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THE CROSS-PLATFORM PUZZLE: SOLVE FOR OFFLINE IMPACT
Leslie Wood
Chief Research Officer
Nielsen Catalina Solutions
Fred Leach
Marketing Science, Research & Development
Monica Bannan
Senior Vice President
Nielsen
Copyright©2017NielsenCatalinaSolu8ons•Confiden8al&Proprietary 2
SOLVING FOR CROSS MEDIA HAS BEEN A PUZZLE
TELEVISON BOTH Television & Digital
DIGITAL
Copyright©2017NielsenCatalinaSolu8ons•Confiden8al&Proprietary 3
SINGLE SOURCE DATASET COMBINED WITH RIGOROUS METHODOLOGY
Digital Exposure Data
Television Exposure Data Nielsen NPM TV Viewing Data NCS Set Top Box Data
Consumer Demo Data NCS Unified Demo Data
Consumer Purchase Data NCS Frequent Shopper Data Nielsen Homescan
Single Source Exposure & Sales Data
NCS CROSS MEDIA SALES EFFECT Covariance
Balancing
Regression Models
Propensity Scoring
Modeled Treatment Effect
UNDERSTAND RELATIONSHIPS
Copyright©2017NielsenCatalinaSolu8ons•Confiden8al&Proprietary 4
NCS CROSS MEDIA SALES EFFECT ON AUDIENCE LINK
Questions it can address
• How well does each media drive Incremental Sales Lifts?
• How well do they work together?
• How does Frequency work in Cross Media?
Copyright©2017NielsenCatalinaSolu8ons•Confiden8al&Proprietary 5
CROSS MEDIA ONLY, ONLY, BOTH, ANY, ANY, ALL!
TELEVISION DIGITAL
ONLY TELEVISION ANY TELEVISON ANY FACEBOOK ONLY FACEBOOK BOTH Television & Facebook
TOTAL CAMPAIGN EXPOSURE
Copyright©2017NielsenCatalinaSolu8ons•Confiden8al&Proprietary 6
CROSS MEDIA SYNERGY
ILLUSTRATIVE
Total TV Total Digital Both
TELEVISION DIGITAL
BOTH Television and Digital
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FOCUSED ON CAMPAIGNS WITH LARGE TV REACH
*average TV campaign had 9x spend compared to FB campaign
0
20
40
60
80
100
120
Brand A Brand B Brand C Brand D
Mill
ions
HH
s Facebook Only Reach
Both Reach
TV Only Reach
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$0.12
$0.01 $0.02
$0.11
$0.04 $0.07 $0.07
$0.14
$0.18
$0.08
$0.12
$0.40
Brand A Brand B Brand C Brand D
Incremental $ per HH Reached
TV
Both
CROSS MEDIA SYNERGY
*average TV campaign had 9x spend compared to FB campaign
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SYNERGY HELD ACROSS VARYING LEVELS OF TV & FACEBOOK MIX FOR EXAMPLE CAMPAIGN
$0.17 $0.17 $0.20 $0.19
<25% 25–50% 50-75% >75%
Base: Exposed to Both FACEBOOK TV
% of Facebook Impressions
FACEBOOK TV
% of Facebook Impressions *average TV campaign had 9x spend compared to FB campaign
$0.12
$0.04
$0.18
Any TV Any FB Both
Brand A Lift per HH
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FOR THIS CAMPAIGN, HH LIFT VARIES ACCORDING TO FREQUENCY LEVELS AND MEDIA MIX
FACEBOOK TV
Brand A
*average TV campaign had 9x spend compared to FB campaign
% of Facebook Impressions
$0.00
$0.05
$0.10
$0.15
$0.20
$0.25
$0.30
1-5 6-10 11-15 16-20
Inc
rem
ent
al $
/HH
Exposure Frequency
0% <25% 26-50% 51-75% >75% 100%
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ROADMAP TO CROSS-MEDIA MEASUREMENT PAVED WITH NIELSEN INNOVATION
Digital Ad Ratings
(Dar)
NCS CROSS MEDIA SALES EFFECT ON AUDIENCE LINK
2010 2011 2013 2014 2015 2016 2017
Brand Effect DAR in 7 Global Markets
Mobile in TV Ratings
DAR in 16 Global Markets
Digital & Total Content Ratings
— DAR in 25 Global
Markets —
Audience Link —
Social Content Ratings
Copyright©2017NielsenCatalinaSolu8ons•Confiden8al&Proprietary 12
NIELSEN AUDIENCE LINK MEASUREMENT SYSTEM
Nielsen Total Audience Ratings Suite
NCS Cross Media Sales Effect
AUDIENCE LINK
Focus for Today
Products
Double-blind data matching
NIELSEN TOTAL
AUDIENCE
NIELSEN CATALINA SOLUTIONS
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CONCLUSION & WHAT’S NEXT
• Facebook is the first publisher to work on this Cross Media solution, but methodology can support more publishers
• Measuring offline sales impact of TV and Facebook campaigns now possible
• Combination of TV & digital ads drove higher sales productivity for most campaigns evaluated
• It’s just the beginning of a robust test & learn agenda
