The document discusses metrics for measuring the effectiveness of video advertising across platforms. It analyzes how consumption of TV content is growing digitally and viewers are multi-tasking across screens. The best metrics address who an ad reached, how it impacted attitudes, and what it motivated viewers to do. Nielsen provides solutions to measure these factors for TV, online displays, social media, tablets, and mobile to help optimize advertising spend.

1. ANALYZING
METRICS:
WHICH
METRICS
MOST
ACCURATELY
MEASURE
THE
EFFECTIVENESS
OF
VIDEO
ADVERTISING
ACROSS
PLATFORMS?
Amit
Seth
April
10,
2013

2. DIGITAL
CONSUMPTION
OF
TV
CONTENT
GROWS
5%
of
homes
don’t
fit
Nielsen’s
former
defini>on
of
a
“TV
home”
Copyright
©2012
The
Nielsen
Company.
Confiden>al
and
proprietary.
2

3. Copyright
©2012
The
Nielsen
Company.
Confiden>al
and
proprietary.
MULTI-­‐TASKING
ACROSS
SCREENS
HAS
INCREASED
87%
of
smartphone
owners
use
their
device
while
watching
TV
at
some
Nme
88%
of
tablet
owners
use
their
device
while
watching
TV
at
some
Nme
Source:
Nielsen
Mobile
Connected
Device
Report
3

4. NIELSEN
AD
EFFECTIVENESS
VISION
By
addressing
fundamental
ques>ons…
…
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 HOW DID IT WHAT DID IT Global
MY AD IMPACT MOTIVATE
REACH? ATTITUDES? THEM TO DO? Real-­‐Time
Enabling
the
best
decision-­‐making
around
marke>ng
mix,
media
spend
alloca>on,
and
op>miza>on
4

5. Copyright
©2012
The
Nielsen
Company.
Confiden>al
and
proprietary.
REACH
AUDIENCES
ACROSS
PLATFORMS
Overcome
fragmentaNon…
…
by
unlocking
Big
Data…
…
to
deliver
in
real
Nme.
Nielsen
Online
Campaign
Ra/ngs
• Reach,
frequency,
GRP
• By
demographic
+
• Viewability,
brand
safety
TV
Online
Panel-­‐based
soluNons
break
down
Unprecedented
size
&
quality
• Campaigns
too
small
• Access
to
Facebook
and
other
data
Nielsen
Cross-­‐Pla4orm
Campaign
• Lack
of
granularity
providers’
user
data
Ra/ngs
• Results
too
slow
• Mul>-­‐plaborm
panel
• Total
reach,
unduplicated
reach
• Interna>onal
even
harder
• World-­‐class
measurement
science
• TV
ra>ngs
+
OCR
• Results
ader
C3
5

6. Copyright
©2012
The
Nielsen
Company.
Confiden>al
and
proprietary.
INCREASE
BRAND
LIFT
WITH
ADS
THAT
RESONATE
BRAND AWARENESS
PURCHASE INTENT
BRAND LINKAGE
FAVORABILITY
PREFERENCE
ATTITUDES
RESONANCE
Did it make an impact? RECALL
NIELSEN
BRAND
EFFECT
MEASURES
BRAND
IMPACT
ACROSS
MEDIA
PLATFORMS
TV ONLINE SOCIAL TABLET MOBILE APPS
6

7. Copyright
©2012
The
Nielsen
Company.
Confiden>al
and
proprietary.
UNDERSTAND
WHAT
WATCHERS
BUY
(REACTION)
Matching
TV
and
purchase
data
sets
to
op>mize
adver>sing
spend
Top 33% Category Ratings 4.93
of Customers
Generate
Viewing Spending
80%
Of Sales 2.62
Behavior Behavior
Top Spenders Competitor ABC’s Castle
Family Dining
7

8. Copyright
©2012
The
Nielsen
Company.
Confiden>al
and
proprietary.
INGREDIENTS
TO
INCREASE
YOUR
ADVERTISING
ROI
Reach (Audience Did the ad reach the right
Nielsen Campaign Ratings
and Viewability)
audience and was it seen?
Was the message
Resonance
Nielsen Brand Effect
effective?
Nielsen Buyer Insights,
Reaction Did the ad deliver the right
Nielsen Catalina Solutions,
impact? How much do I
(Sales)
Nielsen Marketing Mix
spend/allocate?
Models
8

9. Amit Seth
@aseth
@NielsenWire
flavors.me/aseth

10. Copyright
©2012
The
Nielsen
Company.
Confiden>al
and
proprietary.
TAP
TV
VIEWERS…
ONLINE
Connect
with
hard-­‐to-­‐reach
viewers
or
strategically
duplicate
messaging
Extend
Reach:
GRP
Distribu>on
of
Online
Schedule
Strategic
Duplica>on:
TV
+
Online
Video
100%
100%
LIGHT
TV
TRADITIONAL
90%
90%
18%
VIEWERS
VIDEO
BUY
80%
80%
86%
70%
20%
70%
76%
80%
60%
75%
MEDIUM
TV
60%
50%
62%
VIEWERS
50%
USING
ONLINE
40%
56%
AUDIENCE
40%
30%
SEGMENTS
HEAVY
TV
30%
20%
20%
10%
20%
5%
VIEWERS
0%
10%
TRADITIONAL
USING
ONLINE
0%
0%
ONLINE
BUY
AUDIENCE
EFFECTIVE
UNDUPLICATED
SEGMENTS:
TV
REACH
(3+
AD
NET
REACH
VIEWING
EXPOSURES)
Illustrative
10