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1 CONFIDENTIAL AND PROPRIETARY 1 CONFIDENTIAL AND PROPRIETARY
THE LAST OF THE LAST CLICK ATTRIBUTION Thursday, May 21, 2015 3:00 PM - 3:50 PM Results Track
ADAM PAULISICK SVP, Marketing & Strategy Nielsen Catalina Solutions
@NCSolutions @Paulisick
HEIDI BROWNING SVP, Strategic Solutions Pandora
@pandorapulse @Heidi_Golightly
2 CONFIDENTIAL AND PROPRIETARY 2 CONFIDENTIAL AND PROPRIETARY
THE NOT SO MOBILE FRIENDLY HISTORY OF ATTRIBUTION
First Touch Last Touch Linear Recency
3 CONFIDENTIAL AND PROPRIETARY 3 CONFIDENTIAL AND PROPRIETARY
A MOMENT OF SILENCE FOR OUR FRIEND, THE DIGITAL COOKIE
4 CONFIDENTIAL AND PROPRIETARY 4 CONFIDENTIAL AND PROPRIETARY
WE ARE ENTERING THE POST-COOKIE WORLD 86% of mobile time is spent in apps, NOT the browser
Share of media time spent per day by US adults (%)
People are shifting from desktop to mobile
14% BROWSER 86% APPS
13.4
19.2 23.3
20.7 19.2 18.0
Mobile Desktop/ laptop
Source: Flurry Analytics, ComScore, NetMarketShare Source: eMarketer
Social Messaging 9.5% (other)
2012 2013 2014
Gaming 32%
Facebook 17%
Twitter 1.5%
Entertainment 4% (other)
Utilities 8% Productivity 4%
News 3% Others 3%
Google Browsers 5% Others 2%
Apple Safari 7%
YouTube 4%
5 CONFIDENTIAL AND PROPRIETARY 5 CONFIDENTIAL AND PROPRIETARY
§ Without cookies, anonymous users are identified only by mobile advertising IDs (MAIDs)
§ Devices are changed on average every 18 months, making MAID an inconstant identifier
§ Most consumer data is siloed within apps
§ Cookie-based desktop data is still unplugged for mobile
Ad targeting in mobile is challenged by Advertisers and Agencies
WHAT DOES MOBILE MEAN FOR ATTRIBUTION?
6 CONFIDENTIAL AND PROPRIETARY 6 CONFIDENTIAL AND PROPRIETARY
DELIVERING ON MOBILE ROI Attribution now applies to time, location, audience, device, app, etc… but could also be a consideration in closed networks for consumer (listener) behavior POV Shift: Attribution is not just about publisher but every element of delivery
7 CONFIDENTIAL AND PROPRIETARY 7 CONFIDENTIAL AND PROPRIETARY
WHAT GETS THE CREDIT? More importantly, what’s the measure?
Start from the sale and work backwards
8 CONFIDENTIAL AND PROPRIETARY 8 CONFIDENTIAL AND PROPRIETARY
KELLOGG’S POP-TARTS STRATEGY AND OBJECTIVES
• Deliver relevant content to young adults of a household so they consider Pop Tarts as a breakfast option
• Accelerate lapsed buyers
• Grow sales among existing buyers
9 CONFIDENTIAL AND PROPRIETARY 9 CONFIDENTIAL AND PROPRIETARY
SHOW ME YOU KNOW ME
10 CONFIDENTIAL AND PROPRIETARY
13-17
Mobile and cross-platform
Content ninjas with
short attention spans
Ever changing listening habits
WHO ARE THEY HOW WE REACH THEM WHERE WE REACH THEM
ENGAGING YOUNG ADULTS
Audio
Display
Branded Radio
Mobile
Tablet
Web
11 CONFIDENTIAL AND PROPRIETARY
12 CONFIDENTIAL AND PROPRIETARY
347k Station Adds
81 min. Avg. Min. Per User
466k Total Hours Listened
CAPTURE ATTENTION DRIVE RESULTS
13 CONFIDENTIAL AND PROPRIETARY
1. The end is the starting point 2. Show me you know me 3. Build an attention strategy 4. Invoke the power of audio
CAPTURE ATTENTION AND DRIVE MOBILE ROAS
14 CONFIDENTIAL AND PROPRIETARY
MEASURING RETURN ON ATTENTION, AD SPEND,
AND MOBILE
15 CONFIDENTIAL AND PROPRIETARY
HOW DO WE MEASURE INCREMENTAL SALES Campaign Complete Exposed & Unexposed HHs matched
on 500+ variables to isolate impact
Audience Data NCS Purchase Data
Measure Sales Impact by focusing on purchasing
patterns
Historical household/to show it’s not just a random purchase and accounts for all other media.
16 CONFIDENTIAL AND PROPRIETARY
DIFFERENCE BETWEEN SALES & INCREMENTAL SALES
Your Ad Drove Incremental Sales
Unexposed Households
Exposed Households
Exposed and Unexposed Comparison Accounts for 52 Weeks Purchase History & Demographics
+ Typical Household
Purchase
TOTAL SALES
17 CONFIDENTIAL AND PROPRIETARY 17 CONFIDENTIAL AND PROPRIETARY
DELIVERING ON MOBILE ROAS
+4%
7% LIFT In Incremental Sales
3X+ ROAS Exposed
Unexposed
18 CONFIDENTIAL AND PROPRIETARY 18 CONFIDENTIAL AND PROPRIETARY
HOUSEHOLD IMPRESSIONS
66%
16%
15%
3%
49% 28%
19%
2%
INCREMENTAL SALES IMPACT
AUDIO
VIDEO
DISPLAY
2 + OVERLAP
KEY FINDINGS: BY MEDIA
19 CONFIDENTIAL AND PROPRIETARY 19 CONFIDENTIAL AND PROPRIETARY
21%
19%
60% 17%
70%
13% MOBILE DESKTOP
KEY FINDINGS: BY DEVICE HOUSEHOLD
IMPRESSIONS INCREMENTAL SALES IMPACT
2 + OVERLAP
20 CONFIDENTIAL AND PROPRIETARY 20 CONFIDENTIAL AND PROPRIETARY
WHAT’S NEXT
21 CONFIDENTIAL AND PROPRIETARY 21 CONFIDENTIAL AND PROPRIETARY
ADAM PAULISICK SVP, Marketing & Strategy Nielsen Catalina Solutions
@NCSolutions @Paulisick
HEIDI BROWNING SVP, Strategic Solutions Pandora
@pandorapulse @Heidi_Golightly
THANK YOU