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The Nielsen Company
ABC Television Networks
Monica Bannan
VP, Global Product Leadership - Mobile
Adam Gerber
VP Sales Development & Marketing
Research
“New Measurement Offerings Bridge
TV & Digital Video – What’s The Impact?”
More Content
More Devices
More On Demand
More Options
More Ad Tech
More Data
Viewer Advertiser
More
Measurement
Challenges
Ch
angin
g Marketp
lace
It’s a Changing Marketplace
Unit Anchored to Show
C3 Ratings
“Ad Pods”
Impression Anchored to User
Census
“Campaigns”
Unit $$
Impression $$
Total Video
Budget Guarantee
CPM
Deal
We Need Holistic Campaign Solutions
Live TV/DVR
VOD
Online (web browser)
Mobile (app)
Connected TV (app)
1 3 7 35
C3
Ratings
Limited measurement/no monetization
No demos for ads/limited monetization
OCR/VCE measurement, DAI
2+ measurement, DAI (projected demos)
2+ measurement, DAI (projected demos)
Day
Unit ad model No ad model Mixed ad model Impression ad model
Today’s Measurement Landscape
6
Lin
ear
TV
Dig
ital
D
ynam
ic
AD
MO
DEL
TV SET CONNECTED DEVICES PC TABLET SMARTPHONE
PROGRAMS
ADS
CONTENT
ADS OCR
Not yet covered In currency (C-3) or where comparable Digital Ratings are provided
DEVICE
Nielsen Cross Platform
Measurement Footprint Today
Live TV/DVR
VOD
Online (web browser)
Mobile (app)
Connected TV (app)
1 3 7 35
C3
Ratings ?
DAI with Demo Measurement
Day
DA
I
Mo
de
l
Unit ad model No measurement/model Impression ad model
C?
Un
it
Mo
de
l
DAI
Model ?
Balancing the Forces of Change
8
DIGITAL PUBLISHER
TV NETWORK
PC LAPTOP
SMARTPHONE TABLET
APP BROWSER
Nielsen Cross Platform
9
PC LAPTOP
SMARTPHONE TABLET
DIGITAL PUBLISHER
TV NETWORK
Measures a representative
piece
ONE AD TO MANY PEOPLE LINEAR AD MODEL
MANY ADS TO MANY PEOPLE
Measures every piece
AD
AD
DYNAMIC AD MODEL
AD
APP BROWSER
AD
Nielsen Cross Platform
10
3 Days, Same Ad Load Measured by TV Ratings
ONE AD TO MANY PEOPLE LINEAR AD MODEL
MANY ADS TO MANY PEOPLE
Measured using multiple sources including
Nielsen Online Campaign Ratings™ Nielsen Digital Program Ratings
DYNAMIC AD MODEL
AD
AD
AD
AD
CONSISTENCY
AUDIENCE
IMPLEMENTATION
MOBILE
Nielsen Cross Platform
11
TV Originated Content
Native Digital Content
ONE ENCODING PROCESS
TV Ratings
Digital Ratings
Cross
Platform
ONE CLIENT-SIDE IMPLEMENTATION
BIG DATA ENABLED MEASUREMENT
GOLD STANDARD PROCESS
Nielsen Cross Platform
12
Lin
ear
TV
Dig
ital
D
ynam
ic
AD
MO
DEL
TV SET CONNECTED DEVICES PC TABLET SMARTPHONE
PROGRAMS Fall 2014 Fall 2014
ADS Fall 2014 Fall 2014
CONTENT 2015 DPR Q2 2014 Q2 2014
ADS 2015 OCR Q3 2014 Q3 2014
In currency (C-3) or where comparable Digital Ratings are provided
DEVICE
Nielsen Cross Platform
Measurement Footprint Tomorrow
• Cross platform: How do we integrate data set?
Are buyers and sellers prepared?
Is viewability an impediment?
• Buying channel: Programmatic, Automated, or Direct?
• Talent Rights: Digital clearances for all TV to support C3
• Terms: TV or Digital?
Issues That Will Impact Model
