kelly mcettrick, videohub and andrew feigenson, nielsen | integrating grps into the digital...
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VideoHub Sr. Director of Platform Strategy, Kelly McEttrick and Nielsen SVP, Ad Platforms & Networks Andrew Feigenson presentation titled " Integrating GRPs into the Digital Ecosystem." Presented at the VideoNuze 2012 Online Video Advertising Summit, June 19, 2012, NYC.TRANSCRIPT
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Integrating GRPs into the Digital Ecosystem
Kelly McEttrickSr. Director of Platform Strategy, VideoHub
Andrew FeigensonSVP, Ad Platforms & Networks, Nielsen
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Television is Still Number ONE
Largest video platform by reach
Source: Nielsen Cross-Platform Report Q4-2011
Eclipses other video platforms in time spent
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But Screen Fragmentation is Only Increasing
Watching Traditional TV
Watching Video on Internet
Mobile Subscribers Watching Video on a Mobile Phone
Source: Nielsen, US Digital Consumer Report Q3-Q4 2011
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Concurrent Media Usage is Prominent
Source: Media Behavior Institute
Watching TV and Another MediaAdults 18-49
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A CHANGEIS TAKING PLACE INDIGITAL ADVERTISING
DR
CTR
ENGAGEMENTRATE
TIME SPENT
UNIQUE FREQUENCY
UNIQUE REACH
BRAND HEALTH
EFFICIENCYDirect Response
EFFECTIVENESSBranding
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EFFECTIVENESS
EFFICIENCY
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The global leader in measurement and information, providing clients the
most complete understanding of what consumers watch and buy.
The first end-to-end platform built exclusively for video, delivering complete transparency into your video campaign performance,
anywhere you buy video.
VideoHub has married the best of the Nielsen TV currency with the accountability of digital to illuminate the unique value proposition of digital video. This allows clients to better contextualize insights and understand the impact of video across larger marketing initiatives.
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5,000
10,000
50,000
100,000
0% 20% 40% 60% 80% 100% 120% 140% 160% 180% 200%
Error Rate
Av
era
ge
Nu
mb
er
of
Da
ily Im
pre
ss
ion
s
It’s Accurate and Actionable via a Panel that Scales in a Fragmenting Ecosystem
1 Million Person Panel
Nielsen OCR/VideoHub
20%
Less than 95% confidence
VideoHub and Nielsen can measure placements as small as
10,000 daily impressions –
overlap ranging 35-50%
Note: Relative error normalizes the error so that it can be compared to other errors (95% confident error divided by the metric). Based on a study of more than 200 VideoHub campaigns, with 30-50% sample coverage and estimates for a 1 million person panel with less than 1% sample coverage.
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1. YOUR HOLISTIC CAMPAIGN.
2. EACH MEDIA PARTNER.
3. THE BUYING UNIT, PLACEMENT.
ALLOWING FOR DEEP & REAL-TIME RATINGS
4. LOCATION, DMA.
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COMBINING THE BEST OF DIGITAL ACCOUNTABILITYKNOW WHAT HALF OF YOUR RATINGS ARE WORKING
Viewability
Time Spent
Brand Health Conversion
Engagement
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AND ALLOWS OUR CLIENTS TO SEE THESE KINDS OF RESULTS, ANYWHERE THEY BUY VIDEO
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CASE STUDY
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April 1
0, 20
23
13
CASE STUDY
Primary TargetA18-49Male Skew
1.28 GRPs W18-49
1.33 GRPs M18-49
Source: VideoHub and Nielsen
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Varied Viewing Quality
PARTNER 1
85%
PARTNER 2
43%
PARTNER 3
95%
PARNTER 4
51%
CAMPAIGN AVERAGE: Viewability
Source: VideoHub Internal Data
CASE STUDY
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PlayerSize
Time of Day
Geo OS Type Browser Type
Frequency Video Consum-
ption
Day of Week
Custom Data
Demo Content Category
Video View
History
0
1
2
3
4
5
6
MANY VARIABLES IMPACTED PERFORMANCE
TIME SPENTSource: VideoHub Internal Data
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0
1
2
3
4
5
6
7
8
9
10
Time of Day
Frequency Demo Geo Content Category
Player Size
OS Video View
History
Browser Video Consum-
ption
Day of Week
BRAND LIFTSource: VideoHub Internal Data
DIFFERENT VARIABLESIMPACTED BRAND LIFT
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Demographics
IMPACT RANK#10 Time Spent
M18-34 over-indexed for time spent
3rd Party Cookie Data
Source: VideoHub Internal Data
CASE STUDY
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IMPACT RANK# 3 Brand Lift
Younger men & women indicated strongest brand consideration
3rd Party Cookie Data
Demographics
Source: VideoHub Internal Data
CASE STUDY
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BRAND HEALTH COMPLETIONS
Optimal Time of Day
1am- 6am
Source: VideoHub Internal Data
CASE STUDY
IMPACT RANK# 1 Brand Lift# 2 Completions
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20
Making Your Reach Work Better. And Making it Scalable.
11am - 4pm
Effectiveness Distribution Reach Distribution Reach Optimization
10pm - 3am
11am - 4pm
Source: VideoHub Internal Data
CASE STUDY
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21
Source: VideoHub Internal Data
Optimal Frequency
1X 2X 3X 4X 5X 6X 7X 8X 9X 10X 11+
1X Maximized CTR
2-3X Maximized Engagement
6-8X Maximized Brand Lift
K
KKKK
K
K K KK K
Increased investment in video to maximize reach
effectiveness
Reach Distribution by Frequency
CASE STUDY
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April 1
0, 20
23
22
Brand Performance Over Time:
23% ConsiderationVery Likely & Somewhat Likely
Increased Average Frequency
Decreased Time Spent
CASE STUDY
Decreased Audience Reach against unresponsive target
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THANK YOU
Kelly McEttrickSr. Director of Platform Strategy, VideoHub
Andrew FeigensonSVP, Ad Platforms & Networks, Nielsen