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The nature of online advertising allows us the chance to deeply understand performance but in the past we haven’t done a very good job of making these capabilities work for us. The Nielsen representatives will show us how we are able to understand the effectiveness of brand based advertising online and use this information to become more efficient, but this requires organizational and attitudinal change.
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ADVANCES IN ADVERTISING EFFECTIVENESS & EFFICIENCY Andrew Felbert Commercial Director, Online Emerging Markets, EMEA
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half”
John Wanamaker US Department Store Merchant (1838-1922)
Sometime ago…
“We have endless data. We need help to find what information to look at, what is important and what is just noise”
“There are too many players with different objectives. Creative or media agencies, traditional or digital agencies; coordination must happen”
“Media goals cannot be determined equally because there are not common metrics in TV, online, print. It’s imperative to understand the relative effectiveness across platforms”
“Advertising spend is like bowling: after rolling the ball, you have to wait for the ball to go all the way to the end to learn if you striked. You are hand tied and can’t make any changes mid course and just wait”
“It’s incredibly difficult to link performance to an actual ad to an actual behavior. We would invest more in media if we saw a direct pay off”
The Industry is open to change
Improve ROI through campaign optimization
Ultimately, become a predictive virtuous cycle
Provide comparability across platforms
Performance data that is fast, comprehensive and granular
Produce metrics that matter
Where do We Start?
1
2
3
4
5
Reach
Resonance Reaction
Reach the right people
Impact their
behavior Influence their
opinion
R
R
R
Advertising Effectiveness Simplified Effectiveness principles are universal
… So what has changed?
Cost/Data Availability Spectrum HI LO
PANEL MATCH
DATA FUSION SEGMENTATION
Multiple Methods for Data Integration to Improve The ROI of Your Media Investments are available today
PANELS CENSUS 3rd PARTY
Media Planning/ Allocation
Measure the GRP delivery of your media schedule, and determine what programs delivered well and which ones delivered poorly
Identify the best TV programs, magazine and websites in reaching the core consumers
Determine the optimal share of budget to TV, internet, magazines and other media, in terms of maximizing exposure against core consumers
Media Optimization
Post Buy Analysis/ROI
Objective: Optimize all the steps in the media planning cycle
Plan Buy Measure
Off Target On Target
16% on target
Daily On-Target Delivery (OCR Masked Example)
Daily Online Campaign Impressions
Off Target On Target
16% on target
41% on target
BEVERAGE
Optimize audience delivery by focusing on better placements and high performing sites
Brand Lift on Awareness (CPG Example)
Source: Blinded Nielsen Online Campaign Ratings case
56% better
Original Optimized
Optimize the effectiveness of the campaign by reallocating budget to top performing creatives
23.2 34.4
• Increase media delivery to most responsive Groups
• Tailor Creative Messages to High-Volume/Low Responsive Groups
35%
30%
25%
20%
15%
10%
0% 0% 5% 10% 15% 20% 25% 30%
35%
• BG 3
BG 4
• BG 5
• BG 1
• BG 2 • BG 6 • BG 7
• BG 8
• BG 9
5%
Distribution of Brand X Ad Impressions
Dist
ribu
tion
of B
ran
d X
Pu
rch
ase
s a
fte
r Ca
mp
aig
n
Determine actions to increase sales impact
Summary… a lot has changed!
• 3R Framework – simple, actionable, powerful • Real-time digital optimization is a big opportunity
• Best results achieved by optimizing all key aspects of campaign
• Measure Reaction via offline sales impact
