nielsen-cmv digital ratings launch v1

8/3/2019 Nielsen-CMV Digital Ratings Launch V1

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Paradigm Change:

Consumer & Media View

Launch Presentation

Oct 2011
http://www.gettyimages.com/detail/85071576/Photographers-Choice-RFhttp://www.gettyimages.com/detail/108113850/the-Agency-Collectionhttp://www.gettyimages.com/detail/78002938/Cultura


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Copyright 2010 The Nielsen Company.

Confidential and proprietary.

Todays Journey

1 Changing Consumer Media Habits

2 The Need for Cross Media Measurement

3 Bringing in Online Audience Measurement

4 CMV Case studies

5 Outcomes through Insights and Innovations


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3

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Consumers can be engaged across an ever growing

array of platforms and devices


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And often at the same time

67% of FilipinoDigital Consumers

watch TV and use

the Internet

Source: SEA DCR 2011


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ONLINE(Market

Intelligence)

TAM(TV Audience

Measurement)

RAM(Radio Audience

Measurement)

Media

Index

Consumer & Media View (CMV)

Market

Intelligence


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The Consumer needs to be at the centre:

What they think

What they do

What they buy

How they buy

What media they consume...

Where they live

Who are they

How they live

Yahoo! Marketing Summit 2011


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7

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Community

involvement

Social Trends

and Issues

Attitudes to

social issues

Volunteering and

donating

A week in

the life ofSports

participation

Going to events &

places

Holidays

and travel

Booking

overseas trips

Cruises

Segments of

travelers

Holiday

destinations

Shops bought from

in Last Month

Retail Select

Purchase decision-making

Recommenders for

Finance

Early Adopters

Choosing your

supermarket

Main and top-up

shoppers

Frequency of use in key categories

Store choice

Advertising &

Electronic Media

Facebook

Social

Networking

Watching TV

or Video

Sourcing

News &

InformationCommunicating

with Individuals

& groups

Online

Gaming

Researching

products or

services

OnlineShopping

Consumer Action

Movie genres

FTA Channels

TV Listings Information

Social Networking Media multi-tasking

Media Engagement

Mobile

Technology

Health & Beauty

Motoring

Vehicle brandsChoosing your car

iPads & Tablets

Apps

Generations

Assets

Living arrangements

Relationships

Kids

Future

Intentions


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Consumer Media View: Total Planning Solution

Yahoo! Marketing Summit 2011

The richest and

deepest view of the

Consumer across

Industry Currency

Media

Nielsen

IMS

Clear

Decisions

interface

Nielsen

IMS

Clear

Decisions

interface

Buyergraphics

Doergraphics

Demographics

Claimed Media

Client

ServiceFuture

Proofing

Fused TAMTV Ratings

FusedRAM Radio

Ratings

To be Fused

Digital Ratings

NielsenPrint

Readership

Cinema

Visits

Outdoor

Exposure


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Introducing

Digital Ratings for the Philippines
http://www.gettyimages.com/detail/85071576/Photographers-Choice-RF


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Digital Ratings the OAM service for SEA

Digital Ratings based on hybrid methodology combines:

Consumer Media Viewand Market Intelligence

To build a people centric online audience measurement system, that provides;

the most accurate measure of Internet use available in SEA including OOH

detailed measures of audience demographics and their online behaviour

reach and frequency reporting for comparison against other media


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Digital Ratings (hybrid) how it works

detailed information on internet users,

including their preferred method of using

the internet (e.g. internet caf, mobile,

home)

demographics, technographics and

buyographics of Internet users

Our Consumer Media Viewtells us WHO the Internet users are, through:


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the sites they have visited by device

the time they spend on sites, and,

how often they return

Aggregate, for market ranking

drill down to specific days

demographics collected by on site surveys

Our Market Intelligence service tells us WHATInternet users are doing

through detailed information collected on behaviour:


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Answering which sites/ mobile sites are

best fit for your target audience

Website Matched % UB Matched Index %

88db 0.76 2,655 685.23

Singapore Mirror 0.74 1,181 670.00

Hardwarezone Forum 0.31 1,576 282.66


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MI surveys

collected weekly for

users who have

completed surveys and

maintained a cookie

CMV surveys are

conducted monthly


Linked by fusion ofMarket Intelligence andConsumer Media View


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Accurate tagging of sites to report on70%Internet audience

Fuse with Media Index

Integrate for cross media reach and frequency

Step 1

Step 3

Step 2

A three step process to Digital Ratings


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Captures data from all sources including

mobile and Internet caf not just home

and work

Daily UB data available for market ranking/

performance tracking

Monthly people measure not computers,browsers, devices

Future Cross-media measurement

Consistent market-wide rules ensures alevel playing field and trustworthy,

comparable data for advertisers

More accurate representation of ad

inventory and audiences

Client &

Industry

Benefits

The benefits of Nielsen Digital Ratings


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Case Studies from Taiwan Pilot
http://www.gettyimages.com/detail/85071576/Photographers-Choice-RF


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Where are people who are planning to buy my product?

Flat screen TVs

Cars

Mobile Phones

Home loans

Energy drinks

Who are they demographically and what else do they like to do, see or consume so I

can have a well defined strategy or targeted creative?

What media do they consume?

How do they behave across media and how can I best combine media to get a

successful outcome?

For example


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Evaluation of specific consumer groups:

Target:- Interested in Financial Investments

20% more likely to be married

60% are Male

60% 30-50 years

44% know what they have spent their money on

Defined: 1.8 million usually read the newspaper sections onInvestment/Finance Management and the Stock Market

63% earn more than NT30,000 vs 37% for pop

Who are they:


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Interested in Financial Investments:

What are their Financial Behaviours

% of type of Investments made in past 12 months

32.8

13.2

12

10.9

4.3

1.9

1.1

0.6

0.4

0.3

0 10 20 30 40

Taiwan currency deposit

Stock

Insurance

Domestic/ foreign fund

Foreign currency deposit

Gold

Domestic/ foreign real-estate

Diamond/ Jewelry/ Art

Futures/ Index futures

Structured Notes

Top 15 Banks currently haverelationship with.

%1 ChunghwaPostCO. 42.6

2 CHINATRUSTCO. 22.5

3 BANKOFTAIWAN 16.3

4 CATHAYUNITEDBANK 16.2

5 TAIWANCOOPERATIVEBANK 14.7

6 TAIPEIFUBONCOMMERCIALBANK 14.07 HUANANBANK 13.0

8 FIRSTCOMMERCIALBANK 11.1

9 TAISHINCOMMERCIALBANK 10.1

10 CHANGHWABANK(CHB) 9.5

11 CITIBANK 8.6

12 E.SUNCOMMERCIALBANK 8.3

13 LANDOFBANK 5.9

14 BANKSINOPAC 5.3

15 MegaInternationalCommercialBank 5.2


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Newspapers read in the Past 7 Days

55% have Read the Apple Daily News in the past 7 days

Both provide highly

targeted opportunities

d l


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TV Channels Viewed in Past Month

62% of those interested in Financial Investment have watched

TVBS-N in the past month between 6.00-8.00pm

MorelMore likely to watch TVB5

(109) and UBN (110)


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Websites Visited in Last 7 Days

68% have visited the Yahoo Homepage


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Media Fusion Highlights Media Strengths

1.2

6.2

1.9

2

1.1

2.6

2.6

2.6

1

2

2

2

1 Day

1 Week

1 Week

1 Week

Newspapers Television Online

36

49

33

40

11

35

35

35

67

74

74

74

1 Day

1 Week

1 Week

1 Week


Example Media Schedule:-100% Share for 1 Day on a combination of 3 top 20 sites

vs

Newspapers 1 insert in Apple Daily News & The Liberty News

vs

Television 4 spots 6.00pm to 8.00pm & 8.00 to 10.00pm on UBN, TVBSN & TVBS

Example Media Schedule:-100% Share for 7 Days on a combination of 3 Top 20 Sites

vs

Newspapers 2 inserts in Apple Daily News & The Liberty News

vs

Television 28 spots 6.00pm to 8.00pm & 8.00 to 10.00pm on UBN, TVBSN & TVBS

Reach % Average Frequency


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1.2

6.2

2

0

1.1

2.5

2.5

0

1

1.7

1.7

0

1 Day

1 Week 100%

Share

1 Week 20%

Share


36

49

45

0

11

37

37

0

67

74

43

0

1 Day

1 Week

100%

Share

1 Week

20%

Share



How do we meet planning

criteria of Weekly Reach = 45%

and Average Frequency of 2.0

Reduce Newspaper usage to 2 insertions in

Apple Daily News only

Media Fusion Highlights Media Strengths.


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1.2

6.2

2

0

1.1

2.5

2.5

0

1

1.7

1.7

0

1 Day

1 Week 100%

Share

1 Week 20%

Share


36

49

45

0

11

37

37

0

67

43

43

0

1 Day

1 Week

100%

Share

1 Week

20%

Share




How do we meet planning

criteria of Weekly Reach = 45%and Average Frequency of 2.0

Reduce Newspaper usage to 2 insertions in

Apple Daily News only

M di F i Hi hli ht M di St th


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1.2

6.2

2

1.1

2.5

2.5

1

1.7

1.7

1 Day

1 Week 100%

Share

1 Week 20%

Share


36

49

45

11

37

37

67

43

43

1 Day

1 Week

100%

Share

1 Week20%

Share




Reduce Share of site down to 20% on all 3 Sites

Online = High Frequency MediumHow can we minimise and reduce cost?



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37

51

43

69

64

82

0 10 20 30 40 50 60 70 80 90 100

2.4

2.1

1.7

2.9

2.6

3.3

Combined TV, Internet & Print

Combined TV & Print

Combined TV & Internet

Print

Internet

TV

Interested in Financial Investments: Weekly Reach

Evaluating Audience across Media Platforms

% Target Reached

AverageOpportunityToSee


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Evaluation of specific consumer groups:

Target:- Taiwan Beer Drinkers (5.4m)

6.1 million Beer consumers in Taiwan

89% (5.4 million) usually drink Taiwan Beer ..

Who are they:

75% are Male

41% are between 30-49 years

58% work as Basic Level Managers

41% Agree they are very confident

T T i B D i k (5 4 illi )


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Target:- Taiwan Beer Drinkers (5.4 million)

15

19

36

18

108

1512

3

Totals Taiwan Beer

Top 3 Websites Most

Likely to visit

Past 7 days

Top 3 Weekly Magazines

Most Likely to read

Past 7 days

Top 3 Channels Most

Likely to visit

Past 7 days


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4.6

0

0

1.31 Week

1 Week

1 Week

Magazines Yahoo

25.2

0

0

23.51 Week

1 Week

1 Week

Magazines Yahoo

Example Media Schedule:-

Yahoo websites 100% Share for 7 Days on Yahoo Sport, Yahoo Stock & Yahoo Auto

vs

One Insertion in Weekly Magazines - Next Magazine, Business Weekly & Business Today

Yahoo Buy

Higher Reach4 times more likely to

see the ad


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1

1.6

0

0

1

2

1 Day

1 Week

1 Week

1 Week

Television Yahoo

3.6

17

0

0

3.2

12

1 Day

1 Week

1 Week

1 Week

Television Yahoo

Example Media Schedule:-

Yahoo websites 20% Share for 7 Days on Yahoo Movie, Wretch Guestbook ,Wretch Homepage & Yahoo Sport

vs

Television 28 spots 6.00pm to 8.00pm & 8.00 to 10.00pm on MTV, Channel V, ANIMAX, GTV-C

Yahoo Buy

5% More Reach

than TV




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Target:- Taiwan Beer Drinkers (5.4 million)

16

25

24

37

36

51

0 10 20 30 40 50 60 70 80 90 100

1.9

4.6

1.3

3.9

1.7

3.5

Combined TV, Internet & Print

Combined TV & Print

Combined TV & Internet

Print

Internet

TVAverageOpportunityToSee

% Target Reached


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Copyright 2010 The Nielsen Company.Confidential and proprietary.


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Copyright 2010 The Nielsen Company.Confidential and proprietary.

Nielsen Consumer & Media View enables

Assess the effectiveness of consumer targeting in multi-media

campaigns

Extract more value from advertising activity

Measure the quality of an audience, not just the quantity

Ensures media schedules are planned and bought usingindustry currency electronic audience data (like with like)

Analyse Online and assess in combination with other mainmedia


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Copyright 2010 The Nielsen Company

Integrate media information with our rich source of consumer

lifestyle, attitudes and purchasing behaviour data

Interrogate this wealth of data with a new state of the art userinterface

Nielsen Consumer & Media View enables

Nielsen

IMS

Clear

Decisions

interface

Nielsen

IMS

Clear

Decisions

interface

Buyergraphics

Doergraphics

Demographics

Claimed Media

Client

ServiceFuture

Proofing

Fused TAM TVRatings

FusedRAM Radio Ratings

To be Fused

Digital Ratings

Nielsen Print

Readership

Cinema

Visits

Outdoor

Exposure

nielsen-cmv digital ratings launch v1

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