Dina Smyth from Nielsen and Mary Shirley from Horizon Media/Eden Road Trading's presentation from Digiday Brand Summit, December 8, 2014.

1. HOW HORIZON MEDIA COLLABORATES
WITH MEDIA SELLERS TO INCREASE ROI
FOR THEIR BRANDS
Mary Shirley, SVP Digital, Horizon Media/Eden Road Trading
Dina F. Smyth, VP Activation, US, Nielsen

2. Copyright ©2014 The Nielsen Company. Confidential and proprietary.
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ONLINE MEDIA ADVERTISING
WHAT ARE WE MEASURING
• On-target and brand lift performance across multiple media sellers.
• Impact of campaign components and their ability to shift audience mindset:
• Ad Networks, DSP’s and .com’s
• Creative assets: standard IAB vs. rich media vs. video.
• Targets
• Viewability
• Ability of sites to reach the targeted audience.
• Levels and impact of frequency against the media plan.
• Where to optimize, in real time, to increase on target and brand lift performance.

3. Copyright ©2014 The Nielsen Company. Confidential and proprietary.
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Through a shared data view Horizon Media and their
Media Sellers maximize the impact of the digital
investment.
• Access the same data performance, in real time.
• Discover the optimal campaign components to increase
digital performance
• Facilitates conversation & optimization actions
Without
Collaborative
Optimization
Process
With
Collaborative
Optimization
Process
WHY COLLABORATION IS IMPORTANT
33%
33%
HIGHER
BRAND LIFT
On average, when HMI and their Media
Sellers collaborate on optimizations, the
Media Sellers generate a 33% higher brand
lift performance.

4. Copyright ©2014 The Nielsen Company. Confidential and proprietary.
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VIEWABLE ADS RESONATE MORE
In an analysis of 30 display studies, brand lift increased by an average of 31%
when non-viewable responses were filtered out of the exposed group
28.3%
40%
30%
20%
10%
0%
Lift: 17.4%
Lift: 22.7%
31%
brand
lift
Control All Responses Viewable Responses Only
Data based on 30 separate Nielsen Online Brand Effect campaign results, date range between 9/3/13 – 2/7/14.
Difference between overall exposed group and viewable exposed group is statistically significant at 99% confidence.

5. Copyright ©2014 The Nielsen Company. Confidential and proprietary.
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COLLABORATIVE OPTIMIZATION WORKS
PROVEN RESULTS FOR BRAND ADVERTISERS
Horizon Media maximized the brand-building effectiveness of an ad campaign for
International Delight, through two simple adjustments:
1. Reallocated ad impressions from the lowest performing ad units to higher
50
40
30
20
10
0
Awareness Objective for CPG
+ 23.2%
+ 34.4%
Optimized
Brand Lift
performing units while the campaign was still running.
2. Reallocated ad impressions to the stronger performing targets
By doing so, Horizon Media
increased brand lift for
International Delight ’s product
from 23.2% to 34.4% increasing
the effective media spend by over
$100,000

6. Copyright ©2014 The Nielsen Company. Confidential and proprietary.
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WORKING WITH MEDIA SELLERS
LAYING THE GROUNDWORK FOR SUCCESS
• Set expectations at RFP stage.
• Insist on participation across sites with largest investment.
• Agree on assets & targeting to tag/track performance.
• Identify optimization timeframes.
• Agree on primary KPI.

7. REAL CAMPAIGNS REAL RESULTS

8. Copyright ©2014 The Nielsen Company. Confidential and proprietary.
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MAXIMIZING EFFECTIVE CREATIVE
Objective: Build Awareness
Category: TV Networks
Collaborative Partner: Major Ad Network
Optimization Timing: Mid campaign
KPI: Brand Lift
Collaborative Optimization Steps:
1. Identify strongest performing creative assets.
2. Shift 10% more impressions into those assets.
3. Brand lift rises from 1.3% to 18.6% overall.

9. Copyright ©2014 The Nielsen Company. Confidential and proprietary.
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MAXIMIZING EFFECTIVE FREQUENCY
Objective: Purchase Intent
Category: Beverage (Non Alcoholic)
Collaborative Partner: .com
Optimization Timing: Mid campaign
KPI: Brand Lift
Collaborative Optimization Steps:
1. Identify optimal frequency across site.
2. Adjust frequency controls to 5-9x per
audience.
3. Brand lift rises from 48.6% to 90.5% overall.

10. Copyright ©2014 The Nielsen Company. Confidential and proprietary.
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LEVERAGING VIEWABILITY DATA
Objective: Build Awareness
Category: Alcoholic Beverages
Collaborative Partner: Local News .com
Optimization Timing: Week 5 of 12
KPI: Brand Lift
Collaborative Optimization Steps:
1. Identify opportunity to improve viewability.
2. Increase viewability of 160x600
3. Brand lift rises from 49.8% to 104.7% for the
160x600.

11. Copyright ©2014 The Nielsen Company. Confidential and proprietary.
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LEVERAGING ON TARGET RATES
In today’s online marketplace, agencies are buying inventory with on target guarantees.
Buying against guarantees has become most prevalent across online video publishers
looking to offer the same buying currency as TV.
Collaborative Optimization Steps:
1. Identify highest and lowest on target rate
across sites/placements.
2. Shift lowest on target impressions to
higher on target placements.
3. Monitor & adjust monthly.
Objective: Reach Persons 18-49
Category: Insurance
Collaborative Partners: Varied
Optimization Timing: Quarterly
KPI: On Target Rate

12. Copyright ©2014 The Nielsen Company. Confidential and proprietary.
LEVERAGING ON TARGET RATES & BRAND LIFT
HMI visualizes on target and brand lift gains against impression investments to showcase
their commitment to maximizing their Advertiser’s digital investment.
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Chart is illustrative vs. actual

13. Thank You!