Understand the True Audience for Digital Campaigns

DAR Background and Introduction

Market Context

•On-line penetration almost 50%

•83% of those users are accessing on mobile

 

 

•Mobile access far ahead of other individual forms

 

•Internet advertising is well poised to surpass TV

•Mobile ads are well poised to lead the charge

 

[Total Ad Spending]

 

 [Mobile Ad Spending]

 

 

Critical Questions Advertisers are Asking

  • How do I know who I am actually reaching online… targeted audiences and not just clicks or impressions?
  • Is my mobile advertising helping me to extend my reach?
  • How can I understand the value of my online advertising 

    in the context of my overall media buy?

 

Two Major Types of Online Measurement Today

Broad Measurement

Clicks & Impression/Views

  • Widely used by both 

    Publishers & advertisers.  

  • Many suppliers – Nielsen

    (ADV), Miaozhen, Admaster,

    GA, Adobe

  • Often  used as the 

    currency for measurement 

    and performance – cost per 

    click (CPC), cost per 

    Impression, etc.

  • Prone to fraud – fake

    Impressions/clicks

Still left asking “Who saw my ad?”

 

Targetted

GRPs/Reach

  • Becoming more

    commonly used.  

  • Two key suppliers – Ad

    Master and Miaozhen

  • Preferred currency by 

    Advertisers – Cost per Rating Point (Similar to TV)

  • Also prone to fraud

    fake Impressions/clicks

  • Reliant on panel –

    Expensive; Questionable Accuracy

“What’s your panel size?”

Introducing Nielsen DAR

Historic partnership, utilizing Tencent active user base as panel 

  • 60-70% coverage of online universe
  • Unduplicated reach across PC & Mobile 

  • Overnight delivery

     

 

Nielsen DAR in the US

 

  • Nielsen Digital Ad Ratings launched in mid 2011
  • Only service accredited by Media Rating Council (MRC) to report individual demographic breakdown  

  • Utilizes 180M+ Facebook members as panel

  • Over 19,000 campaigns representing $4 billion USD 

    in digital spend over more than 500 unique clients

  • Adopted by 22 of the top 25 advertisers and their agencies

 

 

DAR is Redefining Digital Measurement

  • Unmatched sample size 60-70% of online population 
  • Audience Demographics – Age, Gender, City/Region

  • Works across digital devices + mobile

  • Impressions, reach & frequency across campaigns, sites & placements

  • GRP Ratings comparable to TV

  • Ratings delivered daily via on line interface

  • Privacy-protected methodology

How it Works

Privacy Protection is Paramount

Nielsen only receives aggregated data,

with no access to individual-level data 

Data provider cannot see advertiser’s campaign details

Nielsen Establishment Survey

Through a ~46,000 national survey conducted by NBS (统计信息服务中心- 国家统计局)  on people’s internet usage, we were able to adjust for 

What is the national online population and what devices do they use?

What is the coverage and potential bias of our data provider? 

What is the actual age/gender of Tencent registered users?

To what degree are devices shared? 

Bring Clarity to the Process

Women’s Personal Care Product Campaign Target: Females 18-34

R x R = R

Online | Online Campaign Rating  

Example: Large beverage company used DIGITAL ADVERTISING RATINGS to optimize in-flight

 

•Advertiser contacted underperforming publishers in plan to review results and modify their placements

•Select publishers were dropped from the plan and client re-allocated ad spend to top performing publishers 

Key Differences

1) Accuracy

2) De-duplicates reach across PC & Mobile

3) Neutral 3rd party measurement – Digital Currency 

4) Nielsen has an accurate view of the universe

DAR Scorecard

POINT OF SUPERIORITY

•Unmatched Accuracy – Projects from panel of 60% of the internet population

•Cross PC/Mobile (Though Miaozhen is claiming capability)

•Nielsen unbiased 3rd party approach

•Superior demographic calibration to national sample – geographic, age, gender

 

POINTS OF PARITY

•Overnight delivery – Miaozhen delivers weekly

 

WEAK SPOTS

•3rd to market – Makes pricing a challenge.  Must illustrate superiority

•Miaozhen working with Unilever, L’Oreal, P&G to deliver XCR using fusion

•Potential industry reluctance to Tencent as provider – need to enforce DAR data protection

•Numerous product enhancements identified – clicks,  city coverage, mobile geography, need for income/wChildren

Key Selling Points

MOST SOPHISTICATED MEASUREMENT TOOL AVAILABLE

        •Unaparalelled accuracy

                450M + Panel

                Nielsen Calibration

       •Targeted – Age, City, Gender

       •Provides GRP’s similar to TV

       •Unbiased currency

                Advertisers  – Pay for Performance

               Publishers – Fair pricing for successful delivery

 

DE-DUPLICATES MOBILE & PC REACH

 

OVERNIGHT DELIVERY

        •Work with agencies to optimize in flight

        •Easy to use on-line Interface

KEY SELLING PROPOSITION

1.ACCURACY

 

2.MOBILE

 

3.OVERNIGHT

What Specifically Do We Measure?

Display (Banner Ads, Pop-ups, etc.)

Video
Mobile

 

 
 

What Specifically Do We Not Measure?

Sites based on user generated content and search are closed environments and provide their own measurement.

Nobody, including our competition, can access this information except for the providers themselves

Demographics Delivery

Setting up Nielsen DAR is Simple And Fast

Setup and launch within 7 days

Client provides media plan info to Nielsen

Nielsen registers campaign and sends tags to client.

Nielsen works with agency to contact publishers and ensure smooth operations

Client traffics campaign tags

Campaign measurement and reporting begins

 

Mediaview - DAR Reporting Interface

What should I look for in the data?

#1 – Did I reach my target demographic?

#2 – Where did the non-targeted impressions go? 

#3 – What sites or apps are performing best?

#4 – What placements are performing best? 

#5 – Where are my impressions being served?

#6 – What DMAs ARE my impressions reaching?

#7 – ARE improvements being made? 

#1 – Did I reach my target demographic?

Report Header

How to read:

•39.6% of the Total Digital Impressions were served to the target audience: F18-54

•34.3% of this campaign’s Computer Impressions were served to the target audience: F18-54

•78.9% of this campaign’s Mobile Impressions were served to the target audience: F18-54

Additional questions to ask:

•How does that compare to the norm? (Norms available through your Account Activation Manager)

•How does that compare to expected results?

•Which platform is more effective at helping you reach your target demographic?

#2 – Where did the non-targeted impressions go?

Audience Profile Report

How to read:

•30.75% of the Total Digital Imps were served within target

•47.99% of the Total Digital Imps were served to a non-targeted gender

Additional questions to ask:

•Is there a relevant secondary target demo?

#3 – What sites or apps are performing best?

Placement Report

How to read:

•Site D performed best in Computer and Mobile executions

Additional questions to ask:

•Is it possible to reallocate dollars/impressions from lower performing placements to higher performing ones?

#4 – What placements are performing best?

Placement Report

How to read:

•Placement 2358242 is the best option for Computer executions

•Placement 2358243 is the best option for Mobile executions

Additional questions to ask:

•Within each placement, can we find opportunities to optimize between Computer and Mobile devices? 

#5 – Where are my impressions being served?

Geography Report

How to read:

•This campaign was US-based with a vast majority of its imps (~28MM) served within the US and a small portion (~8K) served internationally

Additional questions to ask:

•How does the impression breakdown by country compare to expected results?

Keep in mind:

•Mobile is available only in the US at this time

#6 – What DMAs ARE my impressions reaching?

DMA Report

How to read:

•This campaign was not highly geo-targeted, with highest concentration of 52.03% of its impressions being served in the Los Angeles, CA DMA and the rest spread across other DMAs

Additional questions to ask:

•How does the impression breakdown by DMA compare to expected results?

Keep in mind:

•DMA reporting is available for desktop only

•GRPs in this report are local GRPs

#7 – ARE improvements being made?

Trend Report

How to read:

•Although imp level on mobile devices appears low, reach is consistently higher through mobile than computer

Additional questions to ask:

•How does the impression breakdown by platform compare to expected results?

•Are there certain timeframes where the campaign performs better on various devices?

DAR - Go to Market Basics & Improving advertiser ROI

3rd Party Measurement Benefits All Players

•Understand performance of campaign by publisher and ad network partners

•Tie pay to performance by asking for target guarantees and make-goods

•Inform marketing mix models

•Overnight In-flight optimization

 

•Early identification of errors in campaign execution

•Command pricing in line with ability to reach a specific audience

•Confirm ad inventory’s delivery

•Use ad inventory strategically by offering digital make-goods for TV audience misses

 

GTM Framework: 3 Key Players

 

Media Planning Basics

How is Measurement PROVIDER Decided & Paid?

Measurement Approache

  • Agency Driven – Media agency recommends their choice (ie. Miaozhen) and reports against objectives. 
  • Client Driven – Client insists on their choice, and agency simply uses them.

 

Payment approaches

  • Billed per campaign
  • Included in the agency fee
  • Sponsered  by the publisher

 

What do they pay

  • Usually a % to the price of the digital buy (ie. 1-2%)

DAR Roles & Responsibility: Vertical Teams

Pre-Sell

1.Opportunity Identification – Assess opportunity of the client (size & direction of digital spending, current level of attention paid to digital ad tracking, agency parnters, etc.

2. Information Gathering (If oppty exists) – Identify key decision makers and stakeholders, media planning process, agency partners, etc.

3.Initial Engagement – Initial basic introduction of DAR to key stakeholders to assess interest in having the DAR team come and present in depth.

 

Sell

 

1.Formal DAR presentation – Ensure key stakeholders & decision makers are available to attend DAR presentation from DAR team (including key agency partners)

2.Key Follow-ups – Successful DAR presentations generally result in considerable follow-up (questions, etc.) and ideally a trial or pilot campaign.  The DAR team will ensure all requirements are met, but Vertical engagement is critical in keeping client engaged

3.Pilot Report & Contract Signing – Final report back will be given by the DAR team.  Vertical team help is required in ensuring that key stakeholders and present and that clear decisions and next steps are taken.  Pricing & contract signing will be driven by the DAR team, but Vertical will be consulted at every step to ensure alignment and client acceptance and follow-up.  It is also critical to involve and engage the media agency at this stage, though level of engagement will vary by client.  The DAR team will lead this

4.Ongoing Service – DAR team will manage all delivery.  Vertical needn’t get involved day to day, but Vertical is encouraged to stay connected, attending presentations & keeping up to date on issues & key actions

 

DAR Roles & Responsibilities: DAR COMMERCIAL TEAM

DAR Commercial Leads

  • Go To Market Strategy & Plans – Pricing, P&L, Revenue & Cost management, etc.
  • Internal training & Materials Development/Thought Leadership
  • Business Development – Lead engagement of new clients outside of current vertical scope
  • Client Management – 360 Management from pre-sell to contract and ongoing delivery of key stakeholders.  Always working hand in hand with Vertical, assuming  primary responsibility in the end for ongoing delivery
  • Media Agency Management – Day to day management of key Media partners

DAR Agency Lead

  • Manage Key Agency relationships to ensure engagement and acceptance of DAR
  • Drive new DAR  opportunities through agency partners
  • Regular involvement with Agency leadership to ensure key concerns and needs on servicing are being me
  • Work with Commercial Leads and Product Leadership to define long term vision for Watch

DAR  Client Service Manager, Analyst Team & Reporting Hub

  • CSM – Manage overall execution plan – Campaign kick-offs, reporting, contracts & agency/client training
  • Analyst Team – Day to day client service and regular campaign analysis
  • Reporting Hub – Weekly excel & monthly PPT delivery, automation, etc.

DAR Roles & Responsibilities: DAR SUPPORT

DAR OPS

  • Tagging and campaign set-up
  • Day to day campaign management & Quality assurance
  • Publisher support to ensure technical tagging challenges are resolved
  • Mediaview maintenance and support

DAR Data Science

  • DAR projection methodology & Establishment Survey
  • Product Development support
  • Reach Curve and Mixed Reach Development and Modelling
  • Day to day support on statistical concerns and requests from clients

DAR Product Leadership

  • Long term product strategy and plan
  • Product Development & Project Management
  • ill-fill-alpha:100.0%'>Relevant Verticals & Product Team

Media Vertical

  • Business development to publishers
  • Publisher engagement to ensure smooth operation – Tagging, etc.
  • Tencent management & engagement
  • Future data partner development

 

DAR Champions

  • Serve as catalyst to the vertical:

                Working with CBP’s to identify opportunities & strategies for growth

  • First round presenter with DAR team support as required.
  • Ensure follow-up for new and existing clients from the CBP teams
  • Work hand in hand with DAR team until a deal is officially signed
  • Once a client is signed, DAR team will take over.
  • DAR Champions will share a revenue target for their vertical