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thinkLA Programmatic Summit 2014 Aimee Gerry Presentation Slides

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thinkLA Programmatic Summit 2014 Aimee Gerry Presentation Slides

  1. 1. WHY MEASUREMENT MATTERS FOR BRANDING IN A PROGRAMMATIC WORLD
  2. 2. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 2
  3. 3. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 3 PROGRAMMATIC BRINGS SPEED, PRECISION, AND CONTROL TO AD BUYING TRADITIONAL MEDIA BUYING: 3 WEEKS BEFORE CAMPAIGN 100M $1 CPM IMPRESSIONS ADVERTISER PUBLISHER Females 18-49 PROGRAMMATIC MEDIA BUYING: 200 MILLISECONDS BEFORE AD EXPOSURE Female 18-49 Likes Comedy Movies Lives in NYC Max $1 CPM Frequent Flier  INTENDED AUDIENCE AD DELIVERED 
  4. 4. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 4 MARKETERS ARE INVESTING IN PROGRAMMATIC Programmatic forecasted to make up over 25% of all digital buys 30% 25% 20% 15% 10% 5% 0% $7 $6 $5 $4 $3 $2 $1 $0 2013 2014 2015 2016 2017 (in billions) Online Display Online Video Mobile Display and Video % of total SOURCE: International Data Corporation (IDC), Forward Markets 2013-2018: Moving Direct Display Ad Sales onto the RTB Platform
  5. 5. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 5 WHAT BRAND MARKETERS ARE STILL LOOKING FOR 1. Transparency 2. Inventory quality 3. Technology simplicity SOURCE: AOL, “7 Things You Need to Know About Programmatic Right Now”, 8/13/2014
  6. 6. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 6 MEASUREMENT MATTERS (EVEN MORE) IN A PROGRAMMATIC WORLD BRAND MARKETERS’ FUNDAMENTAL MARKETING NEEDS DON’T CHANGE WITH PROGRAMMATIC x x EVEN ALGORITHMS CAN BE WRONG (AND THEN REPLICATED VERY QUICKLY) NEUTRAL 3RD PARTY MEASUREMENT CAN PROVIDE VALIDITY AND CONSISTENCY
  7. 7. HOW TO USE BRAND MEASUREMENT IN A PROGRAMMATIC WORLD
  8. 8. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 8 ENSURE YOU’RE REACHING THE RIGHT AUDIENCE M 25-35 Actually… F 18-25  AD DELIVERED
  9. 9. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 9 USE A CONSISTENT, COMPARABLE METRIC TO PLAN, BUY AND SELL AUDIENCES CHALLENGE SOLUTION RESULTS New GRP-based digital video planning and buying tool Measured audience GRPs and age/gender metrics, use API to show reporting in interface Platform learned from placement level GRPs, auto-optimizes audience delivery over time Video advertising platform needed TV comparable metrics to attract more brand budgets
  10. 10. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 10 USE BRAND DATA TO ENSURE YOUR ADVERTISING RESONATES Site visitation Demographics Click activity Direct response activity High Intender  Actually… Low Intent Brand Lift AD DELIVERED
  11. 11. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 11 DRIVE BRAND LIFT, AT SCALE CHALLENGE SOLUTION RESULTS Reached brand positive audience at scale, drove brand lift Measured brand lift in real-time, pulled reporting into platform through API for real-time optimization Pixelled off of positive brand responders to inform look-alike models Agency trading desk needed to ensure campaign was hitting KPI – brand lift.
  12. 12. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 12 NO MATTER HOW IT’S BOUGHT, DID THE CAMPAIGN DRIVE THE DESIRED REACTION? Geographic Demographics Brand lift Audience segmentation  AD DELIVERED +9% Sales Lift Exposed to Ad
  13. 13. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 13 USE OFFLINE DATA TO IMPROVE ONLINE CAMPAIGNS CHALLENGE SOLUTION RESULTS Increased reach through incremental online gains Identified under-exposed TV audiences online Applied look-alike model to reach “TV extension” audience at scale Automaker advertising on TV wanted to maximize reach across screens
  14. 14. WHAT DOES THE FUTURE OF PROGRAMMATIC LOOK LIKE?
  15. 15. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 15 PROGRAMMATIC SHIFT TO BRANDING WILL CONTINUE
  16. 16. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 16 PROGRAMMATIC WILL INCREASINGLY GO ACROSS PLATFORMS TV ONLINE MOBILE CROSS-PLATFORM
  17. 17. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 17 PROGRAMMATIC CAN APPLY DATA FROM ONE PLATFORM TO ANOTHER
  18. 18. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 18 CONCLUSION • Set it, but don’t forget it….close the loop • Richer data sets will help fuel both the buy side and sell side • Programmatic is evolving…and will continue to evolve over time

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