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INNOVATION TO SUPPORT LINEAR & DIGITAL AD MODELS NIELSENS ROADMAP FOR CROSS-PLATFORM RATINGS:
Copyright ©2014 The Nielsen Company. Confidential and proprietary. 2
4 WHY IS MEASURING ACROSS PLATFORMS IMPORTANT? Source: Nielsen Cross-Platform Report Q4 2013, table 3; ??? Cross Platform Campaign Spend to Reach Within 3 Years 50 % Watching Video on Smartphone In 2013 25 %
Copyright ©2014 The Nielsen Company. Confidential and proprietary. 5 MULTIPLE FACETS OF CROSS PLATFORM MEASUREMENT BY DEVICE TYPE BY ADVERTISING MODEL BY DELIVERY TYPE BY USAGE
Copyright ©2014 The Nielsen Company. Confidential and proprietary. 6 THE 6 IMPORTANT THINGS Digital Coverage and Sample Size Common, Single-Source, Highly Representative Panel True Comparability to TV Mobile Measurement Viewability MRC Accreditation and Constant Auditing
Copyright ©2014 The Nielsen Company. Confidential and proprietary. 7 TODAY HIGH QUALITY PANELS ARE KEY Critical for gold standard measurement & precise Cross Platform calibrations MID 14 – MID 15 ~ 3, 200 HHs NEW PEOPLE METER HOMES ~ 20, 550 HHs NATIONAL/LOCAL PEOPLE METER HOMES ~ 9, 800 HHs TV & PC HOMES ~ 1, 500 HHs NEW TV & PC HOMES ~ 15, 000 HHs TABLET & MOBILE PANELISTS
Copyright ©2014 The Nielsen Company. Confidential and proprietary. 8 SOFTWARE METER COMPARABLE OVERNIGHT RATING Digital Video Ratings A HIGH QUALITY REPRESENTATIVE PANEL ANCHORS ALL MEASUREMENT 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. TV Ratings GOLD STANDARD PROCESS ONE ENCODING PROCESS BIG DATA ENABLED MEASUREMENT ONE CLIENT-SIDE IMPLEMENTATION Cross Platform TWO TYPES OF VIDEO CONTENT TV Originated Content Native Digital Content MRC ACCREDITED UNIVERSAL
Copyright ©2014 The Nielsen Company. Confidential and proprietary. 9 TIMINGMEASUREMENT FOOTPRINT 2014 Linear TV (C3/7) Digital Dynamic TV SETCONNECTED DEVICESPCTABLETSMARTPHONE PROGRAMS Fall 2014 ADS Fall 2014 CONTENT 2015DPRQ2 2014 ADS 2015OCRQ3 2014 De-duplicated audience across ad models DEVICE De-duplicated audience across screens AD MODEL In currency (C-3) or where comparable Digital Ratings are provided
Copyright ©2014 The Nielsen Company. Confidential and proprietary. 10 DE-DUPLICATION COMES FROM KNOWING WHOS AT THE SCREEN TV Individuals determined from Nielsen Households LINEAR RATINGSDIGITAL RATINGS Digital Individuals identified by 180MM person panel and validated by TV Panel NIELSEN CROSS-PLATFORM HOMES PANEL CROSS-PLATFORM REACH
Copyright ©2014 The Nielsen Company. Confidential and proprietary. 11 Advertisers can feel confident in the quality of the numbers that they receive Advertisers get validation that their video ad was viewed by the demographic they paid for FLEXIBILITY IN MONETIZATION AND GROWTH OPPORTUNITIES Digital publishers can compete against TV for Video ad dollars Digital benefits from the same quality and rigor as traditional TV Broadcasters can now get C3 Ratings for eligible content viewed on mobile devices Broadcasters can now be flexible outside of the C3 window knowing that theyll get comparable ratings
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1 ENTERTAINMENT TONIGHT! A GUIDE TO REACHING ENTERTAINMENT AUDIENCES ON MICROSOFT ADVERTISING Source: 1) (Source: eMarketer, Nov 2011) 2) Source: Nielsen.
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An Evolving Media Landscape: Platform Adoption © All rights reserved. TV: 96% Smartphone: 72% PC with Internet: 81% Tablet: 39% Source: Nielsen Cross.
UNDERSTANDING THE DIGITAL ECOSYSTEM. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 2 CONSUMERS SPEND 12 HOURS PER MONTH WITH DIGITAL.
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