1. MAURICIO LEON SIMON NUDDS DORON WESLY COMMERCIAL DIRECTOR PERFORMICS
DIRECTOR OF UK MEDIA ANALYTICS NIELSEN
DORON WESLY
HEAD OF MARKET STRATEGY TREMOR VIDEO

2. IS VOD
WITH BENEFITS?

3. GENERATE MORE EFFICIENT & EFFECTIVE CAMPAIGNS
VOD IS A LEAN-FORWARD MEDIUM WITH LESS CLUTTER THAT CAN:
AMPLIFY AWARENESS
COMPLEMENT A TV BUY
GENERATE MORE EFFICIENT & EFFECTIVE CAMPAIGNS
Netnet: As TV Spend increases, incremental reach from VOD decreases. This effect is amplified for heavy and medium/heavy TV viewers.
If you add VOD to TV, you’re getting not just a little more people, your getting higher awareness and stronger message association.
This lowers the cost of getting more awareness because impact is so much higher if combine those 2 together
VOD (online video) as a lean-forward medium that has less clutter and less commercial load, may:
Amplify awareness and reach
Generate more efficient and effective campaigns
Reach and affect higher socioeconomic strata who are light TV viewers
Complement a TV buy

4. OBJECTIVE: HOW DOES VOD COMPLEMENT
phase 1: had 10 people with tv, with vod reached 2 more
phase 2: start with tv add vod and see how much changes in order to increase awaremeness on person x cost _ dollars

5. PHASE ONE: PHASE TWO: VOD CONTRIBUTION TO TV’S INCREMENTAL REACH
VOD CONTRIBUTION TO TV'S AWARENESS AND MESSAGE ASSOCIATION
phase 1: had 10 people with tv, with vod reached 2 more
phase 2:start with tv add vod and see how much changes in order to increase awaremeness on person x cost _ dollars
Phase 1
VOD contribution to TV's incremental reach
@ what frequency level?
@ what TVR level?
Phase 2
VOD contribution to TV's awareness and message association
Cost per percent point increase per person
Light vs. heavy/medium TV viewers
Reduce TV decay effects

6. PHASE ONE: VOD CONTRIBUTION TO TV’S INCREMENTAL REACH
OCT DEC. 2011

7. TV + VOD INCREMENTAL REACH
10-41% OF PEOPLE ONLINE WERE NOT EXPOSED TO TV
FMCG Beverage Alcohol 1.33%
FMCG Beverage 0.33%
Finance 0.44%
Retail (ce) 0.19%
Tech 0.45%
FMCG Beverage Alcohol A16-34 ~41%
FMCG Bev ABC1 Women ~14%
Finance ABC1 ~20%
Retail (ce) ABC1 ~10%
Tech A16-34 ~15%
Modeled incremental reach potential
FMCG Beverage up to 3.02%
Finance up to 3.24%
Retail up to 2.59%
Tech up to 4.12%

8. METHODOLOGY Fusion of TV and VOD (online) panels
MEASURE REACH AND FREQUENCY ACROSS SINGLE CAMPAIGN
5 BRANDS ACROSS 4 CATEGORIES
FMCG BEVERAGE (x2)
RETAIL
FINANCE
TECH
passive - meter on computer and on tv. used existing meter that is on computer and tv; can meassure both for same person to measure reacha and frequency across single campaign;
Fusion of TV and VOD (online) panels
Measure reach and frequency across single campaign
5 brands across 4 categories
FMCG beverage (1 non-alcoholic, 1 alcoholic brand)
Finance
Retail (consumer electronics)
Tech
Measurement period: Oct Dec. 2011
MEASUREMENT PERIOD: OCT – DEC. 2011

9. METHODOLOGY STEP 4 STEP 3 STEP 2 STEP 1 COMBINE EXTRACT VISUALISE TAG
NetNet
Phase 1 methodology, measure reach and frequency across TV and VOD for five brands using combined Nielsen & BARB panel data.
Step 1: Tag VOD campaign with the Nielsen tag.
Step 2: Visualise all those that have been exposed to the VOD campaign on the Nielsen NetView meter. Capture data at a respondent level-basis (with associated demographic profiles and weights).
Step 3: Nielsen IMS extracts the respondent level data and associated demographic/ weights based on those exposed to the TV campaign from the BARB database.
Step 4: Fuse data sets (Nielsen Fusion) to determine the incremental reach/contribution of VOD campaign when combined with TV campaign.

10. METHODOLOGY BARB Respondent Level Data
To isolate the impact of online activity when combined with TV, we utilize Nielsen-IMS’ CampaignRF fusion tool
Nielsen Online
Respondent Level Data
To isolate the impact of online activity when combined with TV, we utilise Nielsen- IMS’ CampaignRF fusion tool.
•This allows us to identify those respondents that have been exposed and pair them by matching common characteristics in both the BARB & Nielsen Online panels (i.e. demos, geo demos, etc.) via a hub study (TGI).
•These linking variables were validated by a series of statistical tests and analyses to ensure they closely match to produce an accuracy level of 95% or higher.

11. Using common demo variables
METHODOLOGY
On-the-fly fusion
Using common demo variables
BARB
Respondent Level Data
We link respondents from one dataset to another by using the common variables (i.e. demos, geo demos, etc.) that exist on the BARB panel, Nielsen NetView panels and a hub where the reach results are reported.
Nielsen Online
Respondent Level Data

12. METHODOLOGY “Fused result of TV and online viewing” On-the-fly fusion
BARB
Respondent Level Data
Nielsen Online
Respondent Level Data
On-the-fly fusion
Using common demo variables
These linking variables were validated by a series of statistical tests and analyses to ensure they closely match to produce an accuracy level of 95% or higher.

13. FMCG BEVERAGE ALCOHOL A16
% Reach
70%
65.93%
VOD Effect Incremental
to Base of Campaign
+1.33
64.6%
vod penetration in uk is growing and thus upside will only get bigger
TV Only
TV + VOD 25
150
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011

14. FMCG BEVERAGE ABC1W 15+ % Reach
90%
87.56%
+0.33
87.89%
VOD Effect Incremental
to Base of Campaign
vod penetration in uk is growing and thus upside will only get bigger
TV Only
TV + VOD 50
550
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011

15. FINANCE ABC1 ADULTS % Reach
80%
+0.44
78.9%
78.46%
VOD Effect Incremental
to Base of Campaign
vod penetration in uk is growing and thus upside will only get bigger
TV Only
TV + VOD 50
250
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011

16. RETAIL (CONSUMER ELECT) ABC1 15+
% Reach
89.72%
+0.19
89.91%
90%
VOD Effect Incremental
to Base of Campaign
vod penetration in uk is growing and thus upside will only get bigger
TV Only
TV + VOD 50
600
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011

17. TECH 16-34S
% Reach
87.38%
+0.45
87.83%
90%
VOD Effect Incremental
to Base of Campaign
vod penetration in uk is growing and thus upside will only get bigger
TV Only
TV + VOD 50
550
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011

18. VOD PENETRATION
UK DIGITAL VIDEO VIEWERS
2012
32.6
8.9%
69.9%
51.4%
2013
34.4
5.5%
71.7%
53.8%
2014
36.3
5.8%
74.1%
56.4%
2015
37.8
4.1%
75.6%
58.3%
2016
39.1
3.3%
76.7%
59.7%
2017
40.0
2.4%
77.4%
60.6%
Digital Viewers
(millions)
–% change
–% of internet users
–% of population
Digital Viewers
(millions)
32.6
34.4
36.3
37.8
39.1
40.0
UK VOD is growing by leaps and bounds
Growth will increase incremental reach possibilities
As more and more people use VOD, incremental reach will be greater
(November) comScore showing Video Metrix % Reach (of Total UK population) of
2010 – 62%
2011 – 60%
2012 – 64%
Nielsen estimates penetration in UK of VOD to be around 40%
Source: eMarketer, Feb 2013

19. PHASE TWO: VOD CONTRIBUTION TO TV'S AWARENESS AND MESSAGE ASSOCIATION
NetNet
Combining VOD with television DOES make more people aware of the brand, improve the cost effectiveness of the campaign, and help sustain television's impact after it is off air.

20. VOD AMPLIFIES
VOD amplifies TV
VOD fills gaps for light TV viewers

21. + VOD INCREASE RETURN ON BRANDING
TV + VOD increase return on branding investment

22. EXTENDS VOD IMPACT VOD extends TV's impact
Pulse TV throughout the year and use VOD during dark periods

23. EXPERIMENTAL DESIGN (TEST VS. CONTROL)
METHODOLOGY
EXPERIMENTAL DESIGN (TEST VS. CONTROL)
NATIONAL REP. SAMPLE FOR ABC1 TARGET
VOD EXPOSURE BASED ON COOKIE FILE
TV EXPOSURE (OTS) BASED ON MEDIA CONSUMPTION REPORTING (12 MIN. SURVEY)
AVIVA
MEASUREMENT PERIOD: AUG.-NOV. 2012
Experimental design (test vs. control)
National rep. sample for ABC1 target
VOD exposure based on cookie file
TV exposure (OTS) based on media consumption reporting (12 min. survey)
1 brand (finance)
Measurement period: Aug.-Nov. 2012
NetNet
Phase 2 methodology: Surveyed (nationally representative sample) people who only saw the VOD campaign and compared their brand awareness level to people who also saw the television campaign, to people who only saw the TV campaign, and to people who did not see any advertising from the brand.

24. Do you watch commercial TV?
MEDIA CONSUMPTION QUESTIONS
Do you watch commercial TV?
NetNet
Exposure to VOD was measured through cookies and exposure to TV was based on a series of opportunity-to- see questions
Do you watch commercial TV? (i.e. TV with adverts)
Thinking about your commercial TV viewing habits, on average, what time of day do you watch TV on Mon.-Fri, Sat., Sun.
On average, how many hours of commercial TV do you watch a day?
Which, if any, of the following TV shows have you watched since 1st of Sep. 2012?
Exclude online and catch-up TV and streaming.
Source: Nielsen, Tremor Video
Wave 1 = Last month, Wave 2 since Sep

25. Thinking about your commercial TV viewing habits, on average, what time of day do you watch TV?
NetNet
Exposure to VOD was measured through cookies and exposure to TV was based on a series of opportunity-to- see questions
Do you watch commercial TV? (i.e. TV with adverts)
Thinking about your commercial TV viewing habits, on average, what time of day do you watch TV on Mon.-Fri, Sat., Sun.
On average, how many hours of commercial TV do you watch a day?
Which, if any, of the following TV shows have you watched since 1st of Sep. 2012?
Exclude online and catch-up TV and streaming.
Source: Nielsen, Tremor Video
Wave 1 = Last month, Wave 2 since Sep

26. On average, how many hours of commercial TV do you watch a day?
NetNet
Exposure to VOD was measured through cookies and exposure to TV was based on a series of opportunity-to- see questions
Do you watch commercial TV? (i.e. TV with adverts)
Thinking about your commercial TV viewing habits, on average, what time of day do you watch TV on Mon.-Fri, Sat., Sun.
On average, how many hours of commercial TV do you watch a day?
Which, if any, of the following TV shows have you watched since 1st of Sep. 2012?
Exclude online and catch-up TV and streaming.
Source: Nielsen, Tremor Video
Wave 1 = Last month, Wave 2 since Sep

27. SPOT SCHEDULE
ITV / ITV+1
• Downton Abbey
• Coronation Street
• X-factor
Station
Day
Time
Sec
Programme
ITV London
Sun
9:45:00 PM
:30
Downton Abbey
Which, if any, of the following TV shows have you watched since 1st of Sep. 2012?
NetNet
Exposure to VOD was measured through cookies and exposure to TV was based on a series of opportunity-to- see questions
Do you watch commercial TV? (i.e. TV with adverts)
Thinking about your commercial TV viewing habits, on average, what time of day do you watch TV on Mon.-Fri, Sat., Sun.
On average, how many hours of commercial TV do you watch a day?
Which, if any, of the following TV shows have you watched since 1st of Sep. 2012?
Exclude online and catch-up TV and streaming.
Source: Nielsen, Tremor Video
Wave 1 = Last month, Wave 2 since Sep
Source: Nielsen, Tremor Video
Wave 1 = Last month, Wave 2 since Sep

28. VOD AMPLIFIES TV DOMINANT STRATEGY
TV is off-air: VOD sustains and increases viewers’ brand awareness
(Unaided Awareness)
37.7%
39%
41.4%
+5.5%
VOD Effect Incremental
to Base of Campaign
35.9%
33%
2.6%
Net Net
VOD sustains and increases the television-awareness level during the period when television is off air.
Overall, TV + VOD campaign raised unaided awareness and message association
Always-on strategy isn’t always feasible with TV-only campaign
VOD bolsters brand impact, when TV goes dark, extending campaign
In crowded space (finance), it’s critical to maintain an ongoing presence to sustain brand salience (top-of-mind awareness)
In absence of TV, while brand message still in mind,
VOD can pick up when TV always is not feasible to maintain an always-on strategy
Before Campaign
Sep.-Oct. TV
Sep.-Oct.
TV + VOD
Nov.
No VOD
Nov.
VOD
Nov. Carry Over
Source: Nielsen, Tremor Video confidence level Aug-Nov 2012

29. VOD AMPLIFIES TV DOMINANT STRATEGY
TV + VOD (vs. TV alone): A higher percentage of viewers connected the core message with the brand (Message Association)
48%
43.6%
VOD Effect Incremental
to Base of Campaign
31.7%
29.2%
+5.6%
26.1%
-3.1%
Net Net
VOD sustains and increases the television-awareness level during the period when television is off air.
Overall, TV + VOD campaign raised unaided awareness and message association
Always-on strategy isn’t always feasible with TV-only campaign
VOD bolsters brand impact, when TV goes dark, extending campaign
In crowded space (finance), it’s critical to maintain an ongoing presence to sustain brand salience (top-of-mind awareness)
In absence of TV, while brand message still in mind,
VOD can pick up when TV always is not feasible to maintain an always-on strategy
Before Campaign
Sep.-Oct. TV
Sep.-Oct.
TV + VOD
Nov.
No VOD
Nov.
VOD
Nov. Carry Over
Source: Nielsen, Tremor Video confidence level Aug.-Nov. 2012

30. RETURN ON BRANDING INVESTMENT
It appears that TV + VOD are less cost efficient at increasing awareness and message association. But the story is very different for light TV viewers (1/4 of ABC1 Target).
Cost to Raise Awareness per Person (Index)
Unaided Awareness
100
171
Message Association
100
101.1 TV
TV + VOD
Net Net:
At a top-level view, the combination of TV and VOD appears to be more expensive at increasing awareness than just TV alone. However, this does not account for different levels of television viewing.
Source: Nielsen, Tremor Video confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week

31. TV + VOD REACH OVERLAP 26M VIEWERS ABC1 hrs./day EFFECTIVE REACH
LIGHT
0 – 1.5
LIGHT-MED
1.6 – 2.2
MEDIUM
2.3 – 3.6
MED-HEAVY
3.7 – 5
HEAVY
5.1 – 5.7
14.9% of TV viewing
55.5% of TV viewing
Even though light TV viewers are ¼ of ABC1 Target, they only compromise 15% of TV viewing.
ABC1
Heavy, Medium, and
Light TV Viewers
Aviva TV: Heavy, Medium, Light 39.5%
Aviva TV Light 48.4%
Aviva VOD 55.5%
Target: ABC1
Population size: 26,735,507
Total TV Effe Reach pop: 10,545,820
Total TV Effe Reach % 39.45%
Light TV Viewers pop 5,108,396
Light TV Viewers % 48.44%**
VOD Reach % 10.65%
% light TV viewers exposed to VOD 55.5%
Total Light TV Viewers impacted by VOD 2,835,159,5***
Total Heavy & Medium TV Viewers impacted by VOD 7,710,661
77% of Light TV Viewers were also exposed to VOD [Summary: VOD is a way to reach those who don’t watch TV that much]
Source: Nielsen, Tremor Video confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week;
*Calculated % x TV Pop; **Calculated based on nationally rep data; ***Light TV Viewers x % Exposed to VOD

32. TV + VOD REACH OVERLAP 26M VIEWERS ABC1 hrs./day TOTAL REACH
LIGHT
0 – 1.5
LIGHT-MED
1.6 – 2.2
MEDIUM
2.3 – 3.6
MED-HEAVY
3.7 – 5
HEAVY
5.1 – 5.7
14.9% of TV viewing
55.5% of TV viewing
Even though light TV viewers are ¼ of ABC1 Target, they only compromise 15% of TV viewing.
ABC1
Aviva TV: Heavy, Medium, Light 71%
Heavy, Medium, and
Light TV Viewers
Aviva TV Light 31.5%
Aviva VOD 77.7%
Target: ABC1
Population size: 26,735,507
Total TV Effe Reach pop: 10,545,820
Total TV Effe Reach % 39.45%
Light TV Viewers pop 5,108,396
Light TV Viewers % 48.44%**
VOD Reach % 10.65%
% light TV viewers exposed to VOD 55.5%
Total Light TV Viewers impacted by VOD 2,835,159,5***
Total Heavy & Medium TV Viewers impacted by VOD 7,710,661
77% of Light TV Viewers were also exposed to VOD [Summary: VOD is a way to reach those who don’t watch TV that much]
Source: Nielsen, Tremor Video confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week;
*Calculated % x TV Pop; **Calculated based on nationally rep data; ***Light TV Viewers x % Exposed to VOD

33. TV HEAVY/MEDIUM VS. TV LIGHT
RETURN ON BRANDING INVESTMENT:
TV HEAVY/MEDIUM VS. TV LIGHT
Cost to Raise Awareness per Person (Index)
Unaided Awareness
100
58.7
108.6
Message Association
100
63.8
528.3
TV Heavy/Medium + VOD TV
TV Light + VOD
Net Net:
At a top-level view, the combination of TV and VOD appears to be more expensive at increasing awareness than just TV alone. However, this does not account for different levels of television viewing.
VOD increases effective frequency amongs light TV viewers
Light TV avg. frequency of <1
VOD increases frequency thus generating brand lift
Source: Nielsen, Tremor Video confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week/>2 hours per day, TV light = <14 hours/week/<2 hours/day

34. PHASE 2: MESSAGE ASSOCIATION
Decay ON
AIR
VOD
Message Association TV
Every month TV is off air, we see a 3.1% decay is message association
VOD offsets this with a 2.5% higher lift than when TV was on air Sept-Oct.
Net Net
Each week television is off the air, people remember less and less about the brand message. Running VOD when TV is off the air sustains and increase the effectiveness of the television campaign for people exposed to VOD.
Note: visual fading TV commercial over time
[Testing how much you remember ad after you saw it, over time]
-3.1
WK 1
WK 2
WK 3
WK 4
Source: Nielsen, Tremor Video confidence level Aug.-Nov. 2012

35. PHASE 2: MESSAGE ASSOCIATION
Decay
y = ln(x)
R2 = ON
AIR
TV OFF-AIR VOD ON-AIR
VOD
Message Association TV
Every month TV is off air, we see a 3.1% decay is message association
VOD offsets this with a 2.5% higher lift than when TV was on air Sept-Oct.
Net Net:
Each week television is off the air, people remember less and less about the brand message. Running VOD when TV is off the air sustains and increase the effectiveness of the television campaign for people exposed to VOD.
Note: visual fading TV commercial over time
[Testing how much you remember ad after you saw it, over time]
-3.1
WK 1
WK 2
WK 3
WK 4
WK 5
WK 6
WK 7
WK 8
Source: Nielsen, Tremor Video confidence level Aug.-Nov. 2012

36. FRIENDS WITH BENEFITS INDEED
HYPOTHESIS
TV + VOD = TV WITH BENEFITS
VOD is a lean-forward medium with less clutter that can:
Amplify awareness and reach
Generate more efficient and effective campaigns
Complement a TV buy
Incremental Reach: VOD + TV increases by up to 1.33%
When TV goes dark: VOD bolsters brand awareness by 5.5%, extending campaign
Light TV Viewers: TV + VOD (vs. TV alone) delivers almost 2x the return on branding
Brand Performance: TV + VOD drive higher brand performance

37. THANK YOU MAURICIO LEON SIMON NUDDS DORON WESLY
@mozleon
SIMON NUDDS
DORON WESLY
@sabredutch