$2 РАЗВИТИЕ АНАЛИТИКИ НАЧИНАЯ С 2012 ГОДА · МАРКЕТИНГ-МИКС 1 6. chips, glorious chips £20 mln 120 актёров Медаль Британской

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$2+ МЛРД ИНВЕСТИЦИЙ В СТРАТЕГИЧЕСКОЕ

РАЗВИТИЕ АНАЛИТИКИ НАЧИНАЯ С 2012 ГОДА

2012 2013 2014 2015 2016

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СТАРТ-АП ИНКУБАТОР NIELSEN INNOVATE

Мы находим предпринимателей с

прорывными идеями по улучшению аналитики.

Мы предоставляем компании стартовый

капитал.

Мы поддерживаем старт-ап в течение 18 месяцев.

Мы тестируем продукт вместе

с клиентом.

Мы интегрируем лучшие технологии в решения Nielsen.

Startup incubator in collaboration with Israel’s Chief Scientist

1 2 3 4 5

October 25, 2016

LEVERAGING NEUROSCIENCE IN THE

AGE OF DISTRACTION

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CONTENTS

1 What is Consumer Neuroscience & Why Care?

2 Viewing in the Age of Distraction

3 Optimizing Creative for Different Screens

4 Creative Matters: Neuro Approach to Video Ads

5 Validation: How Do We Know It Works?

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ENGAGING IN THE AGE OF DISTRACTION

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Neuroscience knowledge and

techniques applied to market and

media research questions for a deeper

understanding of consumer attitudes

and behaviors.

CONSUMER NEUROSCIENCE

“

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MOST COMPREHENSIVE VIEW OF ENGAGEMENT

What consumers say they think, do

or plan to do.

SELF REPORT

Overall level of emotional engagement,

the most and least engaging

moments.

CORE BIOMETRICS

Discrete facially expressed

emotions, such as surprise, confusion,

joy and sadness.

FACIAL CODING

Pinpoint visual attention to content,

including specific areas that attract the

most and least attention.

EYE TRACKING

32 sensors collect data 500 times

every second to fully capture activity across all brain

regions

EEG

VIEWING IN THE AGE OF DISTRACTION

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OVERALL MEDIA USAGE IS INCREASING Weekly Time Spent Based on the Total US Population – Based on Qtr 2, P18+

Source: Nielsen Total Audience Report and Audience Insights Analysis

0

7

14

21

28

36

43

50

57

64

72

2002 2005 2010 2015

Tablet

Smartphone

PC

M-media Device

VCR

Game Console

DVD / Blu-Ray

Time-Shifted TV

Live TV

Radio

Ho

urs

per

Wee

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12 12

61% 59% 60% 75%

84% 89%

13% 14% 13%

26% 27% 27% 20% 14% 10%

P2-11 P12-17 P18-34 P35-49 P50-64 P65+

Both TV, Device

Device Only

TV Only

Source: Nielsen NPOWER Reach & frequency reports for dates indicated TV = HUT/PUT (including time-shifted viewing) TV-Connected Devices = Videogame Console, Internet-Connected Devices, Audio-Video, DVD Playback, VCR Playback

Mix of TV and Device Usage In Average Day Apr 27–May 24, 2015

CONNECTED DEVICES USED DAILY BY 40% OF P2-34

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100

187 171

156

125 116 113 112 111

TV Pharma Entertainment Travel Personal Food & Bev OTC Retail Household

RO

I (In

dex

)

TV + Digital Source: ARF Analytics Partners 2015

ARF GROUND TRUTH: TV + DIGITAL MIX ROI

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27 17

Natives Immigrants

Average Number of Platform Switches Per Non-Working Hour

Ave

rage

Nu

mb

er o

f P

latf

orm

Sw

itch

es p

er H

ou

r

60% increase

Digital Natives Digital Immigrants

60% ASCENT IN SWITCHING BETWEEN PLATFORMS

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A BIOMETRIC DAY IN THE LIFE

Source: Time Warner-Innerscope Research study presented at 2012 ARF Conference

Wider spans between switching from single platform to multiplatform

Digital Immigrant - Isaac Digital Native - Nate

Shorter spans between switching from single platform to multiplatform

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Ad, 2nd Screen Ad, No 2nd Screen Channel Change, 2nd Screen Channel Change, No 2nd Screen Content, 2nd Screen Content, No 2nd Screen

Solo Viewing w/ 2nd Screen

Ad Channel Change Content

Solo Viewer Solo Viewing

Sample Individual Participants During Natural Viewing Behavior

Council of Research Excellence Report, September 2016

VIEWING BEHAVIOR WITH 2ND SCREEN

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Ad, 2nd Screen, Conversation Ad, 2nd Screen Ad, Conversation Ad

Channel Change, 2nd Screen, Conversation Channel Change, 2nd Screen, Channel Change, Conversation, Channel Change

Content 2nd Screen, Conversation Content, 2nd Screen, Content, Conversation Content

Co-Viewing w/ 2nd Screen

Ad, Conversation Ad, No Conversation Channel Change, Conversation Channel Change, No Conversation Content, Conversation Content No Conversation

Co-Viewing

Sample Individual Participants During Natural Viewing Behavior

VIEWING BEHAVIOR INCREASES WITH CO-VIEWING

OPTIMIZING CREATIVE FOR DIFFERENT SCREENS

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LAPTOP

TABLET

MOBILE

SVOD

CURRENT STUDIES: COMPARING SCREENS

TV

VOD

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LEAN BACK ENVIRONMENT OF TV & VOD ENVIRONMENTS ENCOURAGES HIGH EMOTION

Range of Emotional Response to Advertising per Platform

0

20

40

60

80

100

Leve

l of

Emo

tio

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R

esp

on

se

Low Range of Emotion

High Range of Emotion

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OPPORTUNITIES TO SKIP PRE-ROLL INFLUENCE TIGHTER RANGE OF EMOTION ON SVOD

0

20

40

60

80

100

Leve

l of

Emo

tio

nal

R

esp

on

se

Range of Emotional Response to Advertising per Platform

Low Range of Emotion

High Range of Emotion

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VIEWERS STICK WITH ADS ON TV

84% 83%

17% 17% 29%

% Watching a 30 second ad in its entirety

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1,02

0,87 0,81 0,81

0

0,1

0,2

0,3

0,4

0,5

0

0,2

0,4

0,6

0,8

1

1,2

Fixation Duration (in seconds) Final Branding Moment Full Screen Logo in Final Branding Tagline in Final Branding

Nu

mb

er o

f Se

con

ds

SCREEN SIZE MATTERS FOR BRANDING

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Banner Blindness

BANNER BLINDNESS IS A LEARNED BEHAVIOR, SO…

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USE PREMIUM CONTEXT (VS. NON-PREMIUM)

300x250 IN NON-PREMIUM 1.1 sec

VS

YAHOO LOGIN PAGE 6.6 sec

V

S

AdChoices │ Ad Feedback

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Non-Synergistic Ads Synergistic Ads

USE CONTEXT TO INCREASE ENGAGEMENT

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USE IN STREAM: MOBILE ADS ON IN STREAM EARN 3X MORE LOOKS COMPARED TO MOBILE BANNER ADS

Low High Medium

HEAT MAP

* Time looking at ad: as proportion of the Avg. Article

CREATIVE MATTERS: GOING FROM GOOD TO GREAT WITH VIDEO

+

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STORY VS DEAL STRUCTURE

40

60

80

0 5 10 15 20 25 30

Em

oti

on

al E

ng

ag

em

en

t

Time (in seconds)

Average Engagement of Ads Featuring Story vs. Deal

Story Deal

A peak in engagement at the end links emotional response with the final messaging

Ads featuring deals are 3x more likely to peak in engagement at the beginning of the ad, not the end.

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EEG: MEMORY ACTIVATION

EEG: EMOTIONAL MOTIVATION EEG: ATTENTIONAL

PATTERNS

BIOMETRICS: EMOTIONAL PROCESSING

EYE TRACKING: VISUAL FOCAL POINTS

FACIAL CODING: EMOTIONAL EXPRESSION

KEY DIMENSIONS OF BRAIN PROCESSING

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EEG

EFF

ECTI

VEN

ESS

Highly Engaged

EEG: SECOND-BY-SECOND DIAGNOSTICS

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Highly Engaged Bio

met

ric

Emo

tio

n

Time

BIOMETRICS: MOMENT-TO-MOMENT DIAGNOSTICS

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Time 20

30

40

50

60

70

80

90

100

:00 :10 :20 :30

Neutral Neutral Neut. Neutral

Positive

Expressed

Emotion

Negative

Expressed

Emotion

1

Expressed

Surprise

FACIAL CODING: EXPRESSED EMOTION

Smiles

Joy Fear

Anger

Sadness

Disgust

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High

Low

Central Bias People are drawn to the center of a stimulus

Facial Bias People naturally attend to faces

Movement Bias People often follow moving objects

Scattered Attention Large scenes or multiple elements drive scatter

EYE TRACKING: FOCUS OF GAZE

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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

20

30

40

50

60

70

80

90

100

0:00 0:05 0:10 0:15 0:20 0:25 0:30

Time (sec) Positive Negative Surprise Engagement Neutral Engagement

EEG Engagement Trace Biometric

EEG, BIOMETRICS & FACIAL CODING TOGETHER

0

5

10

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REDUCE THE CLUTTER 2

BRAND EARLY, CLEARLY & OFTEN

1

3 AVOID QUICK CUTS

LEVERAGE FACIAL BIAS 4

LEVERAGE EXPRESSION OF EMOTION

5

USE AUDIO CUES 7

HUMOR ENGAGES 6

8 LEVERAGE MOTION BIAS

LEVERAGE CENTRAL BIASES

9

TELL STORIES 10

CREATIVE BEST PRACTICES DRIVE ENGAGEMENT

“ ”

Половина денег на рекламу тратится впустую. Проблема в том, что я не знаю какая именно половина.

ЭВОЛЮЦИЯ МЕДИА ТЕХНОЛОГИЙ

УСКОРЯЕТСЯ

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*ПРОЦЕНТ ЛЮДЕЙ, КТО ИСПОЛЬЗУЕТ ЧАЩЕ МИНУС ПРОЦЕНТ ЛЮДЕЙ, ИСПОЛЬЗУЮЩИХ РЕЖЕ. ДАННЫЕ ЗА 2015 ГОД ПРОТИВ 2012 ИСТОЧНИК: DELOITTE. ЯНВАРЬ 2016

2015 vs 2012

ТРИ ЧЕТВЕРТИ РОССИЯН РЕГУЛЯРНО

ВЫХОДЯТ В СЕТЬ

-5%

ТВ

-17%

Печать

-7%

Радио

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+61%

Интернет

+10%

Видеоигры

+31%

E-books

В ИНТЕРНЕТЕ ВИДЯТ БОЛЬШЕ ПОЛЬЗЫ

4,3

4,7

3ч 34 мин 1ч 09 мин

50%

10%

Количество посещений в неделю

Проведенное время

Посещение было полезным для…

ИСТОЧНИК: DELOITTE. ЯНВАРЬ 2016

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ИСТОЧНИК: YOUTUBE, INSTAGRAM, GIZMODO, TWITTER

12 ЛЕТ ВИДЕО, 400 МЛН СООБЩЕНИЙ,

40 МЛН ФОТО

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ПУТЬ ПОТРЕБИТЕЛЯ ЗАПУТАН

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ТИПИЧНОЕ РАСПРЕДЕЛЕНИЕ БЮДЖЕТА C

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РОССИЙСКАЯ МЕДИА ИНДУСТРИЯ МЕНЯЕТСЯ

ИСТОЧНИК: AKAR

42

44

47

48

48

50

51

37

32

25

22

19

16

12

10

10

12

12

13

13

14

6

8

10

11

14

15

17

4

5

5

5

5

4

5

H1 2016

2015

2014

2013

2012

2011

2010

ТВ Интернет OOH Пресса Радио Другое

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VALIDATION

ОПРЕДЕЛЯЙТЕ ЧТО РАБОТАЕТ

РАССЧИТЫВАЙТЕ

ИНВЕСТИЦИИ

ПЛАНИРУЙТЕ ГРАМОТНО

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ROI* по медиа каналам

ВАРИАЦИЯ РЕНТАБЕЛЬНОСТИ ПО КАНАЛАМ

0,4

1,2 0,9

0,6 0,5 0,2

0,5

Наибольшие 25% значений

Наименьшие 25% значений

0,3

1,6

0,2

1,0

0,1

0,7

0,1

0,7

ROI – ВОЗВРАТ ОТ ИНВЕСТИЦИЙ. ПОД ROI ИМЕЕТСЯ В ВИДУ КРАТКОСРОЧНЫЙ ВОЗВРАТ. В ДОЛГОСРОЧНОЙ ПЕРСПЕКТИВЕ ЭФФЕКТ МОЖЕТ БЫТЬ В 2-3 РАЗА ВЫШЕ КРАТКОСРОЧНОГО. ИСТОЧНИК: NIELSEN. ДАННЫЕ ПО РЕГИОНУ ЕВРОПА, ИЮНЬ 2016

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ПРОДАЖИ

СДЕЛАНО В NIELSEN

МАРКЕТИНГ-МИКС C

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©20

16

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CHIPS, GLORIOUS CHIPS

£20 mln 120 актёров Медаль Британской ассоциации

телевидения и рекламы

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CHIPS, GLORIOUS CHIPS

£20 mln 120 актёров Медаль Британской ассоциации

телевидения и рекламы

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«Та, где все поют, самый

раздражающий ролик в мире»

«Реально одна из самых

надоевших реклам в

мире»

«Просто ненавижу!»

0

0,2

0,4

0,6

0,8

1

1,2

02

3

45

68

90

11

31

35

15

8

18

0

20

3

22

52

48

27

0

29

3

31

53

38

36

0

38

3

40

5

ЗАТРАТЫ НА РЕКЛАМУ

ДО

ПО

ЛН

ИТЕ

ЛЬ

НЫ

Е П

РО

ДА

ЖИ

…МОЖНО ПОВЫШАТЬ РАСХОДЫ НА РЕКЛАМУ ДО…

…ИЛИ УЛУЧШАТЬ ЭФФЕКТИВНОСТЬ ЗАТРАТ

КРИВАЯ НАСЫЩЕНИЯ И ОПТИМАЛЬНЫЙ

УРОВЕНЬ ИНВЕСТИЦИЙ

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-30%

-38%

30%

-20%

16%

131%

5%

26%

Категория 1



Всего

Расходы на маркетинг % маркетинг ROI

ГОД 1 К ГОДУ 4

УВЕЛИЧЕНИЕ ЭФФЕКТИВНОСТИ ОТКРЫВАЕТ

НОВЫЕ ВОЗМОЖНОСТИ

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ПЕРЕСМОТРИТЕ ПОДХОД К РАСПРЕДЕЛЕНИЮ

МАРКЕТИНГОВОГО БЮДЖЕТА

VALIDATION

ОПРЕДЕЛЯЙТЕ ЧТО РАБОТАЕТ

РАССЧИТЫВАЙТЕ

ИНВЕСТИЦИИ

ПЛАНИРУЙТЕ ГРАМОТНО

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UNDERSTANDING WHAT MATTERS

Ricardo Prieto-Ortiz October 25th - 2016

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"I spent a lot of money on booze, birds and fast cars. The rest I just squandered.“

George Best

Image: http://www.whatsonyourwall.com/sport-icons-16/sport-george-best-manchester-united-colour-13633-21997_medium.jpg

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WHAT REALLY MOVED THE SALES NEEDLE?

Image: http://www.smartmouthcommunications.com/wp-content/uploads/2016/06/shutterstock_235592080-300x165.jpg

EQUITY

TV

SAMPLING

PRINT

POSM

DIGITAL

DISTRIBUTION

PRICING

PROMOTIONS

EQUITY

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We are just catching a glimpse of the importance of the right measurements

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MORE AND MORE WE MONITOR OUR ROI

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Image: https://img.businessoffashion.com/482/269/magic/site/uploads/2016/01/Squeezed_fruit_Shutterstock.jpg

OUR MAIN FOCUS IS TO AVOID FRAGMENTATON

Find what matters and make it BIG

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THROUGH MARKETING MIX MODELLING WE CAN START TO IDENTIFY WHERE TO FOCUS

Source: Nestle Purina 2014 Marketing Mix Modelling Study

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WHILE ALSO LOOKING AT REGIONAL PERFORMANCE

Source: AC Consulting. Sampling Effectiveness Analysis

Total Moscow St.-Pete N.Novgorod Samara Voronezh Rostov-na-

Don Volgograd Ekaterinburg Perm Krasnoyarsk Novosibirsk Chelyabinsk

POMDI DRY 15 12 9 19 23 14 32 26 19 17 5 19 24

POMDI WET 17 13 14 16 13 7 28 19 10 10 21 14 12

Pedigree -6 -6 -11 -7 -5 -7 0 -8 -1 -5 -5 -2 -10

Royal Canin -1 1 -2 -2 -5 -2 0 -1 3 -5 0 -1 -4

Pro plan -1 -2 0 -2 1 -2 0 0 -6 1 0 -1 -1

Chappi -1 0 -3 0 -3 0 0 -4 0 -1 0 -4 0

Cesar -1 -2 0 -2 0 -2 0 -4 0 0 0 -1 2

Dog Chow 0 0 0 -2 0 0 0 -1 1 -1 0 0 1

Brit 0 -1 0 0 1 0 0 -1 0 0 0 2 0

Darling 0 -1 0 0 0 0 0 0 1 0 0 1 1

Homemade food -5 -5 -6 -2 -9 -5 0 -7 -7 -5 -5 -7 -5

Other 0 3 0 0 0 0 0 -1 -1 -2 0 -2 4

Base 876 138 143 123 43 49 62 59 65 48 42 50 54

Promo Effect POMDI (% of Newcomers)

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CHANGING THE WAY WE MEASURE DIGITAL IS HELPING INCREASE PERFORMANCE

Source: Millward Brown – Brand Health Tracking

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BUT STILL KEY AREAS TO IMPROVE

• Agencies as business partners

• Timing

• Granularity

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MESSAGES TO TAKE HOME

• Identify driving KPIs

• Test, measure and learn

• Avoid fragmentation

• And invest big where it matters

October, 2016

WINNING WITH MARKETING ANALYTICS

$1

TRILION A YEAR

GLOBAL MARKETING SPEND

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25% 30% 45% 50%

WHAT PERCENTAGE OF THIS SPEND IS WASTED?

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30%

ROUGHLY 1/3 OF MARKETING SPEND DOES NOT BRING EXPECTED REVENUE AND RETURNS

WHAT PERCENTAGE OF THIS SPEND IS WASTED?

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TRUE OR FALSE:

OVER 70% MARKETERS GAIN INSIGHT FROM MARKETING ANALYTICS

TRUE FALSE

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TRUE OR FALSE:

OVER 70% MARKETERS GAIN INSIGHT FROM MARKETING ANALYTICS

TRUE

46% USE DATA TO MEASURE MARKETING EFFECTIVENESS.

26% OCCASIONALY GAIN INSIGHTS FROM ANALYTICS. 23% DON’T USE ANALYTICS OR DON’T HAVE DATA TO MAKE DATA DRIVEN DECISIONS

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“There are now enough reasons for us to prove beyond all doubt that what we’ve always done, based on intuition, isn’t the best way to go” - Director of planning and analysis for a global medical services company

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MEDIA BUDGETS ARE CONTINUOUSLY GROWING

21% COMPANIES EXPECT AN INCREASE IN TRADITIONAL MEDIA SPEND AND 73% PLAN HIGHER DIGITAL BUDGETS.

2016

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MARKETING ROI OPTIMIZATION GOES FAR BEYOND OPTIMAL SPEND ALLOCATION

CROSS MEDIA INTERACTIONS

MARKETING BUDGET

OPTIMIZATION

MARKETING SYNERGY

MEDIA REACH

CONSUMER NEUROSCIENCE

CREATIVE RESONANCE

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NIELSEN STUDIES SHOW THAT ANALYTICS DRIVEN DECISIONS CAN RESULT IN 10-20% INCREASE IN

MARKETING ROI

10%-20% increase in marketing return on investment

Marketing effectiveness evaluations for more informed

decision making

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Reach the right people

REACH RESONANCE Influence

their opinion

REACTION Impact

their behavior

UNLOCK YOUR MARKETING ROI

DIGITAL AD RATINGS*

NIELSEN NEUROSCIENCE DIGITAL BRAND EFFECT

MARKETING MIX MODELING

+ =

*Available in selected markets

Documents

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