With consumer’s use of mobile devices increasing exponentially, marketers can’t afford to be absent from the medium. But how do you effectively leverage mobile advertising to build your brand? Nielsen will present the findings of their State of the Mobile Brand Advertising Industry survey, drawing on the most influential leaders in digital advertising to help you take full advantage of the medium. Highlights of the survey include 2014 mobile spends and trends, common mobile campaign expectations, and best practices for measuring mobile ROI.

1. MOBILE BRAND ADVERTISING
INDUSTRY UPDATE
SUSAN CHAIKA
SENIOR PRODUCT MARKETING MANAGER, NIELSEN
Digiday State of the Industry Survey
commissioned by Nielsen

2. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
NIELSEN: WORLD’S LARGEST MARKET RESEARCH COMPANY
Working with the majority of the world’s leading brand advertisers
• Analyzing 55% of the world’s advertising
• Measuring audiences and effectiveness in all 210 US TV markets and 29 countries
• Connected to 10,000,000 consumers worldwide; scanning billions of transactions daily
Also working with the majority of the world’s leading media sellers & agencies
• 75% of top media agencies and all major holding companies
• 90% of the top 50 ad networks, 75% of the top 100 publishers
Nielsen helps brand advertisers and agencies intelligently leverage data to
maximize return on advertising investment
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3. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
ADVERTISING EFFECTIVENESS SIMPLIFIED
Effectiveness principles are consistent across screens
Reach the right people
Influence their opinion
Reach
Resonance
Impact their behavior
Reaction
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4. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
METHODOLOGY
•
Digiday State of the Industry Survey, commissioned by Nielsen
•
Surveyed brand advertisers, agencies and publishers
•
Surveyed in Oct 2013
Other, 14%
Advertiser, 16%
•
N=500 responses
Mobile Publisher
or Network, 34%
Agency or Trading
Desk, 36%
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5. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
MOBILE IS USED FOR BRANDING PURPOSES
Brands: What is the primary purpose of your mobile advertising campaigns?
Branding
related, e.g.
raising
awareness, influen
cing brand
opinions
Primarily
branding
related
Primarily
direct-response
related
49%
Direct-response
related, e.g.
driving product
trials or sales
51%
A mix, more
than half
A mix - more
branding
than half DR
SOURCE: Digiday State of the Industry Q4 2013, commissioned by Nielsen
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6. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
SPENDING ON BRANDING WILL GROW FASTER
THAN DIRECT RESPONSE
Brands: Compared with 2013, how do you expect your 2014 mobile advertising
spending in the following categories will change?
Branding
23%
Direct Response
77%
32%
0%
20%
Decrease
SOURCE: Digiday State of the Industry Q4 2013, commissioned by Nielsen
68%
40%
Stay the same
60%
80%
100%
Grow
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7. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
BIGGEST MOBILE PAIN POINTS ARE RELEVANT METRICS
Brands: What are your biggest pain points in mobile brand advertising?
56%
Calculating mobile ROI
46%
Relevant success metrics
31%
Lack of mobile benchmarks
Understanding who the
mobile advertising reached
23%
0%
10%
SOURCE: Digiday State of the Industry Q4 2013, commissioned by Nielsen
20%
30%
40%
50%
60%
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8. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
BRANDS PREFER TO USE OFFLINE METRICS
Brands: To what extent would you like to use the same metrics to evaluate your
mobile brand advertising spend as you do for your offline brand advertising spend?
We would prefer to use the exact same metrics, and
nothing else
13%
We would prefer to use the exact same metrics, and
additional metrics specific to the mobile medium
39%
We would prefer to use some of the same metrics
from the offline medium, and some metrics specific
to the mobile medium
26%
We would prefer to rely primarily on metrics specific
to the mobile medium
23%
0%
SOURCE: Digiday State of the Industry Q4 2013, commissioned by Nielsen
10%
20%
30%
40%
50%
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9. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
BIG DISCONNECT IN APPROPRIATE VS. AVAILABLE
MOBILE METRICS
Brands: Which metric(s) have you USED IN THE PAST/do you think are the MOST
APPROPRIATE to measure who your mobile brand advertising reached?
Used in the Past
Most Appropriate
(top 3 responses)
(top 3 responses)
Ad server impressions
2.
Gender
Gross ratings points (aka
GRP, desired age and gender x
frequency)
2.
Mobile sessions
App downloads
Page views
3.
1.
3.
1.
SOURCE: Digiday State of the Industry Q4 2013, commissioned by Nielsen
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10. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
BIG DISCONNECT IN APPROPRIATE VS. AVAILABLE
MOBILE METRICS
Brands: Which metric(s) have you USED IN THE PAST/do you think are the MOST
APPROPRIATE to measure mobile brand advertising ROI (with ROI defined as metric
achieved per dollar spent)?
Used in the Past
Most Appropriate Most Appropriate
(top 3 responses)
(top 3 responses)
(agency top 3 responses)
1.
Clickthrough rates
1.
Brand lift
1.
Brand lift
2.
Impressions served
2.
Clickthrough rates
2.
Interaction rates
3.
App downloads
3.
Interaction rates
3.
App downloads
SOURCE: Digiday State of the Industry Q4 2013, commissioned by Nielsen
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11. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
THE INDUSTRY NEEDS TO GET ON THE SAME PAGE
What Advertisers Say Is Important for a Successful Campaign vs.
What Publishers Say Actually Happens for Every Campaign
Define campaign's target audience (e.g. age and
gender) before campaign start
Establish metric that will be used to measure
success before campaign start
93%
38%
Communicate audience and objective to all
campaign members before campaign start
91%
46%
Monitor performance for in-flight improvements
during campaign
84%
41%
Calculate ROI at end of campaign
96%
32%
0%
Advertisers
SOURCE: Digiday State of the Industry Q4 2013, commissioned by Nielsen
90%
38%
20%
40%
60%
80%
100%
Publisher
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12. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
NIELSEN MOBILE BRAND EFFECT
Real-time Brand Measurement and Optimization Platform for In-App Mobile Campaigns
Use relevant brand metrics to understand:
Is my mobile brand advertising working?
App
Segments
Use real-time brand metrics to ensure
it’s working. Determine:
•
Frequency
Which ads to run
•
Creative
Where to run your ads
•
Brand
Lift
How often to run them
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13. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
NIELSEN MOBILE BRAND EFFECT
Real-time Brand Measurement and Optimization Platform for In-App Mobile Campaigns
Use relevant brand metrics to understand:
Is my mobile brand advertising working?
Agencies measure and optimize across entire media plan
Use real-time brand metrics to ensure
it’s working. Determine:
•
Where to run your ads
•
Which ads to run
•
How often to run them
Media plan participants measure and optimize
results on their own properties
and
Compete to produce the best possible results
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14. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
NIELSEN IS ADDRESSING MOBILE MARKETERS’ MAIN
CONCERNS: RELEVANT REACH AND RESONANCE METRICS
Brands: What would increase your use of mobile brand advertising?
Ability to measure audience reach and ROI at the same time
70%
Improved clarity around actual return on brand advertising
investment
70%
Ability to verify that brand advertising created the desired
result (e.g. increased brand awareness)
62%
Ability to verify that my mobile advertising was actually
delivered to the target audience
60%
0%
SOURCE: Digiday State of the Industry Q4 2013, commissioned by Nielsen
10% 20% 30% 40% 50% 60% 70% 80%
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15. Be notified when the full report comes out
Email Darren.Ellis@nielsen.com
Questions to the presenter?
Email Susan.Chaika@nielsen.com