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Confidential & Proprietary Copyright © 2007 The Nielsen Company IAB Audience Measurement Leadership Forum Manish Bhatia President - Global Services November 29, 2007
Confidential & Proprietary Copyright © 2007 The Nielsen Company 1 Topics for Discussion 1.Role of traditional measurement for new media Key questions to ask your vendor 2.The problem of plenty The role of server data in measurement 3.Why the numbers don’t match Which one is ‘right’? 4.The MRC Audit process 5.Proposed solution
Confidential & Proprietary Copyright © 2007 The Nielsen Company 2 Nielsen Online Competencies 1.Phone and Online Surveys 2.Panel/Meter Based Measurement Random Digit Dial (RDD) and Online 3.Server Based Measurement 4.Probing/Spider Technologies 5.Extensive work on panel/server integration and reconciliation
Confidential & Proprietary Copyright © 2007 The Nielsen Company 3 Role of Panel Based Measurement 1.Demographic profiles of the online audience 2.Demographic profiles of your sites’ audience 3.Competitive landscape 4.User behavior across the web 5.Changes in user behavior over time 6.Key drivers of user behavior (e.g. Loyalty) 7.Assist in customer acquisition 8.Inter-play b/w the Internet and other media (via single-source or fusing cross media currency panels) 9.Audience exposed to an ad campaign 10.Accurate Reach and Frequency of an ad campaign
Confidential & Proprietary Copyright © 2007 The Nielsen Company 4 Questions to Ask Recruitment Process What are the known biases in the panel? How do you adjust for those biases? REMEMBER: Large panels DO NOT translate to better quality or higher numbers. Coverage What is the panel’s ‘footprint’? Work, Students, Shared computers, Cell Phone only HHs Meter Where does it reside? On the PC, or external to it? When does an ‘impression’ count? What happens to time metrics when people multi-task? Audits and Transparency Where are you with the audit? How open are you about the findings to date?
Confidential & Proprietary Copyright © 2007 The Nielsen Company 5 Role of Server Data 1.Complete tracking of usage within a site 2.All locations of access covered 3.Census based – so every click gets counted 4.Path analysis and site optimization 5.Real time/near real time access to information 6.Invaluable for infrastructure planning and optimizing the user experience
Confidential & Proprietary Copyright © 2007 The Nielsen Company 6 But They Count Differently MetricServer Counts (SiteCensus) Nielsen Online Panels (NetView and MegaPanel) Uniques People or Cookies? CookiesIndividuals Page/Ad ImpressionsPages/ads servedPages/ads requested by a person and successfully loaded on browser DurationTime difference b/w successive delivery of pages In focus time for page
Confidential & Proprietary Copyright © 2007 The Nielsen Company 7 The MRC Audit Process What it will do: Transparency Compliance with Minimum Standards What it won’t do: Resolve the discrepancy b/w site centric and panel data
Confidential & Proprietary Copyright © 2007 The Nielsen Company Where Do We Go From Here?
Confidential & Proprietary Copyright © 2007 The Nielsen Company 9 A Measurement System for the Internet The Internet is fortunate: The problem of plenty: 1.Panels/meters 2.Survey research 3.Site Centric data Combining the best attributes of each can allow us to create an information set that is complete, accurate and granular.
Confidential & Proprietary Copyright © 2007 The Nielsen Company 10 Nielsen Online Initiatives Dec. 2003 NetRatings acquires RedSherriff – server measurement company in Australia 2005 Integrated measurement launched in Italy Data Integration methodology presented at ESOMAR conference in Montreal, Canada Best Online Research Day presentation 2006 Integrated measurement launched in Australia Successful tests with key publishers in the US Nickelodeon joined us in presenting findings at ARF conference in NY in March 2007 Integrated solution presented at IAB meeting in June Launch of VideoCensus in the US– combining panel and server data
Confidential & Proprietary Copyright © 2007 The Nielsen Company 11 Active Measurement: Video Akamai Server Stream Request The Universe Stream http://secure-us.imrworldwide.com/cgi- bin/m? xx= Fox.com TV &cg= Fox Video Central: Prison Break tl= Prison Break S3E2 Recap xx=Content = granular identification rtmp://cp30727.edgefcs.net:1935/ondemand/flash/7f/ab/7fab9c4 72f3b9c80afa5afc2d8fba9d1-469512a6 NNR Server
Confidential & Proprietary Copyright © 2007 The Nielsen Company 12 VideoCensus Panel & Server Integration Viewership & enhanced duration calculations produced in accordance with Nielsen methodology Stream Counts from server or panel projections, depending on measurement
Confidential & Proprietary Copyright © 2007 The Nielsen Company 13 Summing Up Both panel and server data provide useful but different information. We all need to be more open about acknowledging the differences between the approaches and be more responsible when using the data. We need to agree upon a solution on how to harness the best data points from the various information sources and assembling the most relevant metrics for our business needs.
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