The nature of online advertising allows us the chance to deeply understand performance but in the past we haven’t done a very good job of making these capabilities work for us. The Nielsen representatives will show us how we are able to understand the effectiveness of brand based advertising online and use this information to become more efficient, but this requires organizational and attitudinal change.

1. ADVANCES IN
ADVERTISING
EFFECTIVENESS &
EFFICIENCY
Andrew Felbert
Commercial Director, Online
Emerging Markets, EMEA

2. Sometime ago…
“Half the money I spend on
advertising is wasted; the
trouble is I don’t know
which half”
John Wanamaker
US Department Store
Merchant
(1838-1922)

3. The Industry is open to change
“We have endless data. We need
help to find what information to
look at, what is important and what
is just noise”
“It’s incredibly difficult to link
performance to an actual ad to an
actual behavior. We would invest
more in media if we saw a direct
pay off”
“Media goals cannot be
determined equally because there
are not common metrics in TV,
online, print. It’s imperative to
“Advertising spend is like bowling: understand the relative
after rolling the ball, you have to effectiveness across platforms”
wait for the ball to go all the way to
the end to learn if you striked. You
are hand tied and can’t make any
changes mid course and just wait”
“There are too many players with
different objectives. Creative or
media agencies, traditional or
digital agencies; coordination must
happen”

4. Where do We Start?
1 Produce metrics that matter
2 Performance data that is fast, comprehensive and granular
3 Provide comparability across platforms
4 Improve ROI through campaign optimization
5 Ultimately, become a predictive virtuous cycle

5. Advertising Effectiveness Simplified
Effectiveness principles are universal
Reach Resonance Reaction
R R R
Reach the right Influence their Impact their
people opinion behavior
… So what has changed?

6. Multiple Methods for Data Integration to Improve The ROI
of Your Media Investments are available today
PANEL DATA
SEGMENTATION
MATCH FUSION
HI Cost/Data Availability Spectrum LO
PANELS 3rd PARTY CENSUS

7. Objective: Optimize all the steps in
the media planning cycle
Media Media Post Buy
Planning/ Optimization Analysis/ROI
Allocation
Plan Buy Measure
Determine the optimal Identify the best TV Measure the GRP delivery
share of budget to TV, programs, magazine of your media schedule,
internet, magazines and and websites in and determine what
other media, in terms of reaching the core programs delivered well
maximizing exposure and which ones delivered
consumers
against core consumers poorly

8. Optimize audience delivery by focusing on better
placements and high performing sites
BEVERAGE
Daily On-Target Delivery
(OCR Masked Example)
41%
Off
Target
On
Target
on target
Off
Target
On Target
16%
16%
on
target
target
on
Daily Online Campaign Impressions

9. Optimize the effectiveness of the campaign by
reallocating budget to top performing creatives
Brand Lift on Awareness
(CPG Example)
56% better
23.2 34.4
Original Optimized
Source: Blinded Nielsen Online Campaign Ratings case

10. Determine actions to increase sales impact
Purchases after Campaign
35%
• BG 5
Distribution of Brand X
30%
• Increase media
25% BG 4 delivery to most
responsive
20%
Groups
• BG 3
15% • BG 8 • Tailor Creative
Messages to
10%
High-Volume/Low
5% Responsive
• BG 1
• BG 7
Groups
• BG 2 • BG 9
0% • BG 6 35%
0% 5% 10% 15% 20% 25% 30%
Distribution of Brand X Ad
Impressions

11. Summary… a lot has changed!
• 3R Framework – simple, actionable, powerful
• Real-time digital optimization is a big opportunity
• Best results achieved by optimizing all key aspects of
campaign
• Measure Reaction via offline sales impact