NIELSENS ROADMAP FOR CROSSPLATFORM RATINGS Why is measuring across platforms important Source Nielsen CrossPlatform Report Q4 2013 table 3 Cross Platform Campaign Spend to R ID: 367395
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Slide1
Innovation to Support Linear & Digital Ad Models
NIELSEN’S ROADMAP FOR CROSS-PLATFORM RATINGS:
Slide2Slide3Slide4
Why is measuring across platforms important?
Source:
Nielsen Cross-Platform Report Q4 2013, table 3; ???
Cross Platform
Campaign Spend
to R
each
W
ithin
3
Years
50
%
Watching Video
on
Smartphone
In 2013
25
%Slide5
Multiple facets of cross platform measurement
BY DEVICE TYPE
BY ADVERTISING MODEL
BY DELIVERY TYPE
BY USAGESlide6
The 6 important things
Digital
Coverage
and
Sample Size
Common,
Single-Source,
Highly Representative Panel
True
Comparability to TV
Mobile
Measurement
Viewability
MRC Accreditation
and
Constant AuditingSlide7
TODAY
High Quality Panels are Key
Critical for gold standard measurement & precise Cross Platform
calibrations
MID ‘14 – MID ‘15
~
3
,
200
HH’s
NEW PEOPLE METER HOMES
~
20
,
550
HH’s
NATIONAL/LOCAL PEOPLE METER HOMES
~
9
,
800
HH’s
TV & PC HOMES
~
1
,
500
HH’s
NEW TV & PC HOMES
~
15
,
000
HH’s
TABLET & MOBILE
PANELISTSSlide8
SOFTWARE METER
COMPARABLE
OVERNIGHT
RATING
Digital Video
Ratings
A High Quality Representative Panel
Anchors
all Measurement
Nielsen Online Campaign Ratings is accredited by the Media Rating Council (MRC). Featured elements including DMA, verification and
viewability
are not currently accredited, but are undergoing review by MRC.
TV
Ratings
GOLD
STANDARD PROCESS
ONE
ENCODING PROCESS
BIG DATA
ENABLED MEASUREMENT
ONE CLIENT-SIDE IMPLEMENTATION
Cross Platform
TWO TYPES OF
VIDEO
CONTENT
TV Originated Content
Native Digital Content
MRC
ACCREDITED
UNIVERSALSlide9
Timing—MEASUREMENT footprint 2014
Linear TV
(C3/7)
Digital
Dynamic
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
De-duplicated audience across ad models
DEVICE
De-duplicated audience across screens
AD MODEL
In currency (C-3) or where comparable Digital Ratings are provided Slide10
De-duplication comes from
knowing who’s
at the screen
TV I
ndividuals
determined
from
Nielsen
Households
LINEAR RATINGS
DIGITAL RATINGS
Digital
Individuals
identified by
180MM
person panel and validated
by
TV Panel
NIELSEN CROSS-PLATFORM HOMES PANEL
CROSS-PLATFORM REACHSlide11
Advertisers can
feel confident in the quality of the numbers that they receive
Advertisers get
validation that their video ad was viewed by the demographic
they
paid for
Flexibility in monetization
and
growth
opportunities
Digital publishers can compete against TV for Video ad dollars
Digital benefits from the
same quality and rigor as traditional TV
Broadcasters
can now get C3 Ratings for eligible content viewed on mobile devices
Broadcasters
can now be flexible outside of the C3 window knowing that they’ll get comparable ratings