precision marketing meets brand advertising digital precision marketing brand advertisingdirect...
TRANSCRIPT
PRECISION MARKETING MEETS BRAND ADVERTISING
DigitalPrecision Marketing
Brand AdvertisingDirect Marketing
NEW APPROACHES TO MEDIAPLANNING AND ANALYSIS
TODAY
Broad Demographic Audiences
Broad Reach
Limited Effectiveness
THE OPPORTUNITY
Focused Behavioral Groups
Focused Reach
Improved Effectiveness
EARLY DIGITAL EFFORTS SUGGESTPRECISION MARKETING WORKS
Source: Nielsen Catalina Solutions, 800+ digital campaign measurements
AVERAGE
2.79HEALTH &BEAUTY
2.73GENERALMERCH
2.73OVER-THE-COUNTER
2.72FOOD
2.36PET
5.29
PAYBACK PER DOLLAR SPENT
PRECISION MARKETING SUCCESSHAS DRIVEN A SHIFT IN DOLLARS
Source: eMarketer, Wall Street research and GCA Savvian estimates
Sites Audience
CAGR: 35%CAGR: 5%
COMPLEX ECOSYSTEM MAKESLIFE DIFFICULT FOR ADVERTISERS
Source: LUMAscape
DESPITE THE CHALLENGES, BRANDS ARE HAVING BIG SUCCESS
WITH AUDIENCE BUYING TODAY
CASE STUDY: ORAL CARE BRANDTHE CHALLENGE:
Drive sales and trial volume Build brand loyalty
Source: Yahoo! Consumer Direct
THE RESULTS
Increased purchase frequency (+3%) and increased product expenditure (+8%)
Most effective at increasing purchase amongst existing user consumer-base
More efficient than overall campaign delivering better ROI both per dollar spent (+$1.50) and also per 1,000 impressions (+$8.22)
THE SOLUTION:
Yahoo! utilized Consumer Direct to deliver theadvertiser’s message to a custom audience group based on past purchase data.
DEMOGRAPHIC VS. PRECISION MARKETING
200 174 160 125 45 23 10 0
From: “All Things to All People”
DAIRY PRODUCT
To: Precision Driven Marketing
Growth Segments
FamilyFoodies Convenience Families Health - Older Value & Shop
ExperienceLoyals –
OlderTaste/Health
FamiliesHealth - Younger
Advertising Exposure
Index104 99 98 102 108 96 104 94
Sales Response to Advertising
Source: Nielsen Catalina Solutions Single Source Media and Effectiveness Analysis, 2012
TV Moderators StreamersProgram
PassionatesMedia
Trendsetters TV Companions Sports Enthusiasts
Dairy Product 214 188 133 64 52 0
FoodGPS Health - Younger Taste/Health Families Convenience Value & Shop
Exerperience Family Loyals - Older
Dairy Product 0 10 174 45 160 23
Sales Response to Advertising Index
Media Demand Landscape
PERSONAL MEDIA MARKETING
Source: Nielsen Catalina Solutions Single Source Media and Effectiveness Analysis, 2012
NATIONAL BROADCAST SITCOMPROMOTIONAL CAMPAIGN
Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine
Behavior Marketing Reach by Network
Light Shade = Duplicated ReachDark Shade = Unduplicated Reach
Behavioral Target Viewers
Impressions Duplicated Reach Avg. Frequency Converted CPCV
Simulmedia 12,752,672 7,992,331 1.60 537,446 $0.93National Plan 18,174,338 8,953,272 2.03 870,978 $1.40
cont
ributi
on
audience size
cont
ributi
on
audience size
EuropeCalifornia
New York
Washington
travel, USA
executive management
first-class travelers
MiamiThailand
New Yorknightlife
business job title
Hong Kong
first-classtravelers
Aspirational Travelers Converted Travelers
vacation travelsites
travel commerce
Italy
Source: eXelate
SHOPPING DATA CONVERSION DATA
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