NAB 2013 - Amit Seth - Video Advertising Metrics
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The document discusses metrics for measuring the effectiveness of video advertising across platforms. It analyzes how consumption of TV content is growing digitally and viewers are multi-tasking across screens. The best metrics address who an ad reached, how it impacted attitudes, and what it motivated viewers to do. Nielsen provides solutions to measure these factors for TV, online displays, social media, tablets, and mobile to help optimize advertising spend.
NAB 2013 - Amit Seth - Video Advertising Metrics
- 1. ANALYZING METRICS: WHICH METRICS MOST ACCURATELY MEASURE THE EFFECTIVENESS OF VIDEO ADVERTISING ACROSS PLATFORMS? Amit Seth April 10, 2013
- 2. DIGITAL CONSUMPTION OF TV CONTENT GROWS 5% of homes don’t fit Nielsen’s former defini>on of a “TV home” Copyright ©2012 The Nielsen Company. Confiden>al and proprietary. 2
- 3. Copyright ©2012 The Nielsen Company. Confiden>al and proprietary. MULTI-‐TASKING ACROSS SCREENS HAS INCREASED 87% of smartphone owners use their device while watching TV at some Nme 88% of tablet owners use their device while watching TV at some Nme Source: Nielsen Mobile Connected Device Report 3
- 4. NIELSEN AD EFFECTIVENESS VISION By addressing fundamental ques>ons… … in a comprehensive and integrated way All screens / devices Commercial and program Paid, owned, earned Copyright ©2012 The Nielsen Company. Confidential and proprietary. WHO DID HOW DID IT WHAT DID IT Global MY AD IMPACT MOTIVATE REACH? ATTITUDES? THEM TO DO? Real-‐Time Enabling the best decision-‐making around marke>ng mix, media spend alloca>on, and op>miza>on 4
- 5. Copyright ©2012 The Nielsen Company. Confiden>al and proprietary. REACH AUDIENCES ACROSS PLATFORMS Overcome fragmentaNon… … by unlocking Big Data… … to deliver in real Nme. Nielsen Online Campaign Ra/ngs • Reach, frequency, GRP • By demographic + • Viewability, brand safety TV Online Panel-‐based soluNons break down Unprecedented size & quality • Campaigns too small • Access to Facebook and other data Nielsen Cross-‐Pla4orm Campaign • Lack of granularity providers’ user data Ra/ngs • Results too slow • Mul>-‐plaborm panel • Total reach, unduplicated reach • Interna>onal even harder • World-‐class measurement science • TV ra>ngs + OCR • Results ader C3 5
- 6. Copyright ©2012 The Nielsen Company. Confiden>al and proprietary. INCREASE BRAND LIFT WITH ADS THAT RESONATE BRAND AWARENESS PURCHASE INTENT BRAND LINKAGE FAVORABILITY PREFERENCE ATTITUDES RESONANCE Did it make an impact? RECALL NIELSEN BRAND EFFECT MEASURES BRAND IMPACT ACROSS MEDIA PLATFORMS TV ONLINE SOCIAL TABLET MOBILE APPS 6
- 7. Copyright ©2012 The Nielsen Company. Confiden>al and proprietary. UNDERSTAND WHAT WATCHERS BUY (REACTION) Matching TV and purchase data sets to op>mize adver>sing spend Top 33% Category Ratings 4.93 of Customers Generate Viewing Spending 80% Of Sales 2.62 Behavior Behavior Top Spenders Competitor ABC’s Castle Family Dining 7
- 8. Copyright ©2012 The Nielsen Company. Confiden>al and proprietary. INGREDIENTS TO INCREASE YOUR ADVERTISING ROI Reach (Audience Did the ad reach the right Nielsen Campaign Ratings and Viewability) audience and was it seen? Was the message Resonance Nielsen Brand Effect effective? Nielsen Buyer Insights, Reaction Did the ad deliver the right Nielsen Catalina Solutions, impact? How much do I (Sales) Nielsen Marketing Mix spend/allocate? Models 8
- 10. Copyright ©2012 The Nielsen Company. Confiden>al and proprietary. TAP TV VIEWERS… ONLINE Connect with hard-‐to-‐reach viewers or strategically duplicate messaging Extend Reach: GRP Distribu>on of Online Schedule Strategic Duplica>on: TV + Online Video 100% 100% LIGHT TV TRADITIONAL 90% 90% 18% VIEWERS VIDEO BUY 80% 80% 86% 70% 20% 70% 76% 80% 60% 75% MEDIUM TV 60% 50% 62% VIEWERS 50% USING ONLINE 40% 56% AUDIENCE 40% 30% SEGMENTS HEAVY TV 30% 20% 20% 10% 20% 5% VIEWERS 0% 10% TRADITIONAL USING ONLINE 0% 0% ONLINE BUY AUDIENCE EFFECTIVE UNDUPLICATED SEGMENTS: TV REACH (3+ AD NET REACH VIEWING EXPOSURES) Illustrative 10