Confidential & Proprietary Copyright © 2007 The Nielsen Company IAB Audience Measurement Leadership...

Confidential & ProprietaryCopyright © 2007 The Nielsen Company

IAB Audience Measurement Leadership Forum Manish BhatiaPresident - Global Services

November 29, 2007

2Confidential & ProprietaryCopyright © 2007 The Nielsen Company

Topics for Discussion

1. Role of traditional measurement for new media• Key questions to ask your vendor

2. The problem of plenty• The role of server data in measurement

3. Why the numbers don’t match• Which one is ‘right’?

4. The MRC Audit process

5. Proposed solution


Nielsen Online Competencies

1. Phone and Online Surveys

2. Panel/Meter Based Measurement• Random Digit Dial (RDD) and Online

3. Server Based Measurement

4. Probing/Spider Technologies

5. Extensive work on panel/server integration and reconciliation


Role of Panel Based Measurement

1. Demographic profiles of the online audience2. Demographic profiles of your sites’ audience3. Competitive landscape4. User behavior across the web5. Changes in user behavior over time6. Key drivers of user behavior (e.g. Loyalty)7. Assist in customer acquisition 8. Inter-play b/w the Internet and other media (via single-source

or fusing cross media currency panels)9. Audience exposed to an ad campaign10. Accurate Reach and Frequency of an ad campaign


Questions to Ask• Recruitment Process

• What are the known biases in the panel?• How do you adjust for those biases?• REMEMBER: Large panels DO NOT translate to better quality or higher numbers.

• Coverage• What is the panel’s ‘footprint’? • Work, Students, Shared computers, Cell Phone only HHs

• Meter• Where does it reside? On the PC, or external to it? • When does an ‘impression’ count?• What happens to time metrics when people multi-task?

• Audits and Transparency• Where are you with the audit? • How open are you about the findings to date?


Role of Server Data

1. Complete tracking of usage within a site

2. All locations of access covered

3. Census based – so every click gets counted

4. Path analysis and site optimization

5. Real time/near real time access to information

6. Invaluable for infrastructure planning and optimizing the user experience


But They Count Differently

Metric Server Counts (SiteCensus)

Nielsen Online Panels (NetView and MegaPanel)

Uniques

People or Cookies?

Cookies Individuals

Page/Ad Impressions Pages/ads served Pages/ads requested by a person and successfully loaded on browser

Duration Time difference b/w successive delivery of pages

In focus time for page


The MRC Audit Process

• What it will do:• Transparency• Compliance with Minimum Standards

• What it won’t do:• Resolve the discrepancy b/w site centric and panel data

Confidential & ProprietaryCopyright © 2007 The Nielsen Company

Where Do We Go From Here?


A Measurement System for the Internet

The Internet is fortunate:

The problem of plenty:

1. Panels/meters

2. Survey research

3. Site Centric data

Combining the best attributes of each can allow us to create an information set that is complete, accurate and granular.


Nielsen Online Initiatives

Dec. 2003 • NetRatings acquires RedSherriff – server measurement company in Australia

2005 • Integrated measurement launched in Italy• Data Integration methodology presented at ESOMAR conference in Montreal, Canada

• Best Online Research Day presentation

2006• Integrated measurement launched in Australia• Successful tests with key publishers in the US• Nickelodeon joined us in presenting findings at ARF conference in NY in March

2007• Integrated solution presented at IAB meeting in June• Launch of VideoCensus in the US– combining panel and server data


Active Measurement: Video

Akamai Server

Stream Request

The Universe

Stream

http://secure-us.imrworldwide.com/cgi-bin/m?xx=Fox.com TV&cg=Fox Video Central: Prison Breaktl=Prison Break S3E2 Recapxx=Content

= granular identification

rtmp://cp30727.edgefcs.net:1935/ondemand/flash/7f/ab/7fab9c472f3b9c80afa5afc2d8fba9d1-469512a6

NNR Server


VideoCensusPanel & Server Integration

• Viewership & enhanced duration calculations produced in accordance with Nielsen methodology

• Stream Counts from server or panel projections, depending on measurement


Summing Up

• Both panel and server data provide useful but different information.

• We all need to be more open about acknowledging the differences between the approaches and be more responsible when using the data.

• We need to agree upon a solution on how to harness the best data points from the various information sources and assembling the most relevant metrics for our business needs.

Confidential & Proprietary Copyright © 2007 The Nielsen Company IAB Audience Measurement Leadership...

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