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Big Shifts in Advertising and Media ROI LandscapeHow to take advantage
Randall BeardGlobal Head,Advertiser Solutions, Nielsen
Real-time optimization presents significantopportunity to improve
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Big shifts in media landscape—Digital, Fragmentation, InnovationClients are feeling acute pain trying to optimize advertising“3 R” model is a simple, but powerful way to improve advertising performance
Solutions exist today to optimize Reach andResonance to earn the best Reaction
We measure what people Watch and Buy
Media UsageConsumer Purchase
US based example
We measure what people Watch and Buy
Media UsageConsumer Purchase
US based example
Rise of Digital
Fragmentation
Innovation
Broadcast and Satellite
Cable Mobile Apps Tablet
TV Tablet
FusionAdvanced Mix Modelling
TV Main Networks
Over-The-Top
Buyer Response Based Advertising
Real-time Measures
VODDVRMobileOnline
Clients voice key media pain points
How do I allocate my budget?
How do I optimize ROI in real-time?
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2
3
How much should I spend?
Ingredients for Success
REACHDid my intended audience see my campaign?
RESONANCEDid my campaign deliver the desired brand impact?
REACTIONDid my campaign deliver the desired consumer response?
Reach the right people Impact their behaviorInfluence their opinionX =
R E A L – T I M E
At the forefront of media
Joint VenturesAcquisitions Alliances
Our view of brand advertising effectiveness How to increase ROI
Solution
Nielsen Campaign
Ratings
Viewability (AdSafe)
Nielsen Brand Effect
Improvement Opportunity
15-30%
30-50%
15-30%
Business Question
Did the ad reach the right
audience?
Was the ad even seen?
Was the message effective?
60-110%Total opportunity for improvement:
Advertising Goal
Reach (Audience)
Reach (Viewability)
Resonance
Reaction(Sales)
Identify delivery problems in real-time
60%
41%
18%
46%
32% 31%
51%
28% 32%
Site 1 Site 3 Site 5 Site 7 Campaign
32%
68%Off-Target
US based example
R x R = RDigital | Placement
On-Target Delivery by Site
Optimize audience delivery by focusing on better placements and high performing sites
Daily On-Target DeliveryBeverage company
On TargetImpressions
Off TargetImpressions
16%on target
Daily Online Campaign Impressions
41% on target
R x R = RDigital | Placement
US based example
12
Optimize ROI by serving viewable adsR x R = R
Digital | Placement
US based example, Ad Safe
Assumed viewable ads
13
Optimize ROI by serving viewable adsR x R = R
Digital | Placement
US based example, Ad Safe
Actual viewable ads
14
Optimize ROI by serving viewable adsR x R = R
Digital | Placement
US based example, Ad Safe
Delivered viewable ads
15
Optimize ROI by serving viewable ads
$2.80
$1.40
Before After
ROI
R x R = RDigital | Placement
2X
US based example, Ad Safe
versus
Optimize based on creative performanceR x R = R
TV | Creative
Copy A Copy BBeverage Company
US based example
Beverage Company Copy A & Copy B
37%
15%
Copy A Copy B
Brand Recall
Optimize based on creative performance
57%
44%
Copy A Copy B
Breakthrough
100%
50%
Copy A Copy B
Media Weight
50%
Illustrative
R x R = RTV | Creative
US based example
Food Company
versus
Analyze performance of :15 v :30 spots to get the most from your television spend
R x R = RTV | Length
:15 spot :30 spot
US based example
Analyze performance of :15 v :30 spots to get the most from your television spend
0:15 vs. 0:30 Comparative Performance
General Recall
Brand Linkage
Shift :30s to :15s for
higherresults at
lower cost
:30
:15
49%
56%
:30
:15 77%
76%
R x R = RTV | Length
US based example
Optimize based on media placement
Brand X Ad Breakthrough by Program Genre
55%52% 51%
48%42% 41% 40% 40%
35%30%
Genre A Genre B Genre C Genre D Genre E Genre F Genre G Genre H Genre I Genre J
Media WeightAd Breakthrough
R x R = RTV | Placement
US based example
Increase in Brand Lift(CPG Example)
Source: Blinded Nielsen Online Brand Effect case
56% better
Original
23%34%
Optimize by reallocating budget to top performing creatives
R x R = RDigital | Creative
Optimized
Creative Units
Exposure Frequency
Site Performance
3 Key Opportunities for Improvement
Creative Units
US based example
Identify and optimize optimal frequency
Purchase IntentCosmetic Company and
Female-Focused Online Content Publisher
R x R = RDigital | Frequency
Optimal Frequency
14%
50%
Not Exposed Exposed
260%
1XUS based example
1.7x
2.5x
Ad Recall
Brand Recall
Compare mobile effectiveness across platforms
iAd: New Car BrandiAd Banner vs. Online Banner* performance
R x R = RDigital | Placement
New Car iAd
Mobile banners out-performed Online banners
*Online banners for PC US based example
Improve through Marketing Mix Models
Increase Sales Volume
Improve ROI
Reallocated spending
Identified best performing marketing
elements
Total Shipments +10%
Internet Paid TV TradePrint Open TV Promo PacksPR
Optimize based on:
R x R = RMMM
Objectives: Results:
Sales Return per Dollar Invested
Real-time optimization presents significantopportunity to improve
Creative Rotation:15 v. :30
Site Optimization
Exposure Optimization
TIME
BRA
ND
LIF
T
Illustrative
R x R = R
No real-time optimization
Real-time optimization presents significantopportunity to improve
Total opportunity60-150%
Opportunity for improvement:
Reach - Audience 20-40%
Reach - Viewability10-50%
Resonance30-60%
R x R = R
Real-time optimization presents significantopportunity to improve
1
2
3
4
Big shifts in media landscape—Digital, Fragmentation, InnovationClients are feeling acute pain trying to optimize advertising“3 R” model is a simple, but powerful way to improve advertising performance
Solutions exist today to optimize Reach andResonance to earn the best Reaction
Big Shifts in Advertising and Media ROI LandscapeHow to take advantage
Randall BeardGlobal Head,Advertiser Solutions, Nielsen