Measuring ROI of Digital

Paid and Earned are colliding

Evian Campaign: Reach

703

923

1,276

Exposed to YT

Paid for Ad

Exposed to YT

Paid for Ad +

Watch Pages

Exposed to YT

Paid for Ad +

Watch Pages +

Video

000s230%

76%

140%

Average Time

Spent with

Brand

Audience

Reach

Online GRPs

Total Campaign vs Paid For

Percentage of those Exposed to Paid for Ad who

visited ‘Evian’

3.4%

Percentage of those Exposed to Total Campaign who visited

‘Evian’

5.4%

Click To Exposure

Need to go beyond Reach and Frequency…

…to consider Branding and Sales Impact of a campaign

Ask

AdE Surveys

Listen

BuzzMetrics

Measure

Net Effect

How can we measure all of this?

Tagging for Campaign Measurement

For example campaign analysis for GHD

• Campaign Dates:

1st – 31st December

• Campaign Objectives:

Drive brand awareness and

response at a key sales period

• Target Audiences:

Women aged 20-40

• Ad Impressions:

52 million

• Sites:

Pop Bitch, Conde Nast, Glam

Media, MySpace, Bebo, You

Tube, Yahoo, MSN, Drive PM

Campaign Delivery Report

Surveying Brand Attitudes

Exposed Control

Isolate uplift across key brand equity metrics

Pantene

Aussie

H&S

Dove

Herbal

Essence

Key Brand Equity Metrics

Brand Awareness

- Brand recall

- Brand favorability

Execution Diagnostics

- Message recognition

- brand linkage

Purchase Intent

- Consideration set

- likelihood to purchase

Haircare brand in Taiwan

Traffic light scorecard to show what’s working and what’s not

∆ Delta

Brand Metrics Prompted Awareness +4.5%

Purchase Consideration -2.0%

Brand Favorability -1.2%

Purchase Intent +2.2%

Brand Recommendation +4.1%

Ad Metrics Debranded Ad Recall -5.5%

Brand Cut-Through -1.2%

Ad Perception +0.8%

Understand Cross-Media Effectiveness

Step 1 : Identify the groups we want to compare:

Exposure on TV onlyExposure on Web only ExposureOn TV +

Web

Didn’t see advertising

Understand Cross-Media Effectiveness

35

39 39

48

52

0

10

20

30

40

50

60

TV Only TV + Standard

Display Only

TV + Rich Media

Only

TV + Video Only TV + Display +

RM + Video

Source: Nielsen IAG, A18+, 11.18.09 – 03.14.10; Based on online ad exposure in 30 days prior to TV ad exposure.. Telco advertiser

Step 4 : Understand the incremental impact of Online ad formats:

Understand Cross-Media EffectivenessStep 5 : Understand how combined media drives individual measures:

52

35

29

17

44

26

19

13

0

10

20

30

40

50

60

TV Ad General Recall TV Ad Brand Recall TV Ad Message Recall TV Ad Likeability

TV + Premium Online Video

TV Only

+18%

+35%+53%

+31%

Source: Nielsen IAG, A18-49, Premium Online Video Measurement 2008-09; TV + Premium Online Video Total Exposed Sample Size = 1,068. TV + Premium Online Video exposure group include those viewers who were exposed to same brand/product ad in Premium Online Video in 7-day period prior to TV ad exposure.Note: Primetime TV data based only time period(s) where impressions were also being delivered on measured Premium Online Video for same brand/product. All metrics are significantly higher for TV+Premium Online Video exposure group at 90% confidence.

Listening to Consumer Opinion

Source: Nielsen Global Trust In Advertising Survey / Base: All respondents from 47 countries.

Moving beyond asking to listening

78%

63%

61%

60%

56%

56%

54%

49%

49%

38%

34%

26%

18%

Recommendations from consumers

Newspapers

Consumer opinions posted online

Brand Websites

Magazines

TV

Radio

Email I signed up for

Brand sponsorships

Ads before movies

Search engine ads

Online banner ads

Text ads on mobile phones



Conversations amplify campaign effectiveness

of online

discussion

mentions brands

“This product made my hair

frizzy, dry and worst of all, led to...HAIR LOSS! Totally not worth it. I will go back to my old shampoo and conditioner.”

“I love this shampoo. I went through a phase in my life where I dyed my hair every color under

the sun. This caused my hair to become dry and damaged. No matter what product I used nothing helped. Then this beauty came into my life and my hair is wonderful! I suggest

this to anyone with dryness, split ends, or frizz.”

26%

Need to Listen to know if it’s good or bad

23

SOURCE: NM Incite

Large increase in intent

No increase in intent

Less positive buzz More positive buzz

Difference in

intent between exposed

and control

Net sentiment

Net sentiment and change in purchase intent from buzz exposure (case example)

A

B

D

C

E

Brand A had a 15%

lift in purchase

intent vs. 3% for

Brand E

As sentiment can effect purchase intent

Online word-of-mouth influence on

purchases (European example)

% of sales influenced

Word-of-mouth is

the primary factor

behind

of all

purchasing

decisions

Electronics and

computer equipment

Beauty care and

clothes

Finance

products/services

Telecom services

Travel &

Entertainment

And Sales….

SOURCE: NM Incite

Sustainability

Health

BuzzMetricsListening

Fit well

More comfortable

Healthier

Cost effective

Environmentally friendly

SurveyAsking

Cloth Diapers Attributes(% Agree Strongly)

Value

Natural Parenting

And you can uncover some unexpected takeouts of your campaign

BuzzMetrics uses Nielsen’s technology & market research expertise to measure social media

SocialNetworking

BoardsForums

Blogs

Internal Data

Usenet/Groups

Measuring Impact on Sales



How Does NetEffect Measure the Offline Sales Impact and Campaign ROI?

Avg. Brand $ Purchased - Exposed Group

$2.27Exposed Sample

Control Sample

Avg. Brand $ Purchased - Control Group

$2.01

+13%

Category Dollar Trend

0

1

2

3

4

5

6

Feb

'08

Mar

'08

Apr

'08

May

'08

Jun

'08

Jul

'08

Aug

'08

Sep

'08

Oct

'08

Nov

'08

Dec

'08

Jan

'09

Feb

'09

Mar

'09

Apr

'09

May

'09

Jun

'09

Month

$ p

er

Mem

ber

HH

Control Group Exposed Group

Campaign Starts Campaign Ends

Brand A Cartridges Dollar Trend

0

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

1.8

Feb

'08

Mar

'08

Apr

'08

May

'08

Jun

'08

Jul

'08

Aug

'08

Sep

'08

Oct

'08

Nov

'08

Dec

'08

Jan

'09

Feb

'09

Mar

'09

Apr

'09

May

'09

Jun

'09

Month

$ p

er

Mem

ber

HH

Control Group Exposed Group

Campaign Starts Campaign Ends

Sales Impact – Dollar PurchasesJanuary 21, 2009 - June 30, 2009

• Households in the Exposed group purchased significantly more Brand A Cartridges and more Brand A Total than those than those in the Unexposed group.

(Average Dollar purchase per panel = total dollars divided by # households per panel (includes non-buyers))** Directional ***Significant at 90% Level

Point Difference:

Percent Difference:

Significance level:

$5.12 $5.44

Brand A Cartridges

Unexposed (Control) Exposed (Test)

+$0.32+6%

90%***

$5.70$6.15

Brand A Total

+$0.45+8%

87%**

Sales Impact – Purchase FrequencyJanuary 21, 2009 - June 30, 2009

• Exposure to the campaign created more frequent purchasing of Brand A Cartridges and Brand A Total. The results were significant for Brand A Cartridges and directional for Brand A Total. Heightened occasions contributed to the impact seen in buying rate for both items.

(Average number of product purchase occasions among buying households)** Directional ***Significant at 90% Level

Point Difference:

Percent Difference:

Significance level:

2.31 2.40

Brand A Cartridges

Unexposed (Control) Exposed (Test)

+0.09+4%

97%***

2.38 2.46

Brand A Total

+0.06+2%

70%**

-5.0%

-4.0%

-3.0%

-2.0%

-1.0%

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

Brand A Brand B Brand C Brand D Brand E Brand F

Exposed -

Unexposed

difference in share

• Exposed consumers were making Brand A brands a larger part of their Razor Blades/Cartridges purchase mix when compared to those not exposed. Exposed consumers also reduced the share previously given to Brand C.

Test period vs. Match period

(Late Jan 09 – May 09 vs. Jan 08– Late Jan 09)

Difference in Percent change within Razor Blades/Cartridges Dollar shares

• Households exposed to the online advertising bought more of Brand A Cartridges and Brand A Total products than households that were not exposed

–Sales lift was driven by buyers purchasing greater amounts more often

• The short term projected incremental dollar impact of the campaign to the Brand A business was almost $1.6MM

–The vast majority of the gain (approximately $1.1MM) was due to Brand A Cartridges

Program Result Summary

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Measuring ROI of Digital

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