Measurement of Digital content

ΣΔΕ 13 Νοεμβρίου 2017

Σπύρος Ζαβιτσάνος

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CHANGING MEDIA USAGE IN THE US

AVERAGE TIME SPENT PER ADULT PER

DAY

Source: Nielsen Total Audience Report Q2 2016

Q2 2014 Q2 2015 Q2 2016

0:05

0:10

0:08

0:09

0:12

0:07

0:14

0:13

0:07

2015-16

Diff%

2015-16

Diff%

TOTAL 1:07 +12%

Tablet (App/Web) 0:12 +60%

Smartphone (App/Web) 0:34 +49%

Internet on PC 0:14 +33%

Multimedia Device 0:05 +56%

Videogame Console 0:01 +8%

DVD 0:00 0%

AM/FM Radio 0:02 +2%

Time Shifted TV (DVR) 0:01 +3%

Live TV (0:02) -1%

1:52

0:30

4:09

0:57

1:43

0:32

1:52

0:29

4:11

0:43

1:09

0:20

1:53

0:29

4:19

0:48

1:00

0:13

9:05 9:10

10:17

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$513,56$550,51

$591,07

$642,86

$687,19$724,06

2015 2016 2017 2018 2019 2020

TOTAL AD SPEND GLOBALLYAd spend continues to grow although growth rates predicted to slow

Includes digital (desktop/laptop, mobile and other internet-connected devices), directories, magazines, newspapers, out-of-home, radio and TV Source: eMarketer, Sep 2016

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5,5%7,2% 7,4%

8,8%6,9%

5,4%

TOTAL MEDIA AD SPEND WORLDWIDE

(2015-2020 in Billions)

% CHANGE

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Australia Japan Mexico Italy US

AD SPEND PERCENTAGE BY MEDIA MIXAustralia and US digital ad spend is larger than TV

Source: PWC Media and Entertainment Outlook report 2016-202, 2015 ad spend numbers

4

TV PRINT RADIO OOH DIGITAL

36.2

5.1

18.3

28.6

7.7

40.4

17.4

21.7

33.9

2.9

24.1

7.6

17.8

44.7

10.7

19.1

2.17

18.9

45.7

5.5

27.2

4.9

15.4

35.3

8.2

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PREDICTION

1:Time spent will continue to

rise via multitasking, mobile

access will grow and more

channels will come to life

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PROLIFERATION OF IOT30 billion objects may be connected to the Internet of Things by 2020

Source: McKinsey & Company: The Internet of Things: Sizing up the Opportunity. Dec 2104. http://www.mckinsey.com/industries/high-tech/our-insights/the-internet-of-things-sizing-up-the-opportunity

6

7 billion – 10 billion

objects in 2013

26 billion – 30 billion

objects in 2020

~15-20%

growth

annually

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PREDICTION

2:Consumers will continue to

watch live TV and

managed carefully, will be

more open to sharing

personal information

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MILLENNIALS

TODAYDEVICES

66%

Have Access to

Streaming Video

on Demand

DVR

48%

Have Access

to DVR

VOD

40%

Use a TV

Connected Device

on Any Given Day

LIVE TV

2.75HOURS

Spent Daily

Watching Live TV

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PREDICTION

3:

The world will go

addressable

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THE WORLD IS GOING ADDRESSABLE

REGARDLESS OF AD MODEL

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BRAND ADVERTISING

(MASS BUYS)

TARGETED ADVERTISING

(ADDRESSABLE)

AD AD AD AD AD

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MEASURING

THE MARKETPLACE

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THE MARKETPLACE IS INCREASINGLY COMPLEX

AUDIENCE

CTR

VIEWS

GRP

INTERACTION RATE

READERS

LISTENERS

ENGAGEMENT

RATE

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CAMPAIGNS ARE STILL MISSING KEY AUDIENCES

Source: Nielsen EU benchmarks (H2 2016) and Integral Ad Science H1 2016 benchmarks (average of EU countries)

47%

of impressions miss their target

demo

of impressions are not seen

Finding your audiences across digital devices is harder than it seems

40%

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What do Advertisers need

“Impressions” in general and “unique {users}” are not enough

• Browsers or People:

• The RIGHT People:

• On which device:

• Across channels:

• Across traditional & digital media:

People (Reach and GRP’s)

Demographics (% on target)

Computer or mobile

Reporting per placement

Total Audience Measurement

(coming soon)

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NIELSEN’S ANSWER TO THE MARKET CHALLENGE:

DIGITAL AD RATINGS provides transparent and actionable audience

measurement across digital screens

Digital Ad Ratings

Audience demographicsReach/frequency/GRPs

Viewability by demographic

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WHAT

HOW…

And on top

…by day …by publisher …by placement …by demo

Reach Frequency Gross Rating Points

The firstMRC-accredited independent

measurement solution

Accuracy Speed and Granularity

Cross-PlatformComparability

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WHO SHOULD USE DAR?

Advertisers

Agency

Publishers & Platforms

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● Validate audience delivery for clients● Show audience delivery performance against campaign averages ● Optimize campaign delivery in-flight using daily reporting ● Sell strategically using GRP bundles with/against cross-media comparisons ● Conduct internal audits of targeting vendors

WHY SHOULD USE DAR?

Advertisers

Agency

Publishers & Platforms

● To determine: Audience composition & Delivery of audience against intended targets● Optimize media planning, in-flight or for future campaigns● Optimize budget allocation across media, using GRP metric to compare

● All of the above listed for advertiser● Validate delivery of intended media strategies and objectives ● Build planning insights and performance norms

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33

THE BEST DATA FROM THE MOST TRUSTED SOURCES

MatchTag Calibrate ReportCount

3rd Party Data Providers

Nielsen Tag Nielsen Panel / Mobile Survey

Nielsen Mediaview / Reporting API

Nielsen Server

Age &Gender

Viewability by Demographic powered by your preferred

viewability provider