Nielsen On Clutter

Media Planning:
Introducing Clutter Measurement
Into the Online Buying and Selling
Process
October 10, 2008
Jon Gibs
Vice President, Media Analytics
Jon.gibs@nielsen.com

Confidential & Proprietary
© 2007 The Nielsen Company

quot;Advertisements are now so numerous that they are very
negligently perused, and it is therefore become necessary to
gain attention by magnificence of promises, and by eloquence
sometimes sublime and sometimes pathetic.quot;

Samuel Johnson,
quot;The art of advertising exemplifiedquot;, The # 4o, 1759


“Television and direct mail exhibit the most perceived ad clutter. Newspaper
and Yellow Pages exhibit the least. Attitude to advertising is generally
affected by excessive advertising and disruptive advertising. Ad
avoidance is generally related to excessive advertising, disruptive
advertising, and ads that make it harder to search the medium. Finally, our
findings suggest that standard demographic variables are not particularly useful
as a means to identify people who are more likely to consider advertising
excessive.”


How Impactful Is It?

• Methodology: 5 cell test, e-mail survey
• Sample: n = 200 per cell, weighted by age, gender and income.
• Description: Each cell are shown pages with increasing levels of ad
clutter. Each are then asked questions about the page content as well
as standard advertising effectiveness questions


Impactful Enough…
Unaided Recall


The Drivers Of Clutter Online


Our Goal

To develop a planning/selling metric that can be
used in conjunction with other metrics such as
unique audience to allow agencies to better place
advertising and for publishers to better monetize
their inventory.


The Clutter Metric

(Ad Impressions/Page Views) *Pixel Weight

Total Time


Niche Content Sites Tend Toward Higher
Clutter, Functional Sites Lower
Clutter Score (Low Is Good)

Nielsen Online Custom Clutter Analysis: Confidential & Proprietary
NetView and Ad Relevance (9/08) © 2007 The Nielsen Company

Clutter Tends To Separate Sites
Based on Their Consumer Function

Men's Interests

Automotive Niche

Finance
Women's Interests
Clutter

Local Home & Garden
Humor Health & Fitness
General Use
Computing & Technology ‐ Consumer
Kids & Family Weather
Entertainment

Business Sports & Recreation
Application
Learning & Yellow & White Pages General/National News
Reference Learning & Reference
Games
Targeted Travel Shopping & Auction
Portal/Community Greetings Employment
General Community
Computing & Technology ‐ Consumer

Average Category UA (000)

The Segment Clutter Metric

Clutter Metric
X
% Of Total Time Segment Spends On Site


Score Percent Of Minutes A18‐34
123Greetings 1.00 5%
Charter.net 3.01 8%

Made Up
Cheap Tickets 1.25 10%

Real
ESPN.com Page 2 0.64 6%
Superpages 0.25 20%
TechRepublic 1.44 9%
The History Channel.com 0.47 29%
VH1 2.36 8%
Yahoo! HotJobs.com 1.32 4%

Demo Score 1.03

Score Percent Of Minutes A18‐34
Charter.net 3.01 29%
Superpages 0.25 20%
VH1 2.36 8%

Demo Score 1.57


Demo Clutter Level Exposure


A Drill Down on Male-Oriented Sites

Bubble Size = Time Per Person
Cardomain.com

Less So…
Clutter

Motor Trend

Average Clutter Level For Men
Pop Mech
Opportunity

Average Category UA (000)

The Advertiser Clutter Metric

Clutter Metric
X
% Of Total Impressions Advertiser
Spends On Site


The Advertiser Clutter Metric

Score Percent Of Impressions GM
Charter.net 3.01 8%
Superpages 0.25 23%
VH1 2.36 3%

Advertiser Score 0.91

Nielsen Online Custom Clutter Analysis: NetView and Ad Confidential & Proprietary
Relevance (9/08)

Some Buyers Are More
Clutter Sensitive Than Others

Could Use Some Help
Clutter

Pretty Standard

Smart Buying
Wow

Impressions


Clutter Level For The Top Advertisers
Impressions

16,235,291,000

7,497,120,000

5,906,772,000

5,100,218,000

3,529,016,000

3,274,147,000

3,241,788,000

2,854,367,000

2,843,214,000

2,731,950,000


Top Scorers For 500 Million+ Impressions


Bringing It All Together:
Selling Inventory On a Weather Site

Goal: A weather site is trying to establish as an
effective advertising vehicle to reach high-income
consumers for American Express


The Audience Size Is Fairly Cut And Dry…


A Look At Clutter Of Weather Sites


But the thing is, clutter
isn’t always bad

Why do you research guys always have to
make everything so darn complicated?


Low Clutter Is Not Always Good, Sometimes
It Minimizes Opportunity
- Advertiser Clutter +

- Segment Clutter +


Four Sites Achieve Demo Scores

1.29 $150,000 HH Inc Demo Score


Three Sites Achieve Advertiser Scores

1.1 Amex Advertiser Score


So Let’s Look At Clutter Of Weather Sites

Not enough inventory?


Optimal Opportunity To Clutter Ratio

Optimal


Next Steps

- Develop trending
- Building better weighting schema
- Incorporate into planning models


Conclusions

- Clutter is a big deal, and not just for TV
- Clutter is measurable
- Clutter does not stand on its own
- Clutter is not necessarily bad


Nielsen On Clutter

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