Ad Survey Editorial Methodology
Transcript of Ad Survey Editorial Methodology
Copyright © 2011The Nielsen Company. Confidential and proprietary.
March, 2011
Ad Survey Editorial Methodology Nielsen Campaign Ratings
Measure the true audience for online ad campaigns
Presentation to the Online Publishers Association
February 21, 2012
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As an advertising platform, Online provides tremendous opportunities for brand advertisers
8%8%
Print 16%
Radio
Online 25%
TV
Mobile
43%
Share of time spent on media, Percent
Advantages of online advertising
INTERACTIVE DYNAMIC TARGETED DATA RICH
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However, Online still does not get its fair share of advertising spend
8% 8% 12% 13% 15% 19% 20% 22% 38%
59%
92% 92% 88% 87% 85% 81% 80% 78% 62%
41%
Healthcare Enter- tainment
$12
Media CPG
$9
Telecom
$10 $5 $6
IT Leisure/ Travel
Auto Retail
$6 $8
Financials
$15 $3 $4 Online
Share of ad spend by media vertical (1H 2011) $ billion, Percent
Other
• Big brand advertisers are underweighted in Online • Search / direct response account for majority of spend
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We believe online advertising has a measurement problem
Still left asking “Who saw my ad?”
Server Log
Counts
Page Views
Click Through Rates
Female 18-22
Conventional Online measurement What Brands get on TV
14,561
178,509
0.015%
32% Reach 2.6 Frequency
83 GRPs
Above the Fold
70%
19% Ad Recall
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3rd party ad measurement solutions haven’t helped
Traditional Panel
Insufficient Size
Demo insights only available post-campaign
Not consistent
with other media
Ad Servers
3rd Party Cookies
No demographics
Not consistent with other media
Cookie Based
Questionable
sample coverage
3rd Party Cookies
Not consistent with other media
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Nielsen’s goal is to help grow online advertising
Industry impact
• Better online brand advertising
oAdvertisers assess and improve performance based on audience
oPublishers offer audiences instead of clicks, optimize ability to deliver
• More transparent and efficient market
• Higher ROI for buyers and sellers of online advertising
• Online core to the media plan, integrated with rest of media spend
Establish an industry standard
for measuring the true audience
for online advertising,
consistent with other media
Our mission
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The Nielsen Campaign Ratings suite provides the true audience for your ads across platforms
Breakthrough performance
40%
Delivery against campaign targets
“65% of my campaign reached
the intended audience”
Cross-platform media contribution
“7% Unduplicated reach, 10% duplicated
reach between my Online & TV buys”
TV Online
Overnight audience ratings by demo
“18% of Men 18-34 saw my ad, on 65 GRPs”
R F GRP
“Among audience exposed to my campaign, 40%
recalled the ad”
Blend of registration data with high quality Nielsen panel data
Performance for overall campaign and split by individual publisher
Measurement of digital and TV in a single platform, tied to Nielsen TV ratings
Polling platform enables ad recall, or “breakthrough,” at scale
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Campaign Ratings innovates by incorporating registration data, with full privacy protection, into ad measurement
Count • count all ad
impressions
Data Provider Exposures
Assign Demos • assigns demos for
all users with a logged-in cookie
Calibrate • corrects for bias in
data provider sample • compensates for
attribution error
Tag Ads • Nielsen tag
for display, video, rich, etc.
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 overnight
Nielsen tag
Nielsen Audience Calibration Engine
Nielsen Mediaview
How Nielsen Campaign Ratings works
Most accurate ad measurement possible- a “sample” 30x larger than any online panel
No PII
No site info
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Hypothetical Campaign
• Advertiser: Acme, Inc.
• Campaign: 3 placements – Website A: 100,000 impressions – Website B: 200,000 impressions – Website C: 200,000 impressions – Total Campaign: 500,000 impr
• Campaign Dates: 1 day campaign
The following slides will walk through a simplified example of how the methodology for Online Campaign Ratings works.
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Sample Coverage • The hypothetical Acme campaign delivered 100K impressions on Site A • The sample coverage was 46%, meaning that 46,000 impressions were directly attributable
to a logged-in Facebook user • The same sample coverage can be computed for Site B and Site C, and campaign total.
Demographic Data Provider
Exposures (i.e. Facebook)
Total Campaign Impressions on Site A
(Census impression by Nielsen)
100,000 impressions
46,000 impressions (46% sample coverage)
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Data Provider Sample • Data files for Site A placement show 46% sample coverage of the impression universe • Data provider summary file breaks down audience impressions and user by demo group
File format shown here is simplified for example
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Calibration for Acme Campaign [Site A]
Calibration factors used here are for illustration only.
Scaling factor projects the volume to match the total census count
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Calculating Campaign Unique Audience • Objective: Because this campaign appeared
on 3 different websites, the reports must determine the duplication in the audience across the sites
• Data Provider sends files aggregated at site and campaign level
• Formula:
• This calculation is made for every demo group
• Final campaign level reporting uses these duplication factors to determine unique audience at the campaign level
Site-Level and Campaign-Level aggregations provided by Facebook:
Unique Audience (Union) = 141,015 Unique Audience (Sum) = 163,970 Duplication Factor (Union/Sum) = 0.86
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Final Report for Acme Campaign • Final reports display audience
metrics: – Impressions – Unique Audiences – Reach (derived) – Avg. Frequency (derived) – GRP (derived)
• Reports are available: – By demo group – By site – By campaign total
• Campaign Total Report reflects unduplicated audience across all sites
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Campaign Ratings is the most accurate ad measurement product available, for even the smallest campaigns
Campaign Ratings
1 million 2 million
Error rates at different campaign sizes
100,000 10,000 50,000 5,000 daily impressions
Panel size
Competing products break down especially for smaller campaigns Nielsen Campaign Ratings can provide results for online campaigns of any size, with extremely high accuracy
30%42%6%
43%60%
9%
96%136%
19%
134%
189%
27%
30-50% sample coverage
Less than 2% sample coverage
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Campaign Ratings goes beyond who might have viewed to tell you who actually remembered your ads
Who was the ad delivered to?
Was the ad visible on-screen?
Was the ad actually viewed?
Did the viewer remember the product or brand
(breakthrough)?
Did the ad impact the viewer’s attitude?
Did the ad
lead to action?
Campaign Ratings
Campaign Ratings incorporates ‘breakthrough‘ • Assessment of how well the
target audience could remember the ads next day
• Based on next-day poll response of exposed person in target
• Reporting at the publisher and creative level
• Results weighted to reach / frequency from Nielsen Campaign Ratings
• Scalable and offered for most campaigns
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Extending Campaign Ratings cross-platform
Television Audience
Digital Audience
TV-only • What audiences can only
be reached through TV today?
TV and Digital • What audiences are
exposed to all parts of my cross-platform campaign?
Digital-only • What audiences are
outside the reach of TV? • What incremental reach
can I get from digital?
Nielsen Campaign Ratings will provide unduplicated reach for TV and Online components of cross-platform campaigns
March beta trial; Q4 2012 commercial launch
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TV ads encoded with Nielsen Audio Watermark
Digital ads tagged with Nielsen tag
Advertisers identify all of the TV and online ads from a cross-platform ad campaign
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Nielsen measures campaign reach and frequency for each media independently, NPM panel for TV; online ratings for digital
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NPM panel Online Campaign Ratings
Nielsen uses the CPH panel to adjust individual media reach measurements by a duplication factor
3 Nielsen Cross- Platform Homes Panel
Nielsen combines and calibrates the measurements to generate the final only-only-both measurement for the campaign
4 TV- only reach
Digital- only
reach
Cross- Platform
reach
Nielsen Campaign Ratings combines TV and online ad measurement using our proprietary single-source panel
Note: Participating campaigns must have > 25mm online impressions
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Findings from analysis of Campaign Ratings results
• On average, 50% of campaign impressions hit defined audience demo targets o Broadly defined targets (specified age or gender) ranged from 45-61% o More narrowly defined targets (specified age and gender) ranged from
22-50%
• Wide range of on-target delivery for specific sites o Broadly defined targets (specified age or gender) ranged from 11-99% o More narrowly defined targets (specified age and gender) ranged from 5-
61%
• Sites that tend to have better registration data and more targeted content and services tended to deliver more on-target
• Sites with lower reach tended to have higher frequency of visitation
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Advertisers have used Nielsen Campaign Ratings to drive impact in several ways
Post buy assessment • Large consumer goods manufacturer identified opportunities to increase
on-target audience by 77% and save 11% spend Post buy assessment • Top telecom company used reach + breakthrough data to identify large
differences in effective CPM across publishers for the same campaign
In flight campaign optimization • Large beverage company optimized in-flight mid-campaign, resulting in a
25% increase in on-target delivery Demo-based guarantees • Large healthcare company, in conjunction with their agency, required
publishers to guarantee on-target GRPs (based on Nielsen Campaign Ratings)
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We believe publishers can leverage Nielsen Campaign Ratings to differentiate and demonstrate performance
• Track your ability to deliver over time o Test and learn by running campaigns through Campaign Ratings o Highly accurate reach, frequency, and GRP; by age and gender, and DMA o Integrated breakthrough (next day recall) measurement, by age and gender o Build database of Campaign Ratings results to understand ad audience, delivery
performance
• Prove you deliver a unique, differentiated audience- do you perform strongly in delivering difficult-to-reach demos? Communicate supporting Campaign Ratings results
• Explore opportunities to charge more for delivering a target audience- rewards for delivering on target audience guarantees?
• Validate targeting and planning approaches
o In-flight and post-campaign comparison of actual audience delivered vs target / planning expectations
o Validate data providers
We see publishers testing each of these use
cases today