Specific Media TVAS Breakfast Event - Nielsen section
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Specific Media and Nielsen held a breakfast event for our clients where cross media advertising was discussed and promoted. The morning allowed us to shed some light on our exciting new TV Audience Segments project. Here are the slides that were presented on the day.
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Specific Media TVAS Breakfast Event - Nielsen section
- 1. #SMTVAS James Oates UK Managing Director, Marketing Effectiveness Nielsen Digital
- 2. James Oates UK Managing Director Marketing Effectiveness June 2014 PLAN…BUY… MEASURE… FOR CROSS PLATFORM SUCCESS
- 3. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 3 THE DYNAMIC MEDIA LANDSCAPE Streaming & OTT services delivering increased choice and control Social Media is empowering influencers and creating communities Smartphones & Tablets transforming relationships TV viewing is growing…but is now multi screen and time shifted Cross Platform Advertising delivering incremental reach and frequency Younger demos shifting to “Video Everywhere”
- 6. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 6 TV IS STILL THE PREFERRED SCREEN… • U.S.: Nielsen NPOWER; U.K.: BARB; Italy: Auditel 185:00 Average Monthly TV Time Spent (HH:MM) – December 2013 129:54 143:20
- 7. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 7 …BUT TIME IS NOW SHARED WITH OTHER DEVICES • U.S.: NetView, Mobile NetView 3.0; U.K.: NetView, Mobile Meter Panel; Italy: NetView, Mobile Meter Panel Average Monthly Time Spent online on Computers and Mobile Devices (HH:MM) – December 2013 26:58 34:21 29:14 41:42 18:07 37:12
- 8. ht©2012TheNielsenCompany.Confidentialandproprietary. 8 CHALLENGE OF LANDING AN AD EFFECTIVELY Advertising is less effective to younger audiences Remember the ad Remember the brand 35-49 years 50+ years18-24 years 25-34 years 46% 33% 56% 39% 62% 44% 70% 54%
- 9. THE CHALLENGE… MORE PLATFORMS MORE ADVERTISING LESS FOCUS
- 10. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 10 FOCUS ON THE METRICS THAT MATTER : 3RS X =REACH Did my intended audience see my campaign? RESONANCE Did my campaign deliver the desired brand impact? REACTION Did my campaign deliver the desired consumer response?
- 11. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 11 USING BIG DATA PARTNERSHIPS TO CREATE A CONSISTENT METRIC currency- quality ratings n panel big data
- 12. 12 Copyright©2013TheNielsenCompany.Confidentialandproprietary. Viewability WHAT HOW… And if that were not enough… …. IN REAL TIME WITH NO MINIMUM CAMPAIGN SIZE Market Mix Model Extracts TV + Online Realtime Resonance measures …by day …by publisher …by placement …by demo Reach Frequency Gross Rating Points ONLINE CAMPAIGN RATINGS
- 13. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 13 EUROPEAN RESULTS SHOW HUGE UPSIDE POTENTIAL FOR ONLINE AD CAMPAIGNS OF ALL IMPRESSIONS ARE SERVED TO THE TARGET AUDIENCE only50% THE VARIANCE BETWEEN PUBLISHERS IS SIGNIFICANT OPTIMISING IN REAL TIME IS DELIVERING INCREASED ROI 68% Off-Target 32% Masked Campaign: Site On-Target Delivery Target Audience: Male 25-49
- 14. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 14 ADVERTISERS WANT TO KNOW IF THEIR CAMPAIGNS ARE LANDING ONLINE Source Nielsen Online Camoaign Ratings, UK
- 15. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 15 Stop measuring in SILOS Duplicated Audience What audience is reached by both the TV and online campaign? How frequently? Unduplicated Audience What is the total unduplicated reach and frequency of a cross-platform campaign? Online Audience Television Audience
- 16. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 16 ONLINE DOES DELIVER INCREMENTAL REACH UK XCR TOTAL CAMPAIGN SUMMARY 2014
- 17. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 17 BUT IT VARIES WIDELY BY DEMOGRAPHIC 17 In general, Source: Nielsen Online Source: Nielsen Online Campaign & Cross Media Ratings Benchmarks Database Demographic Group IncrementalReach average
- 18. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 18 UNDERSTAND RESONANCE CROSS PLATFORM CSD-Norm General Recall Brand Linkage Brand Linkage A B C D A B C D A B C D Among those who recall the Ad ‘s content, what percentage were able to accurately identify the advertised brand? Among all consumers reached by the Ad, what percentage remember BOTH the Ad’s creative content AND the advertised brand? Brand Linkage Brand Recall A B C D Percentage who recalled brand Basis: Spot Recallers A B C D Among those who recall the Ad ‘s content, what percentage were able to accurately identify the advertised brand? Brand Linkage A B C D Percentage who recalled brand Basis: all respondents General Recall Brand Linkage Brand Recall Percentage who recalled spot Basis: all respondents
- 19. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 19 FIRE & ICE: INTEGRATED FOR MAXIMUM REACTION Full Digital Support National Press Sampling Nationwide Integrated PR Campaign Interactive Online Comic Complimentary NPD Joint Pack Promo Joint Displays in-store Joint TVC
- 20. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 20 AS SUCH THE CAMPAIGN DELIVERED SIGNIFICANT MEDIA ROI £1.70 £1.60 £1.57 £1.30 £1.03 £0.95 £0.84 £0.75 £0.73 £0.45 £0.34 £0.25 Fire & Ice Copy B Copy C Copy D Copy E Copy F Copy G Copy H Copy I Copy J Copy K Copy L Fire & Ice vs. all other Pepsi Max Campaigns (Incremental £ Sales per £ Spending – Grocery Multiples)
- 22. IN A CROSS PLATFORM WORLD FOCUS ON THE METRICS THAT MATTER X =REACH RESONANCE REACTION
Notes de l'éditeur
- Where we are today – an explosion of content both produced for and produced by consumers and fuelled by digital screens
- UK particularly engaged with time shifted viewing vs other markets
- Getting the attention of younger people is a real challenge Over 36000 ads were analysed and it shows an amazing pattern of behaviour – less recall, less memorability Just adds to the challenge
- To address pain points, developed 3R framework Simple, but powerful way of thinking about ad performance end-to-end – Einstein quote What are the 3R’s? 1st key point: Reaction is caused by Reach and Resonance Can have good reaction without having optimal Reach & Resonance Case Study: 100M impression campaign Reaction: +12% sales lift Reach: Males 21-29; 100M impression campaign; <40% hit desired audience Resonance: multiple creatives, multiple sites 2nd key point: Real time is a big opportunity– example above Vision: end-to-end 3R measurement, across key media platforms, in real time
- Online advertising (particularly social media) helps reaching younger audiences
- Why together = Shared target audience /shared occasion Adaptation of US ‘Ceasefire’ campaign Complimentary NPD Dramatized positive combination of the two flavours Making everyday drinks & snacks a more intense (shareable) experience Primary Increase Co-purchase of Pepsi Max & Doritos Deliver incremental quality F&D Secondary Drive trial of NPD TVC & on-pack performance above Millward brown database norms
- The campaign delivered higher returns in the 2 months after it aired than any of the previous 11 Pepsi campaigns. For every £1 Pepsi spent, they generated £1.70 in incremental brand sales. This put the campaign in the top 20% of the thousands of TV campaigns in Nielsen’s normative database. Dual brand penetration doubled during the campaign before settling at +5% by April 2012 – the primary objective of the campaign being to drive cross-brand consumption. Next question: which elements of the media mix drove Fire & Ice’s success?
- Which is why we work, to make something of that data – to organize it in a way that is usable, practical and meaningful for our clients – and we like to refer to that as information. And information is our most valuable asset – it’s the number one input to decision making – it is the fuel for growth, the leading ingredient needed to uncover unmet need and deliver against it.
- As the PepsiCo study shows an integrated campaign builds communication synergy and can guide the consumer along the Purchase Funnel Education – Awareness – Consideration – Trial-Loyalty- Advocacy