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Measuring & Optimizing Reach and Resonance in Digital Advertising

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Measuring and Optimizing Reach and Resonance in Digital Advertising Randall Beard Global Head – Advertiser Solutions Nielsen 1 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Advertising Effectiveness Simplified Effectiveness principles are universal / screen agnostic 2 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Reach & Resonance Drive Reaction The “3R’s” of Advertising ROI Reach Resonance Reaction Deliver Impressions Break Through & Communicate Drive  Sales 3 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Breaking Down Reach & Resonance Reach Resonance Reach the Right People Influence their Opinion • Was my ad even seen? • Did it break-thru? • Did it reach my audience? • Did it change opinions? 4 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measuring and Optimizing Reach: Viewability Question: Did anyone see my ad? • Optimize delivery against sites with best viewability: What’s In- view? ? On What Which Sites? Viewed Creative ? For How Long? 5 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Viewability Case Study A major insurance company was using a Background DSP to execute media buying decisions • ~50% creative not viewable • Doubled ad ROI Exchanges Networks Publisher Direct Viewable Viewable Viewable 41% 48% 59% of the of the of the time time time • Rebid on viewable creative 6 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measuring & Optimizing Reach: On-Target Delivery Question: Was my ad delivered to my target ? • Optimize site selection based on delivery: Delivery by demo Reach & Audience Frequency GRP’s Delivery % on target 7 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Audience Delivery Optimization Case Study A large beverage company used Nielsen Online Campaign Ratings to Background track audience delivery and optimize in real time 41% • Only 16% of impressions were on target 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 days 8 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measuring & Optimizing Resonance: Brand Awareness Question: Is my campaign breaking thru and changing opinions? • Use real-time Brand Effect metrics to maximize impact: Which Creative Creative ? Which Targeting Brand Brand Brand Site Which Target? Effect Effect Effect Site Sites? Frequency How Frequency Frequent? 9 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Resonance Optimization Case Study A coffee cream maker wanted to create awareness and trial for Background a new line of fat-free coffee creamer CPG Awareness + 34.4% • Measured campaign performance in + 23.2% real-time Optimized • Identified lowest-performing creative units and placements • Re-allocated those impressions to higher-performing creative units Applying 3 simple rules • Improved Brand Awareness +56% – Increased brand lift 56% – Increased effective media spend by $100k+ 10 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measuring & Optimizing Resonance: Performance Drivers Question: Why is my campaign performing the way it does ? • Post campaign analysis to diagnose performance drivers 11 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Resonance Diagnostics Case Study An insurance company wanted to understand how their Background message was resonating with different demographic segments • Message communication was Message stronger among Females 25+ Association • Brand recommendation was Brand Recommendation also stronger Females 25+ 12 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Reach & Resonance Real Time Optimization Drive Best Reaction Results The “3R’s” of Advertising ROI Reach Resonance Reaction Deliver Impressions Break Through & Communicate Drive  Sales Real Time Optimization 13 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Summary • 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 14 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measuring and Optimizing Reach and Resonance in Digital Advertising Randall Beard Global Head – Advertiser Solutions Nielsen 15 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.

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Measuring & Optimizing Reach and Resonance in Digital Advertising

  • 1. Measuring and Optimizing Reach and Resonance in Digital Advertising Randall Beard Global Head – Advertiser Solutions Nielsen 1 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 2. Advertising Effectiveness Simplified Effectiveness principles are universal / screen agnostic 2 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 3. Reach & Resonance Drive Reaction The “3R’s” of Advertising ROI Reach Resonance Reaction Deliver Impressions Break Through & Communicate Drive  Sales 3 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 4. Breaking Down Reach & Resonance Reach Resonance Reach the Right People Influence their Opinion • Was my ad even seen? • Did it break-thru? • Did it reach my audience? • Did it change opinions? 4 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 5. Measuring and Optimizing Reach: Viewability Question: Did anyone see my ad? • Optimize delivery against sites with best viewability: What’s In- view? ? On What Which Sites? Viewed Creative ? For How Long? 5 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 6. Viewability Case Study A major insurance company was using a Background DSP to execute media buying decisions • ~50% creative not viewable • Doubled ad ROI Exchanges Networks Publisher Direct Viewable Viewable Viewable 41% 48% 59% of the of the of the time time time • Rebid on viewable creative 6 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 7. Measuring & Optimizing Reach: On-Target Delivery Question: Was my ad delivered to my target ? • Optimize site selection based on delivery: Delivery by demo Reach & Audience Frequency GRP’s Delivery % on target 7 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 8. Audience Delivery Optimization Case Study A large beverage company used Nielsen Online Campaign Ratings to Background track audience delivery and optimize in real time 41% • Only 16% of impressions were on target 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 days 8 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 9. Measuring & Optimizing Resonance: Brand Awareness Question: Is my campaign breaking thru and changing opinions? • Use real-time Brand Effect metrics to maximize impact: Which Creative Creative ? Which Targeting Brand Brand Brand Site Which Target? Effect Effect Effect Site Sites? Frequency How Frequency Frequent? 9 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 10. Resonance Optimization Case Study A coffee cream maker wanted to create awareness and trial for Background a new line of fat-free coffee creamer CPG Awareness + 34.4% • Measured campaign performance in + 23.2% real-time Optimized • Identified lowest-performing creative units and placements • Re-allocated those impressions to higher-performing creative units Applying 3 simple rules • Improved Brand Awareness +56% – Increased brand lift 56% – Increased effective media spend by $100k+ 10 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 11. Measuring & Optimizing Resonance: Performance Drivers Question: Why is my campaign performing the way it does ? • Post campaign analysis to diagnose performance drivers 11 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 12. Resonance Diagnostics Case Study An insurance company wanted to understand how their Background message was resonating with different demographic segments • Message communication was Message stronger among Females 25+ Association • Brand recommendation was Brand Recommendation also stronger Females 25+ 12 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 13. Reach & Resonance Real Time Optimization Drive Best Reaction Results The “3R’s” of Advertising ROI Reach Resonance Reaction Deliver Impressions Break Through & Communicate Drive  Sales Real Time Optimization 13 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 14. Summary • 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 14 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 15. Measuring and Optimizing Reach and Resonance in Digital Advertising Randall Beard Global Head – Advertiser Solutions Nielsen 15 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.