WITH NIELSEN ON-LINE CAMPAIGN RATINGS

UNDERSTAND THE TRUE AUDIENCE FOR DIGITAL

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ADVERTISING EFFECTIVENESS SIMPLIFIED Effectiveness principles are consistent across screens

Reach the right people

Reach

Influence their opinion

Resonance

Impact their behavior

Reaction

Nielsen Campaign

Ratings Online Brand Effect

Sales Effect

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AD EFFECTIVENESS NEEDLESSLY COMPLICATED Effectiveness metrics, however, vary greatly across screens

Brand advertisers left asking:

“Was the ad delivered to my intended

audience?”

“Was my ad even seen?”

“Did it shift their opinion?”

“Why or why not?”

Server

Log

Counts

178,509

Click

through

Rates

0.015%

Page Views

14,561

Above

the fold

20%

Web measurement today:

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SEVERAL CRITICAL QUESTIONS AND CLIENTS

HAVE ASKED NIELSEN TO HELP

Advertisers

How do I know who I am actually

reaching online… audiences and

not cookies or impressions?

How can I understand the value of my

online advertising in the context of

my overall media buy?

How do I get better data about what

online advertising is delivering for me

to feed into marketing mix

models?

How can I prove my online

audience is differentiated, and as

a result, my ad inventory should be

valued higher?

How do I demonstrate that my

inventory adds value to cross-

platform advertising?

How do I show that the online

campaign is delivering against

the advertiser’s brand

objectives?

Publishers

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Directly measures demographics from

Facebook’s registry, surpassing other methods of

reporting campaign audience

Provides Online Gross Rating Points (GRPs) consistent with TV Ratings

First Internet measurement system with demographic ratings for campaigns accredited by the MRC*

Delivers unique reach, frequency, on target impressions across campaigns, by publisher, by placement

Delivers daily results WITH demographics, for online campaigns of any size

ONLINE CAMPAIGN RATINGS OVERCOMES PANEL LIMITATION TO DELIVER THE BEST MEASUREMENT FOR ONLINE AD CAMPAIGNS

30-50% Impressions

assigned actual

demos for average

campaign

82m+ Registered

Users (BR)

Measures Work & Home

*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.

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CAMPAIGN RESULTS’ EXAMPLE

23% of delivery

reached the target

audience

51% of audience was Male

Women’s Personal Care Product Campaign Target: Females 18-34

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ONLINE CAMPAIGN RATINGS’ CRITICAL

INNOVATION IS THE PRIVACY-PROTECTED USE

OF ONLINE REGISTRATION DATA

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.

Tag Ads

Tag for display, video, rich, etc.

Nielsen tag

Count Count all ad impressions

Assign Demos Assigns demos for all users with a logged-in cookie (~30-50% on avg)

Calibrate - Corrects for bias in data

provider sample - Compensates for

attribution error

Data Provider Exposures

Nielsen Server

Nielsen Cross-Platform Homes

Panel

Calculate

Calibrated unique audience and impressions are projected out to the full campaign

Report

Reports with full demos available the next morning

Nielsen Audience Calibration Engine Nielsen Mediaview

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• On average, 52% of impressions on-target

o 31% on-target for narrowly-defined targets1

o 83% on-target for broadly-defined targets2

• Wide variation of performance against

objectives across campaigns – a few in the high

90%, others in single digit percentages

• Sites with better user registration information

and more focused content tend to achieve the

best on-target delivery

• Data is being used to identify execution

errors and optimize delivery, even doubling

the on-target percentage in some cases

8

Copyright © 2012 The Nielsen Company. Confidential and proprietary.

1 Narrowly-defined target groups are single gender, less than 15-year age range 2 Broadly-defined target groups are all genders, greater than 30-year age range

1,800+ CAMPAIGNS MEASURED TO DATE REVEAL

ACTIONABLE INSIGHTS FOR ADVERTISERS

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ADVERTISERS ARE USING ONLINE CAMPAIGN

RATINGS TO IMPROVE AUDIENCE DELIVERY AND

DRIVE IMPACT

DATA INTEGRATION

IN-FLIGHT OPTIMIZATION

FUTURE DIGITAL PLANNING

NEGOTIATING / BUYING CHANGE

CROSS-PLATFORM ANALYSES AND OPTIMIZATION

POST BUY ANALYSIS

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10

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Site 1

Site 2

Site 3

Site 4

Site 5

Site 6

Site 7

EXAMPLE: NATIONAL RETAIL CHAIN USED

ONLINE CAMPAIGN RATINGS TO ENSURE

EFFECTIVE DELIVERY Daily On-Target Delivery

Pushed publisher to improve performance after finding an error

Cancelled and re-allocated spend due to consistent

low delivery

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EXAMPLE: LARGE BEVERAGE COMPANY USED

ONLINE CAMPAIGN RATINGS TO OPTIMIZE IN-

FLIGHT

Off TargetImpressions

On TargetImpressions

16%

on target

41%

on target

Source: Blinded Nielsen Online Campaign Ratings case

• Advertiser contacted underperforming publishers in plan to review results and modify their placements

• Select publishers were dropped from the plan and client re-allocated ad spend to top performing publishers

days

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EXAMPLE: COLLABORATIVE OPTIMIZATION PUBLISHER HAS USED OCR TO OPTIMIZE PERFORMANCE ON

ADVERTISER INITIATED CAMPAIGNS

Campaign 1 Campaign 2

Campaign 3 Campaign 4

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Duplicated Audience

What audience is reached by both the TV and online campaign?

How frequently?

CROSS-PLATFORM CAMPAIGN RATINGS MEASURES UNDUPLICATED AUDIENCE ACROSS TELEVISION + ONLINE

Nielsen TV Ratings

What audience is reached only

through TV?

How frequently?

Online Campaign Ratings

What audience is reached only through Online?

How frequently?

Unduplicated Audience What is the total unduplicated reach and frequency of a cross-platform campaign?

Cross-Platform Campaign Ratings

Online Audience

Television Audience

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EXAMPLE: BEVERAGE COMPANY QUANTIFIED UNDUPLICATED AND INCREMENTAL REACH FOR CAMPAIGN

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EXAMPLE: BEVERAGE COMPANY IDENTIFIED STRENGTHS OF EACH MEDIA IN REACHING CONSUMERS ACROSS BROAD TARGET

WWW.NIELSEN.COM/CAMPAIGNRATINGS

APPENDIX

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AUDIENCE PROFILE REPORT

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PLACEMENT REPORT

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DAILY REACH BUILD REPORT

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GLOBAL MARKET REPORT

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CUSTOM DATE RANGE REPORT