1. UNDERSTAND THE TRUE
AUDIENCE FOR DIGITAL
WITH NIELSEN ON-LINE CAMPAIGN RATINGS

2. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
ADVERTISING EFFECTIVENESS SIMPLIFIED
Effectiveness principles are consistent across screens
Reach the right people
Reach
Influence their opinion
Sales Effect
Nielsen Campaign
Ratings
Resonance
Online Brand Effect
Impact their behavior
Reaction
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3. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
AD EFFECTIVENESS NEEDLESSLY COMPLICATED
Effectiveness metrics, however, vary greatly across screens
Web measurement today:
Brand advertisers left asking:
20%
0.015%
Above
the fold
Page Views
14,561
“Was the ad delivered to my intended
audience?”
Click
through
Rates
“Was my ad even seen?”
“Did it shift their opinion?”
Server
Log
Counts
“Why or why not?”
178,509
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4. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
SEVERAL CRITICAL QUESTIONS AND CLIENTS
HAVE ASKED NIELSEN TO HELP
Advertisers
How do I know who
I am actually
reaching online… audiences and
Publishers
How can I prove
my online
audience is differentiated, and as
not cookies or impressions?
a result, my ad inventory should be
valued higher?
How can I understand the value of my
online advertising in the context of
How do I demonstrate that
my overall media buy?
How do I get better data about what
online advertising is delivering for me
to feed into marketing mix
models?
my
inventory adds value to crossplatform advertising?
How do I show that the online
campaign is delivering against
the advertiser’s brand
objectives?
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5. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
ONLINE CAMPAIGN RATINGS OVERCOMES PANEL LIMITATION
TO DELIVER THE BEST MEASUREMENT FOR ONLINE AD
CAMPAIGNS
Directly measures demographics from
Facebook’s registry, surpassing other methods of
reporting campaign audience
82m+
Registered
Users (BR)
Measures
Work &
Home
Delivers unique reach, frequency, on target
impressions across campaigns, by publisher, by
placement
30-50%
Impressions
assigned actual
demos for average
campaign
Provides Online Gross Rating Points (GRPs)
consistent with TV Ratings
Delivers daily results WITH demographics, for
online campaigns of any size
First Internet measurement system with
demographic ratings for campaigns accredited by
the MRC*
*Nielsen Online Campaign Ratings is accredited by the Media Rating Council (MRC). Featured elements including
DMA, verification and viewability are not currently accredited, but are undergoing review by MRC.
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6. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
CAMPAIGN RESULTS’ EXAMPLE
Women’s Personal Care Product Campaign Target: Females 18-34
23%
of delivery
reached the
target
audience
51%
of audience
was Male
6

7. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
ONLINE CAMPAIGN RATINGS’ CRITICAL
INNOVATION IS THE PRIVACY-PROTECTED USE
OF ONLINE REGISTRATION DATA
Tag Ads
Count
Tag for display,
video, rich, etc.
Count all ad impressions
Nielsen Server
Assign Demos
Data Provider
Exposures
Nielsen tag
Calculate
Report
Calibrated unique
audience and
impressions are
projected out to
the full
campaign
Reports with full
demos available
the next morning
Assigns demos for
all users with a logged-in
cookie (~30-50% on avg)
Calibrate
Nielsen CrossPlatform Homes
Panel
- Corrects for bias in data
provider sample
- Compensates for
attribution error
Nielsen Audience
Calibration Engine
Nielsen Mediaview
Nielsen Online Campaign Ratings is accredited by the Media Rating Council (MRC). Featured elements including DMA,
verification and viewability are not currently accredited, but are undergoing review by MRC.
7

8. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
1,800+ CAMPAIGNS MEASURED TO DATE REVEAL
ACTIONABLE INSIGHTS FOR ADVERTISERS
•
On average, 52% of impressions on-target
o 31% on-target for narrowly-defined targets1
o 83% on-target for broadly-defined targets2
• Wide variation of performance against
objectives across campaigns – a few in the high
90%, others in single digit percentages
•
Sites with better user registration information
and more focused content tend to achieve the
best on-target delivery
•
Data is being used to identify execution
errors and optimize delivery, even doubling
the on-target percentage in some cases
8
1 Narrowly-defined target groups are single gender, less than 15-year age range
2 Broadly-defined target groups are all genders, greater than 30-year age range
Copyright © 2012 The Nielsen Company. Confidential and proprietary. 8

9. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
ADVERTISERS ARE USING ONLINE CAMPAIGN
RATINGS TO IMPROVE AUDIENCE DELIVERY AND
DRIVE IMPACT
DATA INTEGRATION
POST BUY ANALYSIS
CROSS-PLATFORM
ANALYSES AND
OPTIMIZATION
IN-FLIGHT OPTIMIZATION
FUTURE DIGITAL PLANNING
NEGOTIATING / BUYING CHANGE
9

10. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
EXAMPLE: NATIONAL RETAIL CHAIN USED
ONLINE CAMPAIGN RATINGS TO ENSURE
EFFECTIVE DELIVERY
90%
Daily On-Target Delivery
Site 1
80%
Site 2
70%
60%
Site 3
50%
Site 4
40%
30%
20%
10%
Pushed publisher to
improve performance
after finding an error
Site 5
Cancelled and
re-allocated spend
due to consistent
low delivery
Site 6
Site 7
0%
10

11. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
EXAMPLE: LARGE BEVERAGE COMPANY USED
ONLINE CAMPAIGN RATINGS TO OPTIMIZE INFLIGHT
• Advertiser contacted underperforming publishers
in plan to review results and modify their
placements
41%
on target
• Select publishers were dropped from the plan and
client re-allocated ad spend to top performing
publishers
16%
on target
days
Off Target
Impressions
On Target
Impressions
Source: Blinded Nielsen Online Campaign Ratings case
11

12. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
EXAMPLE: COLLABORATIVE OPTIMIZATION
PUBLISHER HAS USED OCR TO OPTIMIZE PERFORMANCE ON
ADVERTISER INITIATED CAMPAIGNS
Campaign 1
Campaign 3
Campaign 2
Campaign 4
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13. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
CROSS-PLATFORM CAMPAIGN RATINGS MEASURES
UNDUPLICATED AUDIENCE ACROSS TELEVISION + ONLINE
Cross-Platform Campaign Ratings
Unduplicated Audience
What is the total unduplicated reach and
frequency of a cross-platform campaign?
Nielsen TV Ratings
What audience
is reached only
through TV?
Television
Audience
Online
Audience
How frequently?
Online Campaign
Ratings
What audience is
reached only through
Online?
How frequently?
Duplicated Audience
What audience is reached by both the
TV and online campaign?
How frequently?
13

14. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
EXAMPLE: BEVERAGE COMPANY QUANTIFIED
UNDUPLICATED AND INCREMENTAL REACH FOR
CAMPAIGN
14

15. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
EXAMPLE: BEVERAGE COMPANY IDENTIFIED STRENGTHS OF
EACH MEDIA IN REACHING CONSUMERS ACROSS BROAD
TARGET
15

16. WWW.NIELSEN.COM/CAMPAIGNRATINGS

17. APPENDIX

18. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
AUDIENCE PROFILE REPORT
18

19. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
PLACEMENT REPORT
19

20. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
DAILY REACH BUILD REPORT
20

21. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
GLOBAL MARKET REPORT
21

22. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
CUSTOM DATE RANGE REPORT
22