intro by fred · intro by fred: the last several years have seen strong advancements in measuring...
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IntrobyFred:Thelastseveralyearshaveseenstrongadvancementsinmeasuringsaleseffectsforcampaignsonbothtelevisionanddigital.Themostfrequentrequestwereceivefromadver?sers,however,istoprovideguidancetothemonhowalloftheirmediaworktogether.Now,thisis,ofcourse,isaques?onthatwecan'tansweralone.Doingsowillrequiretheen?reindustrytoworktogether,collabora?ngwithindependent,trustedthirdpar?estoenableadver?serstobeEercross-mediaeffects.Today,I'mhappytosharethestagewithNCSandNielsenastheydescribeamajornewadvancementintheabilitytousesinglesourcedatatomeasuretheeffec?venessofcampaignsacrossTelevisionandDigitalindependentlyandtogether.
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LeslieWehavebuiltanamazingdatasetincluding:•TVexposuredataincludingNielsenPeopleMeterdataandSettopBoxdata•DigitalexposuredataforthesestudiescomefromFacebook•ConsumerpurchasefromCatalina’sfrequentshopperdataandNielsen’sHomescan•AndincludedNCS’sdemodataThisdatasetisthenmodeledusingcovariatebalancing,propensityscores,regressionmodelsandmodeledtreatmenteffectstodeliver:•NCS’sCross-mediaSalesEffect
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LeslieCrossMediaSalesEffectanswersmanyques?onsforthosereachedintotal,andforeachmediasuchas:• HowwelldoeseachmediadriveIncrementalSalesLiYs
• Howwelldotheyworktogether–SynergywithIncrementalSalesperHH
• Frequency–HowdoIncrementalSalesperHHchangebysinglemediafrequencyandwithinthoseexposedtoboth
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LeslieWhenwelookatcross-mediatherearelotsofpiecesthatcanbemeasured:• Startwiththeimpactofthetotalcampaign–thentheimpactofeachmediaalone
andintotalandfinallythevalueofseeingadsinbothmedia.• Alloftheseelementsarereportedbecausewethinktheycanhelpusunderstand
howthetwomediaworktogether
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LeslieWearedefiningsynergyas:Theincreaseineffec?venessofonemediumbecauseahouseholdsawtheadonothermedia.Weretheincrementalsalesgreateramongthosehouseholdsexposedtoboth?• Wethinkofsynergyasalwaysbeingsuperposi?ve.Ofcoursethatisn’talwaysthe
case.• Thisnewcapabilityallowstheindustrytotestandlearnandbegintounderstand
whatdoesdrivehighsynergy!
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LeslieThisplabormismeanttoflexthemusclesofthemeasurement–WechosegiantcampaignssothatwewouldhavelotsofdataInthesecampaigns–theaverageTVspendisroughly9XthatoftheFBcampaigns.• Thefirststepistounderstandistheduplica?onofreachacrossTVandFacebook• Beingabletomeasurethelevelofduplica?onisrequiredtobeabletomeasure
theincrementalityofeachmediaaloneandthesynergyofbeingseentogether.
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Leslie• Ifwefocusonfourrepresenta?vebrands–weseethatTVandFacebookoYen,
butnotalwaysyield“synergy”–crea?ngmorevalueamonghouseholdsexposedtobothchannelsthantoeitheroneindividually
• Thekeybarstolookatarethedifferencebetweenthecombina?onofbothmedialiYandwhatweseeinboth.Formostofthebrands,weseethatthesumofTVliYandFBliYislessthanwhatisseeninboth–however,inbrandB,theredoesn’tappeartobeanyaddi?onalliYduetoseeingboth.
• Wedon’tknowallthefactorsthatdrivethesedifferences–infact–thatiswhatthelearningagendaforthisplabormare!Aredifferencesduetoreach,thecrea?vemessagingorfrequency?
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Leslie• Zoomingintooneexample,BrandA,weseeastrongexampleofsynergy.One
veryinteres?ngfindingwasthatamongthosethatwereexposedtoboth,ontheright–itdoesn’tappeartomaEerwhatthemixofthemediaare.TheliYperHHisconsistentlyhigh.
• Pleasenote–thisdataisObserva?onal–itisthefirst?mewehavereportedthese.Wearen’tsureiftheyareperfectlymeasuredandcontrolledfor,butthisisafirststeponourjourneyintounderstandinghowcross-mediaworks.WearecommiEedtoapathofcon?nuousimprovementtohelptheindustrybeEerunderstandhowtheseelementsworktogether.
• Arethesedifferencesduetofrequency?
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Leslie• Todrillevenintothisevenmore–weseethatamongthoseexposedtoboth,the
valueoffrequencychangeswithdifferentmixesofmedia• Atlowlevelsoffrequency,asinglemediaisslightlybeEer,butasthefrequency
increases,thevalueofcombinedmediaincreases• ThiscanprovideguidanceforwhenitisbesttoAddaSecondMedia.
• Tobefair–allofthesefindingsarebasedonveryfewstudies.Wearelookingforwardtoextendingthisfarandwidetogarneramuchmoreextensiveunderstandingofhowmediaworktogether.
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MonicaNielsenhasbeenexpandingourcapabili?esinmediameasurementforthelastdecade.WehavepartneredwithFacebookonanumberofkeyinnova?ons,goingbacktoBrandEffectin2010butreallygainingmomentumwiththeintroduc?onofDigitalAdRa?ngsin2011.Sincethat?me,wehave:• ExpandedtheglobalfootprintofDigitalAdRa?ngsto25countries• Enabledcredi?ngtoTVra?ngsfrommobiledevices,and• IntroducedFacebookrepor?nginSocialContentRa?ngsLastyear,NielsenexpandedourtotalaudiencemeasurementporboliobylaunchingourContentRa?ngsproducts,toprovidepublisherswithamarketviewofcontentconsump?onandmarketerswithabeEerunderstandingofcross-mediaaudiences.Todayweareheretotalkaboutourlatestinnova?on,NCSCross-MediaSalesEffectonAudienceLink.
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MonicaAudienceLinkisanewsystem-capability-thatNielsenhascreatedtopowercross-mediameasurementtoolsincludingourtotalaudienceproducts.ItenablesNielsentoconnectourdatawithFacebook,andpoten?allyotherpublishers,tomeasureuniquemediaexposuresacrosschannels.Lastyear,wefirsttookadvantageofAudienceLinkforourTotalContentRa?ngsandTotalAdRa?ngsproducts,enableaudiencededuplica?onacrossTVs,computers,smartphonesandtablets.Todayweareheretotalkaboutthenextimplementa?onofAudienceLink:NCSCross-MediaSalesEffect.Withthispowerfulnewtool,adver?serscanunderstandthecampaignROASofFacebook,TVoracombina?onofFacebookandTV.Lesliewilldescribethemethodologyandprovidetheresultsofthefirstsetofstudies.
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Leslie+FredPar?cularlyheavymobileandmobileapppartners.NowROASmeasurementcanbeconductedoncurrencyqualityra?ng
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