140521 babylon quarto_meeting_nielsen

• JORGE PAPANICOLAU, PRODUCT LEADERSHIP INTERNATIONAL

• LUCA BORDIN, GM MEDIA SOLUTIONS ITALY

Milan -May 21, 2014.

MODELLI E METRICHE INNOVATIVE PER LA MISURAZIONE DELLA COMUNICAZIONE

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AGENDA

• New cross-media solutions,

• Brand Media View – consumer target planning across TV and Internet.

• Online Campaign Ratings – understand the true audience for digital campaigns.

• Nielsen Twitter TV Ratings – Social TV activity and audience measurement.

• What’s Next,

• Media Industry Transformation.

• Digital Program Ratings - The Nielsen Next Solution.

• Digital Dynamic Ratings.

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By addressing fundamental questions…

… in a comprehensive and integrated way

All screens / devices

Commercial and program

Paid, owned, earned

Global

Enabling the best decision-making around marketing mix, media spend allocation, and optimization

NEW METRICS FOR MARKETING EFFECTIVENESS

Who did my program or ad reach?

REACH

How did it change attitudes?

RESONANCE

How did it change behavior?

REACTION

BRAND MEDIA VIEW Consumer Target Planning Across TV And Internet

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BRAND MEDIA VIEW Is based on TV-ONLINE-CONSUMER panel fusion

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CROSS PLATFORMS PLANNING OPTIMIZATION

Traditional Planning

Media Target

Demographics

Female 20-44 (Broad GRPs)

Marketing Target

Nielsen Homescan

H/M/L Category/Brand buyers

No changes in TV and WEB currencies

Media Target

Nielsen BMV H/M/L

Category/Brand buyers

(Effective GRPs)

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Flight

Pre - Purchase behavior

T0 + 4 T0 - 4 T0 - 12 …. T0 - 52 T0 - 8 …. ….

Real Consumption Nielsen Homescan panel

9.000 HH/24.000 panelists

T0 + 8 T0 + 12

TV Audience (Auditel)

5.400 HH/13.000 panelists

Web Audience (Audiweb)

40.000 panelists

FUSION

BMV -PURCHASE REACTION

On + Post - Purchase behavior

T0

• Nielsen links purchase targets (based on real consumption) with media targets (exposed to ADV campaign) through the fusion methodology

• Once identified the media targets (not exposed vs ads exposed) we analyse the main consumer KPIs (category & brand penetration, avg spending and frequency) to describe their purchasing bahavior in the “X” number of weeks before and after the ADV campaign

Understand The True Audience For Digital Campaigns

ONLINE CAMPAIGN RATINGS

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ONLINE ADVERTISING MEASUREMENT

Click Through

Rates

Page Views Impression

4,5 M

0,015%

Unique Browsers

832.000 1,5 M

?

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ONLINE ADVERTISING MEASUREMENT

Other Media Post Campaign Today’s Online Post Campaign

Click Through

Rates

Page Views Impression

4,5 M

0,015%

Unique Browsers

832.000 1,5 M

32% Reach 2.6 Frequency

83 GRPs

Female 25-34

Still left asking

“Who saw my ad?”

≠

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What …

GRP’s Reach Frequency

How…

…by day …by publisher …by placement …by demo

ONLINE CAMPAIGN RATINGS: BIG DATA IN ACTION!

Interfaccia web based

Census impressions

23 M Users in Italy

Nielsen Panels

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ONLINE CAMPAIGN RATINGS: 3 STREAMS OF DATA

For a more in depth description of the Nielsen Online Campaign Ratings™ methodology, please request additional materials from your Nielsen representative.

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PROFILAZIONE

ONLINE CAMPAIGN RATINGS: HOW IT WORKS

AUDIENCE DATA PROVIDERS

CALIBRAZIONE

NIELSEN PANEL

NIELSEN ONLINE USER INTERFACE

CERTIFICAZIONE EMESSO

NIELSEN TAG

API

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FIRST AND ONLY GRP MEASUREMENT TOOL ACCREDITED BY THE MRC

NIELSEN TWITTER TV RATINGS Social TV Activity And Audience Measurement

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PROLIFERATION OF SOCIAL NETWORKS

Twitter TV activity is constantly increasing, not just as number of unique authors, but even in terms of engagement.

Source: Nielsen Social Guide

The ‘social soundtrack’ of the TV programs

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VOYEURISTIC PHENOMENON

Source: Nielsen Social Guide - Initial analysis based on episodes that aired between 8/30/13 and 9/16/13 to which at least 100 Tweets were ascribed. Nielsen Twitter TV Ratings are only available for English-language U.S. Broadcast and Cable Networks.

Authors are just the top of the iceberg!

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NTTR IS THE FIRST-EVER MEASURE OF THE REACH OF TWITTER TV CONVERSATION

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Nielsen TV Ratings – National

THE SOCIALGUIDE PLATFORM

CLASSIFIERS Nielsen Twitter TV Ratings (NTTR)

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Web impressions: Tweet served to client

Mobile impressions: Tweet overlaps with

screen

Unique Audience, de-duplicated across platforms

NTTR MEASURES IMPRESSIONS AND UNIQUE AUDIENCE

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Exclusive partnership with Twitter

Top of technology Nielsen Gold Standard

NIELSEN SOCIAL TV: TRUE REACH!

WHAT’S NEXT: DIGITAL PROGRAM RATINGS

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CROSS-PLATFORM MEASUREMENT

BY DEVICE TYPE

BY ADVERTISING MODEL

BY CONTENT TYPE

BY DELIVERY TYPE

BY USAGE

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DIGITAL PUBLISHER

TV NETWORK

PC LAPTOP

SMARTPHONE TABLET

APP BROWSER

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DIGITAL PUBLISHER

TV NETWORK

PC LAPTOP

APP BROWSER

SMARTPHONE TABLET

AD AD AD Measures a

representative piece

ONE AD TO MANY PEOPLE

LINEAR MODEL

MANY ADS TO MANY PEOPLE

Measures every piece

AD AD

AD

DYNAMIC MODEL

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AD AD

Measured by TV Ratings

ONE PROGRAM/AD TO MANY PEOPLE

AD

LINEAR MODEL

Measured using multiple sources including

Nielsen Online Campaign Ratings™ Nielsen Digital Program Ratings

MANY PROGRAMS/ADS TO MANY PEOPLE

AD AD

AD

DYNAMIC MODEL

CONSISTENCY

AUDIENCE

IMPLEMENTATION

MOBILE

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A HIGH QUALITY, REPRESENTATIVE PANEL ANCHORS ALL MEASUREMENT

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.

SOFTWARE METER

COMPARABLE OVERNIGHT RATING

Digital Video Ratings

TV Ratings

GOLD STANDARD

PROCESS

ONE ENCODING PROCESS

BIG DATA ENABLED

MEASUREMENT

ONE CLIENT-SIDE IMPLEMENTATION

Cross Platform

TWO TYPES OF VIDEO CONTENT

TV Originated Content

Native Digital Content

MRC ACCREDITED UNIVERSAL

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NIELSEN DIGITAL DYNAMIC RATINGS DPR and OCR combine to provide a complete measurement solution for the dynamic ad model

Nielsen Digital Program Ratings

Nielsen Digital Dynamic Ratings

Nielsen Online Campaign RatingsTM

Content R/F/GRPs by demos

Campaign

planning and pricing

Advertising R/F/GRP by demos

Campaign

settlement and evaluation

Demo guarantees with

confidence

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OCR AND DPR REINFORCE EACH OTHER Each media category measured with Nielsen Digital Dynamic Ratings benefit from ratings

Nielsen Digital Program Ratings

Nielsen Online Campaign RatingsTM

How OCR reinforces DPR

• Sellers will demand DPR to set demo expectations as buyers request guarantees

• Buyers using OCR will demand DPR data to optimize planning decisions

• Competitive data across publishers will become necessary as OCR use increases

How DPR reinforces OCR

• Buyers planning with DPR will demand OCR guarantees

• DPR will set demo expectations for sellers across the entire market

• DPR will highlight the effects of targeting vs. OCR results

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RAPID EVOLUTION OF DIGITAL PROGRAM RATINGS DPR will quickly broaden in reach and coverage

COMPUTER TABLET & SMARTPHONE

CROSS-PLATFORM REPORTING

SYNDICATED REPORTING

ADDITIONAL CONTENT COVERAGE

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