NIELSEN CAMPAIGN RATINGS: CROSS-PLATFORM INSIGHTS

Jonathan Carson

General Manager, Digital

Nielsen

Two fundamental beliefs about advertising

2

RIGHT AD RIGHT INVENTORY

+ = VALUE MAXIMIZATION

1.

2. INDEPENDENT MEASUREMENT TRANSACTIONS

Vision for Nielsen Campaign Ratings

3

ACROSS PLATFORMS 3600 VIEW OF THE AUDIENCE

GLOBAL

GROW DIGITAL AND CROSS-PLATFORM ADVERTISING BY PROVIDING A STANDARD FOR CAMPAIGN MEASUREMENT

What is Nielsen Campaign Ratings?

Nielsen Online Campaign Ratings™

R F GRP

Overnight audience ratings by demo, consistent with TV

Delivery against campaign targets

Ad recall at scale, fully integrated with campaign reach

Nielsen Cross-Platform Campaign Ratings

TV Unduplicated ratings from online and TV campaigns, by demo

Built from Nielsen TV Ratings and Nielsen Online Campaign Ratings inputs Online

Verification, including Brand Safety and Viewability metrics

Provided by

4

Rapid innovation and adoption for Nielsen Campaign Ratings

5

Q4’11 Q1‘12 Q2’12 Q3’12

Nielsen Online Campaign Ratings launch

Viewability and Verification Placement reporting

Local DMA reporting Integrated ad recall

Nielsen Cross-Platform Campaign Ratings launch

API access for reports and campaign setup

Tremor VideoHub integration

Unilever uses Nielsen Online Campaign Ratings for all digital campaigns

Group M partnership for Nielsen Cross-Platform Campaign Ratings

Nielsen Online Campaign Ratings based guarantees announced during Newfronts

MRC accreditation

WHAT’S NEXT?

Additional Data Providers and

dimensions

Deployment to leading

international markets

Expansion to mobile

Six insights from Nielsen Campaign Ratings

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1. Cross-Platform enables better incremental reach delivery

2. Cross-Platform enables better frequency planning

3. Big opportunities from daily optimization, starting Day 1

4. Demo guarantees enable more efficient use of inventory

5. Viewability creates new class of premium inventory

6. Integrated ad effectiveness allows further optimization

1. Cross-Platform enables better incremental reach delivery

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17% TV only

37% Unduplicated Reach

20% TV 20% Digital

Case example:

• Beverage company

• Broad overall demo focus for cross-platform campaign

• Using digital to reach consumers the TV campaign could not (M18-29)

Extending reach of M18-29

46% increase in overall reach from digital

85% of those exposed to the online campaign were digital only

17% Digital only

3% Cross-

Platform

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2. Cross-Platform enables better frequency planning

Case example:

• Personal Care

• Demo focus F18-34 for cross-platform campaign

• Using TV for reach, digital for increased engagement

34% Cross-

Platform

90% Unduplicated Reach

72% TV 51% Digital

Engaging F18-34 with TV AND Digital

34% of target reached by both TV and digital

47% of those exposed to the TV campaign also saw it on online

17% Digital

only

38% TV only

3. Big opportunities from daily optimization, starting Day 1 Example: Healthcare brand, intended target Females 65+ Nielsen Online Campaign Ratings daily on-target delivery % by online publisher or ad network

9

50%

saved

Cancelled and re-allocated spend due to consistent low delivery

Days

Improved publisher performance by identifying errors

Dairy

optimization

4. Demo guarantees enable more efficient use of inventory

Intended

demos

Other

demos

100%

Advertiser 1

50

75%

Advertiser 1

25%

Advertiser 2

Previously

CPM for all impressions

Now

Optimize to monetize freed up inventory

10

10

Illustration

5. Viewability creates new class of premium inventory

66% still in-view

36% still in-view

0:01+ 0:05+ 0:15+

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Viewable Ads

Brands want to tell stories; stories take time Based on adsafe analysis of a cross-section of campaigns (1.5 billion impressions across 2 week time frame)

Campaigns On Target On Target CPM Breakthrough Effective CPM

Publisher 1 65% $7.69 10% $76.92

Publisher 2 42% $11.90 30% $39.68

Publisher 3 50% $10.00 20% $50.00

Illustration

For each campaign: 1 million impressions served; $5 CPM

6. Integrated ad effectiveness allows further optimization

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Six insights from Nielsen Campaign Ratings

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1. Cross-Platform enables better incremental reach delivery

2. Cross-Platform enables better frequency planning

3. Big opportunities from daily optimization, starting Day 1

4. Demo guarantees enable more efficient use of inventory

5. Viewability creates new class of premium inventory

6. Integrated ad effectiveness allows further optimization

NIELSEN CAMPAIGN RATINGS: CROSS-PLATFORM INSIGHTS

Jonathan Carson

General Manager, Digital

Nielsen