VideoHub Sr. Director of Platform Strategy, Kelly McEttrick and Nielsen SVP, Ad Platforms & Networks Andrew Feigenson presentation titled " Integrating GRPs into the Digital Ecosystem." Presented at the VideoNuze 2012 Online Video Advertising Summit, June 19, 2012, NYC.
Kelly McEttrick, VideoHub and Andrew Feigenson, Nielsen | Integrating GRPs into the Digital Ecosystem
1. Integrating GRPs into
the Digital Ecosystem
Kelly McEttrick
Sr. Director of Platform Strategy, VideoHub
Andrew Feigenson
SVP, Ad Platforms & Networks, Nielsen
2. Television is Still Number ONE
Eclipses other video platforms
Largest video platform by reach
in time spent
Source: Nielsen Cross-Platform Report Q4-2011
3. But Screen Fragmentation is Only Increasing
Watching Traditional TV
Watching Video on Internet
Mobile Subscribers Watching
Video on a Mobile Phone
Source: Nielsen, US Digital Consumer Report Q3-Q4 2011
4. Concurrent Media Usage is Prominent
Watching TV and Another Media
Adults 18-49
Source: Media Behavior Institute
5. EFFECTIVENESS
BRAND HEALTH
Branding
A CHANGE UNIQUE REACH
IS TAKING UNIQUE FREQUENCY
PLACE IN TIME SPENT
DIGITAL ENGAGEMENT
RATE
ADVERTISING CTR
EFFICIENCY DR
Direct Response
7. The global leader in measurement The first end-to-end platform built
and information, providing clients the exclusively for video, delivering
most complete understanding of complete transparency into your
what consumers watch and buy. video campaign performance,
anywhere you buy video.
VideoHub has married the best of the Nielsen TV currency
with the accountability of digital to illuminate the unique
value proposition of digital video. This allows clients to
better contextualize insights and understand the impact of
video across larger marketing initiatives.
8. It’s Accurate and Actionable via a Panel
that Scales in a Fragmenting Ecosystem
Nielsen OCR/VideoHub
Average Number of Daily Impressions
Less than 95% confidence
1 Million Person Panel
100,000
50,000 VideoHub and Nielsen can
measure placements as small as
10,000 daily impressions –
10,000 overlap ranging 35-50%
5,000
0% 20% 50% 100% 150% 200%
Error Rate
Note: Relative error normalizes the error so that it can be compared to other errors (95% confident error divided by the metric). Based on a study of
more than 200 VideoHub campaigns, with 30-50% sample coverage and estimates for a 1 million person panel with less than 1% sample coverage.
9. ALLOWING FOR DEEP &
REAL-TIME RATINGS
1. YOUR HOLISTIC CAMPAIGN.
2. EACH MEDIA PARTNER.
3. THE BUYING UNIT, PLACEMENT.
4. LOCATION, DMA.
10. COMBINING THE BEST OF
DIGITAL ACCOUNTABILITY
KNOW WHAT HALF OF YOUR RATINGS ARE WORKING
Brand
Viewability Conversion
Health
Time
Spent Engagement
11. AND ALLOWS OUR CLIENTS
TO SEE THESE KINDS OF
RESULTS, ANYWHERE THEY
BUY VIDEO
14. CASE STUDY
Varied Viewing Quality
PARTNER 1 CAMPAIGN AVERAGE: Viewability
85%
PARTNER 2
43%
PARTNER 3
95%
PARNTER 4
51%
Source: VideoHub Internal Data
15. MANY VARIABLES
IMPACTED PERFORMANCE
6
5
4
3
2
1
0
Player Time of Geo OS Type Browser Frequency Video Day of Custom Demo Content Video
Size Day Type Consum- Week Data Category View
ption History
Source: VideoHub Internal Data
TIME SPENT
16. DIFFERENT VARIABLES
IMPACTED BRAND LIFT
10
9
8
7
6
5
4
3
2
1
0
Time of Frequency Demo Geo Content Player OS Video Browser Video Day of
Day Category Size View Consum- Week
History ption
Source: VideoHub Internal Data
BRAND LIFT
17. CASE STUDY
Demographics
3rd Party Cookie Data
M18-34 over-
indexed for
time spent
IMPACT RANK
#10 Time Spent
Source: VideoHub Internal Data
18. CASE STUDY
Demographics
3rd Party Cookie Data
IMPACT
RANK
# 3 Brand Lift
Younger men &
women indicated
strongest brand
consideration
Source: VideoHub Internal Data
19. CASE STUDY
IMPACT RANK
Optimal Time of Day # 1 Brand Lift
# 2 Completions
BRAND HEALTH COMPLETIONS
11am - 4pm 1am- 6am
Source: VideoHub Internal Data
20. CASE STUDY
Making Your Reach Work Better.
And Making it Scalable.
11am - 4pm 10pm - 3am 11am - 4pm
Effectiveness Distribution Reach Distribution Reach Optimization
Source: VideoHub Internal Data
2
0
21. CASE STUDY
Optimal Frequency
Reach Distribution by Frequency
Increased investment in
1X Maximized video to maximize reach
effectiveness
CTR
K
2-3X Maximized 6-8X
Engagement Maximized
Brand Lift
K
K
K K K K K K K K
1X 2X 3X 4X 5X 6X 7X 8X 9X 10X 11+
Source: VideoHub Internal Data
21
22. CASE STUDY
Decreased Audience Reach against Decreased Time Spent
unresponsive target
Increased Average Frequency
Brand Performance 23% Consideration
Over Time: Very Likely & Somewhat Likely
June 23, 2012
22
23. THANK YOU
Kelly McEttrick
Sr. Director of Platform Strategy, VideoHub
Andrew Feigenson
SVP, Ad Platforms & Networks, Nielsen
Notas del editor
TV is still on top when it comes to reach and nothing else comes close to its scale and the time spent with the medium
And although TV is still king, other screens are being adopted and TV’s share is starting to be chipped awayThis means we all must be adopting currency different than what we dealt with as these screens are merging…
Merging, as well as changing consumption habits. Brands can reach them in more ways, but people have 3 screens infront all the time so making an impact on them is what matters. We have the baseline through Nielsen
Just as there is a change in the way they are watching, there is a big change in how brands want to measure. Shift from DR to Brand Health. We need tools to measure this and face this industry change, and is something TV uses and people believe TV can do:
And that change in measurement means that we must focus on the Effectiveness of media vs. the efficiency of it. Just like with TV, they shift dollars around to where it works the best to reach their audience.Don’t let what happened to Wall Street happen to Marketing!Effectiveness trumps efficiency.What you pay for media doesn’t matter.Spending money isn’t hard.Getting results is.
And that is where the beauty of our partnership comes into play, marrying the best of TV measurement with the accountability of digital. Through our partnership incorporating Nielsen OCR we have made this a reality. 2 market leaders: Nielsen the leading media measurement company forever, and now videohub, the first total video platform that lets you “know whats working” ANYWHERE you buy video
For the first time a platform that “counts” with Nielsen OCR, leveraging their relationship with facebook to gain critical data that is extremely accurate to measure Gross Reach online.
Which allows you amazing new opportunities with digital video. Offering a 360 degree approach to analyze, serve, optimizing your video campaigns ANYWHERE you buy video: from any site, publisher, network, exchange, etc. with one partner.
And now the holy grail finally exists, combing the best of 50 years of TV data with the “promise” of digital advertising
And with unmatched levels of transparency and accountability, we’re putting the power of digital video in your hands, and allowing our clients to see results like they’ve never see before, and understand for the first time WHY their marketing works, or doesn’t work. Results like this:
And with unmatched levels of transparency and accountability, we’re putting the power of digital video in your hands, and allowing our clients to see results like they’ve never see before, and understand for the first time WHY their marketing works, or doesn’t work. Results like this:
And its all fueled by video. People are spending as much time watching TV per week as watching video via online, mobile, tablet, and connected. INCREDIBLE REVOLUTION WE HAVE TO PAY ATTENTION BC PEOPLE ARE MOVING HERE LIKE CRAZYSOURCE