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IAB Annual Leadership Meeting 2013 - Amit Seth Keynote
- 1. BIG
DATA
MEANS
BIG
BUSINESS
UNDERSTANDING
THE
MEDIA
AND
CONSUMER
OPPORTUNITIES
Amit
Seth
February
25,
2013
- 2. Copyright
©2012
The
Nielsen
Company.
ConfidenBal
and
proprietary.
BIG
DATA
IS
CHANGING
THE
WORLD
BUY WATCH
Nielsen measures Americans watch
purchase data at
501 BILLION+
438,000 hours of TV each year
U.S. retail stores
RFID (radio frequency ID) More than
systems generate up to 5 BILLION
1,000 TIMES people are calling, texting,
tweeting and browsing
the data of conventional bar websites on mobile phones
code systems
Nielsen integrated CONNECTING Data is growing at
800+ client databases and MEDIA TO THE
30 trillion
* MARKETPLACE,
50% PER YEAR
more than DOUBLING
new data points from Walmart ONLINE AND every 2 years
in 2012.
OFFLINE INSIGHT
2
- 3. Copyright
©2012
The
Nielsen
Company.
ConfidenBal
and
proprietary.
WHAT
IS
BIG
DATA?
VOLUME VELOCITY
Massive amounts of data Pace, speed, immediate access
✓ Social Media posts ✓ Financial Transactions
✗ India’s Unique Identity Database ✗ Census
VARIETY RELEVANCE
Disparate sources create new insights Does this insight make a difference?
✓ Fraud Protection data ✓ Nielsen Online Campaign Ratings
✗ Census ✗ Social Media demographics
(by themselves)
3
- 4. Copyright
©2012
The
Nielsen
Company.
ConfidenBal
and
proprietary.
REACH
AUDIENCES
ACROSS
PLATFORMS
Overcome
fragmenta=on…
…
by
unlocking
Big
Data…
…
to
deliver
in
real
=me.
Nielsen
Online
Campaign
Ra/ngs
• Reach,
frequency,
GRP
• By
demographic
+
•
•
PC,
tablet
browser
Viewability,
brand
safety
TV
Online
Panel-‐based
soluBons
break
down
Unprecedented
size
&
quality
• Campaigns
too
small
• Access
to
Facebook
and
other
Nielsen
Cross-‐Pla4orm
Campaign
Ra/ngs
• Lack
of
granularity
data
providers’
user
data
• Total
reach,
unduplicated
reach
• Results
too
slow
• MulB-‐plaXorm
panel
• TV
raBngs
+
OCR
• InternaBonal
even
harder
• World-‐class
measurement
• Results
a^er
C3
science
4
- 5. Copyright
©2012
The
Nielsen
Company.
ConfidenBal
and
proprietary.
UNDERSTAND
WHAT
WATCHERS
BUY
Matching
TV
and
purchase
data
sets
to
opBmize
adverBsing
spend
Top 33% Category Ratings 4.93
of Customers
Generate
Viewing Spending
80%
Of Sales 2.62
Behavior Behavior
Top Spenders Competitor ABC’s Castle
Family Dining
5
- 6. Copyright
©2012
The
Nielsen
Company.
ConfidenBal
and
proprietary.
TAP
TV
VIEWERS…
ONLINE
Connect
with
hard-‐to-‐reach
viewers
or
strategically
duplicate
messaging
Extend
Reach:
GRP
DistribuBon
of
Online
Schedule
Strategic
DuplicaBon:
TV
+
Online
Video
100%
100%
LIGHT
TV
TRADITIONAL
90%
90%
18%
VIEWERS
VIDEO
BUY
80%
80%
86%
70%
20%
MEDIUM
TV
70%
76%
80%
60%
75%
60%
62%
VIEWERS
USING
ONLINE
50%
50%
40%
56%
AUDIENCE
HEAVY
TV
40%
30%
SEGMENTS
VIEWERS
30%
20%
20%
10%
20%
5%
10%
0%
TRADITIONAL
USING
ONLINE
0%
0%
ONLINE
BUY
AUDIENCE
EFFECTIVE
UNDUPLICATED
SEGMENTS:
TV
REACH
(3+
AD
NET
REACH
VIEWING
EXPOSURES)
Illustrative
6
- 7. Copyright
©2012
The
Nielsen
Company.
ConfidenBal
and
proprietary.
UNDERSTAND
AND
EMBRACE
SOCIAL
TV
7
- 8. Copyright
©2012
The
Nielsen
Company.
ConfidenBal
and
proprietary.
UNDERSTAND
AND
EMBRACE
SOCIAL
TV
Which
networks
and
programs
Social
Guide
should
I
buy?
Audience
Affini=es
How
much
is
the
TV
ad
worth
Nielsen
TwiQer
given
the
program’s
social
impact?
TV
Ra=ngs
How
effec=ve
was
the
TV
ad?
Nielsen
Brand
(alone
or
with
social
ads)
Effect
analy=cs
How
does
my
brand
perform
with
Real-‐=me
brand
TV
audiences
during
airings?
engagement
8
- 9. Copyright
©2012
The
Nielsen
Company.
ConfidenBal
and
proprietary.
+
BRIDGE
ONLINE
AND
OFFLINE
WORLDS
9