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Copyright©2013TheNielsenCompany.Confidentialandproprietary.
1
PRESENTER DETAILS
Sarah Calkin Ward
Director, Product Leadership
Ad Effectiveness
Nielsen (NY)
Sarah.Calkin-Ward@Nielsen.com
http://www.linkedin.com/pub/sarah-calkin-ward/2/b5b/231
Sarah Calkin Ward
Director, Product Leadership
June 2013
A 360° APPROACH TO
AD EFFECTIVENESS
USING INTEGRATED REACH AND RESONANCE
INSIGHTS TO OPTIMIZE YOUR CAMPAIGN
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
3
AGENDA
1. Why take an integrated 360° approach to your analysis?
2. Client case study using a 360° approach
3. Best practices for a 360° campaign measurement approach
4. Where to from here?
5. Top 3 take-aways
6. Q&A
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
4
DIGITAL AD CAMPAIGNS HAVE GROWN COMPLEX
More choices- different media, different creative, different ways to engage –
and the rules of what does or doesn’t work aren’t all well established
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
5
CMOs ARE ASKING FOR CLARITY & SIMPLICITY
Brands: Which of the following would lead you to increase spending in new media?
2012 Online Brand Advertising Outlook, Vizu, a Nielsen company (Survey of US based CMO’s)
33%
41%
42%
68%
69%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Ability to use the same metrics to evaluate brand
advertising effectiveness online as are used offline
Purchasing efficiency (e.g. the ability to reach
audiences at scale through fewer outlets)
Ability to verify my online brand advertising was
actually delivered to my intended audience
Ability to verify my brand advertising created the
desired result (e.g. increased awareness of my
product)
Improved clarity around the actual return on my
brand advertising investment
Improved clarity around the actual return on
my brand advertising investment
Ability to verify my brand advertising created
the desired result (e.g. increase awareness of
my product)
Ability to use the same metrics to evaluate
brand
Purchasing efficiency (e.g. the ability to reach
audiences at scale through fewer outlets)
Ability to verify my online brand advertising
was actually delivered to my intended
audience
Over half of media buyers and 1 in 3 media sellers:
“I’m drowning in data; I would prefer to focus on
a few meaningful metrics to evaluate the
performance of a campaign”
Ability to use the same metrics to evaluate
brand advertising effectiveness online as are
used offline
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
6
BACK TO THE AD EFFECTIVENESS FUNDAMENTALS
Focus on directly assessing ROI and the primary marketing objectives that drive it
Reach the
right audience
Influence their
perception
Drive action
and ROI
An integrated 360° approach is needed across all platforms, levers and tactics
Audience Sales LiftBrand lift
Recall & Linkage
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
7
FROM INSIGHTS TO ACTIONS
Leading marketers and publishers use our solutions to improve ad effectiveness
21.%
54.5
%
On-Target %
at Flight Launch
On-Target %
at Flight End
153
%
• Increased OT reach by 153%
• Increased effective spend by $33,000
• Developed consultative relationship
with client
OCR: Value of In-Flight Optimization NBI: Value of Buyer-Focused CampaignOBE: Value of In-Flight Optimization
• Increased Brand Lift by 56%
• Increased effective spend by $100k
• Won David Ogilvy Award
CPG Awareness
Brand Lift
+ 34.4%
23.2%
$120
$145
Unxposed Exposed
$130
$170
Unexposed Exposed
Demo Strategic
Campaign
Buyer Strategic
Campaign
+31%
Average Dollars Per Person in Retail Category
Case StudyCase Study Illustrative
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
8
TODAY: UNLOCKING INTEGRATED INSIGHTS
Using Reach and Resonance together drives greater insight on ad effectiveness
From individual answers…
REACH:
Which sites are delivering my ad
to my intended audience?
RESONANCE:
Is my advertisement influencing
the opinion of my intended
audience?
… to a truly integrated solution
INTEGRATED
REACH & RESONANCE
BUYERS:
Which sites are more likely to
reach and influence my
intended audience?
SELLERS:
How do I showcase the unique
value of my platform & site
audience, as a collaborative
partner with my client?
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
9
CASE STUDY ON INTEGRATED INSIGHTS
CLIENT
National brand, appeals to families,
with Dads as a key decision-maker
INTENDED AUDIENCE
Males 25-64
CAMPAIGN DESIGN
Multi-screen campaign (~2 months)
• TV advertising
• Large spend on digital, mainly
PC-based Display and Video ads
Large number of publishers (~20 total)
MARKETING OBJECTIVES
Primary: drive greater purchase intent
Secondary: brand awareness
A national B2C marketer with a large cross-platform campaign wants to optimize
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
10
CASE STUDY ON INTEGRATED INSIGHTS
CLIENT
National brand, appeals to families,
with Dads as a key decision-maker
INTENDED AUDIENCE
Males 25-64
CAMPAIGN DESIGN
Multi-screen campaign (~2 months)
• TV advertising
• Large spend on digital, mainly
PC-based Display and Video ads
Large number of publishers (~20 total)
MARKETING OBJECTIVES
Primary: drive greater purchase intent
Secondary: brand awareness
A national B2C marketer with a large cross-platform campaign wants to optimize
BUSINESS QUESTIONS
• Did the campaign reach its intended audience?
• Were those exposed influenced to purchase
more?
• What are the best opportunities to optimize
(across sites, placements, creative / messaging
strategy)?
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
11
CASE STUDY ON INTEGRATED INSIGHTS
CLIENT
National brand, appeals to families,
with Dads as a key decision-maker
INTENDED AUDIENCE
Males 25-64
CAMPAIGN DESIGN
Multi-screen campaign (~2 months)
• TV advertising
• Large spend on digital, mainly
PC-based Display and Video ads
Large number of publishers (~20 total)
MARKETING OBJECTIVES
Primary: drive greater purchase intent
Secondary: brand awareness
A national B2C marketer with a large cross-platform campaign wants to optimize
BUSINESS QUESTIONS
• Did the campaign reach its intended audience?
• Were those exposed influenced to purchase
more?
• What are the best opportunities to optimize
(across sites, placements, creative / messaging
strategy)?
OUR APPROACH
1. Analyze the brand’s digital campaign using
Nielsen’s OCR & OBE measurements
2. Assess the overall and publisher-specific
performance using OCR & OBE data and
insights together
3. Go deeper into Reach and Resonance-specific
results to identify concrete ways to optimize
performance
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
12Source: Nielsen Online Campaign Ratings / Target: Males 25-64 / Primary Objective: Purchase Intent, Blinded Case Study
TOP-LEVEL ONLINE CAMPAIGN RATINGS FINDINGS
Impressions Delivery by Publisher: Brand Campaign
Target: Males 25-64
51% Campaign Avg.
58% On Target norm
On-Target Impressions
Off-Target Impressions
On-Target Rate
44%
81%
53% 54%
56%
50%
45%
32%
39%
74%
39%
32%
46%
27%
63%
55%
51%
43%
79%
41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0
2
4
6
8
10
12
14
16
%OnTarget
TotalImpressionsDelivered(Millions)
T S R Q P O N M L K J I H G F E D C B A
Campaign Publishers
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
13
Site B, the second largest publisher, generated the most on-target impressions;
Site A, the largest component of the campaign, pulled down the overall on-target average
Source: Nielsen Online Campaign Ratings / Target: Males 25-64 / Primary Objective: Purchase Intent, Blinded Case Study
TOP-LEVEL ONLINE CAMPAIGN RATINGS FINDINGS
Impressions Delivery by Publisher: Brand Campaign
Target: Males 25-64
51% Campaign Avg.
58% On Target norm
On-Target Impressions
Off-Target Impressions
On-Target Rate
44%
81%
53% 54%
56%
50%
45%
32%
39%
74%
39%
32%
46%
27%
63%
55%
51%
43%
79%
41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0
2
4
6
8
10
12
14
16
%OnTarget
TotalImpressionsDelivered(Millions)
T S R Q P O N M L K J I H G F E D C B A
Campaign Publishers
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
14
Site B, the second largest publisher, generated the most on-target impressions;
Site A, the largest component of the campaign, pulled down the overall on-target average
Source: Nielsen Online Campaign Ratings / Target: Males 25-64 / Primary Objective: Purchase Intent, Blinded Case Study
TOP-LEVEL ONLINE CAMPAIGN RATINGS FINDINGS
Impressions Delivery by Publisher: Brand Campaign
Target: Males 25-64
51% Campaign Avg.
58% On Target norm
On-Target Impressions
Off-Target Impressions
On-Target Rate
44%
81%
53% 54%
56%
50%
45%
32%
39%
74%
39%
32%
46%
27%
63%
55%
51%
43%
79%
41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0
2
4
6
8
10
12
14
16
%OnTarget
TotalImpressionsDelivered(Millions)
T S R Q P O N M L K J I H G F E D C B A
Campaign Publishers
Top performers:
Increase impressions
Bottom performers:
Reduce impressions
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
15
Publisher B Publisher D Publisher E Publisher J Publisher H
Awareness
Purchase Intent
TOP-LEVEL ONLINE BRAND EFFECT FINDINGS
Source: Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent, Blinded Case Study
Average
Frequency
3.1
Average
Frequency
1.5
Average
Frequency
5.5
Average
Frequency
5.0
Average
Frequency
4.1
Site B Site HSite JSite ESite D
Brand Lift Metrics:
Purchase Intent
Awareness
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
16
Publisher B Publisher D Publisher E Publisher J Publisher H
Awareness
Purchase Intent
TOP-LEVEL ONLINE BRAND EFFECT FINDINGS
Site J performed most strongly on both resonance metrics, but required higher exposure
levels than other top performers like Site B, against the primary Intent metric.
Source: Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent, Blinded Case Study
Average
Frequency
3.1
Average
Frequency
1.5
Average
Frequency
5.5
Average
Frequency
5.0
Average
Frequency
4.1
Site B Site HSite JSite ESite D
Increase
impressions on
Site B, E, J;
Brand Lift Metrics:
Purchase Intent
Awareness
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
17
Publisher B Publisher D Publisher E Publisher J Publisher H
Awareness
Purchase Intent
TOP-LEVEL ONLINE BRAND EFFECT FINDINGS
Site J performed most strongly on both resonance metrics, but required higher exposure
levels than other top performers like Site B, against the primary Intent metric.
Source: Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent, Blinded Case Study
Average
Frequency
3.1
Average
Frequency
1.5
Average
Frequency
5.5
Average
Frequency
5.0
Average
Frequency
4.1
Site B Site HSite JSite ESite D
Increase
impressions on
Site B, E, J;
Site D: Look at
creative mix to
maximize impact
Site H: Increase
frequency
Brand Lift Metrics:
Purchase Intent
Awareness
Increase
exposure
frequency
Ensure
creative mix
has top
performing
creatives
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
18
Publisher B Publisher D Publisher E Publisher J Publisher H
Awareness
Purchase Intent
TOP-LEVEL ONLINE BRAND EFFECT FINDINGS
Site J performed most strongly on both resonance metrics, but required higher exposure
levels than other top performers like Site B, against the primary Intent metric.
Source: Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent, Blinded Case Study
Average
Frequency
3.1
Average
Frequency
1.5
Average
Frequency
5.5
Average
Frequency
5.0
Average
Frequency
4.1
Site B Site HSite JSite ESite D
Increase
impressions on
Site B, E, J;
Site D: Look at
creative mix to
maximize impact
Site H: Increase
frequency
But, how do we prioritize optimization by site with so many R&R metric results?
Brand Lift Metrics:
Purchase Intent
Awareness
Increase
exposure
frequency
Ensure
creative mix
has top
performing
creatives
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
19
INTEGRATED ANALYSIS PROVIDED CLEAR ANSWERS
22.8%
D
H
K
B
E
P
J
Source: Nielsen Online Campaign Ratings, Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent
(OBE –Purchase Intent –Brand Lift)
Size of bubble illustrates
Impression share
Publisher Resonance by Purchase Intent58%Norm
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
20
INTEGRATED ANALYSIS PROVIDED CLEAR ANSWERS
Site B was the strongest performer, generating high on-target reach and impact,
lifting the primary marketing objective of purchase intent for the brand
22.8%
D
H
K
B
E
P
J
Source: Nielsen Online Campaign Ratings, Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent
(OBE –Purchase Intent –Brand Lift)
Size of bubble illustrates
Impression share
Publisher Resonance by Purchase Intent
Increase
impressions
58%Norm
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
21
INTEGRATED ANALYSIS PROVIDED CLEAR ANSWERS
Site B was the strongest performer, generating high on-target reach and impact,
lifting the primary marketing objective of purchase intent for the brand
22.8%
D
H
K
B
E
P
J
Source: Nielsen Online Campaign Ratings, Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent
(OBE –Purchase Intent –Brand Lift)
Size of bubble illustrates
Impression share
Publisher Resonance by Purchase Intent
Increase
impressions
Optimize by
OT% by
placement.
Decrease
impressions
58%Norm
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
22
INTEGRATED ANALYSIS PROVIDED CLEAR ANSWERS
Site B was the strongest performer, generating high on-target reach and impact,
lifting the primary marketing objective of purchase intent for the brand
22.8%
D
H
K
B
E
P
J
Source: Nielsen Online Campaign Ratings, Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent
(OBE –Purchase Intent –Brand Lift)
Size of bubble illustrates
Impression share
Publisher Resonance by Purchase Intent
Increase
impressions
Optimize by
OT% by
placement.
Decrease
impressions
Optimize by
creative &
frequency
58%Norm
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
23
INTEGRATED ANALYSIS PROVIDED CLEAR ANSWERS
Site B was the strongest performer, generating high on-target reach and impact,
lifting the primary marketing objective of purchase intent for the brand
22.8%
D
H
K
B
E
P
J
Source: Nielsen Online Campaign Ratings, Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent
(OBE –Purchase Intent –Brand Lift)
Size of bubble illustrates
Impression share
Publisher Resonance by Purchase Intent
Increase
impressions
Optimize by
OT% by
placement.
Decrease
impressions
Sites encouraged
to improve OT% by
placement -without
impacting brand lift
Optimize by
creative &
frequency
58%Norm
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
24
Impressions and On-Target Rate by Placement: 2013 Brand X Campaign
Site: H
Target: Males 25-64
Source: Nielsen Online Campaign Ratings, Target: Males 25-64, Blinded Case Study
DEEP DIVE ON REACH:
DETAILS BY PUBLISHER HELP IN-FLIGHT OPTIMIZATION
32% 32%
34% 35% 35%
36% 37% 37% 37% 38% 38% 38%
39%
43%
68% 68%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0.0
0.2
0.4
0.6
0.8
1.0
1.2
On-TargetRate
TotalImpressions(MMs)
Placement IDs
Total Impressions (MM)
On-Target Rate
OCR Norm 58%
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
25
Impressions and On-Target Rate by Placement: 2013 Brand X Campaign
Site: H
Target: Males 25-64
Granular detail showed the top two placements for Site H generated the most
impressions as well as an on-target delivery rate 10 points above the OCR norm
Source: Nielsen Online Campaign Ratings, Target: Males 25-64, Blinded Case Study
DEEP DIVE ON REACH:
DETAILS BY PUBLISHER HELP IN-FLIGHT OPTIMIZATION
32% 32%
34% 35% 35%
36% 37% 37% 37% 38% 38% 38%
39%
43%
68% 68%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0.0
0.2
0.4
0.6
0.8
1.0
1.2
On-TargetRate
TotalImpressions(MMs)
Placement IDs
Total Impressions (MM)
On-Target Rate
OCR Norm 58%
Despite achieving
10 pts over the
OCR Norm 58% on
2 placements
Other placements
brought the
average to 46% OT
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
26
DEEP DIVE ON RESONANCE:
DETAILS BY CREATIVE PERFORMANCE HELP OPTIMIZATION
CREATIVE PERFORMANCE BY CREATIVE TYPE -OBE
Control Sheep
(Beds)
Stalking
(Locations)
VideoFlashAll Creative
Brand Lift:
46.3%
Brand Lift:
2.8%
OBE creative analysis identified top performing creative types and top performing ad
units which had increased impression distribution on placements that were reaching
their intended audience.
Source: Nielsen Online Brand Effect, Creative Performance, Primary Intent brand lift, Blinded Case Study
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
27
DEEP DIVE ON RESONANCE:
DETAILS BY CREATIVE PERFORMANCE HELP OPTIMIZATION
CREATIVE PERFORMANCE BY CREATIVE TYPE -OBE
Control Sheep
(Beds)
Stalking
(Locations)
VideoFlashAll Creative
Brand Lift:
46.3%
Brand Lift:
2.8%
OBE creative analysis identified top performing creative types and top performing ad
units which had increased impression distribution on placements that were reaching
their intended audience.
End of campaign Creative Diagnostics identified what elements of each creative
appealed to the Brand consumer, and which were in-effective.
Source: Nielsen Online Brand Effect, Creative Performance, Primary Intent brand lift, Blinded Case Study
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
28
SUMMARY OF CASE STUDY FINDINGS
• Once integrated analyses had been reviewed, top half quadrant sites were
optimized as a priority to maximize impact
• Top Right Quadrant Sites (Site B):
• Impressions increased which increased purchase intent overall
• Impressions redistributed from under-performing placements on the same site
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
29
SUMMARY OF CASE STUDY FINDINGS
• Once integrated analyses had been reviewed, top half quadrant sites were
optimized as a priority to maximize impact
• Top Right Quadrant Sites (Site B):
• Impressions increased which increased purchase intent overall
• Impressions redistributed from under-performing placements on the same site
• Top Left Quadrant Sites (Site K):
• Low performing creatives were replaced with higher performing creative
• Impressions were redistributed from under-performing video units (2.8% pts) to over-
performing flash units (46.3% pts)
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
30
SUMMARY OF CASE STUDY FINDINGS
• Once integrated analyses had been reviewed, top half quadrant sites were
optimized as a priority to maximize impact
• Top Right Quadrant Sites (Site B):
• Impressions increased which increased purchase intent overall
• Impressions redistributed from under-performing placements on the same site
• Top Left Quadrant Sites (Site K):
• Low performing creatives were replaced with higher performing creative
• Impressions were redistributed from under-performing video units (2.8% pts) to over-
performing flash units (46.3% pts)
• Bottom Half Quadrant Sites (Site H, D, P, J, E):
• Impressions redistributed from under-performing placements on each site
• Sites were removed from media plan if OT% improvement had not been achieved by mid-
campaign
• Bottom Left Quadrant (Site H) improved OT%. Creative analysis and increased frequency
cap was then applied to increase resonance
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
31
SUMMARY OF CASE STUDY FINDINGS
• Once integrated analyses had been reviewed, top half quadrant sites were
optimized as a priority to maximize impact
• Top Right Quadrant Sites (Site B):
• Impressions increased which increased purchase intent overall
• Impressions redistributed from under-performing placements on the same site
• Top Left Quadrant Sites (Site K):
• Low performing creatives were replaced with higher performing creative
• Impressions were redistributed from under-performing video units (2.8% pts) to over-
performing flash units (46.3% pts)
• Bottom Half Quadrant Sites (Site H, D, P, J, E):
• Impressions redistributed from under-performing placements on each site
• Sites were removed from media plan if OT% improvement had not been achieved by mid-
campaign
• Bottom Left Quadrant (Site H) improved OT%. Creative analysis and increased frequency
cap was then applied to increase resonance
• Integrated analysis was reviewed regularly to ensure changes were improving
efficiencies across both reach and resonance
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
32
WHAT HAVE WE LEARNED?
Analyze publisher performance results
on a Reach & Resonance quadrant
When should we include the integrated analysis as part of our optimization process?
Reach
Resonance
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
33
WHAT HAVE WE LEARNED?
Analyze publisher performance results
on a Reach & Resonance quadrant
Apply granular optimization –
based on quadrant positions
When should we include the integrated analysis as part of our optimization process?
Reach
Resonance
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
34
WHAT HAVE WE LEARNED?
Analyze publisher performance results
on a Reach & Resonance quadrant
Apply granular optimization –
based on quadrant positions
Top Right:
Increase impressions
When should we include the integrated analysis as part of our optimization process?
Reach
Resonance
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
35
WHAT HAVE WE LEARNED?
Analyze publisher performance results
on a Reach & Resonance quadrant
Apply granular optimization –
based on quadrant positions
Top Right:
Increase impressions
When should we include the integrated analysis as part of our optimization process?
Bottom Half:
On-Target delivery by
Placement (OCR)
Reach
Resonance
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
36
WHAT HAVE WE LEARNED?
Analyze publisher performance results
on a Reach & Resonance quadrant
Apply granular optimization –
based on quadrant positions
Top Right:
Increase impressions
Left Half:
Prioritize optimization
based on primary metrics
When should we include the integrated analysis as part of our optimization process?
Bottom Half:
On-Target delivery by
Placement (OCR)
Reach
Resonance
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
37
WHAT HAVE WE LEARNED?
Analyze publisher performance results
on a Reach & Resonance quadrant
Apply granular optimization –
based on quadrant positions
Top Right:
Increase impressions
Left Half:
Prioritize optimization
based on primary metrics
Top Left:
Creative mix; Top performing
creative & creative type (OBE)
When should we include the integrated analysis as part of our optimization process?
Bottom Half:
On-Target delivery by
Placement (OCR)
Reach
Resonance
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
38
WHAT HAVE WE LEARNED?
Analyze publisher performance results
on a Reach & Resonance quadrant
Apply granular optimization –
based on quadrant positions
Top Right:
Increase impressions
Top Left:
Frequency levels by
publisher (OCR)
Left Half:
Prioritize optimization
based on primary metrics
Top Left:
Creative mix; Top performing
creative & creative type (OBE)
When should we include the integrated analysis as part of our optimization process?
Bottom Half:
On-Target delivery by
Placement (OCR)
Reach
Resonance
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
39
WHAT HAVE WE LEARNED?
Analyze publisher performance results
on a Reach & Resonance quadrant
Apply granular optimization –
based on quadrant positions
Top Right:
Increase impressions
Top Left:
Frequency levels by
publisher (OCR)
Left Half:
Prioritize optimization
based on primary metrics
Bottom Left:
In-View % &
Time In- View by
publisher (OCR)
Top Left:
Creative mix; Top performing
creative & creative type (OBE)
When should we include the integrated analysis as part of our optimization process?
Bottom Half:
On-Target delivery by
Placement (OCR)
Reach
Resonance
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
40
WHAT HAVE WE LEARNED?
Analyze publisher performance results
on a Reach & Resonance quadrant
Apply granular optimization –
based on quadrant positions
Top Right:
Increase impressions
Top Left:
Frequency levels by
publisher (OCR)
Left Half:
Prioritize optimization
based on primary metrics
Bottom Left:
In-View % &
Time In- View by
publisher (OCR)
Top Left:
Creative mix; Top performing
creative & creative type (OBE)
Apply Creative
diagnostic
learnings
(OBE-EV)
When should we include the integrated analysis as part of our optimization process?
Bottom Half:
On-Target delivery by
Placement (OCR)
Reach
Resonance
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
41
BEST PRACTICES FOR 360° CAMPAIGN SUCCESS
Lessons learned from our experience working with integrated solutions
 Real-time reach and resonance reporting is key to achieving campaign efficiencies
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
42
BEST PRACTICES FOR 360° CAMPAIGN SUCCESS
Lessons learned from our experience working with integrated solutions
 Real-time reach and resonance reporting is key to achieving campaign efficiencies
 Including creative diagnostics for each platform is important
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
43
BEST PRACTICES FOR 360° CAMPAIGN SUCCESS
Lessons learned from our experience working with integrated solutions
 Real-time reach and resonance reporting is key to achieving campaign efficiencies
 Including creative diagnostics for each platform is important
 Industry norms are key when establishing up-front R&R targets
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
44
BEST PRACTICES FOR 360° CAMPAIGN SUCCESS
Lessons learned from our experience working with integrated solutions
 Real-time reach and resonance reporting is key to achieving campaign efficiencies
 Including creative diagnostics for each platform is important
 Industry norms are key when establishing up-front R&R targets
 Collaboration is important to maximize campaign success
• Brands should collaborate with media agencies on in-flight reporting , optimization, and
end of campaign learnings
• Media agencies should collaborate with media partners to enable visibility to contextualize
their property results & maximize impact through optimization initiatives
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
45
BEST PRACTICES FOR 360° CAMPAIGN SUCCESS
Lessons learned from our experience working with integrated solutions
 Real-time reach and resonance reporting is key to achieving campaign efficiencies
 Including creative diagnostics for each platform is important
 Industry norms are key when establishing up-front R&R targets
 Collaboration is important to maximize campaign success
• Brands should collaborate with media agencies on in-flight reporting , optimization, and
end of campaign learnings
• Media agencies should collaborate with media partners to enable visibility to contextualize
their property results & maximize impact through optimization initiatives
 End of campaign review with agency & brand
• Apply tactical learnings by 360 reach & resonance efficiencies across future campaigns
• Include media costs to drive optimization decisions against full efficiencies
• Include creative agency so they can understand how their involvement impacted results
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
46
WHERE TO FROM HERE?
An integrated 360° approach to ad effectiveness analysis can be applied to answer
many business questions, including today’s performance by publisher use case
• How can I optimize cross-platform reach & resonance efficiently?
• How can I assess and optimize across all 3R solutions? (Reach, Resonance,
Reaction)
• How can I determine full campaign efficiencies as a whole, and still benchmark
the value of each platform?
We look forward to working through these answers across future webinar topics
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
47
TOP 3 TAKE-AWAYS FROM TODAY’S SESSION
Be set up for measurement success by adding these 3 tips to your campaign playbook
1. Look at your integrated reach & resonance analysis up-front to provide greater
context of publisher performance, & indicate optimization opportunities
2. Set valid up-front campaign reach & resonance targets using industry norms
3. Collaborate with your media partners to be set up for campaign success
Follow us on Twitter!
@Nielsen
#AdEffectiveness
Q&AThank you for attending our webinar!
Please contact us if you have any questions, comments or want to receive the a
copy of today’s recorded session:
darren.ellis@nielsen.com
www.nielsen.com
APPENDIX
Integrate Insights on Reach and Resonance to Maximize Advertising Effectiveness

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Integrate Insights on Reach and Resonance to Maximize Advertising Effectiveness

  • 1. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 1 PRESENTER DETAILS Sarah Calkin Ward Director, Product Leadership Ad Effectiveness Nielsen (NY) Sarah.Calkin-Ward@Nielsen.com http://www.linkedin.com/pub/sarah-calkin-ward/2/b5b/231
  • 2. Sarah Calkin Ward Director, Product Leadership June 2013 A 360° APPROACH TO AD EFFECTIVENESS USING INTEGRATED REACH AND RESONANCE INSIGHTS TO OPTIMIZE YOUR CAMPAIGN
  • 3. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 3 AGENDA 1. Why take an integrated 360° approach to your analysis? 2. Client case study using a 360° approach 3. Best practices for a 360° campaign measurement approach 4. Where to from here? 5. Top 3 take-aways 6. Q&A
  • 4. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 4 DIGITAL AD CAMPAIGNS HAVE GROWN COMPLEX More choices- different media, different creative, different ways to engage – and the rules of what does or doesn’t work aren’t all well established
  • 5. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 5 CMOs ARE ASKING FOR CLARITY & SIMPLICITY Brands: Which of the following would lead you to increase spending in new media? 2012 Online Brand Advertising Outlook, Vizu, a Nielsen company (Survey of US based CMO’s) 33% 41% 42% 68% 69% 0% 10% 20% 30% 40% 50% 60% 70% 80% Ability to use the same metrics to evaluate brand advertising effectiveness online as are used offline Purchasing efficiency (e.g. the ability to reach audiences at scale through fewer outlets) Ability to verify my online brand advertising was actually delivered to my intended audience Ability to verify my brand advertising created the desired result (e.g. increased awareness of my product) Improved clarity around the actual return on my brand advertising investment Improved clarity around the actual return on my brand advertising investment Ability to verify my brand advertising created the desired result (e.g. increase awareness of my product) Ability to use the same metrics to evaluate brand Purchasing efficiency (e.g. the ability to reach audiences at scale through fewer outlets) Ability to verify my online brand advertising was actually delivered to my intended audience Over half of media buyers and 1 in 3 media sellers: “I’m drowning in data; I would prefer to focus on a few meaningful metrics to evaluate the performance of a campaign” Ability to use the same metrics to evaluate brand advertising effectiveness online as are used offline
  • 6. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 6 BACK TO THE AD EFFECTIVENESS FUNDAMENTALS Focus on directly assessing ROI and the primary marketing objectives that drive it Reach the right audience Influence their perception Drive action and ROI An integrated 360° approach is needed across all platforms, levers and tactics Audience Sales LiftBrand lift Recall & Linkage
  • 7. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 7 FROM INSIGHTS TO ACTIONS Leading marketers and publishers use our solutions to improve ad effectiveness 21.% 54.5 % On-Target % at Flight Launch On-Target % at Flight End 153 % • Increased OT reach by 153% • Increased effective spend by $33,000 • Developed consultative relationship with client OCR: Value of In-Flight Optimization NBI: Value of Buyer-Focused CampaignOBE: Value of In-Flight Optimization • Increased Brand Lift by 56% • Increased effective spend by $100k • Won David Ogilvy Award CPG Awareness Brand Lift + 34.4% 23.2% $120 $145 Unxposed Exposed $130 $170 Unexposed Exposed Demo Strategic Campaign Buyer Strategic Campaign +31% Average Dollars Per Person in Retail Category Case StudyCase Study Illustrative
  • 8. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 8 TODAY: UNLOCKING INTEGRATED INSIGHTS Using Reach and Resonance together drives greater insight on ad effectiveness From individual answers… REACH: Which sites are delivering my ad to my intended audience? RESONANCE: Is my advertisement influencing the opinion of my intended audience? … to a truly integrated solution INTEGRATED REACH & RESONANCE BUYERS: Which sites are more likely to reach and influence my intended audience? SELLERS: How do I showcase the unique value of my platform & site audience, as a collaborative partner with my client?
  • 9. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 9 CASE STUDY ON INTEGRATED INSIGHTS CLIENT National brand, appeals to families, with Dads as a key decision-maker INTENDED AUDIENCE Males 25-64 CAMPAIGN DESIGN Multi-screen campaign (~2 months) • TV advertising • Large spend on digital, mainly PC-based Display and Video ads Large number of publishers (~20 total) MARKETING OBJECTIVES Primary: drive greater purchase intent Secondary: brand awareness A national B2C marketer with a large cross-platform campaign wants to optimize
  • 10. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 10 CASE STUDY ON INTEGRATED INSIGHTS CLIENT National brand, appeals to families, with Dads as a key decision-maker INTENDED AUDIENCE Males 25-64 CAMPAIGN DESIGN Multi-screen campaign (~2 months) • TV advertising • Large spend on digital, mainly PC-based Display and Video ads Large number of publishers (~20 total) MARKETING OBJECTIVES Primary: drive greater purchase intent Secondary: brand awareness A national B2C marketer with a large cross-platform campaign wants to optimize BUSINESS QUESTIONS • Did the campaign reach its intended audience? • Were those exposed influenced to purchase more? • What are the best opportunities to optimize (across sites, placements, creative / messaging strategy)?
  • 11. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 11 CASE STUDY ON INTEGRATED INSIGHTS CLIENT National brand, appeals to families, with Dads as a key decision-maker INTENDED AUDIENCE Males 25-64 CAMPAIGN DESIGN Multi-screen campaign (~2 months) • TV advertising • Large spend on digital, mainly PC-based Display and Video ads Large number of publishers (~20 total) MARKETING OBJECTIVES Primary: drive greater purchase intent Secondary: brand awareness A national B2C marketer with a large cross-platform campaign wants to optimize BUSINESS QUESTIONS • Did the campaign reach its intended audience? • Were those exposed influenced to purchase more? • What are the best opportunities to optimize (across sites, placements, creative / messaging strategy)? OUR APPROACH 1. Analyze the brand’s digital campaign using Nielsen’s OCR & OBE measurements 2. Assess the overall and publisher-specific performance using OCR & OBE data and insights together 3. Go deeper into Reach and Resonance-specific results to identify concrete ways to optimize performance
  • 12. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 12Source: Nielsen Online Campaign Ratings / Target: Males 25-64 / Primary Objective: Purchase Intent, Blinded Case Study TOP-LEVEL ONLINE CAMPAIGN RATINGS FINDINGS Impressions Delivery by Publisher: Brand Campaign Target: Males 25-64 51% Campaign Avg. 58% On Target norm On-Target Impressions Off-Target Impressions On-Target Rate 44% 81% 53% 54% 56% 50% 45% 32% 39% 74% 39% 32% 46% 27% 63% 55% 51% 43% 79% 41% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 2 4 6 8 10 12 14 16 %OnTarget TotalImpressionsDelivered(Millions) T S R Q P O N M L K J I H G F E D C B A Campaign Publishers
  • 13. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 13 Site B, the second largest publisher, generated the most on-target impressions; Site A, the largest component of the campaign, pulled down the overall on-target average Source: Nielsen Online Campaign Ratings / Target: Males 25-64 / Primary Objective: Purchase Intent, Blinded Case Study TOP-LEVEL ONLINE CAMPAIGN RATINGS FINDINGS Impressions Delivery by Publisher: Brand Campaign Target: Males 25-64 51% Campaign Avg. 58% On Target norm On-Target Impressions Off-Target Impressions On-Target Rate 44% 81% 53% 54% 56% 50% 45% 32% 39% 74% 39% 32% 46% 27% 63% 55% 51% 43% 79% 41% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 2 4 6 8 10 12 14 16 %OnTarget TotalImpressionsDelivered(Millions) T S R Q P O N M L K J I H G F E D C B A Campaign Publishers
  • 14. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 14 Site B, the second largest publisher, generated the most on-target impressions; Site A, the largest component of the campaign, pulled down the overall on-target average Source: Nielsen Online Campaign Ratings / Target: Males 25-64 / Primary Objective: Purchase Intent, Blinded Case Study TOP-LEVEL ONLINE CAMPAIGN RATINGS FINDINGS Impressions Delivery by Publisher: Brand Campaign Target: Males 25-64 51% Campaign Avg. 58% On Target norm On-Target Impressions Off-Target Impressions On-Target Rate 44% 81% 53% 54% 56% 50% 45% 32% 39% 74% 39% 32% 46% 27% 63% 55% 51% 43% 79% 41% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 2 4 6 8 10 12 14 16 %OnTarget TotalImpressionsDelivered(Millions) T S R Q P O N M L K J I H G F E D C B A Campaign Publishers Top performers: Increase impressions Bottom performers: Reduce impressions
  • 15. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 15 Publisher B Publisher D Publisher E Publisher J Publisher H Awareness Purchase Intent TOP-LEVEL ONLINE BRAND EFFECT FINDINGS Source: Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent, Blinded Case Study Average Frequency 3.1 Average Frequency 1.5 Average Frequency 5.5 Average Frequency 5.0 Average Frequency 4.1 Site B Site HSite JSite ESite D Brand Lift Metrics: Purchase Intent Awareness
  • 16. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 16 Publisher B Publisher D Publisher E Publisher J Publisher H Awareness Purchase Intent TOP-LEVEL ONLINE BRAND EFFECT FINDINGS Site J performed most strongly on both resonance metrics, but required higher exposure levels than other top performers like Site B, against the primary Intent metric. Source: Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent, Blinded Case Study Average Frequency 3.1 Average Frequency 1.5 Average Frequency 5.5 Average Frequency 5.0 Average Frequency 4.1 Site B Site HSite JSite ESite D Increase impressions on Site B, E, J; Brand Lift Metrics: Purchase Intent Awareness
  • 17. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 17 Publisher B Publisher D Publisher E Publisher J Publisher H Awareness Purchase Intent TOP-LEVEL ONLINE BRAND EFFECT FINDINGS Site J performed most strongly on both resonance metrics, but required higher exposure levels than other top performers like Site B, against the primary Intent metric. Source: Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent, Blinded Case Study Average Frequency 3.1 Average Frequency 1.5 Average Frequency 5.5 Average Frequency 5.0 Average Frequency 4.1 Site B Site HSite JSite ESite D Increase impressions on Site B, E, J; Site D: Look at creative mix to maximize impact Site H: Increase frequency Brand Lift Metrics: Purchase Intent Awareness Increase exposure frequency Ensure creative mix has top performing creatives
  • 18. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 18 Publisher B Publisher D Publisher E Publisher J Publisher H Awareness Purchase Intent TOP-LEVEL ONLINE BRAND EFFECT FINDINGS Site J performed most strongly on both resonance metrics, but required higher exposure levels than other top performers like Site B, against the primary Intent metric. Source: Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent, Blinded Case Study Average Frequency 3.1 Average Frequency 1.5 Average Frequency 5.5 Average Frequency 5.0 Average Frequency 4.1 Site B Site HSite JSite ESite D Increase impressions on Site B, E, J; Site D: Look at creative mix to maximize impact Site H: Increase frequency But, how do we prioritize optimization by site with so many R&R metric results? Brand Lift Metrics: Purchase Intent Awareness Increase exposure frequency Ensure creative mix has top performing creatives
  • 19. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 19 INTEGRATED ANALYSIS PROVIDED CLEAR ANSWERS 22.8% D H K B E P J Source: Nielsen Online Campaign Ratings, Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent (OBE –Purchase Intent –Brand Lift) Size of bubble illustrates Impression share Publisher Resonance by Purchase Intent58%Norm
  • 20. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 20 INTEGRATED ANALYSIS PROVIDED CLEAR ANSWERS Site B was the strongest performer, generating high on-target reach and impact, lifting the primary marketing objective of purchase intent for the brand 22.8% D H K B E P J Source: Nielsen Online Campaign Ratings, Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent (OBE –Purchase Intent –Brand Lift) Size of bubble illustrates Impression share Publisher Resonance by Purchase Intent Increase impressions 58%Norm
  • 21. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 21 INTEGRATED ANALYSIS PROVIDED CLEAR ANSWERS Site B was the strongest performer, generating high on-target reach and impact, lifting the primary marketing objective of purchase intent for the brand 22.8% D H K B E P J Source: Nielsen Online Campaign Ratings, Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent (OBE –Purchase Intent –Brand Lift) Size of bubble illustrates Impression share Publisher Resonance by Purchase Intent Increase impressions Optimize by OT% by placement. Decrease impressions 58%Norm
  • 22. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 22 INTEGRATED ANALYSIS PROVIDED CLEAR ANSWERS Site B was the strongest performer, generating high on-target reach and impact, lifting the primary marketing objective of purchase intent for the brand 22.8% D H K B E P J Source: Nielsen Online Campaign Ratings, Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent (OBE –Purchase Intent –Brand Lift) Size of bubble illustrates Impression share Publisher Resonance by Purchase Intent Increase impressions Optimize by OT% by placement. Decrease impressions Optimize by creative & frequency 58%Norm
  • 23. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 23 INTEGRATED ANALYSIS PROVIDED CLEAR ANSWERS Site B was the strongest performer, generating high on-target reach and impact, lifting the primary marketing objective of purchase intent for the brand 22.8% D H K B E P J Source: Nielsen Online Campaign Ratings, Nielsen Online Brand Effect / Target: Males 25-64 / Primary Objective: Purchase Intent (OBE –Purchase Intent –Brand Lift) Size of bubble illustrates Impression share Publisher Resonance by Purchase Intent Increase impressions Optimize by OT% by placement. Decrease impressions Sites encouraged to improve OT% by placement -without impacting brand lift Optimize by creative & frequency 58%Norm
  • 24. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 24 Impressions and On-Target Rate by Placement: 2013 Brand X Campaign Site: H Target: Males 25-64 Source: Nielsen Online Campaign Ratings, Target: Males 25-64, Blinded Case Study DEEP DIVE ON REACH: DETAILS BY PUBLISHER HELP IN-FLIGHT OPTIMIZATION 32% 32% 34% 35% 35% 36% 37% 37% 37% 38% 38% 38% 39% 43% 68% 68% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0.0 0.2 0.4 0.6 0.8 1.0 1.2 On-TargetRate TotalImpressions(MMs) Placement IDs Total Impressions (MM) On-Target Rate OCR Norm 58%
  • 25. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 25 Impressions and On-Target Rate by Placement: 2013 Brand X Campaign Site: H Target: Males 25-64 Granular detail showed the top two placements for Site H generated the most impressions as well as an on-target delivery rate 10 points above the OCR norm Source: Nielsen Online Campaign Ratings, Target: Males 25-64, Blinded Case Study DEEP DIVE ON REACH: DETAILS BY PUBLISHER HELP IN-FLIGHT OPTIMIZATION 32% 32% 34% 35% 35% 36% 37% 37% 37% 38% 38% 38% 39% 43% 68% 68% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0.0 0.2 0.4 0.6 0.8 1.0 1.2 On-TargetRate TotalImpressions(MMs) Placement IDs Total Impressions (MM) On-Target Rate OCR Norm 58% Despite achieving 10 pts over the OCR Norm 58% on 2 placements Other placements brought the average to 46% OT
  • 26. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 26 DEEP DIVE ON RESONANCE: DETAILS BY CREATIVE PERFORMANCE HELP OPTIMIZATION CREATIVE PERFORMANCE BY CREATIVE TYPE -OBE Control Sheep (Beds) Stalking (Locations) VideoFlashAll Creative Brand Lift: 46.3% Brand Lift: 2.8% OBE creative analysis identified top performing creative types and top performing ad units which had increased impression distribution on placements that were reaching their intended audience. Source: Nielsen Online Brand Effect, Creative Performance, Primary Intent brand lift, Blinded Case Study
  • 27. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 27 DEEP DIVE ON RESONANCE: DETAILS BY CREATIVE PERFORMANCE HELP OPTIMIZATION CREATIVE PERFORMANCE BY CREATIVE TYPE -OBE Control Sheep (Beds) Stalking (Locations) VideoFlashAll Creative Brand Lift: 46.3% Brand Lift: 2.8% OBE creative analysis identified top performing creative types and top performing ad units which had increased impression distribution on placements that were reaching their intended audience. End of campaign Creative Diagnostics identified what elements of each creative appealed to the Brand consumer, and which were in-effective. Source: Nielsen Online Brand Effect, Creative Performance, Primary Intent brand lift, Blinded Case Study
  • 28. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 28 SUMMARY OF CASE STUDY FINDINGS • Once integrated analyses had been reviewed, top half quadrant sites were optimized as a priority to maximize impact • Top Right Quadrant Sites (Site B): • Impressions increased which increased purchase intent overall • Impressions redistributed from under-performing placements on the same site
  • 29. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 29 SUMMARY OF CASE STUDY FINDINGS • Once integrated analyses had been reviewed, top half quadrant sites were optimized as a priority to maximize impact • Top Right Quadrant Sites (Site B): • Impressions increased which increased purchase intent overall • Impressions redistributed from under-performing placements on the same site • Top Left Quadrant Sites (Site K): • Low performing creatives were replaced with higher performing creative • Impressions were redistributed from under-performing video units (2.8% pts) to over- performing flash units (46.3% pts)
  • 30. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 30 SUMMARY OF CASE STUDY FINDINGS • Once integrated analyses had been reviewed, top half quadrant sites were optimized as a priority to maximize impact • Top Right Quadrant Sites (Site B): • Impressions increased which increased purchase intent overall • Impressions redistributed from under-performing placements on the same site • Top Left Quadrant Sites (Site K): • Low performing creatives were replaced with higher performing creative • Impressions were redistributed from under-performing video units (2.8% pts) to over- performing flash units (46.3% pts) • Bottom Half Quadrant Sites (Site H, D, P, J, E): • Impressions redistributed from under-performing placements on each site • Sites were removed from media plan if OT% improvement had not been achieved by mid- campaign • Bottom Left Quadrant (Site H) improved OT%. Creative analysis and increased frequency cap was then applied to increase resonance
  • 31. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 31 SUMMARY OF CASE STUDY FINDINGS • Once integrated analyses had been reviewed, top half quadrant sites were optimized as a priority to maximize impact • Top Right Quadrant Sites (Site B): • Impressions increased which increased purchase intent overall • Impressions redistributed from under-performing placements on the same site • Top Left Quadrant Sites (Site K): • Low performing creatives were replaced with higher performing creative • Impressions were redistributed from under-performing video units (2.8% pts) to over- performing flash units (46.3% pts) • Bottom Half Quadrant Sites (Site H, D, P, J, E): • Impressions redistributed from under-performing placements on each site • Sites were removed from media plan if OT% improvement had not been achieved by mid- campaign • Bottom Left Quadrant (Site H) improved OT%. Creative analysis and increased frequency cap was then applied to increase resonance • Integrated analysis was reviewed regularly to ensure changes were improving efficiencies across both reach and resonance
  • 32. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 32 WHAT HAVE WE LEARNED? Analyze publisher performance results on a Reach & Resonance quadrant When should we include the integrated analysis as part of our optimization process? Reach Resonance
  • 33. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 33 WHAT HAVE WE LEARNED? Analyze publisher performance results on a Reach & Resonance quadrant Apply granular optimization – based on quadrant positions When should we include the integrated analysis as part of our optimization process? Reach Resonance
  • 34. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 34 WHAT HAVE WE LEARNED? Analyze publisher performance results on a Reach & Resonance quadrant Apply granular optimization – based on quadrant positions Top Right: Increase impressions When should we include the integrated analysis as part of our optimization process? Reach Resonance
  • 35. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 35 WHAT HAVE WE LEARNED? Analyze publisher performance results on a Reach & Resonance quadrant Apply granular optimization – based on quadrant positions Top Right: Increase impressions When should we include the integrated analysis as part of our optimization process? Bottom Half: On-Target delivery by Placement (OCR) Reach Resonance
  • 36. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 36 WHAT HAVE WE LEARNED? Analyze publisher performance results on a Reach & Resonance quadrant Apply granular optimization – based on quadrant positions Top Right: Increase impressions Left Half: Prioritize optimization based on primary metrics When should we include the integrated analysis as part of our optimization process? Bottom Half: On-Target delivery by Placement (OCR) Reach Resonance
  • 37. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 37 WHAT HAVE WE LEARNED? Analyze publisher performance results on a Reach & Resonance quadrant Apply granular optimization – based on quadrant positions Top Right: Increase impressions Left Half: Prioritize optimization based on primary metrics Top Left: Creative mix; Top performing creative & creative type (OBE) When should we include the integrated analysis as part of our optimization process? Bottom Half: On-Target delivery by Placement (OCR) Reach Resonance
  • 38. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 38 WHAT HAVE WE LEARNED? Analyze publisher performance results on a Reach & Resonance quadrant Apply granular optimization – based on quadrant positions Top Right: Increase impressions Top Left: Frequency levels by publisher (OCR) Left Half: Prioritize optimization based on primary metrics Top Left: Creative mix; Top performing creative & creative type (OBE) When should we include the integrated analysis as part of our optimization process? Bottom Half: On-Target delivery by Placement (OCR) Reach Resonance
  • 39. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 39 WHAT HAVE WE LEARNED? Analyze publisher performance results on a Reach & Resonance quadrant Apply granular optimization – based on quadrant positions Top Right: Increase impressions Top Left: Frequency levels by publisher (OCR) Left Half: Prioritize optimization based on primary metrics Bottom Left: In-View % & Time In- View by publisher (OCR) Top Left: Creative mix; Top performing creative & creative type (OBE) When should we include the integrated analysis as part of our optimization process? Bottom Half: On-Target delivery by Placement (OCR) Reach Resonance
  • 40. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 40 WHAT HAVE WE LEARNED? Analyze publisher performance results on a Reach & Resonance quadrant Apply granular optimization – based on quadrant positions Top Right: Increase impressions Top Left: Frequency levels by publisher (OCR) Left Half: Prioritize optimization based on primary metrics Bottom Left: In-View % & Time In- View by publisher (OCR) Top Left: Creative mix; Top performing creative & creative type (OBE) Apply Creative diagnostic learnings (OBE-EV) When should we include the integrated analysis as part of our optimization process? Bottom Half: On-Target delivery by Placement (OCR) Reach Resonance
  • 41. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 41 BEST PRACTICES FOR 360° CAMPAIGN SUCCESS Lessons learned from our experience working with integrated solutions  Real-time reach and resonance reporting is key to achieving campaign efficiencies
  • 42. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 42 BEST PRACTICES FOR 360° CAMPAIGN SUCCESS Lessons learned from our experience working with integrated solutions  Real-time reach and resonance reporting is key to achieving campaign efficiencies  Including creative diagnostics for each platform is important
  • 43. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 43 BEST PRACTICES FOR 360° CAMPAIGN SUCCESS Lessons learned from our experience working with integrated solutions  Real-time reach and resonance reporting is key to achieving campaign efficiencies  Including creative diagnostics for each platform is important  Industry norms are key when establishing up-front R&R targets
  • 44. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 44 BEST PRACTICES FOR 360° CAMPAIGN SUCCESS Lessons learned from our experience working with integrated solutions  Real-time reach and resonance reporting is key to achieving campaign efficiencies  Including creative diagnostics for each platform is important  Industry norms are key when establishing up-front R&R targets  Collaboration is important to maximize campaign success • Brands should collaborate with media agencies on in-flight reporting , optimization, and end of campaign learnings • Media agencies should collaborate with media partners to enable visibility to contextualize their property results & maximize impact through optimization initiatives
  • 45. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 45 BEST PRACTICES FOR 360° CAMPAIGN SUCCESS Lessons learned from our experience working with integrated solutions  Real-time reach and resonance reporting is key to achieving campaign efficiencies  Including creative diagnostics for each platform is important  Industry norms are key when establishing up-front R&R targets  Collaboration is important to maximize campaign success • Brands should collaborate with media agencies on in-flight reporting , optimization, and end of campaign learnings • Media agencies should collaborate with media partners to enable visibility to contextualize their property results & maximize impact through optimization initiatives  End of campaign review with agency & brand • Apply tactical learnings by 360 reach & resonance efficiencies across future campaigns • Include media costs to drive optimization decisions against full efficiencies • Include creative agency so they can understand how their involvement impacted results
  • 46. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 46 WHERE TO FROM HERE? An integrated 360° approach to ad effectiveness analysis can be applied to answer many business questions, including today’s performance by publisher use case • How can I optimize cross-platform reach & resonance efficiently? • How can I assess and optimize across all 3R solutions? (Reach, Resonance, Reaction) • How can I determine full campaign efficiencies as a whole, and still benchmark the value of each platform? We look forward to working through these answers across future webinar topics
  • 47. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 47 TOP 3 TAKE-AWAYS FROM TODAY’S SESSION Be set up for measurement success by adding these 3 tips to your campaign playbook 1. Look at your integrated reach & resonance analysis up-front to provide greater context of publisher performance, & indicate optimization opportunities 2. Set valid up-front campaign reach & resonance targets using industry norms 3. Collaborate with your media partners to be set up for campaign success
  • 48. Follow us on Twitter! @Nielsen #AdEffectiveness Q&AThank you for attending our webinar! Please contact us if you have any questions, comments or want to receive the a copy of today’s recorded session: darren.ellis@nielsen.com www.nielsen.com