innovation to support linear & digital ad models nielsens roadmap for cross-platform ratings:
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INNOVATION TO SUPPORT LINEAR & DIGITAL AD MODELS
NIELSEN’S ROADMAP FOR CROSS-PLATFORM RATINGS:
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WHY IS MEASURING ACROSS PLATFORMS IMPORTANT?
Source: Nielsen Cross-Platform Report Q4 2013, table 3; ???
Cross Platform Campaign Spend to Reach
Within 3 Years50%
Watching Video on Smartphone
In 201325%
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MULTIPLE FACETS OF CROSS PLATFORM MEASUREMENT
BY DEVICE TYPE
BY ADVERTISING MODEL
BY DELIVERY TYPE
BY USAGE
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THE 6 IMPORTANT THINGS
Digital Coverage and Sample Size
Common, Single-Source,
Highly Representative Panel
True Comparability to TV
Mobile Measurement
Viewability
MRC Accreditation and Constant Auditing
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TODAY
HIGH QUALITY PANELS ARE KEYCritical for gold standard measurement & precise Cross Platform calibrations
MID ‘14 – MID ‘15
~3,200HH’sNEW PEOPLE METER HOMES
~20,550HH’sNATIONAL/LOCAL PEOPLE METER HOMES
~9,800HH’s TV & PC HOMES ~1,500HH’s NEW TV &
PC HOMES
~15,000HH’sTABLET & MOBILE PANELISTS
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SOFTWARE METER
COMPARABLE OVERNIGHT RATING
Digital VideoRatings
A HIGH QUALITY REPRESENTATIVE PANEL ANCHORS ALL MEASUREMENT
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.
TVRatings
GOLD STANDARD PROCESS
ONE ENCODING PROCESS
BIG DATA ENABLED MEASUREMENT
ONE CLIENT-SIDE IMPLEMENTATION Cross Platform
TWO TYPES OF VIDEO CONTENT
TV Originated Content
Native Digital Content
MRC ACCREDITEDUNIVERSAL
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TIMING—MEASUREMENT FOOTPRINT 2014Li
near
TV
(C3/
7)D
igita
lD
ynam
ic
TV SET CONNECTED DEVICES PC TABLET SMARTPHONE
PROGRAMS Fall 2014 Fall 2014
ADS Fall 2014 Fall 2014
CONTENT 2015 DPR Q2 2014 Q2 2014
ADS 2015 OCR Q3 2014 Q3 2014
De-duplicated audience across ad m
odels
DEVICE
De-duplicated audience across screens
AD M
OD
EL
In currency (C-3) or where comparable Digital Ratings are provided
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DE-DUPLICATION COMES FROM KNOWING WHO’S AT THE SCREEN
TV Individuals determined from
Nielsen Households
LINEAR RATINGS DIGITAL RATINGS
Digital Individuals identified by
180MM person panel and validated
by TV Panel
NIELSEN CROSS-PLATFORM HOMES PANEL
CROSS-PLATFORM REACH
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• Advertisers can feel confident in the quality of the numbers that they receive
• Advertisers get validation that their video ad was viewed by the demographic they paid for
FLEXIBILITY IN MONETIZATION AND GROWTH OPPORTUNITIES
• Digital publishers can compete against TV for Video ad dollars
• Digital benefits from the same quality and rigor as traditional TV
• Broadcasters can now get C3 Ratings for eligible content viewed on mobile devices
• Broadcasters can now be flexible outside of the C3 window knowing that they’ll get comparable ratings