Skip to main content

Home/ ECUAdvertising/ Group items tagged nielsen

Rss Feed Group items tagged

Tracy Tuten

How Nielsen's Total Audience Measurement Will Give Ad Buyers a Programmatic Boost | Adweek - 0 views

  • ielsen's upcoming total audience measurement tool—which the company shared exclusively with Adweek on Tuesday—will finally show networks and advertisers how their content is viewed across all platforms. But as the company works with top industry execs to evolve video measurement, Nielsen says its new data will also help buyers optimize their media plans.
  • In March, Nielsen acquired data management platform Exelate to help with programmatic buying
  • "We're able to bring all our data assets together in one place and create a respondent-level database," said Clarken. Advertisers can carve out segments for audience buying, which Exelate will pull together and then make real-time programmatic buys.
  • ...3 more annotations...
  • For more traditional buying plans, Nielsen partnered with Pointlogic to create Nielsen Media Impact, an updated version of Nielsen's agency planning system used by 15,000 agency planners worldwide. Total audience ratings will be sent directly into agency planning systems through the Nielsen Media Impact planning tool, which is currently being tested by several global agencies to simulate plans and campaigns.
  • Agencies can select from more than 100 characteristics in Nielsen's TV panel, which is expanding in January from 20,000 to 40,000 households. This will allow planners to create audience target segments and pick GRPs (gross ratings points) by timeframe. Nielsen Media Impact will marry those segments with Nielsen's total audience data, allowing it to create and simulate a plan across all platforms, including broadcast, cable, streaming, Internet, mobile and print.
  • "It allows you to make share-shifted changes to make a schedule around what you want to buy" and run comparison reports to see how the two plans look side by side, said Abcarian. "You can then export this entire plan and load it straight into buying and programmatic systems."
  •  
    Updates on Nielsen's media measurement options
Tracy Tuten

Cross-Channel Media from Nielsen 2014 - 0 views

  •  
    Data on media consumption, 2014
Tracy Tuten

Nielsen Academics | Home - 0 views

  •  
    Nielsen's Home Page for its academic program
Tracy Tuten

How USA Today's Ad Meter Broke Super Bowl Advertising | Special: Super Bowl - Advertisi... - 0 views

  • The commercial also ushered in an era in Super Bowl advertising that we still inhabit: the ad as entertainment.
  • That we expect ads during the Super Bowl to be as entertaining as the game itself can largely be traced back to "1984."
  • In 1989, just a few years after "1984," the national newspaper introduced a revolutionary concept -- and a marketing masterstroke. Take a small panel of people, isolate them in a room with a meter and tell them to constantly turn a dial rating what they're seeing on a scale from one to 10.
  • ...10 more annotations...
  • With so much at stake, to please the clients and bolster their own resumes, directors started creating ads for the panel -- the media equivalent of teaching for the test. How do you get people to have an immediate, positive reaction to something they're seeing? Certainly don't show them a narrative. Make them laugh.
  • "It better be something that rings some bells or gets measured on the USA Today Richter Scale," said TBWA/MediaArts Chairman Lee Clow. But the creator of "1984" also believes it means fewer ads like that one have been made. "It's a big challenge to spend $3 million on the time and then a million on the spot. It's kinda difficult to then come in 19th on the USA Today 'How'd you like our spot?' scale."
  • Even so, the poll's influence is waning. Today, most marketers combine immediate feedback with sophisticated research from Nielsen, GFK, Zeta Interactive, Kantar or Ace Metrix to understand the long-term impact of spots. Now that the real-time web has gone mass in the form of Facebook and Twitter, marketers and agencies have dozens of new services and dashboards to monitor, as well as the means to influence the discussion as it happens, not to mention giving the commentariat something else to write about.
  • Second, YouTube views and blog posts allow an ad to succeed or fail outside traditional media structures. VW's "The Force" has been viewed more than 90 million times since Super Bowl 2011.
  • "If you go back 10 years, it was the only thing," said CMO Scott Keogh. "You didn't have social, YouTube views, you didn't have the blogs and all the running commentary. Basically, the press would report on the Ad Meter.
  • Even USA Today has lost faith in the ability of the panel alone to pick a winner. This year, in addition to selecting two panels of 150 in cities that USA Today won't reveal, the paper is opening up the voting to the public on Facebook. As a result, for the first time since 1989, USA Today won't declare a "winner" in Monday morning's paper. The true winner won't be declared until after the polls close Wednesday.
  • Why not dump the panel entirely? In social media, consumers will rate only the ads they love and hate, a spokesperson said. The panel is the only way USA Today sees to be sure every ad gets a vote.
  • "I'll have four screens going during the game in front of me, showing me charts and graphs," Mr. Ewanick said. "We have five or six other groups monitoring, then we'll have next-day research, copy testing, focus groups. There's a lot of money involved here. You have to really understand your ROI to make sure you learn from this, so you can apply that the next year."
  • When will we once again get more Super Bowl ads like "1984"? When creatives stop making spots to incite an instant reaction, sort of like Chrysler's two-minute "Imported From Detroit," a high-concept, big-idea spot that put Detroit before the car and even before the celebrity (Eminem). It was great creative, by most measures, and probably the closest thing to "1984" in its ambition since, well, "1984."
  • Predictably, "Imported From Detroit" bombed on the Ad Meter, coming in at No. 43.
  •  
    Social media are changing the way we will measure the success of Super Bowl advertising!
Tracy Tuten

A+E Networks CEO Nancy Dubuc, the Duck Whisperer - Businessweek - 0 views

  • Inside a giant tent at New York’s Lincoln Center in May, Phil Robertson strolls onstage. He’s wearing camouflage pants, wraparound sunglasses, and a solid-black long-sleeve shirt that accentuates his signature beard, which is off-white, unruly, and of ZZ Top proportions. Before him are a multitude of linen-draped tables, where media buyers from advertising companies sip wine, nibble on plantain chips, and listen to yet another pitch on how they should spend their clients’ budgets. This is advertising “upfront” season in New York, and Robertson, a cast member on A+E Networks’ runaway blockbuster reality program Duck Dynasty, is one of the stars of tonight’s show.
  • The final episode of the show’s third season, which aired on the A&E channel on April 24, was watched by 9.6 million viewers, according to Nielsen (NLSN), beating everything on both cable and broadcast television that night in the 18- to 49-year-old demographic, including the NBA playoffs and Fox’s American Idol.
  • Upfront season is a festive, testy time of year when every TV network (and, these days, a handful of businesses with large, online video operations such as YouTube (GOOG) and Yahoo! (YHOO)) throws a lavish self-congratulatory party, rolls out its programming lineup for the coming season, and tries to sell ad space in advance. This past season, the proliferation of choices for consumers took a major toll on the traditional broadcast networks, which collectively lost a sizable portion of their viewing audience. “The math says that broadcast erosion is throwing over a billion dollars up for grabs in this year’s upfront,” Berning tells the ad buyers. “If you’re tired of paying a failure tax, we have lots of successful programs for you to invest in.”
  • ...2 more annotations...
  • It’s a sales pitch that’s been working for A+E Networks, a private New York company owned by Hearst and Disney (DIS) that operates a portfolio of cable channels, including History, Lifetime, and A&E. (A+E is the name of the company; A&E is the name of the channel.) According to data from SNL Kagan, ad revenue at A&E grew from $366 million in 2008 to $477 million in 2012. During that same period, ad revenue at History grew from $310 million to $499 million. A+E Networks generates roughly $1.2 billion of profit on $3.6 billion of annual revenue, according to a network source who was not authorized to speak publicly about the company’s finances.
  • Ad buyers know that over the past year, few companies have done a better job of capturing the fragmented attention of TV viewers. A+E has thrived thanks in part to a slate of reality shows that focus on lifestyles far removed from the office-tied lives of the white-collar, urban strivers who make TV. A+E executives brag that their channels air 18 of the top 50 entertainment shows among adults on ad-supported cable. The current lineup includes Ice Road Truckers (about arctic truck drivers operating in remote, dangerous conditions), Ax Men (logging crews), Swamp People (Cajun alligator hunters), Pawn Stars (Las Vegas pawnshop owners), and American Hoggers (feral pig exterminators in Texas). History recently aired the fifth season of Top Shot, a reality competition in which contestants shoot rifles, handguns, and grenade launchers.
  •  
    Great article on redesign, creativity, upfronts, programming, and leadership
Tracy Tuten

The Rise of Apps Culture | Pew Research Center's Internet & American Life Project - 2 views

  • Some 35% of U.S. adults have software applications or “apps” on their phones, yet only 24% of adults use those apps. Many adults who have apps on their phones, particularly older adults, do not use them, and 11% of cell owners are not sure if their phone is equipped with apps.
  • Among cell phone owners, 29% have downloaded apps to their phone and 13% have paid to download apps.
  • “An apps culture is clearly emerging among some cell phone users, particularly men and young adults,” said Kristen Purcell, Associate Director for Research at the Pew Internet Project
  • ...1 more annotation...
  • Overview  Some 35% of U.S. adults have software applications or “apps” on their phones, yet only 24% of adults use those apps. Many adults who have apps on their phones, particularly older adults, do not use them, and 11% of cell owners are not sure if their phone is equipped with apps.  Among cell phone owners, 29% have downloaded apps to their phone and 13% have paid to download apps.  “An apps culture is clearly emerging among some cell phone users, particularly men and young adults,” said Kristen Purcell, Associate Director for Research at the Pew Internet Project . “Still, it is clear that this is the early stage of adoption when many cell owners do not know what their phone can do. The apps market seems somewhat ahead of a majority of adult cell phone users.” “This is a pretty remarkable tech-adoption story, if you consider that there was no apps culture until two years ago,” said Roger Entner, co-author of the report and Senior Vice President and Head of Research and Insights for Telecom Practice at Nielsen. “Every metric we capture shows a widening embrace of all kinds of apps by a widening population. It’s too early to say what this will eventually amount to, but not too early to say that this is an important new part of the technology
  •  
    Pew's study (9/14/2010) on the use of apps on mobile phones.
  •  
    Students, this is some recent data you can use in the information about your consumer audience for the FCB campaign project.
Tracy Tuten

The CMO's Guide to Addressable TV Advertising | CMO Strategy - Advertising Age - 0 views

  • Reach: Addressable ads are currently available in up to 42 million households through live TV and video-on-demand. The pool is expected to reach 50 million households by the end of this year.
  • Measurement: Nielsen is not the currency. Operators typically use Rentrak or Kantar Media for audience measurement.
  • How it works: Marketers pinpoint their target audiences and create a household profile using data such as income, ethnicity, children in the household and car leases set to expire. They then work with cable operators to determine the number of addressable-enabled households that fit their target and serve commercials to just those homes.
  • ...3 more annotations...
  • Cablevision: About 3 million households can be targeted. DirecTV: About 12 million households can be targeted. Dish Network: About 8 million households can be targeted.
  • THE CHALLENGES No standardization: It's complicated and time consuming to run an addressable campaign across multiple operators because the technology can vary by company. Cablevision uses Visible World technology, for example, while Comcast uses BlackArrow. Marketers need to collect potential reach from each operator, determine the optimum frequency and then combine it all. DirecTV and Dish Networks are working to simplify the process by combining their sales efforts for addressable TV advertising for political campaigns. Rollout: Cable operators need to deploy technology on a market-by-market basis to enable addressability. Satellite operators and Cablevision can change the technology at one master facility. Inventory: Adding more addressable-enabled inventory requires networks to work with operators to slice up inventory. For example, NBC Universal and Comcast are partnering to make NBC-controlled inventory addressable-enabled on Comcast VOD.
  • IS IT RIGHT FOR MY BRAND? For brands selling products used by a broad audience, like toilet paper, there's still value in mass marketing. But if you're targeting a very specific consumer, addressable may be a good option. Ask yourself: Are there enough addressable-enabled households that match your target to make it worthwhile? Are there other options that can more efficiently deliver? In general, addressable is most exciting for marketers that don't normally advertise on TV due to budget constraints or because there's no efficient way to reach their niche audience,
  •  
    An overview of how addressable tv works
Tracy Tuten

Adweek's Media Plan of the Year Winners Bristle With Digital Innovation | Adweek - 3 views

  • Category: Best Use of Social ($2 million - $4 million) Few marketers, especially beauty brands, have made it their mission to improve their consumers' self-esteem. That's what Unilever brand Dove has done, making inroads since 2004 with its "Campaign for Real Beauty." But a lot can change in a decade. "In 2004 women were fundamentally benchmarking themselves against the images in a magazine," says Cindy Gustafson, managing director of the invention studio at Mindshare. "And in 10 years there's been an incredible seismic shift because of the advent of social media and technology. The fact is this is where women are now taking their self-esteem cues from." Mindshare analyzed 18 million tweets and found that a third of them contained negative beauty or body image content, and women were 50 percent more likely to tweet negatively about themselves. Dove decided to change the conversation and partnered with Twitter for the #SpeakBeautiful campaign, which encouraged women to use social media as a tool for body and beauty in a positive way. Given the image-conscious nature of awards shows, Dove launched #SpeakBeautiful during the Oscars' Red Carpet and published tweets every 30 minutes. It also sent 800 personalized messages to women during the event, hoping to inspire them to send positive messages. The results were impressive: The campaign scored almost 6 million tweets, over 800 million social impressions and reached a unique audience of 13 million. Compared to the Oscars in 2014 there were 30 percent fewer negative tweets and 69 percent more positive tweets about self-beauty. It helped Dove's brand perception, too. Among people who engaged with the campaign, 27 percent had a higher intent to purchase Dove products, according to Nielsen; brand sentiment also increased 17 percent, according to Twitter. —Kristina Monllos
  • Category: Best International Campaign ($1 million - $5 million) No one can dispute the success or ubiquity of Coca-Cola's "Share a Coke" campaign, which substituted the iconic Coke logo with people's names in a bid to personalize their carbonated experience. But how to keep it bubbly? Coke and MediaCom U.K. planted the flag for Year 2 of the campaign in England, giving viewers of Channel 4's 4oD digital catch-up TV platform (now called All 4) a chance to see their own names on bottles—a potential reach of 11 million. Led by Chris Binns, managing partner and head of engineering, MediaCom U.K. latched onto 4oD subscribers' sign-in names to create personalized ads for each viewer, ending the messages with the tagline "Share a Coke With …" followed by the viewer's name on the bottle. In total, the effort generated 4 million dynamically generated, highly personalized TV ads. And 4oD subscribers carried the effort one step further, with many taking to Twitter to register their happiness at seeing their names on the small screen. ("How did the 4oD Coke advert know my name and put in on a can? I'm so confused and happy!" tweeted @remzitomlin.) The effort, says Binns, "delivered that moment to millions of consumers in their own homes, in a natural way while they were doing something they loved [watching TV], rather than … hoping that they would find their bottles on store shelves." Furthermore, campaign awareness in the U.K. rose 17 percent, while ad recall jumped 71 percent and purchase intent gained 24 percent. —Michael Bürgi
  • Category: Best International Campaign (less than $1 million) To give fashion fans a sneak peek at the Alexander Wang x clothing collection at the department store H&M, media agency UM turned to Twitter as "the key to unlock the mysterious box of Wang." The IPG shop aimed to show fashionistas around the world that its client had the most exclusive apparel from a leading designer, and it built buzz (while downplaying competitors' campaigns) by focusing on bloggers and social media influencers in the high-fashion vertical. First, the client created a literal box that appeared in London's St. Christopher's Place. Curious fans could only view the fashion-forward contents of the box by tweeting the campaign's hashtag, and H&M followed by sending both personalized tweets and images/videos of the Wang items in question to these aficionados. Using this strategy, UM was able to create significant hype around the collection's release, despite having a smaller budget than previous campaigns. UM creative director Marcia Siebers says the campaign was "a direct consequence of our unique relationship with H&M," adding that the live personalization "built anticipation for everyone who got involved" and delivered a unique experience to both those who visited the physical site and those who watched online with "the speed that our fashionista customers demand." The campaign led to a 32 percent increase in positive mentions among influencers when compared to the client's preceding launch. It also facilitated a 179 percent monthly bump in Twitter mentions, with 80 percent of users tweeting about the collection more than once. Most significantly, all six London H&M stores sold out of the collection within 24 hours. —Patrick Coffee
  • ...2 more annotations...
  • Category: Best Use of Native Advertising ($1 million - $2 million) No one said it would be easy to talk The New York Times into covering the daily paper with native content. But Shell, in partnership with media agency MediaCom, is on a mission to get consumers to see it as a progressive energy-solutions company rather than an oil giant, and leaned on the reputation and credibility of the venerable newspaper to help sway minds. Led by Larry Swyer, managing partner and group account director (Shell) and Geoff Campbell, partner and senior director of content, MediaCom worked hand-in-hand with the paper's in-house production unit, T Brand Studio, leveraging its storytelling expertise to create "Cities Energized: The Urban Transition," a print and online experience incorporating features such as augmented reality, documentary-style video and interactive data elements. The print component included an eight-page section made of translucent vellum wrapped around the paper. Video content could be accessed by users holding a smartphone over native pages and using the Blippar app. Online elements bristled with multimedia bells and whistles that included infographics, parallax scrolling, data visualizations and documentary videos, including one that used a drone to tell the story of Detroit's efforts to get greener. That is ultimately Shell's message, too, as it strives to become a leader in sustainability. All told, the effort generated 82 million impressions. Brand favorability, according to Millward Brown, surged from a negative score to a healthy positive (from -9.1 in the prior year to +23.5 during the campaign). Trustworthiness also improved (from -0.5 to +28.3). Meanwhile, a YouGov ranking of oil and gas brands found Shell atop the competition, specifically citing the Times effort as an influence.
  • Category: Best Use of Branded Content/Entertainment ($500,000 - $1 million) Subaru's claim to fame are its top-selling crossover models: the compact Forester and the midsize Outback. So, when it was time to roll out its new midsize model, the 2015 Legacy, Subaru had a challenge on its hands. To prove the Legacy shared DNA with its popular cousins, agency Carmichael Lynch enlisted the auto experts from Roadkill, the most popular show on Motor Trend's YouTube channel, to kick the tires. The Roadkill crew tested the Legacy's symmetrical all-wheel drive against three of the auto enthusiasts' most famous project cars: the 1968 Ford Ranchero, the 1968 Dodge Charger "General Mayhem," and the turbo Chevy-powered '71 "Rotsun" 240Z. The Legacy challenged these cars at a figure-8 obstacle course, the DirtFish Rally School and through a post-apocalyptic neighborhood. The 47-minute video (Roadkill's longest) generated more than 2.2 million views, which topped its expected episode viewership by 69 percent. It has received 16,000 YouTube thumbs-ups, a 96 percent positive sentiment rate and over 35,000 likes on Facebook alone—and even a brand-friendly thread on Reddit. The video contributed to a 72 percent increase in monthly sales of the Legacy from prelaunch levels. —Tim Baysinge
  •  
    Top media plans of 2015
1 - 8 of 8
Showing 20 items per page