Session sponsored by Nielsen: The omni-channel consumer: The case for reach, Digiday Brand Summit, December 2016
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The document discusses the changing media landscape and the need to measure audience reach across platforms. It notes that while television and radio still deliver broad audiences, achieving campaign goals requires an integrated media plan that addresses audience duplication across digital and traditional platforms. The document advocates for comparable metrics to evaluate investments across different media and argues that on-target rates alone do not tell the full story.
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Session sponsored by Nielsen: The omni-channel consumer: The case for reach, Digiday Brand Summit, December 2016
- 1. Brian Lane, SVP Digital Measurement December 6, 2016 THE OMNI-CHANNEL CONSUMER: A CASE FOR REACH
- 2. Copyright©2016TheNielsenCompany.Confidentialandproprietary. 1 Copyright©2016TheNielsenCompany.Confidentialandproprietary. 1 The Consumer 225M AM/FM Radio 214M Live+DVR/Time-Shifted TV Radio Television 106M TV-Connected Devices 124M Internet on a PC Mobile & Computers 73M Social Media on a PC 69M Social Media on a Tablet 165M Social Media on a Smartphone 187M Smartphone App + Web83M Tablet App + Web 47M Tablet Video 78M PC Video 110M Smartphone Video Social 20M PC Audio 31M Tablet Audio 84M Smartphone Audio MEDIA UNIVERSE: COMPARABLE METRICS Source: Nielsen Comparable Metrics Report Q1 2016 – P18+ Weekly Reach P18+ WEEKLY REACH BY MEDIA TYPE
- 3. Copyright©2016TheNielsenCompany.Confidentialandproprietary. 2 DECREASE IN TV VIEWING PART OF A LARGER TREND Source: Nielsen NPOWER, Netview, EMM, NRD – FA15, FA14, Nov14/Feb15/May15 to Nov15/Feb16/May16, Difference in P18-49 Average Audience TV-Connected Devices = DVD, Game Console, Multimedia Device, VCR TV data for 2015 based on NPM Panel, 2016 based on National Panel. Crediting rules were updated in March 2016 for Mobile. -3.0 -1.0 1.0 3.0 5.0 7.0 9.0 6:00AM 7:00AM 8:00AM 9:00AM 10:00AM 11:00AM 12:00PM 1:00PM 2:00PM 3:00PM 4:00PM 5:00PM 6:00PM 7:00PM 8:00PM 9:00PM 10:00PM 11:00PM 12:00AM 1:00AM 2:00AM 3:00AM 4:00AM 5:00AM DiffinAverageAudience(Millions) TV PUT TV-Connected Devices PC Smartphone Tablet
- 4. Copyright©2016TheNielsenCompany.Confidentialandproprietary. 3 REACH IS IMPORTANT… AND MAKING IT COMPARABLE IS TOUGH MEASURING CONSUMER MEDIA EXPOSURE ACROSS PLATFORMS Program & Ads Content Ads TV CONNECTED DEVICE PC TABLET SMARTPHONE LINEARDYNAMIC
- 5. Copyright©2016TheNielsenCompany.Confidentialandproprietary. 4 DUPLICATING OR EXTENDING REACH – THE OPPORTUNITIES BETTER PLANNING & BUYING CAN DRIVE INCREMENTAL REACH 30% ONLINE INCREMENTAL REACH RANDOM DUPLICATION 50% ONLINE INCREMENTAL REACH IMPROVED TV 49% BOTH 21% ONLINE 9% TV 55% BOTH 15% ONLINE 15% 79% 85% INCREMENTAL REACH
- 6. Copyright©2016TheNielsenCompany.Confidentialandproprietary. 5 TV ONLY 36% Desktop ONLY 4% Mobile ONLY 15% 3% Total Mobile 35% Total TV 60% Total Desktop 17% 3% 7% 13% Source: Nielsen TAR for Q2 Digital Test 04/11/2016 - 07/17/2016 THIS CAMPAIGN REACHED 86% OF P18-49 ACROSS TV, MOBILE AND DESKTOP NOTE: CROSS-PLATFORM FIGURES DO NOT TAKE INTO ACCOUNT ANY PROGRAMMATIC BUYS Q2 Digital Test: Cross-Platform Reach – P18-49 (FB Only)
- 7. Copyright©2016TheNielsenCompany.Confidentialandproprietary. 6 36.4% 7.1% 12.9% 3.3% 15.1% 3.1% 3.6% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0% TV Only TV + Desktop TV + Mobile TV+Mobile+ Desktop Mobile Only Mobile + Desktop Desktop Only Duplicated Reach – 23% Incremental Digital Reach – 22% Total Campaign Reach - 86% FACEBOOK’S DIGITAL EXPOSURES ACROSS MOBILE AND DESKTOP CONTRIBUTED AN INCREMENTAL REACH OF 22% AMONG P18-49 Q2 Digital Campaign Reach % by Platform – P18-49 (FB Only) Source: Nielsen TAR for Q2 Digital Test 04/11/2016 - 07/17/2016
- 8. Copyright©2016TheNielsenCompany.Confidentialandproprietary. 7 IT’S COMPLICATED • In this hyper-targeted world it’s easy to lose sight of some of the other components such as reaching an audience broadly with the right frequency • Traditional platforms such as TV & Radio still deliver, however it’s harder and harder to achieve the needed goals with a siloed media plan • Achieving campaign goals is possible when you integrate digital and other platforms in a way that also addresses your audience duplication strategy • As Advertisers spread their dollars to new and emerging platforms they need confidence that there are comparable metrics that allow them to evaluate all aspects of their investment. On-Target rates are only part of the story.
Notes de l'éditeur
- Today’s marketers need a clear understanding of reach b/c regardless of the specificity of your optimal consumer, ultimately you need to get your message and your brand out in order to build business. If you are only buying targets without a clear understanding of reach, you might simply build frequency, the value of which will diminish.
- While traditional platform mediums are still being used by consumers, including radio and TV, the total consumer experience is more complicated than it’s ever been. Gone are the day of relying on a single medium or two to reach your audience. In this environment it’s even more important to craft your campaigns and messaging w/ the total consumer experience in
- Reach matters b/c consumption is fragmenting: no surprise here, but the pie is growing-- via new platforms and new dayparts. To be precise with targeting execution, you must compare reach within each medium and then optimize creative & messaging by medium 10 PM, when TV usage is at it’s highest we saw a YoY drop in TV of 2.3M A18-49. \ So where did the audience go? Well 900K TV Connected devices, another 3.8 MM went to PC’s Smartphones and Tables, more that making up for the decline But the real story of this chart is that media consumption is not a zero sum game: while over the course of the day TV is down 23.3 MM persons, consumption is us to the tune of 109 MM persons across the other devices. In other dayparts!
- And it's complicated b/c the content and ad models are dynamic. Looking solely @ video, particularly in digital, new ad models make reaching specific individuals ever more complex
- If you don't plan reach, you're missing opportunities to optimize
- Advertisers need confidence in metrics in order to spend more across media, and they need comparable metrics. Reach efficiency is important to evaluate to understand overall campaign performance-- on-target rate is only part of the story.