Tech Talk with Nielsen
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The document discusses measuring the effectiveness of advertising across different platforms. It presents principles of reach, resonance, and reaction for determining effectiveness. It then provides examples from Nielsen's studies that show lifts in key metrics like in-store visits, product awareness, and favorability from being exposed to ads on mobile, social media, and native advertising formats. Specifically, exposure resulted in 45% lift in mobile intent, 11.3% lift in social media awareness, and 82% lift in native ad favorability.
Tech Talk with Nielsen
- 1. DIGIDAY TECH TALK MEASURING ADVERTISING EFFECTIVENESS Ashish Mohindroo VP Marketing
- 2. ADVERTISING EFFECTIVENESS SIMPLIFIED Effectiveness principles are consistent across screens Influence their opinion Reach Copyright ©2013 The Nielsen Company. Confidential and proprietary. Reach the right people Resonance Impact their behavior Reaction 2
- 3. Copyright ©2013 The Nielsen Company. Confidential and proprietary. NEW ADVERTISING MEASUREMENT CHALLENGES NATIVE 3
- 4. DRIVE IN-STORE VISITS VIA MOBILE Mobile: Intent Brand Lift Copyright ©2013 The Nielsen Company. Confidential and proprietary. 45% Lift “ Though mobile is new, I answer to metrics. Nielsen provides us with apples to apples online & mobile ad effectiveness measurement and optimization, enabling us to advertise online and in mobile with confidence.” - Ryan Richardson, Digital Media Manager, Buffalo Wild Wings Not Exposed to Advertising Exposed to Advertising 4
- 5. DRIVE NEW PRODUCT AWARENESS ON SOCIAL Awareness Brand Lift Copyright ©2013 The Nielsen Company. Confidential and proprietary. 11.3% Lift 27.4% 24.7% Not Exposed to Advertising Exposed to Advertising 5
- 6. INCREASE FAVORABILITY ACROSS NATIVE ADS Copyright ©2013 The Nielsen Company. Confidential and proprietary. “32% of CMOs say that they have bought or are planning to buy native video advertising in the next 6 months ” - Forbes Insights & Sharethrough Research Favorability Brand Lift 82% Lift 46.2% 25.4% Not Exposed to Advertising Exposed to Advertising 6