Contenu connexe Similaire à 140521 babylon quarto_meeting_nielsen Similaire à 140521 babylon quarto_meeting_nielsen (20) Plus de The European House-Ambrosetti Plus de The European House-Ambrosetti (12) 140521 babylon quarto_meeting_nielsen1. • JORGE PAPANICOLAU, PRODUCT LEADERSHIP INTERNATIONAL
• LUCA BORDIN, GM MEDIA SOLUTIONS ITALY
Milan -May 21, 2014.
MODELLI E METRICHE INNOVATIVE PER LA
MISURAZIONE DELLA COMUNICAZIONE
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AGENDA
• New cross-media solutions,
• Brand Media View – consumer target planning across TV and Internet.
• Online Campaign Ratings – understand the true audience for digital campaigns.
• Nielsen Twitter TV Ratings – Social TV activity and audience measurement.
• What’s Next,
• Media Industry Transformation.
• Digital Program Ratings - The Nielsen Next Solution.
• Digital Dynamic Ratings.
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By addressing fundamental questions…
… in a comprehensive
and integrated way
All screens / devices
Commercial and program
Paid, owned, earned
Global
Enabling the best decision-making around
marketing mix, media spend allocation, and optimization
NEW METRICS FOR MARKETING EFFECTIVENESS
Who did my program
or ad reach?
REACH
How did it change
attitudes?
RESONANCE
How did it change
behavior?
REACTION
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Flight
Pre - Purchase behavior
T0 + 4T0 - 4T0 - 12….T0 - 52 T0 - 8….….
Real Consumption
Nielsen Homescan panel
9.000 HH/24.000 panelists
T0 + 8 T0 + 12
TV Audience
(Auditel)
5.400 HH/13.000 panelists
Web Audience
(Audiweb)
40.000 panelists
FUSION
BMV -PURCHASE REACTION
On + Post - Purchase behavior
T0
• Nielsen links purchase targets (based on real
consumption) with media targets (exposed to ADV
campaign) through the fusion methodology
• Once identified the media targets (not exposed vs
ads exposed) we analyse the main consumer KPIs
(category & brand penetration, avg spending and
frequency) to describe their purchasing bahavior in
the “X” number of weeks before and after the ADV
campaign
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A HIGH QUALITY, REPRESENTATIVE PANEL
ANCHORS ALL MEASUREMENT
Nielsen Online Campaign Ratings is accredited by the Media Rating Council (MRC). Featured elements including DMA, verification and viewability are not currently accredited, but are
undergoing review by MRC.
SOFTWARE
METER
COMPARABLE
OVERNIGHT
RATING
Digital Video
Ratings
TV
Ratings
GOLD
STANDARD
PROCESS
ONE
ENCODING
PROCESS
BIG DATA
ENABLED
MEASUREMENT
ONE CLIENT-SIDE
IMPLEMENTATION
Cross Platform
TWO TYPES OF
VIDEO CONTENT
TV Originated Content
Native Digital Content
MRC
ACCREDITEDUNIVERSAL
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NIELSEN DIGITAL DYNAMIC RATINGS
DPR and OCR combine to provide a complete measurement solution for the dynamic
ad model
Nielsen Digital
Program Ratings
Nielsen Digital
Dynamic Ratings
Nielsen Online
Campaign RatingsTM
Content R/F/GRPs
by demos
Campaign
planning and
pricing
Advertising R/F/GRP
by demos
Campaign
settlement and
evaluation
Demo
guarantees with
confidence
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OCR AND DPR REINFORCE EACH OTHER
Each media category measured with Nielsen Digital Dynamic Ratings benefit from ratings
Nielsen Digital
Program Ratings
Nielsen Online
Campaign RatingsTM
How OCR reinforces DPR
• Sellers will demand
DPR to set demo
expectations as
buyers request
guarantees
• Buyers using OCR will
demand DPR data to
optimize planning
decisions
• Competitive data
across publishers will
become necessary as
OCR use increases
How DPR reinforces OCR
• Buyers planning with
DPR will demand
OCR guarantees
• DPR will set demo
expectations for
sellers across the
entire market
• DPR will highlight the
effects of targeting
vs. OCR results