Measuring & Optimizing Reach and Resonance in Digital Advertising
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The document discusses how reach and resonance drive advertising ROI and outlines methods for measuring and optimizing them. It explains that reach is about delivering impressions to the right people, while resonance is about breaking through and influencing opinions. Case studies show how advertisers used viewability, on-target delivery, brand metrics and post-campaign analysis to improve reach, resonance and campaign performance.
Measuring & Optimizing Reach and Resonance in Digital Advertising
- 1. Measuring and Optimizing Reach and Resonance in Digital Advertising Randall Beard Global Head – Advertiser Solutions Nielsen 1 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 2. Advertising Effectiveness Simplified Effectiveness principles are universal / screen agnostic 2 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 3. Reach & Resonance Drive Reaction The “3R’s” of Advertising ROI Reach Resonance Reaction Deliver Impressions Break Through & Communicate Drive Sales 3 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 4. Breaking Down Reach & Resonance Reach Resonance Reach the Right People Influence their Opinion • Was my ad even seen? • Did it break-thru? • Did it reach my audience? • Did it change opinions? 4 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 5. Measuring and Optimizing Reach: Viewability Question: Did anyone see my ad? • Optimize delivery against sites with best viewability: What’s In- view? ? On What Which Sites? Viewed Creative ? For How Long? 5 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 6. Viewability Case Study A major insurance company was using a Background DSP to execute media buying decisions • ~50% creative not viewable • Doubled ad ROI Exchanges Networks Publisher Direct Viewable Viewable Viewable 41% 48% 59% of the of the of the time time time • Rebid on viewable creative 6 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 7. Measuring & Optimizing Reach: On-Target Delivery Question: Was my ad delivered to my target ? • Optimize site selection based on delivery: Delivery by demo Reach & Audience Frequency GRP’s Delivery % on target 7 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 8. Audience Delivery Optimization Case Study A large beverage company used Nielsen Online Campaign Ratings to Background track audience delivery and optimize in real time 41% • Only 16% of impressions were on target reaching the intended audience • Secured better placements from underperforming publishers • Optimized by reallocating impressions from low to high performing sites • Increased on target impressions to 41% of the campaign days 8 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 9. Measuring & Optimizing Resonance: Brand Awareness Question: Is my campaign breaking thru and changing opinions? • Use real-time Brand Effect metrics to maximize impact: Which Creative Creative ? Which Targeting Brand Brand Brand Site Which Target? Effect Effect Effect Site Sites? Frequency How Frequency Frequent? 9 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 10. Resonance Optimization Case Study A coffee cream maker wanted to create awareness and trial for Background a new line of fat-free coffee creamer CPG Awareness + 34.4% • Measured campaign performance in + 23.2% real-time Optimized • Identified lowest-performing creative units and placements • Re-allocated those impressions to higher-performing creative units Applying 3 simple rules • Improved Brand Awareness +56% – Increased brand lift 56% – Increased effective media spend by $100k+ 10 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 11. Measuring & Optimizing Resonance: Performance Drivers Question: Why is my campaign performing the way it does ? • Post campaign analysis to diagnose performance drivers 11 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 12. Resonance Diagnostics Case Study An insurance company wanted to understand how their Background message was resonating with different demographic segments • Message communication was Message stronger among Females 25+ Association • Brand recommendation was Brand Recommendation also stronger Females 25+ 12 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 13. Reach & Resonance Real Time Optimization Drive Best Reaction Results The “3R’s” of Advertising ROI Reach Resonance Reaction Deliver Impressions Break Through & Communicate Drive Sales Real Time Optimization 13 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 14. Summary • 3R Framework – simple, actionable, powerful – End to end measurement is critical – Reach and Resonance are key to strong Reaction • Real-time digital optimization is a big opportunity – Reach and Resonance – Single vendor, single tag • Best results achieved by optimizing all key aspects of campaign – Reach: Viewability & Audience delivery – Resonance: Breakthrough & attitudinal impact + post campaign diagnostics • Measure Reaction via offline sales impact – Verify sales / spending impact of optimized campaign – TV comparable metrics 14 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 15. Measuring and Optimizing Reach and Resonance in Digital Advertising Randall Beard Global Head – Advertiser Solutions Nielsen 15 Measure and Optimize Reach and Resonance Copyright © 2012 The Nielsen Company. Confidential and proprietary.