zuni uni_nielsen australian landscape with an ecommerce focus

Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Presented by Melanie Ingrey and Chad Taylor

2


Online Audience Measurement – How do we report ‘people’? An update of the Australian digital landscape eCommerce – A deep dive into Online Shopping Measuring the effectiveness of campaigns – Reach, Resonance and Reaction results from Nielsen’s IAB Listerine Study

What we will cover…

3


3


Measurement Effectiveness

Spend/

Creative

Single Source Custom

Online Ratings

(Hybrid/

Market Intelligence)

Ad Effectiveness

(Intercept survey/

panel)

Adex

(Spend by Media)

Consumer &

Media View

(4 way fused)

Quant Surveys

(Cust Satisfaction)

Online Ratings

(VideoCensus/MI)

Cross Media Ad or

Program

Effectiveness

AdRelevance

(Online) Homescan Panel

Quant Surveys

(Client/Industry)

Online Ratings

(Mobile ODM/MI)

Campaign Reach

Delivery Reports

MediaPix

(All Media creative)

Syndicated Reports

(AOCR)

Social Media

(BuzzMetrics) Sales Effectiveness

Focus Groups/

Affinity Groups

Online Campaign

Ratings Dashboards

Analytics

(Nielsen tools or via

McKinsey)

NIELSEN DATA SOURCES


Nielsen Online Ratings

5


Online Ratings providing robust people based metrics

Representative Comprehensive Consistent

Key benefits for the industry

1

2

3

4

5

Captures data from all sources

Measures people not computers, browsers, devices

Enables cross-media measurement

Consistent market-wide rules ensure a level playing field

Accurate representation of ad inventory and audiences

6


High quality opt-

in panel of

consumers -

comparable to

Television panel

At Nielsen, to accurately measure all

Australians, we construct a quality panel

We recruit

to ensure a

statistically

representative

sample of

all online

consumers

We conduct

Establishment

Surveys and

follow stringent

quality control

procedures

Ongoing Panel

Management and

IAB Health checks

ensure quality and

robustness

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0

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

140,000,000

Monthly MI UB

Monthly NV UA

Previously the market has relied on unique browsers that don’t measure people

Hybrid universe

commences

Australian population 22.7 million in 2011

Australia

Browser/cookie

universe

continues to

grow

RDD/Online

Methodology

Update

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Key Online Statistics – March 2012

15.3 Million Australians Online – Down 5.1%

41 Billion Page Views – Down 2%

27 Billion Minutes Spent – Steady

Key Online Statistics – April 2012

Source: Nielsen Online Ratings April 2012

12.4 Million Australians

Methodology change

Methodology Change 15.3 Million Australians

An overall audience decline recorded for April due to both the Easter and School Holidays falling during this month

9



Demographic Breakdown – March 2012

Number of Online Australians

Average pages viewed per month

Number of Sessions per month

Average PC time per month (HH:MM)

2,996

7,809,000 7,448,000

2,681

81 76

82:00 73:05

Gender Breakdown – April 2012



2-17 18-24 25-34

35-49 50+

10.1% % of Online Aus

Average PV’s

Average PC time

848

16:18


Average PV’s

Average PC time

2,231

48:46


Average PV’s

Average PC time

3,501

93:21


Average PV’s

Average PC time

3,669

96:45

32% % of Online Aus

Average PV’s

Average PC time

2,545

83:00

Demographic Breakdown – April 2012


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Top Brands – March 2012

Brands Unique Audience

(000) Mar 12 Page

Views (000’s) Average Time

Spent (HH:MM) Audience Change Month on Month

Rank (Feb 12)

Google 13,425 3,282,641 01:59 -5% 1

Facebook 10,795 8,494,555 08:31 -2% 2

NineMSN/MSN 10,439 1,400,994 01:33 -2% 3

YouTube 8,946 840,359 01:14 -4% 4

Microsoft 8,425 45,551 01:21 -1% 5

Yahoo!7 7,816 869,708 01:11 -3% 6

Wikipedia 6,947 164,681 00:21 -4% 7

eBay 6,846 1,577,852 01:51 -1% 8

Apple 6,409 70,239 01:14 -6% 9

Blogger 4,519 60,891 00:11 3% 10

Top 10 Brands – April 2012


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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0 5 10 15 20 25 30 35 40

Visits per Person

YouTube Google Wikipedia Yahoo!7

Microsoft NineMSN Apple eBay

Blogger Facebook

Bubble Size = Time per Person

Acti

ve R

each

(%

)

*Stickiness is a custom visualization derived from reach, time and visits – not a standalone metric

Brands Visits Per

Person Active Reach

Time Per

Person

Google 32.22 88% 1:58:35

Facebook 31.46 71% 8:31:14

NineMSN/MSN 22.47 68% 1:32:52

YouTube 9.91 59% 1:14:17

Microsoft 8.79 55% 1:20:45

Yahoo!7 14.04 51% 1:10:32

Wikipedia 5.87 46% 0:21:25

eBay 11.73 45% 1:50:59

Apple 8.18 42% 1:14:09

Blogger 4.21 30% 0:10:39

Top 10 Brands – Stickiness – April 2012


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Major categories Unique

Audience (000)

Total Sessions

(000)

Sessions Per Person

Total Minutes

(000)

Time Per Person (hh:mm:ss)

Total Page Views (000)

Search Engines/Portals & Communities 14,222 678,270 47.69 7,600,269 8:54:25 12,726,138

Entertainment 13,031 412,008 31.62 4,722,913 6:02:25 6,162,888

Telecom/Internet Services 12,624 373,625 29.60 2,448,395 3:13:57 3,182,572

Computers & Consumer Electronics 12,277 263,340 21.45 2,139,691 2:54:17 1,033,236

News & Information 11,436 273,461 23.91 1,191,187 1:44:10 1,565,517

Multi-category Commerce 11,025 198,734 18.03 1,536,149 2:19:20 3,095,261

Finance/Insurance/Investment 10,532 173,188 16.44 780,981 1:14:09 1,675,629

Travel 10,079 102,510 10.17 570,503 0:56:36 920,180

Government & Non-Profit 9,844 106,597 10.83 468,899 0:47:38 794,877

Family & Lifestyles 9,109 99,776 10.95 696,055 1:16:25 1,335,309

Top 10 Categories – April 2012


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Australians are shopping more online

15


Category Spot light – News and Information Category Spotlight - Online Shopping

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

May 2011

Jun 2011

Jul 2011 Aug 2011

Sep 2011

Oct 2011

Nov 2011

Dec 2011

Jan 2012

Feb 2012

Mar 2012

Apr 2012

May 2012

Multi-category Commerce Category/Subcategory: Unique Audience

Multi-category Commerce Category/Subcategory

16



0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

May 2011

Jun 2011

Jul 2011 Aug 2011

Sep 2011

Oct 2011

Nov 2011

Dec 2011

Jan 2012

Feb 2012

Mar 2012

Apr 2012

May 2012

Multi-category Commerce Category/Subcategory: Page Views


17



0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

2,000,000

May 2011

Jun 2011

Jul 2011

Aug 2011

Sep 2011

Oct 2011

Nov 2011

Dec 2011

Jan 2012

Feb 2012

Mar 2012

Apr 2012

May 2012

Multi-category Commerce Category/Subcategory: Total Minutes


Copyright © 2012 Nielsen. Confidential and proprietary.

Every 6 months...

30% spend up to $300 online

37% spend $300 - $999 online

29% spend $1000 or more online

More than 8 in 10 online Australians have purchased

online in the past 6 months

15%

48%

Shop online monthly or more

often

Flights

Accommodation

Books

Clothes / shoes

Concerts / event tickets

DVDs / videos

Gift vouchers

Music CDs

Paid music downloads

Electronics

Top 10 categories

Shop online weekly or more

often


Online retail continues to rise in Australia

48

45

38

33

29

2524

20

18 1817 17 16 15 15 15 15

13 13 13 12 12 11 11

9 8 8 7

54

3

43 43

33

2524

17

13

8

17

14

11

14

12

8

10

13 13

78 8

910

8

67 7

5

2

7

0

5

10

15

20

25

30

35

40

45

50

%

2H 2011 1H 2010


50

23

19

17

16

16

16

13

13

12

12

11

10

10

29

8

4

2

3

4

4

3

3

1

2

2

1

2

0 5 10 15 20 25 30 35 40 45 50

eBay

Amazon

DealsDirect

Ticketek

Virgin Australia

Qantas

Jetstar

Apple

Catch of the Day

JB Hifi

Ticketmaster

Wotif

Big W

oo.com.au

%

Ever used Most often

eBay continues to dominate but Amazon and Apple

show the strongest growth


The group buying category is further stimulating ecommerce,

particularly items that require offline ‘delivery’

1/3 of online Australians have signed

up to receive deals / offers

1/4 of online Australians have

purchased a group buying deal

Meals

Activities / events

Hair / beauty services

Clothing and accessories

Gadgets and technology

Food / grocery items

Travel / holidays

Popular categories


Mobile devices are well utilised for shopping, most

popular among tablet owners

20% of mobile

internet users have

purchased via mobile

phone while

35% of tablet owners

have purchased via

tablet


Nielsen

AdSolutions

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AdSolutions 2011

Brand Effect •TV

•On-Line

•Mobile (iAd)

•Cross Media

Reach Effect • TV (Oztam Currency)

• On-Line (IAB Currency)

• Incremental Reach

Sales Effect •TV

•On-Line

•Mobile

•Cross Media

Did my campaign deliver against

target?

What was the brand impact of my

campaign?

What is the sales impact of my

campaign?

Reach Resonance Reaction

The Big CMO Question: How do I improve advertising and media ROI ?

3R Ad Effectiveness Framework

26


AdSolutions 2011

29


AdSolutions 2011

30


AdSolutions 2011

31


AdSolutions 2011

32


AdSolutions 2011


Thank you

zuni uni_nielsen australian landscape with an ecommerce focus

Technology

nielsen company

nielsen confidential

online ratings proprietary

online shopping

online audience measurement

number of online australians7

crossmedia measurement

quality panel