Digiday Brand Conference: Workshop with Nielsen: Leveraging Reach and Resonance to Drive Results

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Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Measure and Optimize Reach and ResonanceCopyright © 2012 The Nielsen Company. Confidential and proprietary.

Measuring and OptimizingReach and Resonance in Digital Advertising

Randall BeardGlobal Head – Advertiser Solutions The Nielsen Company

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Measure and Optimize Reach and Resonance

Advertising Effectiveness Simplified

Effectiveness principles are universal / screen agnostic

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Reach & Resonance Drive Reaction

The “3R’s” of Advertising ROI

Reach

Deliver Impressions

Resonance

Break Through & Communicate

Reaction

Drive Sales

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Breaking Down Reach & Resonance

Reach the Right People

• Was my ad even seen?

• Did it reach my audience?

Reach

Influence their Opinion

• Did it break-thru?

• Did it change opinions?

Resonance

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Question: Did anyone see my ad?

• Optimize delivery against sites with best viewability:

?

Measuring and Optimizing Reach: Viewability

What’s In-view?

For How Long?

Which Creative ?

On What Sites? Viewed

What’s In-view?

On What Sites?

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Exchanges Publisher Direct Networks

Viewable41%

of the time

Viewable48%

of the time

Viewable59%

of the time

• ~50% creative not viewable

A major insurance company was using a DSP to execute media buying decisions

Background

Viewability Case Study

• Rebid on viewable creative

Exchanges Publisher Direct Networks

Series1

$1.40

$2.80

ROI2X

• Doubled ad ROI

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Delivery by

demo

% on target

GRP’sReach &

FrequencyAudienceDelivery

Measuring & Optimizing Reach: On-Target Delivery

Question: Was my ad delivered to my target ?

• Optimize site selection based on delivery:

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• Only 16% of impressions were reaching the intended audience

• Secured better placements from underperforming publishers

• Optimized by reallocating impressions from low to high performing sites

• Increased on target impressions to 41% of the campaign

A large beverage company used Online Campaign Ratings to track audience delivery and optimize in real time

Background

Off TargetImpressions

On TargetImpressions

16% on target

41%on target

days

Audience Delivery Optimization Case Study

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Measuring & Optimizing Resonance: Brand Awareness

Creative

Targeting

Frequency

Site

Brand

Effect

Frequency

Site

Brand

Effect

WhichCreative ?

WhichTarget?

How Frequent?

Which Sites?

Brand

Effect

Question: Is my campaign breaking thru and changing opinions?

• Use real-time Brand Effect metrics to maximize impact:

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Brand Lift05

101520253035404550

+ 23.2%

+ 34.4%

Optimized

Applying 3 simple rules– Increased Brand Lift 56%

– Increased effective media spend by $100k+

CPG Awareness

Resonance Optimization Case Study

A coffee cream maker wanted to create awareness and trial for a new line of fat-free coffee creamer

Background

• Measured campaign performance in real-time

• Identified lowest-performing creative units and placements

• Re-allocated those impressions to higher-performing creative units

• Improved Brand Awareness +56%

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Measuring & Optimizing Resonance: Performance Drivers

Lift against target

TV

Equity Impact

Creative strength

s

Brand

EffectCreative

Strengths

Brand

Effect

Question: Why is my campaign performing the way it does ?

• Post campaign analysis to diagnose performance drivers

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Resonance Diagnostics Case Study

• Message communication was

stronger among Females 25+

• Brand recommendation was

also stronger Females 25+

An insurance company wanted to understand how their message was resonating with different demographic segments

Background

Male 25+ Female 25+0%5%

10%15%20%25%30%35%40%45% 34%

44%

Male 25+ Female 25+0%5%

10%15%20%25%30%35%40%45%

27%

44%

Message Association

Brand Recommendation

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Reach & Resonance Real Time Optimization Drive Best Reaction Results

The “3R’s” of Advertising ROI

Reach

Deliver Impressions

Resonance

Break Through & Communicate

Reaction

Drive Sales

Real Time Optimization

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• 3R Framework – simple, actionable, powerful– End to end measurement is critical– Reach and Resonance are key to strong Reaction

• Real-time digital optimization is a big opportunity– Reach and Resonance– Single vendor, single tag

• Best results achieved by optimizing all key aspects of campaign– Reach: Viewability & Audience delivery– Resonance: Breakthrough & attitudinal impact + post campaign diagnostics

• Measure Reaction via offline sales impact– Verify sales / spending impact of optimized campaign– TV comparable metrics

Summary

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Measure and Optimize Reach and ResonanceCopyright © 2012 The Nielsen Company. Confidential and proprietary.

Measuring and OptimizingReach and Resonance in Digital Advertising

Randall BeardGlobal Head – Advertiser Solutions The Nielsen Company

Digiday Brand Conference: Workshop with Nielsen: Leveraging Reach and Resonance to Drive Results

Technology

optimizing reach

critical reach

optimizing resonance

big opportunity reach

resonance copyright

key aspects of campaign

target impressions

impressionsimpressions