Nielsen`s Roadmap for Cross Platform Ratings

Report
NIELSEN’S ROADMAP
FOR CROSS-PLATFORM
RATINGS:
INNOVATION TO SUPPORT LINEAR & DIGITAL
AD MODELS
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
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Copyright ©2014 The Nielsen Company. Confidential and proprietary.
WHY IS MEASURING ACROSS PLATFORMS IMPORTANT?
Watching Video on
Smartphone
Cross Platform
Campaign Spend to Reach
In 2013
Within 3 Years
25%
Source: Nielsen Cross-Platform Report Q4 2013, table 3; ???
50%
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MULTIPLE FACETS OF CROSS PLATFORM MEASUREMENT
BY ADVERTISING MODEL
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
BY DELIVERY TYPE
BY DEVICE TYPE
BY USAGE
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THE 6 IMPORTANT THINGS
Common,
Single-Source,
Highly Representative
Panel
True Comparability
to TV
Mobile
Measurement
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
Viewability
MRC Accreditation
and Constant
Auditing
Digital
Coverage and
Sample Size
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HIGH QUALITY PANELS ARE KEY
Critical for gold standard measurement & precise Cross Platform calibrations
TODAY
~
MID ‘14 – MID ‘15
20,550HH’s
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
NATIONAL/LOCAL PEOPLE METER HOMES
~
9,800HH’s
TV & PC
HOMES
~
3,200HH’s
NEW PEOPLE METER HOMES
1,500HH’s
~15,000HH’s
~
NEW TV &
PC HOMES
TABLET &
MOBILE
PANELISTS
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A HIGH QUALITY REPRESENTATIVE PANEL
ANCHORS ALL MEASUREMENT
TWO TYPES OF
VIDEO CONTENT
COMPARABLE
OVERNIGHT
RATING
Native Digital Content
SOFTWARE
METER
Digital Video
Ratings
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
BIG DATA
ENABLED MEASUREMENT
ONE CLIENT-SIDE
IMPLEMENTATION
Cross Platform
ONE
ENCODING PROCESS
GOLD
STANDARD PROCESS
UNIVERSAL
MRC
ACCREDITED
TV
Ratings
TV Originated Content
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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TIMING—MEASUREMENT FOOTPRINT 2014
Linear TV
(C3/7)
Digital
Dynamic
AD MODEL
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
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 models
DEVICE
De-duplicated audience across screens
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
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
NIELSEN CROSS-PLATFORM HOMES PANEL
LINEAR RATINGS
DIGITAL RATINGS
TV Individuals
determined from
Nielsen Households
Digital Individuals
identified by
180MM person panel
and validated
by TV Panel
CROSS-PLATFORM REACH
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FLEXIBILITY IN MONETIZATION AND
GROWTH OPPORTUNITIES
• Broadcasters can now get C3 Ratings for
eligible content viewed on mobile devices
Copyright ©2014 The Nielsen Company. Confidential and proprietary.
• Broadcasters can now be flexible outside
of the C3 window knowing that they’ll get
comparable ratings
• 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
• Digital publishers can compete against TV
for Video ad dollars
• Digital benefits from the same quality and
rigor as traditional TV
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