Presented by:Andrew FeigensonManaging Director, DigitalOctober 2014

BEYOND DIRECT RESPONSE - HOW TO MEASURE SUCCESS IN PROGRAMMATIC BRANDING

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

2

ADVERTISING IS BECOMING MORE AUTOMATED AND MORE ADDRESSABLE

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

3

BRAND ADVERTISERS CONTINUE TO SHIFT DOLLARS INTO PROGRAMMATIC CHANNELS

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

4

DirectTransaction

PROGRAMMATIC CHANNELS ARE FUELING NEW CAPABILITIES AND BUSINESS MODELS

DirectChannels

Programmatic Channels

Buyer

Seller

Consumer

1. Workflow automation from I/O-based to perpetual

2. Audience buying device vs. context

3. Machine optimization machines pull the levers

4. Real-Time (RTB & DAI) inserting ads

at moment of availability

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

5

MEASUREMENT MATTERS (EVEN MORE) IN A PROGRAMMATIC WORLD

BRAND MARKETERS’ FUNDAMENTAL MARKETING NEEDS DON’T CHANGE WITH PROGRAMMATIC (3Rs)

ALGORITHMS EVOLVE ON THEIR OWN (AND THEN REPLICATE VERY QUICKLY)

INDEPENDENT MEASUREMENT BRINGS CONSISTENCY AND CREDIBILITY

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

6

Which audience was reached

Effectiveness of advertising in influencing opinion

Ultimate sales outcome

75%

66%

63%

Somewhat Important Very Important

22%

32%

29%

46%

29%35%

BRAND MARKETERS’ THREE FUNDAMENTAL NEEDS

97%

95%

92%

Q: How important is it to understand each of the following for your integrated multi-screen campaigns?

Source: Nielsen / ANA Cross Platform Survey 2013

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

7

Don't measure effectiveness/ROI

Use one set of metrics across all screens

Use variety of metrics specific to individual screen

0%

79%

21%

14%

16%

70%

Current Preferred

MARKETERS WANT CONSISTENT METRICS ACROSS SCREENS

Q: How are you currently measuring the effectiveness/ROI of your integrated multi-screen campaigns and how would you prefer to measure

the effectiveness/ROI of your integrated multi-screen campaigns?

Source: Nielsen / ANA Cross Platform Survey 2013

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

8

NIELSEN’S THREE RS

REACH RESONANCE REACTION

TV PanelAudio PanelDigital Panel------Digital Ratings Suite

Digital Brand EffectTV Brand EffectCross-Platform Brand Effect

Consumer Packaged GoodsRetailQuick Service RestaurantTravel & Entertainment(+ more)

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

9

FEEDING THE ENTIRE MARKETING PROCESS

PLANNING MEASUREMENT OPTIMIZATIONBUYING

REACH RESONANCE REACTION

IN PROGRAMMATIC ADVERTISING, MEASUREMENT ISN’T JUST A PROOF POINT.

IT IS AN ACTIONABLE ENTITY.

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

11

REACHENSURE YOU’RE REACHING THE RIGHT AUDIENCE

M 25-35 Actually…F 18-25

AD DELIVERED

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

12

REACH:PLAN, BUY & OPTIMIZE USING DIGITAL GRPS

New GRP-based digital video planning and buying tool

CHALLENGE RESULTSSOLUTION

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

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

13

REACH: MAXIMIZING X-PLATFORM REACH WITH ONLINE DATA

CAMPAIGN BACKGROUND:Client: Service software company, large TV spend

Original (all TV) 5% Online

84%87% 87% 87%

PLAN with “share shift” (TV/online data fusion)

Original (all TV) 10% Online5% Online 15% Online

84%87% 87% 87%

BUY using Audience Segments- TV Viewing for RTB

LIGHT TV VIEWERS

MEASURE using Cross-Platform Campaign Ratings

UNDUPLICATED REACH89%

TV ONLY71%

BOTH15%

ONLINEONLY3%

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

14

REACH: MAKING MORE EFFECTIVE INVENTORY DECISIONS

Increased overall CPMs by taking

better advantage of inventory and

audience scarcity.

CHALLENGE RESULTSSOLUTION

Publisher was intending to sell inventory more

intelligently, between direct

sold and programmatic.

Publisher ran OCR to get a feeling for tent pole events and premium

audience segments, parceling out inventory accordingly.

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

15

REACH: BRINGING PROGRAMMATIC TO TELEVISION

Programmatic TV program launched – results still TBD.

CHALLENGE RESULTSSOLUTION

Adtech company was aiming to provide cross-

platform planning and buying

Company purchased access to set top box data and then used the Nielsen AMRLD file to calibrate results and

project the un-addressable audience, creating a comprehensive audience

profile

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

16

RESONANCE:USING BRAND DATA TO ENSURE YOUR ADVERTISING RESONATES

Site visitation

Demographics

Click activity

Direct response activity

High Intender

Actually…Low Intent Brand Lift

AD DELIVERED

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

17

RESONANCE:DRIVING & OPTIMIZING TO BRAND LIFT, AT SCALE

Reached brand positive audience

at scale, drove brand lift

CHALLENGE RESULTSSOLUTION

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.

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

18

RESONANCE:USING BRAND INSIGHTS TO SPOT “DATA NOISE”

Adjusted campaign goals to focus on the more appropriate end

consumer

CHALLENGE RESULTSSOLUTION

Measured brand lift through an expanded panel

that offered age and gender.

Insights revealed that optimization skewed

impressions to men who “clicked” but don’t buy

Ad Platform was running a campaign

for a female oriented product. Found that awareness and recall were high but intent to purchase was low.

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

19

RESONANCE:FINDING THE RIGHT DATA TO DRIVE BRAND LIFT

Drove a high degree of brand

lift for the advertiser.

CHALLENGE RESULTSSOLUTION

Measured brand lift based on a combination of TV

viewing and PRIZM segment.

Identified top performing segment

combos and heavied up, where reach permitted.

Prominent DSP ran a brand campaign with

segments that tied back to both TV

viewing behaviors and PRIZM segments

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

20

RESONANCE:DRIVING BRAND LIFT, ACROSS SCREENS

Built cross platform media

and creative best practices

CHALLENGE RESULTSSOLUTION

Measured online and TV ad memorability and

influence on consumer opinion

Optimized campaign to top performing creatives

and frequencies by channel

Retailer needed to positively influence consumer opinion

across screens.

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

21

REACTION: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

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

22

RESONANCE:MATCHING WITH CRM TO GUARANTEE ROI LIFT

Advertisers achieved desired ROI results and

publisher opened a new market.

CHALLENGE RESULTSSOLUTION

Publisher executed a match of subscriber data with sales data

Publisher sold media based on guaranteed lift

in sales results.

Large print publishing company strove to

apply digital practices to traditional media

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

23

RESONANCE:USE OFFLINE DATA TO IMPROVE ONLINE CAMPAIGNS

Increased reach through

incremental online gains

CHALLENGE RESULTSSOLUTION

Retailer wanted to increase reach amongst light

store shoppers online

Identify audiences that shopped infrequently at their stores, applied look alike model to reach audience

at scale

PARTING PONDERANCE ON THE FUTURE OF PROGRAMMATIC…

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

25

THE FUTURE OF MEASUREMENT IN A PROGRAMMATIC WORLD NEEDS TO BE…

1. BRAND FOCUSED

1 2 3 4 5 6

2. ACCURATE, STABLE

3. REAL-TIME 5. ACCESSIBLE

6. INDEPENDENT4. GRANULAR

Copy

right

©20

13 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

26

PARTING THOUGHTS ON PROGRAMMATIC IMPACTS

• Measurement becomes an active part of the programmatic media process

• Organizations and underlying skill set requirements change slowly but drastically

• The role of “research” changes - insights may become more important than ever

• Impressions vs. currency is a misconstrued concept

• All big data models needs to be vetted against a source of truth

• Get smart at questioning data to vet its legitimacy

Q&A