1. Presented by Melanie Ingrey and Chad Taylor
Copyright © 2011 The Nielsen Company. Confidential and proprietary.

2. What we will cover…
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
2
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

3. NIELSEN DATA SOURCES
Spend/
Measurement Effectiveness Single Source Custom
Creative
Online Ratings Ad Effectiveness Consumer &
Adex Quant Surveys
(Hybrid/ (Intercept survey/ Media View
(Spend by Media) (Cust Satisfaction)
Market Intelligence) panel) (4 way fused)
Cross Media Ad or
Online Ratings AdRelevance Quant Surveys
Program Homescan Panel
(VideoCensus/MI) (Online) (Client/Industry)
Effectiveness
Online Ratings Campaign Reach MediaPix Syndicated Reports
(Mobile ODM/MI) Delivery Reports (All Media creative) (AOCR)
Social Media Focus Groups/
Sales Effectiveness
(BuzzMetrics) Affinity Groups
Online Campaign
Dashboards
Ratings
Analytics
(Nielsen tools or via
McKinsey)
3
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
2012

4. Nielsen Online Ratings
Copyright © 2011 The Nielsen Company. Confidential and proprietary.

5. Online Ratings providing robust people based
metrics
Representative Comprehensive Consistent
Key benefits for the industry
1 Captures data from all sources
2 Measures people not computers, browsers, devices
3 Enables cross-media measurement
4 Consistent market-wide rules ensure a level playing field
5 Accurate representation of ad inventory and audiences 5
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

6. At Nielsen, to accurately measure all
Australians, we construct a quality panel
We conduct
High quality opt-
Establishment
in panel of
Surveys and
consumers -
follow stringent
comparable to
quality control
Television panel
procedures
We recruit
to ensure a Ongoing Panel
statistically Management and
representative IAB Health checks
sample of ensure quality and
6
all online robustness
consumers
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

7. Previously the market has relied on
unique browsers that don’t measure
people
140,000,000
Australia
Browser/cookie
120,000,000 universe
continues to
grow
100,000,000
80,000,000
60,000,000
Monthly MI UB
RDD/Online Monthly NV UA
40,000,000 Methodology
Update
Australian population
20,000,000
22.7 million in 2011
0
Hybrid universe 7
commences
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

8. Key OnlineKey Online Statistics – April 2012
Statistics – March 2012
15.3 Million Australians Online – Down 5.1%
41 Billion Page Views – Down 2%
27 Billion Minutes Spent – Steady
15.3 Million
Methodology Change Australians
12.4 Million
Australians
Methodology change
8
An overall audience decline recorded for April due to both the Easter and School Holidays falling during this month
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Copyright © 2010 The Nielsen Company. Online Ratings proprietary.
Source: Nielsen Confidential and April 2012

9. DemographicBreakdown – April 2012 2012
Gender Breakdown – March
7,448,000 Number of Online Australians 7,809,000
2,996 Average pages viewed per month 2,681
81 Number of Sessions per month 76
82:00 Average PC time per month 73:05
(HH:MM)
9
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Copyright © 2010 The Nielsen Company. Online Ratings proprietary.
Source: Nielsen Confidential and April 2012

10. Demographic Breakdown – April 2012
2-17 18-24 25-34
% of Online Aus 10.1% % of Online Aus 12.9% % of Online Aus 17.5%
Average PV’s 848 Average PV’s 2,231 Average PV’s 3,501
Average PC time 16:18 Average PC time 48:46 Average PC time 93:21
35-49 50+
% of Online Aus 32%
% of Online Aus 27.4%
Average PV’s 3,669 Average PV’s 2,545
Average PC time 96:45 Average PC time 83:00
Source: Nielsen Online Ratings April 2012
Copyright © 2011 The Nielsen Company. Confidential and proprietary.

11. Top 10 Brands – April 2012
Top Brands – March 2012
Unique Audience Page Average Time Audience Change
Brands (000) Mar 12 Views (000’s) Spent (HH:MM) 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
11
Blogger 4,519 60,891 00:11 3% 10
Copyright © 2010 The Nielsen Company. Online Ratings proprietary.
Source: Nielsen Confidential and April 2012

12. Top 10 Brands – Stickiness – April 2012
100%
Time
Visits Per Active
Bubble Size = Time per Person Brands Per
90% Person Reach
Person
80%
Google 32.22 88% 1:58:35
70%
Facebook 31.46 71% 8:31:14
60% NineMSN/MSN 22.47 68% 1:32:52
Active Reach (%)
50% YouTube 9.91 59% 1:14:17
Microsoft 8.79 55% 1:20:45
40%
Yahoo!7 14.04 51% 1:10:32
30%
YouTube Google Wikipedia Yahoo!7
Wikipedia 5.87 46% 0:21:25
20%
Microsoft NineMSN Apple eBay eBay 11.73 45% 1:50:59
10%
Blogger Facebook
Apple 8.18 42% 1:14:09
Blogger 4.21 30% 0:10:39
0%
0 5 10 15 20 25 30 35 40
Visits per Person 12
*Stickiness is a custom visualization derived from reach, time and visits – not a standalone metric
Copyright © 2010 The Nielsen Company. Online Ratings proprietary.
Source: Nielsen Confidential and April 2012

13. Top 10 Categories – April 2012
Unique Total Total
Sessions Time Per Person Total Page
Major categories Audience Sessions Minutes
Per Person (hh:mm:ss) Views (000)
(000) (000) (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 13
1,335,309
Copyright © 2010 The Nielsen Company. Online Ratings proprietary.
Source: Nielsen Confidential and April 2012

14. Australians are shopping more online
14
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

15. Category Spot light – News and Information
Category Spotlight - Online Shopping
Multi-category Commerce Category/Subcategory: Unique Audience
14,000
12,000
10,000
8,000
Multi-category Commerce
6,000 Category/Subcategory
4,000
2,000
0
May Jun Jul 2011 Aug Sep Oct Nov Dec Jan Feb Mar Apr May
2011 2011 2011 2011 2011 2011 2011 2012 2012 2012 2012 2012 15
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

16. Category Spot light – News and Information
Category Spotlight - Online Shopping
Multi-category Commerce Category/Subcategory: Page Views
4,000,000
3,500,000
3,000,000
2,500,000
2,000,000
Multi-category Commerce
Category/Subcategory
1,500,000
1,000,000
500,000
0
May Jun Jul 2011 Aug Sep Oct Nov Dec Jan Feb Mar Apr May
2011 2011 2011 2011 2011 2011 2011 2012 2012 2012 2012 2012 16
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

17. Category Spot light – News and Information
Category Spotlight - Online Shopping
Multi-category Commerce Category/Subcategory: Total Minutes
2,000,000
1,800,000
1,600,000
1,400,000
1,200,000
1,000,000
Multi-category Commerce
Category/Subcategory
800,000
600,000
400,000
200,000
0
May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May 17
2011 2011 2011 2011 2011 2011 2011 2011 2012 2012 2012 2012 2012
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

19. More than 8 in 10 online Australians have purchased
online in the past 6 months
Shop online monthly or more
48% often Top 10 categories
Shop online weekly or more Flights
15% often Accommodation
Books
Clothes / shoes
Concerts / event tickets
DVDs / videos
Gift vouchers
Music CDs
Paid music downloads
Electronics
Every 6 months...
30% spend up to $300 online
37% spend $300 - $999 online
29% spend $1000 or more online
Copyright © 2012 Nielsen. Confidential and proprietary.

20. Online retail continues to rise in Australia
2H 2011 1H 2010
50
48
45
45 43 43
40
38
35 33 33
30 29
25 25
% 25 24 24
20
20 18 18
17 17 17 17 16 15 15 15 15
15 14 14
13 13 13 13 13 13 12
12 12 11
11 11
10 10
10 9 9 8
8 8 8 8 8 8 77
7 7 7
6
55
5 4
3
2
0
Copyright © 2012 Nielsen. Confidential and proprietary.

21. eBay continues to dominate but Amazon and Apple
show the strongest growth
Ever used Most often
eBay 50
29
Amazon 23
8
DealsDirect 19
4
Ticketek 17
2
Virgin Australia 16
3
Qantas 16
4
Jetstar 16
4
Apple 13
3
Catch of the Day 13
3
JB Hifi 12
1
Ticketmaster 12
2
Wotif 11
2
Big W 10
1
oo.com.au 10
2
0 5 10 15 20 25 30 35 40 45 50
%
Copyright © 2012 Nielsen. Confidential and proprietary.

22. The group buying category is further stimulating ecommerce,
particularly items that require offline ‘delivery’
of online Australians have signed
1/3 up to receive deals / offers
of online Australians have
1/4 purchased a group buying deal
Popular categories
Meals
Activities / events
Hair / beauty services
Clothing and accessories
Gadgets and technology
Food / grocery items
Travel / holidays
Copyright © 2012 Nielsen. Confidential and proprietary.

23. 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
Copyright © 2012 Nielsen. Confidential and proprietary.

24. Nielsen
AdSolutions
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

25. The Big CMO Question: How do I improve
advertising and media ROI ?
Did my campaign deliver against What was the brand impact of my What is the sales impact of my
target? campaign? campaign?
3R Ad Effectiveness Framework
Reach Resonance Reaction
Reach Effect Brand Effect Sales Effect
• TV (Oztam Currency) •TV •TV
• On-Line (IAB Currency) •On-Line •On-Line
• Incremental Reach •Mobile (iAd) •Mobile
•Cross Media •Cross Media 25
AdSolutions 2011
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26. 26
AdSolutions 2011
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27. Confidential & Proprietary
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28. Confidential & Proprietary
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29. 29
AdSolutions 2011
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AdSolutions 2011
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AdSolutions 2011
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AdSolutions 2011
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33. Thank you
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