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Report
MEASURING
CROSS-PLATFORM
OUR PRESENT AND OUR FUTURE
Darren Moore
VP, Global Solutions Marketing, Marketing Effectiveness
October 1, 2014
WE’RE FOCUSED ON THE THREE FUNDAMENTAL
QUESTIONS FOR MARKETERS
REACH
RESONANCE
REACTION
VIDEO, AUDIO, TEXT
ACROSS PLATFORMS
PAID, OWNED, EARNED
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
GLOBAL
ANSWERING CLIENTS’ BIGGEST QUESTIONS
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WITHIN “REACH,” NIELSEN HAS HISTORICALLY
BEEN KNOWN FOR OUR TV RATINGS SERVICE
WE PROVIDE TV MEASUREMENT SERVICES IN 30 COUNTRIES GLOBALLY
Americas
Europe
APMEA
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
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Dominican
Republic
Mexico
Puerto Rico
United States
Venezuela
Croatia
Czech Republic
Cyprus
Finland
Greece
Ireland
Italy
Lebanon
Macedonia
Poland
Serbia
Slovenia
Sweden
Ukraine
Australia
Hong Kong
India
Indonesia
Malaysia
New Zealand
Philippines
South Africa
South Korea
Taiwan
Thailand
THE PROCESS:
SELECT A REPRESENTATIVE
SAMPLE OF HOMES
RECRUIT PANELISTS
COLLECT TUNING & VIEWING
INFORMATION
CALCULATE THE RATINGS
REPORT THE RESULTS
VIEWING OF LIVE AND DVR’ED PROGRAMMING
AND ADS ON TELEVISIONS
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A SURGE OF INNOVATION…
BLACK &
WHITE
TV
FIRST
SATELLITE
BROADCAST
RISE OF
CABLE TV
1950s
1960s
1970s
DIGITAL
MORE
AND
ADVERTISESUPPORTED INTERNET
NETWORKS REVOLUTION
1980s
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
FIRST
DOWNLOADABLE
CONTENT
SOLD
1990s
TV
XBOX LIVE
DVR
MP3
PLAYERS
VIDEO
STREAMING
2000 - 2005
SMART
PHONES
HDTV
TABLETS
OVER-THE-TOP
DISTRIBUTION
2006 - 2011
DIGITAL
SOCIAL TV
DIGITAL
RADIO VIA
MOBILE AND
TABLET APPS
CLOUD-BASED
CONTENT
DELIVERY
ENHANCED
CONTENT
SEARCH
CAPABILITIES
PERSONALIZED
RECOMMENDATIONS
CAMERA IN
DEVICES/TVLEARNING THE
CONSUMER
TARGETED
ADS
… HAS LED
TO DRAMATIC,
ACCELERATING
CHANGE
2012 AND BEYOND
CONNECTED WORLD
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TV VIEWERSHIP HAS EXPANDED BEYOND THE
TV SET
0:34 TIME-SHIFTED TV
0:10 DVD/BLU-RAY DEVICE
0:13 GAME CONSOLE
Time-shifted TV
continues to grow…
1:07
INTERNET ON A
COMPUTER
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
… as live TV declines
Digital device use grows
at a faster pace
5:10
LIVE TV
Q1 2014
0:03
MULTIMEDIA
DEVICE
1:12 SMARTPHONE
2:46 AM/FM RADIO
Source: The Nielsen Cross-Platform Report Quarter 1 2014; Exhibit 1
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OUR DEFINITION OF “CROSS-PLATFORM”
BY ADVERTISING MODEL
BY DELIVERY TYPE
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
BY DEVICE TYPE
BY USAGE
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
THE INDUSTRY IS PURSUING MULTIPLE AD MODELS
LINEAR AD MODEL
DYNAMIC AD MODEL
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SIX FUNDAMENTAL ELEMENTS OF CROSSPLATFORM MEASUREMENT
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
COMMON,
SINGLE-SOURCE,
HIGHLY REPRESENTATIVE
PANEL
DIGITAL
COVERAGE AND
SAMPLE SIZE
TRUE COMPARABILITY
TO TV
MOBILE
MEASUREMENT
VIEWABILITY
ACCREDITATION
AND CONSTANT
AUDITING
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OUR CROSS-PLATFORM METHODOLOGY
TWO TYPES OF
VIDEO CONTENT
NATIVE DIGITAL
CONTENT
COMPARABLE
OVERNIGHT
RATINGS FOR CONTENT
AND CAMPAIGNS
SOFTWARE
METER
BIG DATA
ENABLED MEASUREMENT
CROSS
PLATFORM
RATINGS
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
ONE CLIENT-SIDE
IMPLEMENTATION
TV ORIGINATED
CONTENT
DIGITAL
RATINGS
ONE
ENCODING PROCESS
GOLD
STANDARD PROCESS
UNIVERSAL
MRC
ACCREDITED
TV
RATINGS
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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ONLINE CAMPAIGN RATINGS IS THE BASIS FOR
MEASURING DYNAMIC ADVERTISING AUDIENCES
Directly measures demographics from Facebook’s user
registry, surpassing other methods of reporting campaign
audience
1.32 BILLION
MONTHLY
ACTIVE USERS
Delivers unique reach and frequency across campaigns and
by publisher, creative and placement overnight WITH
demographics and viewability
Provides Online Gross Rating Points (GRPs) consistent with
Nielsen TV Ratings
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
NIELSEN ONLINE
CAMPAIGN RATINGS
First and only Internet measurement system with
demographic ratings for campaigns accredited by the MRC
(Media Ratings Council)
OCR is Nielsen's solution to overcome the major industry issues facing digital brand advertising
and measurement today:
• Audience fragmentation
• Metric proliferation
• Need for real-time actions and decision making
• Lack of a cross-platform comparability with TV
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ONLINE CAMPAIGN RATINGS REVEAL STRONG
IMPROVEMENT OPPORTUNITIES FOR MARKETERS
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On average, 59% of impressions on-target:
• 32% on-target for narrowly-defined groups1
• 84% on-target for broadly-defined groups2
• Wide variation of performance against objectives across campaigns –
a few in the high 90%, others in single digit percentages
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
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Sites with better user registration information and more focused content tend to
achieve the best on-target delivery
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Data is being used to identify execution errors and optimize delivery, even
doubling the on-target percentage in some cases
1. Narrowly-defined groups are single gender, less than 15-year age range
2. Broadly-defined groups are all genders, greater than 30-year age range
US data as of August 2014
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DEVICE
CONNECTED
DEVICES
TABLET
SMARTPHONE
Fall 2014
Fall 2014
ADS
Fall 2014
Fall 2014
Linear
TV
PC
PROGRAMS
Digital
Dynamic
TV SET
AD MODEL
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
MEASUREMENT FOOTPRINT TODAY AND
TOMORROW
CONTENT
2015
DPR
Q4 2014
Q4 2015
ADS
2015
OCR
OCR
OCR
In currency (C-3) or where comparable Digital Ratings
are provided
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ONLINE CAMPAIGN RATINGS: GLOBAL ROLLOUTS
CANADA
MAY 2013
UK
OCT 2012
FRANCE
DEC 2013
CHINA 2015
*XCR as well
US
AUG 2011
GERMANY, ITALY
APRIL 2013
*XCR as well
JAPAN 2015
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
MEXICO 2015
BRAZIL
OCT 2013
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AUSTRALIA
APRIL 2013
Locally recruited
Locally representative
Designed for cross-platform capability with local traditional ratings
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REACHING BEYOND …
Bringing fresh insights to maximize ROI – Single Medium and Cross-Platform
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What will extend digital reach? Bigger digital investments, continued
market penetration
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New insights and measurement tools will foster more conversations and
negotiations around different monetization models to account for cross-platform viewing
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The consumer continues
to not differentiate how they get their entertainment,
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
opting for the best screen at most convenient time
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And once you reach your target … what
will enhance digital RESONANCE?
Better cross-platform communication, creative and consistency – harnessing real-time
optimization opportunities
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