measuring & optimizing reach and resonance in digital advertising
DESCRIPTION
TRANSCRIPT
1
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and ResonanceCopyright © 2012 The Nielsen Company. Confidential and proprietary.
Measuring and OptimizingReach and Resonancein Digital Advertising
Randall BeardGlobal Head – Advertiser Solutions Nielsen
2
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Advertising Effectiveness Simplified
Effectiveness principles are universal / screen agnostic
3
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Reach & Resonance Drive Reaction
The “3R’s” of Advertising ROI
Reach
Deliver Impressions
Resonance
Break Through & Communicate
Reaction
Drive Sales
4
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Breaking Down Reach & Resonance
Reach the Right People
• Was my ad even seen?
• Did it reach my audience?
Reach
Influence their Opinion
• Did it break-thru?
• Did it change opinions?
Resonance
5
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Question: Did anyone see my ad?
• Optimize delivery against sites with best viewability:
?
Measuring and Optimizing Reach: Viewability
What’s In-
view?
For How Long?
Which Creative ?
On What Sites? Viewed
What’s In-
view?
On What Sites?
6
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Exchanges Publisher Direct Networks
Viewable41%
of the time
Viewable48%
of the time
Viewable59%
of the time
• ~50% creative not viewable
A major insurance company was using a DSP to execute media buying decisionsBackground
Viewability Case Study
• Rebid on viewable creative
Exchanges Publisher Direct Networks
• Doubled ad ROI
7
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Delivery by
demo
% on target
GRP’sReach &
FrequencyAudienceDelivery
Measuring & Optimizing Reach: On-Target DeliveryQuestion: Was my ad delivered to my target ?
• Optimize site selection based on delivery:
8
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
• Only 16% of impressions were reaching the intended audience
• Secured better placements from underperforming publishers
• Optimized by reallocating impressions from low to high performing sites
• Increased on target impressions to 41% of the campaign
A large beverage company used Nielsen Online Campaign Ratings totrack audience delivery and optimize in real timeBackground
41%on target
days
Audience Delivery Optimization Case Study
9
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Measuring & Optimizing Resonance: Brand Awareness
Creative
Targeting
Frequency
SiteBrand Effect
Frequency
SiteBrand Effect
WhichCreative ?
WhichTarget?
How Frequent?
Which Sites?
Brand Effect
Question: Is my campaign breaking thru and changing opinions?
• Use real-time Brand Effect metrics to maximize impact:
10
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
+ 23.2%
+ 34.4%
Optimized
Applying 3 simple rules– Increased brand lift 56%– Increased effective media spend by $100k+
CPG Awareness
Resonance Optimization Case Study
A coffee cream maker wanted to create awareness and trial for a new line of fat-free coffee creamerBackground
• Measured campaign performance in real-time
• Identified lowest-performing creative units and placements
• Re-allocated those impressions to higher-performing creative units
• Improved Brand Awareness +56%
11
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Measuring & Optimizing Resonance: Performance DriversQuestion: Why is my campaign performing the way it does ?
• Post campaign analysis to diagnose performance drivers
12
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Resonance Diagnostics Case Study
• Message communication was stronger among Females 25+
• Brand recommendation was also stronger Females 25+
An insurance company wanted to understand how their message was resonating with different demographic segments Background
Message Association
Brand Recommendation
13
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
Reach & Resonance Real Time OptimizationDrive Best Reaction Results
The “3R’s” of Advertising ROI
Reach
Deliver Impressions
Resonance
Break Through & Communicate
Reaction
Drive Sales
Real Time Optimization
14
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and Resonance
• 3R Framework – simple, actionable, powerful– End to end measurement is critical– Reach and Resonance are key to strong Reaction
• Real-time digital optimization is a big opportunity– Reach and Resonance– Single vendor, single tag
• Best results achieved by optimizing all key aspects of campaign– Reach: Viewability & Audience delivery– Resonance: Breakthrough & attitudinal impact + post campaign diagnostics
• Measure Reaction via offline sales impact– Verify sales / spending impact of optimized campaign– TV comparable metrics
Summary
15
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Measure and Optimize Reach and ResonanceCopyright © 2012 The Nielsen Company. Confidential and proprietary.
Measuring and OptimizingReach and Resonancein Digital Advertising
Randall BeardGlobal Head – Advertiser Solutions Nielsen