2

AMERICAN APPETITE FOR VIDEO IS

EXPANDING

Source: Nielsen, Free To Move Between Screens: The Cross Platform Report

Traditional TV Time Shifted Tv DVD/Blue RayGame Console Internet on Computer Video on InternetVideo on Mobile Phone

+2% +8%

(10%)

(1%)

+2%

+44% +15%

The average American consumes nearly

224 hours of content each month

on the TV set, on the computer

and on mobile

That is a 7 hour increase compared

to the same quarter last year

Mobile and digital experienced

the highest growth

MULTI-TASKING IS A KEY DRIVER OF VIDEO GROWTH

Source: Nielsen Mobile Connected Device Report

88% of tablet owners

use their device

while watching

TV at some time

87% of smartphone

owners use their

device while

watching TV at

some time

CONNECTED DEVICES ARE OUTPACING

THE POPULATION

9BN IN 2013 CONNECTED

DEVICES

GSMA, February, 2012

CONNECTED DEVICES ARE OUTPACING

THE POPULATION

“WAIT AND SEE” IS NOT FOR MOBILE ADVERTISING

THE TIME IS NOW

CONNECTED

DEVICES

50BN

BY

2020

GSMA, February, 2012

ADVERTISERS AREN’T WAITING ON

“PERFECT”

INVESTING IN MOBILE AT A STAGGERING

RATE

Source: IAB Internet Advertising Revenue Report, 2012 Full Year Results

Total

Digital Digital

Video

Mobile

15%

29%

111%

STILL THERE IS A $1.5 BILLION MOBILE

ADVERTISING OPPORTUNITY

Source: Internet Trends Year-End Update, KPCB, 2012

MOBILE IS A MARKETER’S DREAM A CONSTANT COMPANION ALLOWING YOU TO REACH THE

RIGHT CONSUMER, WITH THE RIGHT MESSAGE, AT THE

RIGHT TIME

Reach the right consumer, with the right message, at the right time Distribution of Adult Time Spent/Platform by Hour in the U.S.

51% of online usage occurs during the

working hours of 9am to 5pm

53% of TV usage occurs

during prime time

Mobile usage is constant throughout waking hours

Source: Nielsen People Meter, Nielsen Netview, Nielsen Mobile Mediaview, July 2012

REALITY: BRANDS AREN’T INVESTING

MORE BECAUSE THEY DON’T HAVE

RELEVANT PROOF POINTS ON ROI Which of the following would lead you to increase spending in new media?

2013 Brand Advertising Outlook & Best Practices, Vizu, a Nielsen company, 2013

42%

68%

69%

0% 20% 40% 60% 80%

Ability to verify my online brand advertisign was actuallydelivered to my intended audience

Ability to verify my brand advertising created the desiredresult (e.g. increased awareness of my product)

Improved clarity around the actual return on my brandadvertising investment

“For our brands, the challenge is prioritizing mobile over

other well-understood, well-measured results drivers. For

the organization, the challenge is learning about mobile —

what works, what doesn’t and how to do it well.”

Director, Interactive Marketing, Leading CPG Company

2012 Brand Advertising Outlook & Best Practices, Vizu, a Nielsen company, 2012

DIFFERENT METRICS MAKE LIFE

CHALLENGING

Still left asking

“Who saw my ad?”

Server Log

Counts

Page Views

Click Through

Rates

Digital measurement today

14,561

178,509

0.015% Above the Fold

20%

Other measurement today

Demo: Female 18-22

AS A NEW MEDIA, MOBILE IS EVEN

MORE CHALLENGED WILD WEST ON MEASUREMENT

What are the right measures for mobile?

Should they be unique or look like

digital?

How about other media?

Default reliance on click-thru rates

ADVERTISING EFFECTIVENESS SIMPLIFIED EFFECTIVENESS PRINCIPLES ARE CONSISTENT ACROSS

SCREENS

Reach the right people

Reach

Influence their opinion

Resonance

Impact their behavior

Reaction

Mobile NetView

Nielsen Campaign Ratings

Mobile BrandEffect

Twitter iAd

Location Effect

Nielsen Catalina Solutions

Nielsen Buyer Insights

TWO ASPECTS OF UNDERSTANDING

REACH PLANNING CAMPAIGN MGT/POST

• What is the overall size and

composition of the sites and

apps?

• Do they deliver a unique

audience?

• Can they more efficiently

deliver the desired consumer?

• What else are visitors to the

sites/apps doing?

• Are they engaged with other

media at the same time?

• Who was exposed to my ad?

• How many of those exposed

where my intended consumer?

• How many times were they

exposed to my ad?

• Were they exposed across

platforms?

REACH MEASUREMENT CHALLENGES

3 major barriers

Accuracy

Frequency

Comparability

Planning

• Tracking mobile usage was based on

surveys

• Fragmentation in digital makes it difficult for

participants to account for all their usage

Campaign Management/Post

• Reliant on panel approaches or publisher

data

• Panels break down for tracking exposures to

digital advertising – too many permutations

to capture and project

• Measures delivered by publishers don’t tell

you about people

PLANNING: SHIFT TO ELECTRONIC

MEASUREMENT OF DIGITAL BEHAVIOR Before: self-reporting/tags

Now: passive measurement

Mobile Meter Process

Nielsen’s mobile technology passively measures smartphone usage and

reveals how users actually interact with their device:

Benefits:

• Accurate and Detailed

• Fast Syndicated Reporting

• Custom Analytics Reports

panel acquisition meter install/proxy setup

server/report DB consolidated reporting

17

Directly measures age and gender demographics from

Facebook’s 180mm+ person registry, surpassing other

methods of reporting campaign audience

Provides Online Gross Rating Points (GRPs)

consistent with Nielsen TV Ratings

First Internet measurement system with demographic

ratings for campaigns accredited by the MRC*

Delivers unique reach, frequency, viewability, and

verification across campaigns, by publisher, by

placement

Delivers results overnight WITH demographics

CAMPAIN MANAGEMENT/POST

NIELSEN ONLINE CAMPAIGN RATINGS TAPS USER

REGISTRATION DATA

30-50% Impressions

assigned actual

demos for average

campaign

180m+ Registered

Users (US)

Measures

Work &

Home

*Nielsen Online Campaign Ratings is accredited by the Media Rating Council (MRC). Featured elements including

DMA, verification and viewability are not currently accredited, but are undergoing review by MRC.

18

WHAT WE’VE LEARNED SO FAR FROM

ONLINE A LOOK AT COMPOSITE LEARNINGS OF 3,000+ CAMPAIGNS

On average, 52% of impressions on-target

o 31% on-target for narrowly-defined targets

o 83% on-target for broadly-defined targets

Wide variation of performance against objectives across campaigns – a few in the high

90%, others in single digit percentages

Sites with better user registration information and more focused content tend to

achieve the best on-target delivery

19

AOL HAS USED OCR TO OPTIMIZE PERFORMANCE ON

ADVERTISER INITIATED CAMPAIGNS

Campaign 1 Campaign 2

Campaign 3 Campaign 4

AGENCY AND AOL ARE WORKING TOGETHER TO

IMPROVE THE PERFORMANCE

AOL saw value in using OCR to optimize their audience delivery for

the agency

AOL bought OCR campaigns to gauge how they would perform

Agency required Publishers to guarantee audiences based on OCR

20

More than 66% exposed to

the digital campaign also

viewed it on television

Combined digital and television

campaign reached nearly

90% of the US population

within the target demographic

34.8% Cross-

Platform

reach

89.2% Unduplicated Reach*

72.1%

TV reach

51.9%

Digital reach

Target Demo: F18-34

Key insights

37.3% TV-only

reach

17.1% Digital-

only

reach

UNILEVER IDENTIFIED TOTAL UNDUPLICATED

REACH

21

EXTENDING NIELSEN CAMPAIGN RATINGS

MEASUREMENT TO MOBILE APPS

Source: AdAge, May 14, 2013

UNDERSTANDING RESONANCE

Use brand lift to answer the key

question

Is my online brand advertising

working?

Use real-time brand metrics to

ensure it’s working. Determine:

• What ads to run

• Where to run them

• How often to run them

RESONANCE MEASUREMENT

CHALLENGES Barriers –

Scalability and

Data Quality

Financial and

inventory costs

Implementation

Data quality

Actionability

- High costs in terms of lead time,

inventory, implementation time and

money – leads to special occasion use

only

- Manual coordination and implementation

increases chance of tagging errors

- Multiple questions drive down response

rates

- Non-equivalency of test/control groups

introduce bias

- Post campaign reporting limits

actionability

NIELSEN ONLINE BRAND EFFECT

SIMPLIFIES THE PROCESS

Streamlined implementation, test/control votes from the exact same population

With Nielsen SmartTag: Single question ensures high response rates, single tag

streamlines implementation and ensures equivalency of test/control

Response rates 50-100x higher

Mobile measurement faces unique technological challenges

Ad exposure

Creative

exposure

Ad exposure

frequency

Targeting or

site

X ???

How did my

mobile campaign

do?

METHODOLOGY: CONCURRENT TEST AND CONTROL – Best Practice

METHODOLOGY: PRE / POST – More limited

CHALLENGES TO MEASURING ADVERTISING

EFFECTIVENESS ON MOBILE

cookie

cookie

iOS, 34.3%

Rim Blackberry,

8.1%

Android, 51.8%

Others, 5.9%

Smart Phone Operating System Share

EVOLVING TECHNOLOGY LANDSCAPE WILL

IMPROVE MOBILE MEASUREMENT

Nielsen Mobile Insights, June 2012

iOS6 Sept 2012

UDID IFA

Unique Device Identifier

(UDID)

Identifier for Advertisers

(IFA)

GOOGLE APPLE

NIELSEN MOBILE BRAND EFFECT

CAMPAIGN RESULTS RESTAURANT BRAND Were able to use one consistent metric

to evaluate both online and mobile

performance

Drive an overall 26% brand lift amongst

users who were exposed to the

campaign online

Drive an overall 45% brand lift amongst

users who were exposed to the

campaign on mobile

Inform future online and mobile budget

allocation

Source:Nielsen Mobile Brand Effect, blinded case study

Control Exposed

Online Intent Brand Lift

26%

Lift

Control Exposed

Mobile Intent Brand Lift

45%

Lift

28

REALIZING THE MOBILE OPPORTUNITY –

REACH AT THE RIGHT TIME LOCATION EFFECT: AD IMPACT ON RETAIL STORE VISITATION

Panelists exposed to

ad on mobile via

Jumptap (except

Control group)

Panelists visits retail

store; Panel company

leverages background

mobile app to recognize

Lat/Long coordinates as

being within pre-set

radius of store location

Nielsen works with

Jumptap to establish

a Control group to

hold out from

campaign

Nielsen measures lift

in store visitation

between Exposed

and Control due to ad

exposure

1

2

3

4

5

(Optional) Store visitor

pinged real time on

their phone with short

survey, i.e. “What

movie are you at the

theater to see?”

KEY LEARNINGS

•

•

•

•

NIELSEN CROSS-PLATFORM VISION

By addressing fundamental questions… … in a comprehensive

and integrated way

WHO DID MY AD REACH?

HOW DID IT IMPACT

ATTITUDES?

WHAT DID IT MOTIVATE

THEM TO DO?

All screens / devices

Commercial and program

Paid, owned, earned

Global

Enabling the best decision-making around

marketing mix, media spend allocation, and optimization