Nielsen's Marketing Effectiveness Philosophy; utilising innovative marketing measurement solutions...
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November 2016 NIELSEN’S MARKETING EFFECTIVENESS PHILOSOPHY Chris Cox, Marketing Effectiveness Consultant Kate Slaymaker, Financial Services Client Business Partner
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Transcript of Nielsen's Marketing Effectiveness Philosophy; utilising innovative marketing measurement solutions...
November 2016
NIELSEN’S MARKETING EFFECTIVENESS
PHILOSOPHY
Chris Cox, Marketing Effectiveness ConsultantKate Slaymaker, Financial Services Client Business Partner
2
Estimated $ 25 Billionspent on ADVERTISING worldwide each year
Over $ 540 Billion
On Research… spent on ADVERTISING IN THE UK each year
ADVERTISING IS BIG BUSINESS, BUT UNDERSTANDING IT…
$2 Billion
3
RESEARCH ALSO HAS TO ASSESS A LARGER AND DENSER FIELD
UK FS TV ADVERTISING SINCE 2010
+8% +13% -2% +6% +12%
0
50, 000,00 0
100 ,000,0 00
150 ,000,0 00
200 ,000,0 00
250 ,000,0 00
300 ,000,0 00
350 ,000,0 00
400 ,000,0 00
450 ,000,0 00
500 ,000,0 00
0
10, 000,00 0
20, 000,00 0
30, 000,00 0
40, 000,00 0
50, 000,00 0
60, 000,00 0
70, 000,00 0
2010 2011 2012 2013 2014 2015
Spots FS Spend
Source: Addynamix, 01/01/10-31/12/15
4
AND FS IS ONLY A TINY PART OF THE PICTURE
2010 2011 2012 2013 2014 2015
ALL UK TV ADVERTISING SINCE 2010
Average FS contribution = 9%FS TV
SPEND
ALL TV SPEND
Source: Addynamix, 01/01/10-31/12/15
5
CONSUMER BEHAVIOUR IS BECOMING MORE COMPLEX AND FRAGMENTED, ON DEVICE…
6
…AND IN TIME
2002 2005 2010 2015
Ho
urs
per
Wee
k
72
66
60
54
48
42
36
30
24
18
12
6
Tablet
Smartphone
PC
Multimedia Device
VCR
Game Console
DVD/Blu-Ray
Time-Shifted TV
Live TV
Radio
Source: Nielsen Total Audience Report and Audience Insights Analysis
7
OLD PROBLEMS
8
WITH A NEW LENS
of demo targeting does not reach the intended audience
40%of impressions are
not viewable
50%
of campaigns are noticed
20%
9
CHALLENGING LINEAR BRAND MODELS
Determine level of support
Maximize exposure
Maximize awareness, communication & intent
Drive
Equity BRAND
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NOW MODELS HAVE TO RECOGNISE CONSUMER COMPLEXITY
SOCIAL INTERACTIONS
ADVERTISING
RELATED MEMORIES
CATEGORY EXPOSURE
MUSIC
AD COMPONENTS
IMAGERY
BRAND
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THE COMPONENTS OF A CAMPAIGN ARE WELL UNDERSTOOD
RIGHT CREATIVEEngages emotion and long-term memory, cuts through clutter, builds brand
RIGHT AUDIENCEReaching the right
audience to drive sales
RIGHT MEDIA PLANRelevant programming, on right device(s), with sufficient weight
CREATIVE
MEDIAAUDIENCE
12
BUT MEASUREMENT IS LESS CONSISTENT
RIGHT CREATIVEQUAL DRIVEN
RIGHT AUDIENCEQUANT DRIVEN
RIGHT MEDIA PLANQUANT DRIVEN
CREATIVE
MEDIAAUDIENCE
13
CREATIVE DRIVES, MEDIA ACCELERATES
0%
10%
20%
30%
40%
50%
TV Brand Effect Database Ad Performance (A18+) Net Impact Potential
Top Ads
Average Ads
Bottom Ads
Media Weight
Net
Imp
act
Pote
nti
al
Significant investment in support will only increase performance of a poor ad so far
Source: Nielsen TV Brand Effect
14
THE POWER OF EMOTION IS RECOGNISEDALTHOUGH HARNESSED LESS
NON-CONSCIOUS EMOTIONAL VALUES
Emotions bias what
we believe
Often, emotions (instinct) lead directly to purchase
CONSCIOUS FACTS (taste, refreshment, price)
CONSCIOUS FACTS (taste, refreshment, price)
15
IN 2014 FS ADS STRUGGLED TO CUT THROUGH IN NEURO TESTING
Derived Measure
Overall Effectiveness Action Intent
TSB TSB, HSBC
Halifax, Lloyds, HSBC Halifax, Lloyds
Quintile Distribution*
Strong
Good
Average
Fair
Weak
Comparative Performance to Neuro Database
Source: Nielsen Neuro 2014 Self generated case study | Comparison to 1200+ video stimuli tested by Nielsen Neuro
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LOCAL BANKING EXAMPLE; FROM GOOD TO GREAT
7.3
3.8
7.0
4.4
6.3
7.5
4.95.5
7.1
0123456789
10
TSB“LOCAL BANKING”
Source: Nielsen Neuro 2014 Self generated case study | Comparison to 1200+ video stimuli tested by Nielsen Neuro
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CREATING A STRONG TV AD THAT CUTS THROUGH IS NOT THE NORM
0-5% 6-10% 11-15% 16-20% 21-25% 26-30% 31-35% 36-40% 41-45% 46-50% 51-55% 56-60% 61-65% 66%+
Total audience recalling both ad and brand 24 hours after in home exposure
Market average
Source: Nielsen TV Brand Effect 01/01/16-13/11/16
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ALTHOUGH FS HAS HAD A GOOD YEAR THUS FAR
Total audience recalling both ad and brand 24 hours after in home exposure
0-5% 6-10% 11-15% 16-20% 21-25% 26-30% 31-35% 36-40% 41-45% 46-50% 51-55% 56-60% 61-65% 66%+
Whole Market
Financial Services
Source: Nielsen TV Brand Effect 01/01/16-13/11/16
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FALLING IN THE MID TO UPPER RANGE OF ALL ADS
Source: Nielsen TV Brand Effect 01/01/16-13/11/16
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Bra
nd
Co
mm
un
icat
ion
Ad Memorability
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BUT BRAND PERFORMANCE VARIES WIDELY
30%
50%
70%
90%
20% 40% 60% 80%
Bra
nd
Co
mm
un
icat
ion
Ad Memorability
Source: Nielsen TV Brand Effect 01/01/16-13/11/16
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Major UK financial services brand, who used digital ad ratings measurement on all display
campaigns in 2014
WE BOUGHT OUR AUDIENCES 31% MORE EFFICIENTLY, WORTH
£3.0M IN IMPROVEMENTS ACROSS THE YEAR
AGENCY TEAM, 2014
WHY IT MATTERS
