Using real customer case studies, Nielsen will demonstrate how using audience and viewability data in conjunction with brand lift data can improve ROI. Speaker: Randall Beard, global head of advertiser solutions, The Nielsen Company

1. Measuring and Optimizing
Reach and Resonance
in Digital Advertising
Randall Beard
Global Head – Advertiser Solutions
The Nielsen Company
1
Measure and Optimize Reach and Resonance
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

2. Advertising Effectiveness Simplified
Effectiveness principles are universal / screen agnostic
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Measure and Optimize Reach and Resonance
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

3. Reach & Resonance Drive Reaction
The “3R’s” of Advertising ROI
Reach Resonance Reaction
Deliver Impressions Break Through & Communicate Drive Sales
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Measure and Optimize Reach and Resonance
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

4. Breaking Down Reach & Resonance
Reach Resonance
Reach the Right People Influence their Opinion
• Was my ad even seen? • Did it break-thru?
• Did it reach my audience? • Did it change opinions?
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Measure and Optimize Reach and Resonance
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

5. Measuring and Optimizing Reach: Viewability
Question: Did anyone see my ad?
• Optimize delivery against sites with best viewability:
What’s
In-
view?
?
On What Which
Sites? Viewed Creative ?
For How
Long?
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Measure and Optimize Reach and Resonance
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

6. Viewability Case Study
Background A major insurance company was using a
DSP to execute media buying decisions
• ~50% creative not viewable • Doubled ad ROI
Exchanges Networks Publisher Direct
Viewable Viewable Viewable
41% 48% 59% ROI
of the of the of the 2X $2.80
time time time
$1.40
• Rebid on viewable creative
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Measure and Optimize Reach and Resonance
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

7. Measuring & Optimizing Reach: On-Target Delivery
Question: Was my ad delivered to my target ?
• Optimize site selection based on delivery:
Delivery
by
demo
Reach & Audience
Frequency GRP’s
Delivery
% on
target
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Measure and Optimize Reach and Resonance
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

8. Audience Delivery Optimization Case Study
Background A large beverage company used Online Campaign Ratings to
track audience delivery and optimize in real time
41%
• Only 16% of impressions were on target
reaching the intended audience
• Secured better placements from
underperforming publishers
• Optimized by reallocating
impressions from low to high
16%
performing sites on target
• Increased on target impressions to
41% of the campaign
days
Off Target On Target 8
Impressions Impressions
Measure and Optimize Reach and Resonance
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

9. Measuring & Optimizing Resonance: Brand Awareness
Question: Is my campaign breaking thru and changing opinions?
• Use real-time Brand Effect metrics to maximize impact:
Which
Creative
Creative ?
Which
Targeting
Brand
Brand
Brand Site
Which
Target? Effect
Effect
Effect
Site
Sites?
Frequency
How
Frequency
Frequent?
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Measure and Optimize Reach and Resonance
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

10. Resonance Optimization Case Study
Background A coffee cream maker wanted to create awareness and trial for
a new line of fat-free coffee creamer
CPG Awareness
50 + 34.4%
45
• Measured campaign performance in 40
35 + 23.2%
real-time 30
Optimized
25
20
• Identified lowest-performing creative 15
units and placements 10
5
0
• Re-allocated those impressions to Brand Lift
higher-performing creative units Applying 3 simple rules
• Improved Brand Awareness +56%
– Increased Brand Lift 56%
– Increased effective media spend by $100k+
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Measure and Optimize Reach and Resonance
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

11. Measuring & Optimizing Resonance: Performance Drivers
Question: Why is my campaign performing the way it does ?
• Post campaign analysis to diagnose performance drivers
Lift
against
target
Creative
Creative Brand Equity
strengths
Strengths Effect Impact
TV
11
Measure and Optimize Reach and Resonance
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

12. Resonance Diagnostics Case Study
Background An insurance company wanted to understand how their
message was resonating with different demographic segments
44%
50%
• Message communication was 40%
34%
Message
30%
stronger among Females 25+ 20% Association
10%
0%
Male 25+ Female
25+
44%
50%
• Brand recommendation was
40% 27%
Brand 30%
Recommendation 20%
also stronger Females 25+ 10%
0%
Male 25+ Female
25+
12
Measure and Optimize Reach and Resonance
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

13. Reach & Resonance Real Time Optimization
Drive Best Reaction Results
The “3R’s” of Advertising ROI
Reach Resonance Reaction
Deliver Impressions Break Through & Communicate Drive Sales
Real Time Optimization
13
Measure and Optimize Reach and Resonance
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

14. Summary
• 3R Framework – simple, actionable, powerful
– End to end measurement is critical
– Reach and Resonance are key to strong Reaction
• Real-time digital optimization is a big opportunity
– Reach and Resonance
– Single vendor, single tag
• Best results achieved by optimizing all key aspects of campaign
– Reach: Viewability & Audience delivery
– Resonance: Breakthrough & attitudinal impact + post campaign diagnostics
• Measure Reaction via offline sales impact
– Verify sales / spending impact of optimized campaign
– TV comparable metrics
14
Measure and Optimize Reach and Resonance
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

15. Measuring and Optimizing
Reach and Resonance
in Digital Advertising
Randall Beard
Global Head – Advertiser Solutions
The Nielsen Company
15
Measure and Optimize Reach and Resonance
Copyright © 2012 The Nielsen Company. Confidential and proprietary.