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IntrobyFred:Thelastseveralyearshaveseenstrongadvancementsinmeasuringsaleseffectsforcampaignsonbothtelevisionanddigital.Themostfrequentrequestwereceivefromadver?sers,however,istoprovideguidancetothemonhowalloftheirmediaworktogether.Now,thisis,ofcourse,isaques?onthatwecan'tansweralone.Doingsowillrequiretheen?reindustrytoworktogether,collabora?ngwithindependent,trustedthirdpar?estoenableadver?serstobeEercross-mediaeffects.Today,I'mhappytosharethestagewithNCSandNielsenastheydescribeamajornewadvancementintheabilitytousesinglesourcedatatomeasuretheeffec?venessofcampaignsacrossTelevisionandDigitalindependentlyandtogether.

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LeslieWehavebuiltanamazingdatasetincluding:•TVexposuredataincludingNielsenPeopleMeterdataandSettopBoxdata•DigitalexposuredataforthesestudiescomefromFacebook•ConsumerpurchasefromCatalina’sfrequentshopperdataandNielsen’sHomescan•AndincludedNCS’sdemodataThisdatasetisthenmodeledusingcovariatebalancing,propensityscores,regressionmodelsandmodeledtreatmenteffectstodeliver:•NCS’sCross-mediaSalesEffect

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LeslieCrossMediaSalesEffectanswersmanyques?onsforthosereachedintotal,andforeachmediasuchas:•  HowwelldoeseachmediadriveIncrementalSalesLiYs

•  Howwelldotheyworktogether–SynergywithIncrementalSalesperHH

•  Frequency–HowdoIncrementalSalesperHHchangebysinglemediafrequencyandwithinthoseexposedtoboth

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LeslieWhenwelookatcross-mediatherearelotsofpiecesthatcanbemeasured:•  Startwiththeimpactofthetotalcampaign–thentheimpactofeachmediaalone

andintotalandfinallythevalueofseeingadsinbothmedia.•  Alloftheseelementsarereportedbecausewethinktheycanhelpusunderstand

howthetwomediaworktogether

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LeslieWearedefiningsynergyas:Theincreaseineffec?venessofonemediumbecauseahouseholdsawtheadonothermedia.Weretheincrementalsalesgreateramongthosehouseholdsexposedtoboth?•  Wethinkofsynergyasalwaysbeingsuperposi?ve.Ofcoursethatisn’talwaysthe

case.•  Thisnewcapabilityallowstheindustrytotestandlearnandbegintounderstand

whatdoesdrivehighsynergy!

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LeslieThisplabormismeanttoflexthemusclesofthemeasurement–WechosegiantcampaignssothatwewouldhavelotsofdataInthesecampaigns–theaverageTVspendisroughly9XthatoftheFBcampaigns.•  Thefirststepistounderstandistheduplica?onofreachacrossTVandFacebook•  Beingabletomeasurethelevelofduplica?onisrequiredtobeabletomeasure

theincrementalityofeachmediaaloneandthesynergyofbeingseentogether.

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Leslie•  Ifwefocusonfourrepresenta?vebrands–weseethatTVandFacebookoYen,

butnotalwaysyield“synergy”–crea?ngmorevalueamonghouseholdsexposedtobothchannelsthantoeitheroneindividually

•  Thekeybarstolookatarethedifferencebetweenthecombina?onofbothmedialiYandwhatweseeinboth.Formostofthebrands,weseethatthesumofTVliYandFBliYislessthanwhatisseeninboth–however,inbrandB,theredoesn’tappeartobeanyaddi?onalliYduetoseeingboth.

•  Wedon’tknowallthefactorsthatdrivethesedifferences–infact–thatiswhatthelearningagendaforthisplabormare!Aredifferencesduetoreach,thecrea?vemessagingorfrequency?

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Leslie•  Zoomingintooneexample,BrandA,weseeastrongexampleofsynergy.One

veryinteres?ngfindingwasthatamongthosethatwereexposedtoboth,ontheright–itdoesn’tappeartomaEerwhatthemixofthemediaare.TheliYperHHisconsistentlyhigh.

•  Pleasenote–thisdataisObserva?onal–itisthefirst?mewehavereportedthese.Wearen’tsureiftheyareperfectlymeasuredandcontrolledfor,butthisisafirststeponourjourneyintounderstandinghowcross-mediaworks.WearecommiEedtoapathofcon?nuousimprovementtohelptheindustrybeEerunderstandhowtheseelementsworktogether.

•  Arethesedifferencesduetofrequency?

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Leslie•  Todrillevenintothisevenmore–weseethatamongthoseexposedtoboth,the

valueoffrequencychangeswithdifferentmixesofmedia•  Atlowlevelsoffrequency,asinglemediaisslightlybeEer,butasthefrequency

increases,thevalueofcombinedmediaincreases•  ThiscanprovideguidanceforwhenitisbesttoAddaSecondMedia.

•  Tobefair–allofthesefindingsarebasedonveryfewstudies.Wearelookingforwardtoextendingthisfarandwidetogarneramuchmoreextensiveunderstandingofhowmediaworktogether.

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MonicaNielsenhasbeenexpandingourcapabili?esinmediameasurementforthelastdecade.WehavepartneredwithFacebookonanumberofkeyinnova?ons,goingbacktoBrandEffectin2010butreallygainingmomentumwiththeintroduc?onofDigitalAdRa?ngsin2011.Sincethat?me,wehave:•  ExpandedtheglobalfootprintofDigitalAdRa?ngsto25countries•  Enabledcredi?ngtoTVra?ngsfrommobiledevices,and•  IntroducedFacebookrepor?nginSocialContentRa?ngsLastyear,NielsenexpandedourtotalaudiencemeasurementporboliobylaunchingourContentRa?ngsproducts,toprovidepublisherswithamarketviewofcontentconsump?onandmarketerswithabeEerunderstandingofcross-mediaaudiences.Todayweareheretotalkaboutourlatestinnova?on,NCSCross-MediaSalesEffectonAudienceLink.

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MonicaAudienceLinkisanewsystem-capability-thatNielsenhascreatedtopowercross-mediameasurementtoolsincludingourtotalaudienceproducts.ItenablesNielsentoconnectourdatawithFacebook,andpoten?allyotherpublishers,tomeasureuniquemediaexposuresacrosschannels.Lastyear,wefirsttookadvantageofAudienceLinkforourTotalContentRa?ngsandTotalAdRa?ngsproducts,enableaudiencededuplica?onacrossTVs,computers,smartphonesandtablets.Todayweareheretotalkaboutthenextimplementa?onofAudienceLink:NCSCross-MediaSalesEffect.Withthispowerfulnewtool,adver?serscanunderstandthecampaignROASofFacebook,TVoracombina?onofFacebookandTV.Lesliewilldescribethemethodologyandprovidetheresultsofthefirstsetofstudies.

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Leslie+FredPar?cularlyheavymobileandmobileapppartners.NowROASmeasurementcanbeconductedoncurrencyqualityra?ng

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