Nielsen will present their solution to brand marketing in a rapid-fire presentation

1. DIGIDAY TECH TALK
MEASURING ADVERTISING EFFECTIVENESS
Ashish Mohindroo
VP Marketing

2. ADVERTISING EFFECTIVENESS SIMPLIFIED
Effectiveness principles are consistent across screens
Influence their opinion
Reach
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Reach the right people
Resonance
Impact their behavior
Reaction
2

3. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
NEW ADVERTISING MEASUREMENT CHALLENGES
NATIVE
3

4. DRIVE IN-STORE VISITS VIA MOBILE
Mobile: Intent Brand Lift
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
45% Lift
“ Though mobile is new, I answer to metrics.
Nielsen provides us with apples to apples
online & mobile ad effectiveness
measurement and optimization, enabling us
to advertise online and in mobile with
confidence.”
- Ryan Richardson,
Digital Media Manager, Buffalo Wild Wings
Not Exposed
to Advertising
Exposed to
Advertising
4

5. DRIVE NEW PRODUCT AWARENESS ON SOCIAL
Awareness Brand Lift
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
11.3% Lift
27.4%
24.7%
Not Exposed
to Advertising
Exposed to
Advertising
5

6. INCREASE FAVORABILITY ACROSS NATIVE ADS
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
“32% of CMOs say that they have
bought or are planning to buy
native video advertising in the
next 6 months ”
- Forbes Insights & Sharethrough Research
Favorability Brand Lift
82% Lift
46.2%
25.4%
Not Exposed
to Advertising
Exposed to
Advertising
6