Nielsen presented findings on cross-platform measurement and advertising. They found that while TV dominates viewing time, cross-platform viewing is growing rapidly. Advertisers struggle to allocate budgets across platforms. The goal of cross-platform campaigns is typically to extend reach or increase audience overlap. There is opportunity to improve online audience targeting. However, cross-platform ad executions currently do not fully meet client needs around reach and frequency goals.

1. CROSS PLATFORM
MEASUREMENT
UNDERSTANDING TODAY’S DYNAMIC
CONSUMER EXPERIENCE
Randall Beard
Global Head,
Advertiser Solutions, Nielsen

2. OVERVIEW
1 Client Pain Points
2 3R Framework / Vision
3 Cross-Platform – What We’ve Learned
4 Q&A

3. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
NIELSEN MEASURES WHAT PEOPLE WATCH & BUY…
Audiences Consumer
& Purchase
Advertising
3

4. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
MORE DEVICES, MORE COMPLEXITY
CLOUD
DVR
TABLET
TV APPS
INTERNET
ENABLED TV
INTERNET
CONNECTED TV
EARLY MOBILE
VIDEO
ONLINE VIDEO
FOR PC
VCR
BROADCAST CABLE AND
SATELLITE TV VOD
TV
DVR
DVD
FIRST 50 YEARS LAST 10 YEARS LAST 5 YEARS
4

5. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
DIFFERENT METRICS MAKE LIFE CHALLENGING
Online measurement today Other measurement today
20%
Above 0.015%
the Fold
Click
Through
Page Views Rates
14,561 Server Log
Counts
178,509
Still left asking Demo: Female 18-22
Demo: Female 18-22
“Who saw my ad?”
5

6. CLIENT PAIN POINTS

7. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
CLIENTS ARE TELLING US THEIR PAIN POINTS:
1. How much should I spend?
2. How do I allocate my budget?
3. How do I optimize in real-time?
7

8. 3R FRAMEWORK

9. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
INGREDIENTS TO INCREASE YOUR ADVERTISING ROI
REACH X RESONANCE = REACTION
Reach the right people Influence their opinion Impact their behavior
Did my intended audience Did my campaign deliver Did my campaign deliver the
see my campaign? the desired brand impact? desired consumer response?
REAL – TIME
9

10. NIELSEN CROSS-PLATFORM VISION
By addressing fundamental questions… … in a comprehensive
and integrated way
All screens / devices
Commercial and program
Paid, owned, earned
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
WHO DID MY HOW DID IT WHAT DID IT Global
AD REACH? IMPACT MOTIVATE THEM
ATTITUDES? TO DO?
Enabling the best decision-making around
marketing mix, media spend allocation, and optimization
10

11. CROSS-PLATFORM:
WHAT WE’VE LEARNED

12. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
WHAT CROSS-PLATFORM ADVERTISERS WANT
Objectives stated for
Nielsen Cross-Platform Campaign Ratings campaigns
We wanted digital to
pick up where our TV
buy left off… reaching 60%
Incremental
P12-18
reach
40%
Maximize
exposure
Our objective was to
on TV + reach our intended
Online audience, M18-34,
from every angle
12

13. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
VIDEO CONTINUES ITS RULE OF CONSUMER ATTENTION
The average American watches nearly
5 hours of video each day
97.6% of which is on a traditional TV
Viewing on a Traditional TV Other Viewing (On the Internet, On a mobile phone)
13
Source: Nielsen State of The Media: The Cross-Platform Report Qtr 1, 2012

14. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
MULTI-TASKING ACROSS SCREENS HAS INCREASED
87%
of smartphone
owners use their
device while
watching TV at
some time
88%
of tablet owners
use their device
while watching TV
at some time
Source: Nielsen Mobile Connected Device Report 14

15. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
AUDIENCE DELIVERY DIFFERS BY SITE
68%
Off-Target
32%
On-Target Delivery by Site
On-Target Delivery by Site
Nielsen, US based example US based example 15

16. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
ONLINE AUDIENCE DELIVERY IS AN OPPORTUNITY
ACROSS ALL DEMO’S
% On-Target vs. % of Population
DEMOGRAPHIC % on % of Index
target1 population
P18+ 92% 78% 118
P18-49 78% 45% 173 The narrower
your audience,
M18-49 67% 22% 305 the bigger the
F18-49 44% 22% 200 opportunity
F35-54 27% 14% 192
M18-24 22% 5% 440
1 Source: Benchmarks and Findings from Nielsen Online Campaign Ratings 16

17. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
REGISTRATION DATA IMPROVES AUDIENCE DELIVERY
PERSONS 18-49 DEMO ON-TARGET %
71% V. 65%
Publishers with
registration data
have considerably
higher on-target
performance
delivery Ad networks’
on- target
performance is
comparable to
publishers without
registration data
88% V. 71%
17
Source: Nielsen Online Campaign Ratings

18. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
MAXIMIZING CROSS PLATFORM EXPOSURE
USUALLY DRIVES BETTER AD PERFORMANCE
TV + Internet Ad Exposed TV Ad Only Exposed
80%
57%
44%
36%
General Recall Brand Linkage
Nielsen, US based example
18

19. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
WHAT ADVERTISERS CURRENTLY GET
TV Online Random Actual
x = duplication Index
reach % reach % duplication
Increase
Campaign
reach 36.9% 9.1% 3.4% 3.5% 103
Average
Maximize Campaign
frequency 45.38% 2.38% 1.1% 1.1% 100
Average
Nielsen, US based example. Each group average of 4 campaigns. 19

20. SUMMARY
1 TV dominates, but cross-platform viewing is growing fast
2 Advertisers are struggling with cross-platform allocation
3 Goal is to extend reach and/or increase overlap
4 Opportunity to improve online audience delivery
5 Cross-platform execution is not meeting client needs