digiday brand conference: workshop with nielsen: leveraging reach and resonance to drive results
DESCRIPTION
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 CompanyTRANSCRIPT
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and ResonanceCopyright © 2012 The Nielsen Company. Confidential and proprietary.
Measuring and OptimizingReach and Resonance in Digital Advertising
Randall BeardGlobal Head – Advertiser Solutions The Nielsen Company
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Advertising Effectiveness Simplified
Effectiveness principles are universal / screen agnostic
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Reach & Resonance Drive Reaction
The “3R’s” of Advertising ROI
Reach
Deliver Impressions
Resonance
Break Through & Communicate
Reaction
Drive Sales
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Breaking Down Reach & Resonance
Reach the Right People
• Was my ad even seen?
• Did it reach my audience?
Reach
Influence their Opinion
• Did it break-thru?
• Did it change opinions?
Resonance
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Question: Did anyone see my ad?
• Optimize delivery against sites with best viewability:
?
Measuring and Optimizing Reach: Viewability
What’s In-view?
For How Long?
Which Creative ?
On What Sites? Viewed
What’s In-view?
On What Sites?
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Exchanges Publisher Direct Networks
Viewable41%
of the time
Viewable48%
of the time
Viewable59%
of the time
• ~50% creative not viewable
A major insurance company was using a DSP to execute media buying decisions
Background
Viewability Case Study
• Rebid on viewable creative
Exchanges Publisher Direct Networks
Series1
$1.40
$2.80
ROI2X
• Doubled ad ROI
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Delivery by
demo
% on target
GRP’sReach &
FrequencyAudienceDelivery
Measuring & Optimizing Reach: On-Target Delivery
Question: Was my ad delivered to my target ?
• Optimize site selection based on delivery:
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
• Only 16% of impressions were reaching the intended audience
• Secured better placements from underperforming publishers
• Optimized by reallocating impressions from low to high performing sites
• Increased on target impressions to 41% of the campaign
A large beverage company used Online Campaign Ratings to track audience delivery and optimize in real time
Background
Off TargetImpressions
On TargetImpressions
16% on target
41%on target
days
Audience Delivery Optimization Case Study
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Measuring & Optimizing Resonance: Brand Awareness
Creative
Targeting
Frequency
Site
Brand
Effect
Frequency
Site
Brand
Effect
WhichCreative ?
WhichTarget?
How Frequent?
Which Sites?
Brand
Effect
Question: Is my campaign breaking thru and changing opinions?
• Use real-time Brand Effect metrics to maximize impact:
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Brand Lift05
101520253035404550
+ 23.2%
+ 34.4%
Optimized
Applying 3 simple rules– Increased Brand Lift 56%
– Increased effective media spend by $100k+
CPG Awareness
Resonance Optimization Case Study
A coffee cream maker wanted to create awareness and trial for a new line of fat-free coffee creamer
Background
• Measured campaign performance in real-time
• Identified lowest-performing creative units and placements
• Re-allocated those impressions to higher-performing creative units
• Improved Brand Awareness +56%
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Measuring & Optimizing Resonance: Performance Drivers
Lift against target
TV
Equity Impact
Creative strength
s
Brand
EffectCreative
Strengths
Brand
Effect
Question: Why is my campaign performing the way it does ?
• Post campaign analysis to diagnose performance drivers
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Resonance Diagnostics Case Study
• Message communication was
stronger among Females 25+
• Brand recommendation was
also stronger Females 25+
An insurance company wanted to understand how their message was resonating with different demographic segments
Background
Male 25+ Female 25+0%5%
10%15%20%25%30%35%40%45% 34%
44%
Male 25+ Female 25+0%5%
10%15%20%25%30%35%40%45%
27%
44%
Message Association
Brand Recommendation
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Reach & Resonance Real Time Optimization Drive Best Reaction Results
The “3R’s” of Advertising ROI
Reach
Deliver Impressions
Resonance
Break Through & Communicate
Reaction
Drive Sales
Real Time Optimization
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
• 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
Summary
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and ResonanceCopyright © 2012 The Nielsen Company. Confidential and proprietary.
Measuring and OptimizingReach and Resonance in Digital Advertising
Randall BeardGlobal Head – Advertiser Solutions The Nielsen Company