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WITH NIELSEN ON-LINE CAMPAIGN RATINGS
UNDERSTAND THE TRUE AUDIENCE FOR DIGITAL
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ADVERTISING EFFECTIVENESS SIMPLIFIED Effectiveness principles are consistent across screens
Reach the right people
Reach
Influence their opinion
Resonance
Impact their behavior
Reaction
Nielsen Campaign
Ratings Online Brand Effect
Sales Effect
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AD EFFECTIVENESS NEEDLESSLY COMPLICATED Effectiveness metrics, however, vary greatly across screens
Brand advertisers left asking:
“Was the ad delivered to my intended
audience?”
“Was my ad even seen?”
“Did it shift their opinion?”
“Why or why not?”
Server
Log
Counts
178,509
Click
through
Rates
0.015%
Page Views
14,561
Above
the fold
20%
Web measurement today:
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SEVERAL CRITICAL QUESTIONS AND CLIENTS
HAVE ASKED NIELSEN TO HELP
Advertisers
How do I know who I am actually
reaching online… audiences and
not cookies or impressions?
How can I understand the value of my
online advertising in the context of
my overall media buy?
How do I get better data about what
online advertising is delivering for me
to feed into marketing mix
models?
How can I prove my online
audience is differentiated, and as
a result, my ad inventory should be
valued higher?
How do I demonstrate that my
inventory adds value to cross-
platform advertising?
How do I show that the online
campaign is delivering against
the advertiser’s brand
objectives?
Publishers
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Directly measures demographics from
Facebook’s registry, surpassing other methods of
reporting campaign audience
Provides Online Gross Rating Points (GRPs) consistent with TV Ratings
First Internet measurement system with demographic ratings for campaigns accredited by the MRC*
Delivers unique reach, frequency, on target impressions across campaigns, by publisher, by placement
Delivers daily results WITH demographics, for online campaigns of any size
ONLINE CAMPAIGN RATINGS OVERCOMES PANEL LIMITATION TO DELIVER THE BEST MEASUREMENT FOR ONLINE AD CAMPAIGNS
30-50% Impressions
assigned actual
demos for average
campaign
82m+ Registered
Users (BR)
Measures Work & Home
*Nielsen Online Campaign Ratings is accredited by the Media Rating Council (MRC). Featured elements including DMA, verification and viewability are not currently accredited, but are undergoing review by MRC.
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CAMPAIGN RESULTS’ EXAMPLE
23% of delivery
reached the target
audience
51% of audience was Male
Women’s Personal Care Product Campaign Target: Females 18-34
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ONLINE CAMPAIGN RATINGS’ CRITICAL
INNOVATION IS THE PRIVACY-PROTECTED USE
OF ONLINE REGISTRATION DATA
Nielsen Online Campaign Ratings is accredited by the Media Rating Council (MRC). Featured elements including DMA, verification and viewability are not currently accredited, but are undergoing review by MRC.
Tag Ads
Tag for display, video, rich, etc.
Nielsen tag
Count Count all ad impressions
Assign Demos Assigns demos for all users with a logged-in cookie (~30-50% on avg)
Calibrate - Corrects for bias in data
provider sample - Compensates for
attribution error
Data Provider Exposures
Nielsen Server
Nielsen Cross-Platform Homes
Panel
Calculate
Calibrated unique audience and impressions are projected out to the full campaign
Report
Reports with full demos available the next morning
Nielsen Audience Calibration Engine Nielsen Mediaview
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• On average, 52% of impressions on-target
o 31% on-target for narrowly-defined targets1
o 83% on-target for broadly-defined targets2
• Wide variation of performance against
objectives across campaigns – a few in the high
90%, others in single digit percentages
• Sites with better user registration information
and more focused content tend to achieve the
best on-target delivery
• Data is being used to identify execution
errors and optimize delivery, even doubling
the on-target percentage in some cases
8
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
1 Narrowly-defined target groups are single gender, less than 15-year age range 2 Broadly-defined target groups are all genders, greater than 30-year age range
1,800+ CAMPAIGNS MEASURED TO DATE REVEAL
ACTIONABLE INSIGHTS FOR ADVERTISERS
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ADVERTISERS ARE USING ONLINE CAMPAIGN
RATINGS TO IMPROVE AUDIENCE DELIVERY AND
DRIVE IMPACT
DATA INTEGRATION
IN-FLIGHT OPTIMIZATION
FUTURE DIGITAL PLANNING
NEGOTIATING / BUYING CHANGE
CROSS-PLATFORM ANALYSES AND OPTIMIZATION
POST BUY ANALYSIS
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Site 1
Site 2
Site 3
Site 4
Site 5
Site 6
Site 7
EXAMPLE: NATIONAL RETAIL CHAIN USED
ONLINE CAMPAIGN RATINGS TO ENSURE
EFFECTIVE DELIVERY Daily On-Target Delivery
Pushed publisher to improve performance after finding an error
Cancelled and re-allocated spend due to consistent
low delivery
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EXAMPLE: LARGE BEVERAGE COMPANY USED
ONLINE CAMPAIGN RATINGS TO OPTIMIZE IN-
FLIGHT
Off TargetImpressions
On TargetImpressions
16%
on target
41%
on target
Source: Blinded Nielsen Online Campaign Ratings case
• Advertiser contacted underperforming publishers in plan to review results and modify their placements
• Select publishers were dropped from the plan and client re-allocated ad spend to top performing publishers
days
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EXAMPLE: COLLABORATIVE OPTIMIZATION PUBLISHER HAS USED OCR TO OPTIMIZE PERFORMANCE ON
ADVERTISER INITIATED CAMPAIGNS
Campaign 1 Campaign 2
Campaign 3 Campaign 4
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Duplicated Audience
What audience is reached by both the TV and online campaign?
How frequently?
CROSS-PLATFORM CAMPAIGN RATINGS MEASURES UNDUPLICATED AUDIENCE ACROSS TELEVISION + ONLINE
Nielsen TV Ratings
What audience is reached only
through TV?
How frequently?
Online Campaign Ratings
What audience is reached only through Online?
How frequently?
Unduplicated Audience What is the total unduplicated reach and frequency of a cross-platform campaign?
Cross-Platform Campaign Ratings
Online Audience
Television Audience
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EXAMPLE: BEVERAGE COMPANY QUANTIFIED UNDUPLICATED AND INCREMENTAL REACH FOR CAMPAIGN
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EXAMPLE: BEVERAGE COMPANY IDENTIFIED STRENGTHS OF EACH MEDIA IN REACHING CONSUMERS ACROSS BROAD TARGET
WWW.NIELSEN.COM/CAMPAIGNRATINGS
APPENDIX
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AUDIENCE PROFILE REPORT
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PLACEMENT REPORT
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DAILY REACH BUILD REPORT
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GLOBAL MARKET REPORT
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CUSTOM DATE RANGE REPORT