THE NEW (SOCIALLY ACTIVE) BRAND AMBASSADORS

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PRESENTATION SPEAKERS

Deirdre BannonVP, Product,

Nielsen Social

Roni KarassikSr. Campaign Research Manager,

Microsoft

Berj KazanjianSVP, Ad Sales Research,

MTV

Jed MeyerGlobal Research Director,

Annalect

Moderator

#Consumer360

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PEOPLE TWEET ABOUT TV A LOT

Source: Nielsen. January-April 2014. Twitter TV activity is captured from three hours before, during and three hours after an episode’s initial broadcast, local time. Twitter Brand data is collected on a 24 hour basis.

361 million Tweetsin January–April 2014

sent by

17 million authors

#Consumer360

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THEY ALSO TWEET A LOT ABOUT BRANDS

Source: Nielsen. January-April 2014. Twitter TV activity is captured from three hours before, during and three hours after an episode’s initial broadcast, local time. Twitter Brand data is collected on a 24 hour basis.

215 million Tweetsin January–April 2014

sent by 17 million authors

#Consumer360

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SOCIAL BRAND AMBASSADORS DO BOTH

Source: Nielsen. January-April 2014. Twitter TV activity is captured from three hours before, during and three hours after an episode’s initial broadcast, local time. Twitter Brand data is collected on a 24 hour basis.

78% of Tweets about brands are sent by this group

TV Authorsof brand authors also tweet about TV

64% Brand Authors

In an average month:

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TV AUTHORS SEND 3X BRAND TWEETSCompared to authors that tweet only about brands

Source: Nielsen. January-April 2014. Twitter TV activity is captured from three hours before, during and three hours after an episode’s initial broadcast, local time. Twitter Brand data is collected on a 24 hour basis.

TV AND BRAND AUTHORS BRAND-ONLY AUTHORS

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TV AUTHORS HAVE TWICE THE INFLUENCE

Source: Nielsen. January-April 2014. Twitter TV activity is captured from three hours before, during and three hours after an episode’s initial broadcast, local time. Twitter Brand data is collected on a 24 hour basis.

Compared to authors that tweet only about brands

followers per author1,265

followers per author665

TV + Brand Brand only

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SOME CATEGORIES RELY MORE ON SOCIAL TV

Food & Bev-erage

Insurance Household Personal Care Technology Consumer Electronics

86% 83% 83% 82%

73% 69%

of tweets about brands are sent by TV authors

But, this varies by category.

78%

Source: Nielsen. January-April 2014. Twitter TV activity is captured from three hours before, during and three hours after an episode’s initial broadcast, local time. Twitter Brand data is collected on a 24 hour basis. #Consumer360

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BRANDS ARE TAKING NOTE OF SOCIAL TV

Sponsorship Engagement Creative MeasurementMedia Planning

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SOCIAL AS A COMPLEMENT TO TV RATINGS

High

HighLowLow

Program C Program A

Program B

Media Planning and Buying

National TV Ratings

Twitter TV Audience

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EVALUATING PROGRAM AFFINITYMedia Planning and Buying

Number of TV authors that tweeted about the brand

Likelihood of authors to tweet or retweet about the brand

#Consumer360

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BRANDS ARE TAKING NOTE OF SOCIAL TV

Sponsorship Engagement Creative MeasurementMedia Planning

#Consumer360

MICROSOFT: MEASURINGCAMPAIGN EFFECTIVENESS

THROUGH SOCIAL TV

“ ”Can we leverage social TV activity to understand the relative impact of TV campaigns?

Roni Karassik, Senior Campaign Manager, Microsoft

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THREE QUESTIONS WE SET OUT TO ANSWER

What is the value of advertising in more social programs?

Can we use social activity to identify placements with the best brand fit?

How can we optimize creative for social impact?

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0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.00

100,000

200,000

300,000

400,000

SHOWS WITH SIMILAR TV RATINGS VARY SOCIALLY

Source: Nielsen Social Brand Tracking and SocialGuide Intelligence, Microsoft primetime campaign Analysis, 11/4/13-3/9/14. All shows were included in media schedule excluding “Super Bowl XLVIII” and “The 56th Annual Grammy Awards”. With a min 5000 TV tweets. Shows were selected where authors tweeted about both the brand and the word “commercial”.

Highlighted drama series episodes had similar TV ratings, but varied social engagement

Twitt

er T

V Au

thor

s

National TV Ratings (P2+)

Microsoft Campaign Episodes

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MORE SOCIAL SHOWS, MORE AD MENTIONS

Placements in more social episodes led to

Source: Nielsen Social Brand Tracking and SocialGuide Intelligence, Microsoft Campaign Analysis, 11/4/13-3/9/14. All shows were included in media schedule excluding “Super Bowl XLVIII” and “The 56th Annual Grammy Awards”. With a min 5000 TV tweets. Shows were selected where authors tweeted about both the brand and the word “commercial”.

mentions of Microsoft commercials compared to less social episodes

More social episode = >100K TV Authors

5x

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SOME GENRES PERFORMED BETTER THAN OTHERS

-20%

-15%

-10%

-5%

0%

5%

10%

15%

20%

18%

5%

-6%

-17%

Comedy Special Drama Reality

Index of Microsoft Tweets per TV Author(Excluding sports)

Sports programs—driven by the Olympics—spurred the most

Microsoft Tweets per TV Author(3x compared to comedy)

Source: Nielsen Social Brand Tracking and SocialGuide Intelligence , Microsoft Campaign Analysis, 11/4/13-3/9/14. Chart includes all shows that were included in media schedule with at least one TV author that tweeted about Microsoft.

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CAMPAIGN EXPOSURE INCREASED BRAND ACTIVITY

Source: Nielsen Social Brand Tracking and SocialGuide Intelligence, Microsoft Campaign Analysis, 11/4/13-3/9/14.

Pre/post campaign analysis:

increase in Tweets about Microsoft from the population exposed to campaign.

41%

#Consumer360

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CREATIVE COULD BE OPTIMIZED FOR SOCIALCertain creative worked better to drive social discussion

Exposure to emotional creative drove TV authors to send 5X as many Microsoft

tweets per person than exposure to rational creative.

Source: Nielsen Social Brand Tracking and SocialGuide Intelligence, Microsoft Campaign Analysis, 11/4/13-3/9/14. All shows were included in media schedule. #Consumer360

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SOCIAL TV CAN DRIVE A CREATIVE SPARKMicrosoft’s latest Xbox One campaign features Aaron Paul

Source: Nielsen. 9/1/13–5/25/14, Most social series ranked by Average Unique Audience; New/Live episodes on broadcast and cable networks. Microsoft Affinity H22013; Xbox Affinity 12/9/13–6/8/14.

Highly Social ProgramBreaking Bad (AMC) reached 6.0M people on Twitter on average each new episode in September 2013

Microsoft AuthorsIn the second half of 2013,

486,000 people sent Tweets about Microsoft and Breaking Bad

Microsoft and Xbox AffinityBreaking Bad authors were

1.8X more likely to tweet about Microsoft and 2.2X more likely to tweet about Xbox

than general TV authors in the past 6 months.

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RECAP: REACHING SOCIAL BRAND AMBASSADORS

Social TV is only half the equation. Brand activity completes the picture.

Social TV Authors are valuable

to brands.

Social TV data complements TV data to support media planning

and buying.

Social TV activity can be used to measure impact

of TV campaigns.

#Consumer360

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PRESENTATION SPEAKERS

Deirdre BannonVP, Product,

Nielsen Social

Roni KarassikSr. Campaign Research Manager,

Microsoft

Berj KazanjianSVP, Ad Sales Research,

MTV

Jed MeyerGlobal Research Director,

Annalect

Moderator

#Consumer360