Ad Survey Editorial Methodology - Nielsen factsheets... · Ad Survey Editorial Methodology . ... Report • Reports with full demos available overnight . ... oMore narrowly defined
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Sample Coverage • The hypothetical Acme campaign delivered 100K impressions on Site A • The sample coverage was 46%, meaning that 46,000 impressions were directly attributable
to a logged-in Facebook user • The same sample coverage can be computed for Site B and Site C, and campaign total.
Data Provider Sample • Data files for Site A placement show 46% sample coverage of the impression universe • Data provider summary file breaks down audience impressions and user by demo group
• Reports are available: – By demo group – By site – By campaign total
• Campaign Total Report reflects unduplicated audience across all sites
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Campaign Ratings is the most accurate ad measurement product available, for even the smallest campaigns
Campaign Ratings
1 million 2 million
Error rates at different campaign sizes
100,000 10,000 50,000 5,000 daily impressions
Panel size
Competing products break down especially for smaller campaigns Nielsen Campaign Ratings can provide results for online campaigns of any size, with extremely high accuracy
30%42%6%
43%60%
9%
96%136%
19%
134%
189%
27%
30-50% sample coverage
Less than 2% sample coverage
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Campaign Ratings goes beyond who might have viewed to tell you who actually remembered your ads
Who was the ad delivered to?
Was the ad visible on-screen?
Was the ad actually viewed?
Did the viewer remember the product or brand
(breakthrough)?
Did the ad impact the viewer’s attitude?
Did the ad
lead to action?
Campaign Ratings
Campaign Ratings incorporates ‘breakthrough‘ • Assessment of how well the
target audience could remember the ads next day
• Based on next-day poll response of exposed person in target
• Reporting at the publisher and creative level
• Results weighted to reach / frequency from Nielsen Campaign Ratings
• Scalable and offered for most campaigns
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Extending Campaign Ratings cross-platform
Television Audience
Digital Audience
TV-only • What audiences can only
be reached through TV today?
TV and Digital • What audiences are
exposed to all parts of my cross-platform campaign?
Digital-only • What audiences are
outside the reach of TV? • What incremental reach
can I get from digital?
Nielsen Campaign Ratings will provide unduplicated reach for TV and Online components of cross-platform campaigns
March beta trial; Q4 2012 commercial launch
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TV ads encoded with Nielsen Audio Watermark
Digital ads tagged with Nielsen tag
Advertisers identify all of the TV and online ads from a cross-platform ad campaign
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Nielsen measures campaign reach and frequency for each media independently, NPM panel for TV; online ratings for digital
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NPM panel Online Campaign Ratings
Nielsen uses the CPH panel to adjust individual media reach measurements by a duplication factor
3 Nielsen Cross- Platform Homes Panel
Nielsen combines and calibrates the measurements to generate the final only-only-both measurement for the campaign
4 TV- only reach
Digital- only
reach
Cross- Platform
reach
Nielsen Campaign Ratings combines TV and online ad measurement using our proprietary single-source panel
Note: Participating campaigns must have > 25mm online impressions
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Findings from analysis of Campaign Ratings results
• On average, 50% of campaign impressions hit defined audience demo targets o Broadly defined targets (specified age or gender) ranged from 45-61% o More narrowly defined targets (specified age and gender) ranged from
22-50%
• Wide range of on-target delivery for specific sites o Broadly defined targets (specified age or gender) ranged from 11-99% o More narrowly defined targets (specified age and gender) ranged from 5-
61%
• Sites that tend to have better registration data and more targeted content and services tended to deliver more on-target
• Sites with lower reach tended to have higher frequency of visitation
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Advertisers have used Nielsen Campaign Ratings to drive impact in several ways
Post buy assessment • Large consumer goods manufacturer identified opportunities to increase
on-target audience by 77% and save 11% spend Post buy assessment • Top telecom company used reach + breakthrough data to identify large
differences in effective CPM across publishers for the same campaign
In flight campaign optimization • Large beverage company optimized in-flight mid-campaign, resulting in a
25% increase in on-target delivery Demo-based guarantees • Large healthcare company, in conjunction with their agency, required
publishers to guarantee on-target GRPs (based on Nielsen Campaign Ratings)
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We believe publishers can leverage Nielsen Campaign Ratings to differentiate and demonstrate performance
• Track your ability to deliver over time o Test and learn by running campaigns through Campaign Ratings o Highly accurate reach, frequency, and GRP; by age and gender, and DMA o Integrated breakthrough (next day recall) measurement, by age and gender o Build database of Campaign Ratings results to understand ad audience, delivery
performance
• Prove you deliver a unique, differentiated audience- do you perform strongly in delivering difficult-to-reach demos? Communicate supporting Campaign Ratings results
• Explore opportunities to charge more for delivering a target audience- rewards for delivering on target audience guarantees?
• Validate targeting and planning approaches
o In-flight and post-campaign comparison of actual audience delivered vs target / planning expectations