2. 2
AMERICAN APPETITE FOR VIDEO IS
EXPANDING
Source: Nielsen, Free To Move Between Screens: The Cross Platform Report
Traditional TV Time Shifted Tv DVD/Blue Ray
Game Console Internet on Computer Video on Internet
Video on Mobile Phone
+2%+8%
(10%)
(1%)
+2%
+44% +15%
The average American consumes nearly
224 hours of content each month
on the TV set, on the computer
and on mobile
That is a 7 hour increase compared
to the same quarter last year
Mobile and digital experienced
the highest growth

3. MULTI-TASKING IS A KEY DRIVER OF VIDEO
GROWTH
88%
of tablet owners
use their device
while watching
TV at some time
87%
of smartphone
owners use their
device while
watching TV at
some time

4. CONNECTED DEVICES ARE OUTPACING
THE POPULATION
9BN IN 2013CONNECTED
DEVICES
GSMA, February, 2012

5. CONNECTED DEVICES ARE OUTPACING
THE POPULATION
“WAIT AND SEE” IS NOT FOR MOBILE ADVERTISING
THE TIME IS NOW
CONNECTED
DEVICES
50BN
BY
2020
GSMA, February, 2012

6. ADVERTISERS AREN’T WAITING ON
“PERFECT”
INVESTING IN MOBILE AT A STAGGERING
RATE
Source: IAB Internet Advertising Revenue Report, 2012 Full Year Results
Total
Digital
Digital
Video
Mobile
15%
29%
111%

7. STILL THERE IS A $1.5 BILLION MOBILE
ADVERTISING OPPORTUNITY
Source: Internet Trends Year-End Update, KPCB, 2012

8. MOBILE IS A MARKETER’S DREAM
A CONSTANT COMPANION ALLOWING YOU TO REACH THE
RIGHT CONSUMER, WITH THE RIGHT MESSAGE, AT THE
RIGHT TIME
Reach the right consumer, with the right message, at the right time
Distribution of Adult Time Spent/Platform by Hour in the U.S.
51% of online usage occurs during the
working hours of 9am to 5pm
53% of TV usage occurs
during prime time
Mobile usage is constant throughout waking hours
Source: Nielsen People Meter, Nielsen Netview, Nielsen Mobile Mediaview, July 2012

9. REALITY: BRANDS AREN’T INVESTING
MORE BECAUSE THEY DON’T HAVE
RELEVANT PROOF POINTS ON ROIWhich of the following would lead you to increase spending in new media?
2013 Brand Advertising Outlook & Best Practices, Vizu, a Nielsen company, 2013
42%
68%
69%
0% 20% 40% 60% 80%
Ability to verify my online brand advertisign was actually
delivered to my intended audience
Ability to verify my brand advertising created the desired
result (e.g. increased awareness of my product)
Improved clarity around the actual return on my brand
advertising investment

10. “For our brands, the challenge is prioritizing mobile over
other well-understood, well-measured results drivers. For
the organization, the challenge is learning about mobile —
what works, what doesn’t and how to do it well.”
Director, Interactive Marketing, Leading CPG Company
2012 Brand Advertising Outlook & Best Practices, Vizu, a Nielsen company, 2012

11. DIFFERENT METRICS MAKE LIFE
CHALLENGING
Still left asking
“Who saw my ad?”
Server
Log
Counts
Page
Views
Click
Through
Rates
Digital measurement today
14,561
178,509
0.015%Above
the Fold
20%
Other measurement today
Demo: Female 18-22

12. AS A NEW MEDIA, MOBILE IS EVEN
MORE CHALLENGED
WILD WEST ON MEASUREMENT
What are the right measures for mobile?
Should they be unique or look like
digital?
How about other media?
Default reliance on click-thru rates

13. ADVERTISING EFFECTIVENESS
SIMPLIFIEDEFFECTIVENESS PRINCIPLES ARE CONSISTENT ACROSS
SCREENS
Reach the right people
Reach
Influence their opinion
Resonance
Impact their behavior
Reaction
Mobile NetView
Nielsen Campaign Ratings
Mobile BrandEffect
Twitter iAd
Location Effect
Nielsen Catalina Solutions
Nielsen Buyer Insights

14. TWO ASPECTS OF UNDERSTANDING
REACH
PLANNING CAMPAIGN MGT/POST
• What is the overall size and
composition of the sites and
apps?
• Do they deliver a unique
audience?
• Can they more efficiently
deliver the desired consumer?
• What else are visitors to the
sites/apps doing?
• Are they engaged with other
media at the same time?
• Who was exposed to my ad?
• How many of those exposed
where my intended consumer?
• How many times were they
exposed to my ad?
• Were they exposed across
platforms?

15. REACH MEASUREMENT CHALLENGES
3 major barriers
Accuracy
Frequency
Comparability
Planning
• Tracking mobile usage was based on
surveys
• Fragmentation in digital makes it difficult for
participants to account for all their usage
Campaign Management/Post
• Reliant on panel approaches or publisher
data
• Panels break down for tracking exposures to
digital advertising – too many permutations
to capture and project
• Measures delivered by publishers don’t tell
you about people

16. PLANNING: SHIFT TO ELECTRONIC
MEASUREMENT OF DIGITAL BEHAVIORBefore: self-
reporting/tags
Now: passive
measurement
Mobile Meter Process
Nielsen’s mobile technology passively measures smartphone usage and
reveals how users actually interact with their device:
Benefits:
• Accurate and Detailed
• Fast Syndicated Reporting
• Custom Analytics Reports
panel acquisition meter install/proxy setup
server/report DBconsolidated reporting

17. 17
Directly measures age and gender demographics from
Facebook’s 180mm+ person registry, surpassing other
methods of reporting campaign audience
Provides Online Gross Rating Points (GRPs)
consistent with Nielsen TV Ratings
First Internet measurement system with demographic
ratings for campaigns accredited by the MRC*
Delivers unique reach, frequency, viewability, and
verification across campaigns, by publisher, by
placement
Delivers results overnight WITH demographics
CAMPAIN MANAGEMENT/POST
NIELSEN ONLINE CAMPAIGN RATINGS TAPS USER
REGISTRATION DATA
30-50%
Impressions
assigned actual
demos for average
campaign
180m+
Registered
Users (US)
Measures
Work &
Home
*Nielsen Online Campaign Ratings is accredited by the Media Rating Council (MRC). Featured elements including
DMA, verification and viewability are not currently accredited, but are undergoing review by MRC.

18. 18
WHAT WE’VE LEARNED SO FAR FROM
ONLINEA LOOK AT COMPOSITE LEARNINGS OF 3,000+ CAMPAIGNS
On average, 52% of impressions on-target
o 31% on-target for narrowly-defined targets
o 83% on-target for broadly-defined targets
Wide variation of performance against objectives across campaigns – a few in the high
90%, others in single digit percentages
Sites with better user registration information and more focused content tend to
achieve the best on-target delivery

19. 19
AOL HAS USED OCR TO OPTIMIZE PERFORMANCE ON
ADVERTISER INITIATED CAMPAIGNS
Campaign 1 Campaign 2
Campaign 3 Campaign 4
AGENCY AND AOL ARE WORKING TOGETHER TO
IMPROVE THE PERFORMANCE
AOL saw value in using OCR to
optimize their audience delivery for
the agency
AOL bought OCR campaigns to
gauge how they would perform
Agency required Publishers to
guarantee audiences based on OCR

20. 20
More than 66% exposed to
the digital campaign also
viewed it on television
Combined digital and television
campaign reached nearly
90% of the US population
within the target demographic
34.8%
Cross-
Platform
reach
89.2% Unduplicated Reach*
72.1%
TV reach
51.9%
Digital reach
Target Demo: F18-34
Key insights
37.3%
TV-only
reach
17.1%
Digital-
only
reach
UNILEVER IDENTIFIED TOTAL UNDUPLICATED
REACH

21. 21
EXTENDING NIELSEN CAMPAIGN RATINGS
MEASUREMENT TO MOBILE APPS
Source: AdAge, May 14, 2013

22. UNDERSTANDING RESONANCE
Use brand lift to answer the key
question
Is my online brand advertising
working?
Use real-time brand metrics to
ensure it’s working. Determine:
• What ads to run
• Where to run them
• How often to run them

23. RESONANCE MEASUREMENT
CHALLENGES
Barriers –
Scalability and
Data Quality
Financial and
inventory costs
Implementation
Data quality
Actionability
- High costs in terms of lead time,
inventory, implementation time and
money – leads to special occasion use
only
- Manual coordination and implementation
increases chance of tagging errors
- Multiple questions drive down response
rates
- Non-equivalency of test/control groups
introduce bias
- Post campaign reporting limits
actionability

24. NIELSEN ONLINE BRAND EFFECT
SIMPLIFIES THE PROCESS
Streamlined implementation, test/control votes from the exact same population
With Nielsen SmartTag: Single question ensures high response rates, single tag
streamlines implementation and ensures equivalency of test/control
Response rates 50-100x higher

25. Mobile measurement faces unique technological challenges
Ad exposure
Creative
exposure
Ad exposure
frequency
Targeting or
site
X ???
How did my
mobile campaign
do?
METHODOLOGY: CONCURRENT TEST AND CONTROL – Best Practice
METHODOLOGY: PRE / POST – More limited
CHALLENGES TO MEASURING ADVERTISING
EFFECTIVENESS ON MOBILE
cookie
cookie

26. iOS, 34.3%
Rim
Blackberry,
8.1%
Android,
51.8%
Others, 5.9%
Smart Phone Operating System Share
EVOLVING TECHNOLOGY LANDSCAPE WILL
IMPROVE MOBILE MEASUREMENT
Nielsen Mobile Insights, June 2012
iOS6 Sept 2012
UDID IFA
Unique Device Identifier
(UDID)
Identifier for Advertisers
(IFA)
GOOGLE APPLE

27. NIELSEN MOBILE BRAND EFFECT
CAMPAIGN RESULTS
RESTAURANT BRANDWere able to use one consistent metric
to evaluate both online and mobile
performance
Drive an overall 26% brand lift amongst
users who were exposed to the
campaign online
Drive an overall 45% brand lift amongst
users who were exposed to the
campaign on mobile
Inform future online and mobile budget
allocation
Source:Nielsen Mobile Brand Effect, blinded case study
Control Exposed
Online Intent Brand Lift
26%
Lift
Control Exposed
Mobile Intent Brand Lift
45%
Lift

28. 28
REALIZING THE MOBILE OPPORTUNITY –
REACH AT THE RIGHT TIME
LOCATION EFFECT: AD IMPACT ON RETAIL STORE VISITATION
Panelists exposed to
ad on mobile via
Jumptap (except
Control group)
Panelists visits retail
store; Panel company
leverages background
mobile app to recognize
Lat/Long coordinates as
being within pre-set
radius of store location
Nielsen works with
Jumptap to establish
a Control group to
hold out from
campaign
Nielsen measures lift
in store visitation
between Exposed
and Control due to ad
exposure
1
2
3
4
5
(Optional) Store visitor
pinged real time on
their phone with short
survey, i.e. “What
movie are you at the
theater to see?”

29. KEY LEARNINGS
•
•
•
•

30. NIELSEN CROSS-PLATFORM VISION
By addressing fundamental questions… … in a comprehensive
and integrated way
WHO DID MY
AD REACH?
HOW DID IT
IMPACT
ATTITUDES?
WHAT DID IT
MOTIVATE
THEM TO DO?
All screens / devices
Commercial and program
Paid, owned, earned
Global
Enabling the best decision-making around
marketing mix, media spend allocation, and optimization