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Page 1: PRECISION MARKETING MEETS BRAND ADVERTISING Digital Precision Marketing Brand AdvertisingDirect Marketing
Page 2: PRECISION MARKETING MEETS BRAND ADVERTISING Digital Precision Marketing Brand AdvertisingDirect Marketing

PRECISION MARKETING MEETS BRAND ADVERTISING

DigitalPrecision Marketing

Brand AdvertisingDirect Marketing

Page 3: PRECISION MARKETING MEETS BRAND ADVERTISING Digital Precision 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

Page 4: PRECISION MARKETING MEETS BRAND ADVERTISING Digital Precision Marketing Brand AdvertisingDirect Marketing

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

Page 5: PRECISION MARKETING MEETS BRAND ADVERTISING Digital Precision Marketing Brand AdvertisingDirect Marketing

PRECISION MARKETING SUCCESSHAS DRIVEN A SHIFT IN DOLLARS

Source: eMarketer, Wall Street research and GCA Savvian estimates

Sites Audience

CAGR: 35%CAGR: 5%

Page 6: PRECISION MARKETING MEETS BRAND ADVERTISING Digital Precision Marketing Brand AdvertisingDirect Marketing

COMPLEX ECOSYSTEM MAKESLIFE DIFFICULT FOR ADVERTISERS

Source: LUMAscape

Page 7: PRECISION MARKETING MEETS BRAND ADVERTISING Digital Precision Marketing Brand AdvertisingDirect Marketing

DESPITE THE CHALLENGES, BRANDS ARE HAVING BIG SUCCESS

WITH AUDIENCE BUYING TODAY

Page 8: PRECISION MARKETING MEETS BRAND ADVERTISING Digital Precision Marketing Brand AdvertisingDirect Marketing

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.

Page 9: PRECISION MARKETING MEETS BRAND ADVERTISING Digital Precision Marketing Brand AdvertisingDirect Marketing

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

Page 10: PRECISION MARKETING MEETS BRAND ADVERTISING Digital Precision Marketing Brand AdvertisingDirect Marketing

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

Page 11: PRECISION MARKETING MEETS BRAND ADVERTISING Digital Precision Marketing Brand AdvertisingDirect Marketing

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

Page 12: PRECISION MARKETING MEETS BRAND ADVERTISING Digital Precision Marketing Brand AdvertisingDirect Marketing

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

Page 13: PRECISION MARKETING MEETS BRAND ADVERTISING Digital Precision Marketing Brand AdvertisingDirect Marketing

WHAT DID YOU THINK?RATE THIS SESSION

USE THE MOBILE AGENDA:

1. SELECT SURVEY2. FIND THE LINK FOR YOUR SESSION USE YOUR PC OR IPAD:

1. NIELSEN.COM/C360 2. ACCESS THE ATTENDEE ONLY LINKS

Page 14: PRECISION MARKETING MEETS BRAND ADVERTISING Digital Precision Marketing Brand AdvertisingDirect Marketing