pressing the benchmarks - boussias conferences...accessing social media is the main online activity...

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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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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?



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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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)

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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

pressing the benchmarks - boussias conferences...accessing social media is the main online activity...

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