Nielsen Online Campaign Ratings - Audience, Reach and Frequency and GRPs for Online Ad Campaigns -

1. Nielsen Online Campaign Ratings Audience Reach, Frequency and GRPs for Online Ad Campaigns Charles Buchwalter, SVP, Nielsen Online Campaign Ratings Mark Kalus, Director, Product Management, Nielsen Online Campaign Ratings

3. Nielsen Online Campaign Ratings Online advertising continues impressive growth trajectory

4. Nielsen Online Campaign Ratings In 2010, Internet ad spend surpassed newspaper, after passing cable

5. May 24, 2011 Nielsen Online Campaign Ratings But why have the big ad-spending industries been slow to join the party?

6. The unmeasured 99.9% Nielsen Online Campaign Ratings “ An unmeasured medium is an inherently undervalued medium.” – Arthur C. Nielsen Brand advertisers are left asking ‘ Who saw my ad? ’ Today, impressions and clicks are de facto currency for online media. But less than 1 in 1000 click on online ads. Impressions measure machines, not people.

8. Nielsen Online Campaign Ratings Reach: What is my true audience? Brand advertisers rely on audience demographics to plan and evaluate their marketing/media investments Effectiveness starts with going beyond impressions to understand how your campaign delivered against the target audience

11. Current measurement approaches fall short Nielsen Online Campaign Ratings Traditional Panel Approaches Ad Servers Cookie-Based Ascription Sample Coverage Low single digits (<2-3%) Scalability Requires large campaign size Delivery Usually post-campaign due to small sample coverage Comparability Only Nielsen has direct integration with “currency” data Demo Reporting Demographic reporting does not exist Unique Audience Counts Third-party cookies are prone to error Comparability Not comparable to other media Sample Coverage Not verifiable Primary Data Source Extrapolations and modeled data Unique Audience Counts Third-party cookies prone to error Comparability Not comparable to other media

12. Nielsen approach to advertising effectiveness Nielsen Online Campaign Ratings WHO DID MY CAMPAIGN REACH? WHAT IMPACT DID IT HAVE ON MY BRAND? WHAT DID IT MOTIVATE THEM TO DO? Nielsen Online Campaign Ratings

14. How it works Nielsen Online Campaign Ratings Data Provider: A registration web site that has agreed to share a demographic sample with Nielsen to aid in measurement. Panel Calibration Factors: F actors from the Nielsen Cross-Platform panel used to calibrate and correct for bias in the Data Provider sample.

19. Sample audience report Nielsen Online Campaign Ratings Women’s Personal Care Product Campaign Target: Females 18-34 23% of delivery reached the target audience 51% of audience was Male

21. Key benefits of this approach Nielsen Online Campaign Ratings Accountability: Verify the audience delivered matches intended audience Insights for Planning: Understand the true audience composition and size, both in-flight and post-campaign Comparability: A consistent set of metrics to measure audiences across Online & TV Automation: Reports updated daily via a robust platform capable of measuring billions of impressions per day Specificity: Measure any size campaign, running on any size website, for any duration Privacy: Leverages aggregated user counts, with no individual-level measurement. Users can opt out via Nielsen.

24. Nielsen approach to advertising effectiveness Nielsen Online Campaign Ratings WHO DID MY CAMPAIGN REACH? WHAT IMPACT DID IT HAVE ON MY BRAND? WHAT DID IT MOTIVATE THEM TO DO?

29. Today’s presenters Nielsen Online Campaign Ratings Charles Buchwalter Senior Vice President, Nielsen Online Campaign Ratings Mark Kalus Director, Product Management, Nielsen Online Campaign Ratings