#SMTVAS

James OatesUK Managing Director, Marketing EffectivenessNielsen Digital

James OatesUK Managing DirectorMarketing EffectivenessJune 2014

PLAN…BUY… MEASURE… FOR CROSS PLATFORM SUCCESS

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THE DYNAMIC MEDIA LANDSCAPE

Streaming & OTT services delivering increased choice and control

Social Media is empowering influencers and creating communities

Smartphones & Tablets transforming relationships

TV viewing is growing…but is now multi screen and time shifted

Cross Platform Advertising delivering incremental reach and frequency

Younger demos shifting to “Video Everywhere”

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PRINT TELEVISION

THEN

OUTDOOR

RADIO

CINEMA

DIRECT MAIL

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NOW

INSTANT MESSAGING

EMAIL

GEO-LOCATION

DATINGVIDEO

MUSIC

MOBILE COMMERCE

ONLINE SHOPPING NFC

TEXT SMS APPS

SOCIAL MEDIA

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TV IS STILL THE PREFERRED SCREEN…

• U.S.: Nielsen NPOWER; U.K.: BARB; Italy: Auditel

185:00

Average Monthly TV Time Spent (HH:MM) – December 2013

129:54 143:20

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…BUT TIME IS NOW SHARED WITH OTHER DEVICES

• U.S.: NetView, Mobile NetView 3.0; U.K.: NetView, Mobile Meter Panel; Italy: NetView, Mobile Meter Panel

Average Monthly Time Spent online on Computers and Mobile Devices (HH:MM) – December 2013

26:58 34:21 29:14 41:42 18:07 37:12

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CHALLENGE OF LANDING AN AD EFFECTIVELYAdvertising is less effective to younger audiences

Remember the ad

Remember the brand

35-49 years 50+ years18-24 years 25-34 years

46%

33%

56%

39%

62%

44%

70%

54%

THE CHALLENGE…

MORE PLATFORMSMORE ADVERTISING LESS FOCUS

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FOCUS ON THE METRICS THAT MATTER : 3RS

X =REACH

Did my intended audience see my campaign?

RESONANCE

Did my campaign deliver the desired brand impact?

REACTION

Did my campaign deliver the desired consumer response?

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USING BIG DATA PARTNERSHIPS TO CREATE A CONSISTENT METRIC

currency-qualityratings

npanel big data

12

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Viewability

WHAT

HOW…

And if that were not enough…

…. IN REAL TIME WITH NO

MINIMUM

CAMPAIGN

SIZE

Market Mix Model Extracts

TV + Online Realtime Resonance measures

…by day …by publisher …by placement …by demo

Reach Frequency Gross Rating Points

ONLINE CAMPAIGN RATINGS

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EUROPEAN RESULTS SHOW HUGE UPSIDE POTENTIAL FOR ONLINE AD CAMPAIGNS

OF ALL IMPRESSIONS ARE SERVED TO THE TARGET AUDIENCE

only 50%

THE VARIANCE BETWEEN PUBLISHERS IS SIGNIFICANT

OPTIMISING IN REAL TIME IS DELIVERING INCREASED ROI

68%Off-Target

32%

Masked Campaign: Site On-Target DeliveryTarget Audience: Male 25-49

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ADVERTISERS WANT TO KNOW IF THEIR CAMPAIGNS ARE LANDING ONLINE

Source Nielsen Online Camoaign Ratings, UK

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Stop measuring in

SILOS

Duplicated AudienceWhat audience is reached by both the

TV and online campaign? How frequently?

Unduplicated AudienceWhat is the total unduplicated

reach and frequency of a cross-platform campaign?

Online Audience

TelevisionAudience

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ONLINE DOES DELIVER INCREMENTAL REACH

UK XCR TOTAL CAMPAIGN SUMMARY 2014

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BUT IT VARIES WIDELY BY DEMOGRAPHIC

17

In general,

Source: Nielsen Online

Source: Nielsen Online Campaign & Cross Media Ratings Benchmarks Database

Demographic Group

Incr

emen

tal R

each

aver

age

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UNDERSTAND RESONANCE CROSS PLATFORM

CSD-Norm

General Recall Brand Linkage Brand Linkage

A B C D A B C D A B C DAmong those who recall the Ad ‘s content, what percentage were able to accurately identify the

advertised brand?

Among all consumers reached by the Ad, what percentage

remember BOTH the Ad’s creative content AND the

advertised brand?

Brand Linkage Brand RecallA B C DPercentage who

recalled brand

Basis: Spot Recallers

A B C DAmong those who recall the Ad ‘s content, what percentage were able to accurately identify the

advertised brand?

Brand LinkageA B C DPercentage who

recalled brand

Basis: all respondents

General Recall Brand Linkage Brand Recall

Percentage who recalled spot

Basis: all respondents

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FIRE & ICE: INTEGRATED FOR MAXIMUM REACTION

Full Digital Support

National PressSampling

Nationwide

Integrated PR Campaign

Interactive Online Comic

Complimentary NPD Joint Pack Promo

Joint Displays in-store

Joint TVC

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AS SUCH THE CAMPAIGN DELIVERED SIGNIFICANT MEDIA ROI

£1.70

£1.60

£1.57

£1.30

£1.03

£0.95

£0.84

£0.75

£0.73

£0.45

£0.34

£0.25

Fire & Ice

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Fire & Ice vs. all other Pepsi Max Campaigns(Incremental £ Sales per £ Spending – Grocery Multiples)

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COLLECT & CONNECT…IN REAL TIME

IN A CROSS PLATFORM WORLD FOCUS ON THE METRICS THAT

MATTER

X =REACH RESONANCE REACTION