Zilele Biz 2015 - Media & Marketing - Dan Matei, Nielsen Romania

Global Baby Care 2015 - Insight Slides REVISED FINAL

Dan MateiNielsen Global Trust in Advertising Report, 2015

Winning strategies for an evolving media landscapeCopyright 2015 The Nielsen Company. Confidential and proprietary.

Copyright 2015 The Nielsen Company. Confidential and proprietary.#Source: Nielsen Global Trust in Advertising Report, 2015

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Copyright 2015 The Nielsen Company. Confidential and proprietary.#

Copyright 2015 The Nielsen Company. Confidential and proprietary.#Advertising Effectivenessgain a deeper understanding of your advertising investments

REACTIONDid my campaign deliver the desired consumer response?RESONANCEDid my campaign deliver the desired brand impact?REACHDid my intended audience see my campaign or content?

Copyright 2015 The Nielsen Company. Confidential and proprietary.##

Copyright 2015 The Nielsen Company. Confidential and proprietary.#Lets take a look at our 3R framework in more detail. It is so powerful, that even some of our clients have asked to adopt its terminology within their own organizations!:The REACH segment is all about how many people viewed, listened or clicked through to our clients communication. Did their intended audiences see their campaign/content?RESONANCE is all about what happened inside the minds of people when exposed to a piece of communication whether online, via TV or smartphone.. Did the communication resonate? What did they remember? Did they like it or not? The third R is the REACTION part Were people moved or persuaded to translate what they saw or read in to actual purchase in store? Did our clients campaign deliver the desired consumer response?Ultimately the Marketing Effectiveness Practice is about offering advertisers, media houses and media agencies our unique perspective into what customers watch and buy and helps them prioritize advertising spend and create effective, efficient marketing plans for maximum return on investment. And for us at Nielsen, its a practice that allows our watch and buy talent in the organization to deliver a fully integrated and compelling message to our clients operating in the volatile and high investment media and content industry.

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TRUST IN ADVERTISINGAROUND THE WORLD

Branded websites are the second-highest-rated form of trusted advertising, behind recommendations from friends and family. Two-thirds trust consumer opinions posted onlinethe third-highest-rated form of advertising.The proliferation of online ad formats has not eroded trust in traditional paid advertising channels. Roughly six-in-10 say they trust ads on TV (63%), in newspapers (60%) and in magazines (58%).Millennials show the highest levels of trust in 18 of 19 advertising formats/channels, including TV, newspapers and magazines.Humor resonates most strongly in Western markets; health-themed ads are rated highest in Latin America, and ads depicting real-life situations are most appealing in Asia-Pacific and Africa/Middle East.

Copyright 2015 The Nielsen Company. Confidential and proprietary.#Source: Nielsen Global Trust in Advertising, 2015

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EARNED AND OWNED MEDIA REMAIN THE MOST TRUSTED AD FORMATS

Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013


Copyright 2015 The Nielsen Company. Confidential and proprietary.#Source: Nielsen Global Trust in Advertising, 2015 5

TRUST IN TRADITIONAL AND DIGITAL AD FORMATS REMAINS STABLE


PERCENT OF GLOBAL RESPONDENTS WHO COMPLETELY OR SOMEWHAT TRUST ADVERTISING FORMAT



ACTION EXCEEDS TRUST FOR MANY ADVERTISING FORMATS

Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013 PERCENT OF GLOBAL RESPONDENTS WHO COMPLETELY OR SOMEWHAT TRUST ADVERTISING FORMAT PERCENT WHO ALWAYS OR SOMETIMES TAKE ACTION ON FORMAT



TRUST IS HIGHEST IN DEVELOPING REGIONS PERCENT OF RESPONDENTS WHO COMPLETELY OR SOMEWHAT TRUST ADVERTISING FORMAT BY REGION




MILLENNIALS HAVE HIGHEST LEVEL OF TRUST IN NEARLY ALL ADVERTISING FORMATS PERCENT OF RESPONDENTS WHO COMPLETELY OR SOMEWHAT TRUST ADVERTISING FORMAT BY Generation




HUMOR IS STRONG IN EUROPE & NORTH AMERICA HEALTH-THEMED ADS ARE STRONG IN LATIN AMERICA FAMILY ADS CONNECT WITH AUDIENCES IN AFRICA/MIDDLE EAST AND LATIN AMERICA

MESSAGES RESONATE DIFFERENTLY ACROSS THE WORLD


advertising themes that resonate the most




ADVERTISING THEME APPEAL DIFFERS BY GENERATION




RELATABLE TO THE AUDIENCE FOLLOW AN UPBEAT AND SIMPLE STORYLINE USE NOVEL AND STRIKING IMAGERYMAKE EMOTIONAL CONNECTIONS TAKE INTO CONSIDERATION REGIONAL, LOCAL, CULTURAL PREFERENCES

BEST-IN-CLASS ADS FEATURE COMMON CHARACTERISTICS


Make digital part of your advertising strategy

1. DONT RETROFIT AN OFFLINE STRATEGY; MIX IT WITH DIGITAL2. CREATE PRECISION-FOCUSED CAMPAIGNS 3. GET THE RIGHT AUDIENCE4. MATCH YOUR METRIC TO YOUR KEY PERFORMANCE INDICATOR 5. MAKE IN-FLIGHT ADJUSTMENTS


Dan Matei

Copyright 2015 The Nielsen Company. Confidential and proprietary.#

Zilele Biz 2015 - Media & Marketing - Dan Matei, Nielsen Romania

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