tech talk with nielsen
Post on 08-Aug-2015
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DIGIDAY TECH TALKMEASURING ADVERTISING EFFECTIVENESS
Ashish MohindrooVP Marketing
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ADVERTISING EFFECTIVENESS SIMPLIFIEDEffectiveness principles are consistent across screens
Reach the right people
Reach
Influence their opinion
Resonance
Impact their behavior
Reaction
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NEW ADVERTISING MEASUREMENT CHALLENGES
NATIVE
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DRIVE IN-STORE VISITS VIA MOBILE
“ Though mobile is new, I answer to metrics. Nielsen provides us with apples to apples online & mobile ad effectiveness measurement and optimization, enabling us to advertise online and in mobile with confidence.” - Ryan Richardson,
Digital Media Manager, Buffalo Wild Wings
Not Exposed to Advertising
Exposed to Advertising
45% Lift
Mobile: Intent Brand Lift
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DRIVE NEW PRODUCT AWARENESS ON SOCIAL
Not Exposed to Advertising
Exposed to Advertising
24.7%
27.4%11.3% Lift
Awareness Brand Lift
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INCREASE FAVORABILITY ACROSS NATIVE ADS
Not Exposed to Advertising
Exposed to Advertising
25.4%
46.2%82% Lift
Favorability Brand Lift“32% of CMOs say that they have bought or are planning to buy native video advertising in the next 6 months ” - Forbes Insights & Sharethrough Research
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