Session sponsored by Nielsen: The omni-channel consumer: The case for reach, Digiday Brand Summit,...
8
Brian Lane, SVP Digital Measurement December 6, 2016 THE OMNI-CHANNEL CONSUMER: A CASE FOR REACH
Transcript of Session sponsored by Nielsen: The omni-channel consumer: The case for reach, Digiday Brand Summit,...
Brian Lane, SVP Digital MeasurementDecember 6, 2016
THE OMNI-CHANNEL CONSUMER: A CASE FOR REACH
Copy
right
©20
16 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
2
Copy
right
©20
16 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
2
The Consumer
225MAM/FM Radio
214MLive+DVR/Time-Shifted TV
Radio
Television
106MTV-Connected Devices
124MInternet on a PC
Mobile & Computers
73MSocial Mediaon a PC
69MSocial Mediaon a Tablet
165MSocial Mediaon a Smartphone
187MSmartphoneApp + Web83M
TabletApp + Web
47MTablet Video
78MPC Video
110MSmartphone Video
Social
20MPC Audio
31MTablet Audio
84MSmartphone Audio
MEDIA UNIVERSE:COMPARABLE METRICS
Source: Nielsen Comparable Metrics Report Q1 2016 – P18+ Weekly Reach
P18+ WEEKLY REACH BY MEDIA TYPE
Copy
right
©20
16 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
3
DECREASE IN TV VIEWING PART OF A LARGER TREND
Source: Nielsen NPOWER, Netview, EMM, NRD – FA15, FA14, Nov14/Feb15/May15 to Nov15/Feb16/May16, Difference in P18-49 Average AudienceTV-Connected Devices = DVD, Game Console, Multimedia Device, VCRTV data for 2015 based on NPM Panel, 2016 based on National Panel. Crediting rules were updated in March 2016 for Mobile.
6:00
AM
7:00
AM
8:00
AM
9:00
AM
10:0
0 AM
11:0
0 AM
12:0
0 PM
1:00
PM
2:00
PM
3:00
PM
4:00
PM
5:00
PM
6:00
PM
7:00
PM
8:00
PM
9:00
PM
10:0
0 PM
11:0
0 PM
12:0
0 AM
1:00
AM
2:00
AM
3:00
AM
4:00
AM
5:00
AM
-3,000,000.0
-1,000,000.0
1,000,000.0
3,000,000.0
5,000,000.0
7,000,000.0
9,000,000.0
TV PUT TV-Connected Devices PC Smartphone Tablet
Diff
in A
vera
ge A
udie
nce
(Mill
ions
)
Copy
right
©20
16 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
4
REACH IS IMPORTANT… AND MAKING IT COMPARABLE IS TOUGHMEASURING CONSUMER MEDIA EXPOSURE ACROSS PLATFORMS
Program & Ads
Content
Ads
TVCONNECTED
DEVICE PC TABLET SMARTPHONE
LIN
EAR
DYN
AMIC
Copy
right
©20
16 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
5
DUPLICATING OR EXTENDING REACH – THE OPPORTUNITIESBETTER PLANNING & BUYING CAN DRIVE INCREMENTAL REACH
30% ONLINE INCREMENTAL REACHRANDOM DUPLICATION
50% ONLINE INCREMENTALREACH IMPROVED
TV49%
BOTH21%
ONLINE9% TV
55%BOTH15%
ONLINE15%
79% 85%
INCREMENTAL REACH
Copy
right
©20
16 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
6
TVONLY36%
DesktopONLY4%
Mobile ONLY
15%
3%
Total Mobile
35%
Total TV60%
Total Desktop
17%3%
7%
13%
Source: Nielsen TAR for Q2 Digital Test 04/11/2016 - 07/17/2016
THIS CAMPAIGN REACHED 86% OF P18-49 ACROSS TV, MOBILE AND DESKTOP
NOTE: CROSS-PLATFORM FIGURES DO NOT TAKE INTO ACCOUNT ANY PROGRAMMATIC BUYS
Q2 Digital Test: Cross-Platform Reach – P18-49 (FB Only)
Copy
right
©20
16 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
7
TV Only TV + Desktop TV + Mobile TV+Mobile+ Desktop Mobile Only Mobile + Desktop Desktop Only0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
36.4%7.1%
0.1290.033
0.1513.1%
0.036
Duplicated Reach – 23%
Incremental Digital Reach – 22%
Total Campaign Reach - 86%
FACEBOOK’S DIGITAL EXPOSURES ACROSS MOBILE AND DESKTOP CONTRIBUTED AN INCREMENTAL REACH OF 22% AMONG P18-49
Q2 Digital Campaign Reach % by Platform – P18-49 (FB Only)
Source: Nielsen TAR for Q2 Digital Test 04/11/2016 - 07/17/2016
Copy
right
©20
16 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
8
IT’S COMPLICATED
• In this hyper-targeted world it’s easy to lose sight of some of the other components such as reaching an audience broadly with the right frequency
• Traditional platforms such as TV & Radio still deliver, however it’s harder and harder to achieve the needed goals with a siloed media plan
• Achieving campaign goals is possible when you integrate digital and other platforms in a way that also addresses your audience duplication strategy
• As Advertisers spread their dollars to new and emerging platforms they need confidence that there are comparable metrics that allow them to evaluate all aspects of their investment. On-Target rates are only part of the story.
