISHERS AND AD PLATFORMS US/Europe/AU publishers include…
We look for the best marketing ROI – and the best tools to gauge that. Nielsen
Digital Ad Ratings is an exciting resource that brings a more rigorous standard to our online campaigns and consistency in
measurement strategy across our portfolio of brands.
“
” Jennifer Gardner Director Media Investment Unilever
Video is a huge focus for AOL, and we’ve consistently worked with
industry leaders to pioneer initiatives that will bridge the gap between TV
and premium digital video.
“
” Tim Armstrong Chairman & CEO AOL
Mobile video is cutting into TV prime time. Advertisers are clamouring for
a solution that reaches across all devices, and Nielsen Digital Ad
Ratings is that solution.
“
” Keith Eadie Chief Marketing Officer Tubemogul
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MEDIA PLANNERS CAN OPTIMISE THE MIX OF THEIR DIGITAL ASSETS JUST DAYS INTO A CAMPAIGN EXAMPLE: Video reaches 1.5x more people than display with the same number of impressions
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000
IMPRESSIONS
REA
CH
Video only
General Display only
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0%
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20%
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80%
500,000 3,000,000 5,500,000 8,000,000 10,500,000 13,000,000 15,500,000 18,000,000
Audience Reach (%) per Impression
Site AReach (%)
Site BReach (% )
Site CReach (%)
Site DReach (%)
Site EReach (%)
BY UNDERSTANDING THE WAY REACH BUILDS
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HOW DOES DIGITAL AD RATINGS WORK?
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LEVERAGING TECHNOLOGY BUILT FOR THE FUTURE
NIELSEN TAGGING PLATFORM
BIG DATA PROCESSING REPORTING PLATFORM
• Proprietary tagging and collection Platform
• Self-serve option
• Tag implementation troubleshooting support
• Facebook validated demographics 24x7
• Campaign/Site/ Placement attribution
• Local audience weights for calibration
• One UI throughout the world
• Client/Brand level access control
• APIs ready for RTBs, trading desks, Programmatic Buy Platforms, DMPs
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DIGITAL AD RATINGS BENCHMARKS AND NORMS – SAMPLE USA
P – Persons/All Adults
On-target Percent Benchmarks
Table 3 – Advertiser Category
Note: Advertiser categories are defined by the Nielsen Online Brand Effect solution definitions.
CATEGORY 18–34 25–54 18–49
P F M P F M P F M
AUTOMOTIVE * * * 57% * 53% 72% * *
COMPUTERS AND ELECTRONICS 57% * 76% * * * 77% * *
CPG 61% 30% 47% 59% 40% 39% 68% 47% 58%
ENTERTAINMENT 70% 53% * 57% 40% * 68% 59% *
FINANCIAL SERVICES 51% * 58% 60% 35% * 77% 41% *
PROFESSIONAL SERVICES * * * 62% * * * * *
SHOPPING/RETAIL 58% 63% * 55% 32% * 78% 51% 56%
TRAVEL * * * 56% 36% * * * *
Table 4 – Ad Network vs. Publisher
CATEGORY 18–34 25–54 18–49
P F M P F M P F M
AD NETWORK 46% 27% 40% 50% 29% 31% 64% 36% 44%
PUBLISHER 62% 36% 61% 63% 48% 51% 74% 54% 68%
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DIGITAL AD RATINGS – SEA ROLLOUT 2015
End May End June End July End August End September
OTHER APAC MARKETS • Japan: End Q3 • China: End Q2/early Q3 • India: Q4 (tbc)
Singapore Indonesia Philippines Thailand Malaysia
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LAUNCH WITHIN 7 DAYS
Client provides media plan info to Nielsen
Nielsen registers campaign and sends tags to client
Client traffics campaign tags
Campaign measurement and reporting begins
SETTING UP NIELSEN DIGITAL AD RATINGS IS SIMPLE AND FAST
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POLL 1: WHAT PERCENTAGE OF YOUR DIGITAL CAMPAIGN IS ON-TARGET ?
A. Close to 100%
B. About 50%
C. About one-third
D. Don’t know
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TOTAL AD RATINGS
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TV ratings Digital ads tagged with Nielsen tag
METHODOLOGY
TAM panel Online Ratings
Cross-Platform Reach
Fused data • Third party profile questionnaire contains
fusion hooks to fuse Online data with TAM data
• TV + Digital post campaign R&F, GRPs are reported through Nielsen TwinScreens software
Clients select campaign that has both TV and Online mix
• Nielsen TAM respondent data is used to determine TV metrics
• Digital panel quotas for fusing with TAM panel data
Post campaign fused results are reported on a monthly basis
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All Adults (15+)
COMPARE TV AND DIGITAL REACH
3% of the audience only
saw the campaign online
5% saw both the Online
and TV campaign
55% only saw the
campaign on TV
6% 73% 21%
TV
Digital
3% 5%
High Reach TV Stations
40%
Low Reach TV stations 15%
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POST CAMPAIGN CROSS MEDIA REACH AND FREQUENCY
• Post-evaluation Reach and Frequent TV+Online is actual
• Post-evaluation of past campaigns can be used for brand variant campaigns
• Multiple widgets are being built to help with cross media planning
6% 73% 21%
TV
Digital
3% 5%
55%
Targ
et R
each
%
TV campaign
1+ TV reach
TV + Online mix 1
TV + Online mix 2
TV + Online mix 3
Incremental Online Reach
Unduplicated TV reach
Duplication between TV and Online
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ROLLOUT CALENDAR
Q3 2015 Q3 2015 Q4 2015
INDONESIA PHILIPPINES THAILAND MALAYSIA
Q4 2015
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POLL 2: ARE REACH, FREQUENCY AND GROSS RATING POINT RELEVANT METRICS FOR YOUR DIGITAL MEDIA PLANNING?
A. YES
B. NO
C. MAYBE
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QUESTIONS & ANSWERS
