Integrating GRPs into the Digital Ecosystem

Kelly McEttrickSr. Director of Platform Strategy, VideoHub

Andrew FeigensonSVP, Ad Platforms & Networks, Nielsen

Television is Still Number ONE

Largest video platform by reach

Source: Nielsen Cross-Platform Report Q4-2011

Eclipses other video platforms in time spent

But Screen Fragmentation is Only Increasing

Watching Traditional TV

Watching Video on Internet

Mobile Subscribers Watching Video on a Mobile Phone

Source: Nielsen, US Digital Consumer Report Q3-Q4 2011

Concurrent Media Usage is Prominent

Source: Media Behavior Institute

Watching TV and Another MediaAdults 18-49

A CHANGEIS TAKING PLACE INDIGITAL ADVERTISING

DR

CTR

ENGAGEMENTRATE

TIME SPENT

UNIQUE FREQUENCY

UNIQUE REACH

BRAND HEALTH

EFFICIENCYDirect Response

EFFECTIVENESSBranding

EFFECTIVENESS

EFFICIENCY

The global leader in measurement and information, providing clients the

most complete understanding of what consumers watch and buy.

The first end-to-end platform built exclusively for video, delivering complete transparency into your video campaign performance,

anywhere you buy video.

VideoHub has married the best of the Nielsen TV currency with the accountability of digital to illuminate the unique value proposition of digital video. This allows clients to better contextualize insights and understand the impact of video across larger marketing initiatives.

5,000

10,000

50,000

100,000

0% 20% 40% 60% 80% 100% 120% 140% 160% 180% 200%

Error Rate

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Nu

mb

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of

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ily Im

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It’s Accurate and Actionable via a Panel that Scales in a Fragmenting Ecosystem

1 Million Person Panel

Nielsen OCR/VideoHub

20%

Less than 95% confidence

VideoHub and Nielsen can measure placements as small as

10,000 daily impressions –

overlap ranging 35-50%

Note: Relative error normalizes the error so that it can be compared to other errors (95% confident error divided by the metric). Based on a study of more than 200 VideoHub campaigns, with 30-50% sample coverage and estimates for a 1 million person panel with less than 1% sample coverage.

1. YOUR HOLISTIC CAMPAIGN.

2. EACH MEDIA PARTNER.

3. THE BUYING UNIT, PLACEMENT.

ALLOWING FOR DEEP & REAL-TIME RATINGS

4. LOCATION, DMA.

COMBINING THE BEST OF DIGITAL ACCOUNTABILITYKNOW WHAT HALF OF YOUR RATINGS ARE WORKING

Viewability

Time Spent

Brand Health Conversion

Engagement

AND ALLOWS OUR CLIENTS TO SEE THESE KINDS OF RESULTS, ANYWHERE THEY BUY VIDEO

CASE STUDY

April 1

0, 20

23

13

CASE STUDY

Primary TargetA18-49Male Skew

1.28 GRPs W18-49

1.33 GRPs M18-49

Source: VideoHub and Nielsen

Varied Viewing Quality

PARTNER 1

85%

PARTNER 2

43%

PARTNER 3

95%

PARNTER 4

51%

CAMPAIGN AVERAGE: Viewability

Source: VideoHub Internal Data

CASE STUDY

PlayerSize

Time of Day

Geo OS Type Browser Type

Frequency Video Consum-

ption

Day of Week

Custom Data

Demo Content Category

Video View

History

0

1

2

3

4

5

6

MANY VARIABLES IMPACTED PERFORMANCE

TIME SPENTSource: VideoHub Internal Data

0

1

2

3

4

5

6

7

8

9

10

Time of Day

Frequency Demo Geo Content Category

Player Size

OS Video View

History

Browser Video Consum-

ption

Day of Week

BRAND LIFTSource: VideoHub Internal Data

DIFFERENT VARIABLESIMPACTED BRAND LIFT

Demographics

IMPACT RANK#10 Time Spent

M18-34 over-indexed for time spent

3rd Party Cookie Data

Source: VideoHub Internal Data

CASE STUDY

IMPACT RANK# 3 Brand Lift

Younger men & women indicated strongest brand consideration

3rd Party Cookie Data

Demographics

Source: VideoHub Internal Data

CASE STUDY

BRAND HEALTH COMPLETIONS

Optimal Time of Day

1am- 6am

Source: VideoHub Internal Data

CASE STUDY

IMPACT RANK# 1 Brand Lift# 2 Completions

20

Making Your Reach Work Better. And Making it Scalable.

11am - 4pm

Effectiveness Distribution Reach Distribution Reach Optimization

10pm - 3am

11am - 4pm

Source: VideoHub Internal Data

CASE STUDY

21

Source: VideoHub Internal Data

Optimal Frequency

1X 2X 3X 4X 5X 6X 7X 8X 9X 10X 11+

1X Maximized CTR

2-3X Maximized Engagement

6-8X Maximized Brand Lift

K

KKKK

K

K K KK K

Increased investment in video to maximize reach

effectiveness

Reach Distribution by Frequency

CASE STUDY

April 1

0, 20

23

22

Brand Performance Over Time:

23% ConsiderationVery Likely & Somewhat Likely

Increased Average Frequency

Decreased Time Spent

CASE STUDY

Decreased Audience Reach against unresponsive target

THANK YOU

Kelly McEttrickSr. Director of Platform Strategy, VideoHub

Andrew FeigensonSVP, Ad Platforms & Networks, Nielsen