Guy PhillipsonChief Executive, IAB

Louise AinsworthManaging Director, EMEA, Nielsen Online

Results are Everything

Guy Phillipson – Director, UKOM

Louise Ainsworth – MD, Nielsen, UK + EMEA

ukom.uk.net

In the news….

‘Online is too old not to have a

planning currency’

February 2005

Andrew Marsden

President of Marketing Society

ukom.uk.net

Too many conflicting numbers

Publisher

Stats

ukom.uk.net

The media plan where internet falls off

May June July Aug Sept Oct

R + F ✔

R + F ✔

R + F ✔

R + F ✔

R + F ?

Any big brand

ukom.uk.net

The media plan where internet falls off

May June July Aug Sept Oct

R + F ✔

R + F ✔

R + F ✔

R + F ✔

“couldn’t convince Marketing Director, so just spend £50k!” 10m

impressions

Any big brand

ukom.uk.net

Brand is still the opportunity

*PWC/IAB/OMD estimates

3 Years in the making

At Last!

ukom.uk.net

UKOM/Nielsen structure and governance

UKOM Board

UKOM Technical GroupResearch heads from key stakeholders

Quality guaranteed with industry governance

over UKOM dataset and methodology

ukom.uk.net

Media Owners supporting UKOM

AOL Google MTV

Associated Guardian News and Media News Int

Bauer Hachette Orange / Unanimis

BBC Haymarket Redwood

BSkyB Hearst Reuters

Channel 4 IDS / Virgin Telegraph

Disney Independent Trader

ESPN IPC Trinity

Facebook ITV Turner

Future Microsoft Yahoo!

The UKOM

Audience Planning System

Panel system is built on four components

UK

OM

/ N

RS

esta

blis

hm

en

t su

rve

y

home

work

Calibration sample

ukom.uk.net

31, 000 People at home

ukom.uk.net

UKOM demographic classifications

Gender and age from 2+

Occupation and income

By region/geo demographics

Social grade

Main shopper

In the market for ... Cars, moving house, etc

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4000 People at work

ukom.uk.net

Measuring the long tail

Measuring sites down to at least 35k Uniques

ukom.uk.net

Audiences on Networks (Q2 – 2010)

ukom.uk.net

Time Spent – a vital metric

ukom.uk.net

Where is the genuine consumer attention?

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Audiences Watching Video

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Video (mid 2010)To be based on Video Census technique currently used by Nielsen in the US

Addresses the key issues of video measurement for planning purposes

– Demographics

– Duration

– Stream count

– Attribution

– Granularity

UKOM will transform planning

for online brand campaigns

ukom.uk.net

FMCG – Planning Scenario

Main Shopper → Reach and Frequency

Housewives with Kids → Reach and Frequency

C1C2 Adults 15+ → Reach and Frequency

ABC1C2D Women 15+ → Reach and Frequency

Target Groups

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Comparing Online with other media

UKOM planned to be the ‘plug in’

for IPA Touchpoints

UKOM audience data will be comparable with :

ukom.uk.net

Building blocks for the future

UKOM

Client data

Third Party/Behavioural,etc

Adserver

ukom.uk.net

Incremental reach of online advertising

0.4mn

Total Audience

9.2mn

Campaign on

avideosite.com TV Campaign

36% of 15-34 avideosite.com’s users

did not see the TV campaign

Target = people aged 15-34

8.1mn0.7mn

ukom.uk.net

A happy man from Unilever

“This really is a cause for much celebration”

Richard Brooke, Communications Buying Manager: Unilever

October 2009