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Building brands with emerging media

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What do podcast ads, influencer marketing and branded content have in common? 

They share the same key factors for driving brand lift. 

Marketers understand how these emerging media execute on reach. However, there has been very limited research on how they deliver on brand building—until now. 

Our report pinpoints exactly what moves the needle for brand building across branded content, influencer and podcast marketing. 

In this report you’ll discover: 

• The 5 key factors that drive brand lift 
• Advertising impact on brand KPI growth 
• Emerging media’s ROI potential 

The post 5 brand building factors for emerging media appeared first on Nielsen.

Today’s audiences need the media industry to keep up. They’re watching when they want, where they want and how they want. It’s convenient for them, but it’s complex for you, the publishers, advertisers and agencies.

A fragmented media landscape means it’s that much harder to find your audience and that much more important to stand out from the crowd. And if that wasn’t complicated enough, throw in a looming global recession, add a dash of budget cuts, shake well and serve over ice for a cocktail of reasons the industry needs a tool that helps them act quickly—and confidently. 

Enter Nielsen ONE, our cross-media solution that provides deduplication across all four screens (linear TV, connected TV, computer, mobile). It lets advertisers and publishers plan and transact on a single set of reliable, independent and standardized metrics that are comparable across linear and digital. Nielsen ONE comprises two core offerings, Nielsen ONE Ads and Nielsen ONE Content, and the first has officially arrived. 

Here are five things to know about Nielsen ONE Ads.

1. Powered by big data, validated by real people

Nielsen ONE runs on a proprietary identity solution built explicitly for measuring media consumed by real people and validated against the media industry’s largest and most representative panel. 

Our approach combines the scale of big data from 35 million households and nearly 100 million devices, our representative U.S. National TV panel of over 101,000+ persons AND integrations from direct publishers and walled gardens. So, what do all these numbers mean for you? Together, they allow Nielsen to associate viewing with real people and not just devices and, most importantly, give you an accurate, precise understanding of viewership.

2. Deduplicated audiences across all screens

Nielsen ONE Ads delivers deduplicated reach and frequency metrics across linear TV, connected TV (CTV), computer and mobile channels. This gives you a comprehensive campaign view to understand your reach and manage frequency across platforms. And what does that do exactly? For starters, it breaks intel out of silos so you can see which channels complement each other and which are over-indexing. 

No matter where your audiences ricochet across the internet, Nielsen ONE Ads will be able to accurately measure it: On target percentage, average reach by age and gender, average frequency by age and gender, gross rating points, tracked ads by age and gender, inclusive of co-viewing for linear TV and CTV and demo efficiency rate.

3. Comparability at a glance

Whether you’re a publisher, advertiser, or anything in between, you need both a high-level and in-the-weeds view of your audience across all the outlets they’re consuming content. What’s more, you need a way to easily compare performance. 

Nielsen ONE Ads delivers sub-minute TV advertising measurement and Always On digital measurement to harmonize TV and digital channels to bring truly comparable metrics to market. This means, for the first time, Nielsen will deliver reach and frequency metrics for individual ads  rather than at the minute level —allowing users to make informed, comprehensive decisions quickly and confidently. Comparability helps you see the full picture, and with greater clarity comes smarter decisions with fewer risks. 

4. The broadest coverage available 

Nielsen ONE Ads tackles the fragmentation of cross-media measurement head-on with the industry’s most extensive coverage of TV networks, streaming services, connected TV providers and digital publishers—including many direct, walled garden integrations.

Nielsen ONE Ads delivers measurement that captures viewing across 200+ TV viewing sources, over 75% of digital ad spend on connected devices, and nearly 90% of digital ad spend on computer and mobile.

5. A clear, consolidated view 

Numbers, stats, metrics—they’re only helpful if you understand them. Nielsen ONE Ads brings everything together in a streamlined dashboard that turns numbers into insights, all at a glance. 

The dashboard shows reach, frequency, and on-target percentages across linear TV, connected TV, computer and mobile. Users can see the individual performance of each platform to gauge the strength of the campaign or channel as a whole while also understanding where the audience is within it. There are also report generation tools that allow users to access the raw data when that’s needed as well. 

Perhaps the most important thing to know about Nielsen ONE Ads is this: It’s only just the beginning. Nielsen will add enhancements and capabilities to support the full campaign workflow, including Advanced Audiences and Outcomes KPIs, as well as full cross-media programming viewership with Nielsen ONE Content. 

Ultimately, Nielsen ONE allows advertisers and publishers to plan and to transact on a single set of metrics across linear and digital. And those metrics are reliable, independent and standardized across the industry and across all of those different platforms.

Welcome to the future of cross-media measurement. Welcome to Nielsen ONE. 

The post Nielsen ONE Ads is here: 5 things to know  appeared first on Nielsen.

And as consumers adjust their spending to adapt to inflation and higher interest rates, many brands and advertisers are following suit. According to data from Nielsen Ad Intel, the U.S. advertising marketplace shrank by 7% in the second quarter of 2022 versus the same time last year, signaling that many marketers expect, or have already experienced, cuts to their budgets. 

But while dialing back media spend may seem to make sense for short-term budgetary concerns, marketers focused on mitigating the impact of a recession and maximizing the effectiveness of their marketing budgets need to think of—and spend for—the recovery.

Recessions don’t last forever

The good news for marketers dreading a protracted downturn is that many recessions are short lived—historically, 75% of recessions end within a year, and a full 30% only last two quarters. So, any cut in spending will likely only be short-term and result in nominal savings, while putting brands at a disadvantage heading into the bounce-back period that is likely just around the corner. 

Considering most brands are already under-spending—depressing their ROIs by a median of 50%—any additional cutting of media expenses could only serve to reduce ROI further, at a time when brands need to maximize profits most. 

The solution isn’t to slash the budget, but to optimize media mix and invest in channels that are performing well. Finding the right balance ensures that spending is properly allocated for reach, efficiency and frequency. For example, an auto manufacturer recently increased its reach by 26% and its impressions by more than 39% by simply optimizing its media allocation without adjusting its budget. 

And investing in media during a recession can actually end up saving a brand money, as industry pull-back creates a supply-and-demand dynamic that favors ad buyers and lowers media costs. In fact, some brands actually step up their media investments in recessions. In addition to a favorable media costs environment, brands may also find competitors have scaled back on advertising, which creates an opportunity for campaigns to have greater impact.

Growth is possible, even in an economic downturn

Before assuming a slump in sales due to a recession, brands should assess the landscape and closely follow consumer behavior for changes in spending patterns. A shift in spending habits from large indulgences to small indulgences, for example, creates opportunity for growth in certain categories, like lipstick, while contracting others, like dining and hospitality. 

And as consumers become more price-sensitive, brands will need to change their media plans, and messaging, to match. Recession-friendly messaging can help reinforce the value of a brand and help ensure consumer loyalty beyond the recession.

Brands and advertisers that want to make the most of potential category growth during a recession should focus on analyzing consumer behavior to optimize messaging and increase the impact of their ad spend.

Making the (right) cut

Sometimes, budget cuts are inevitable. If you know you have to adjust your spend, make sure you’re cutting the right costs, in the right places, to maximize the effectiveness of your remaining dollars and minimize negative impact to your ROI. 

And while pulling back on media spending may seem like the obvious way to cut costs and hit financial targets, the benefit can be relatively low. A Nielsen study of media plans found that only 25% of channel-level investments were too high to maximize ROI, and within this group, the median overspend amount was 32%. And while reducing spend would improve channel ROI by a modest 4%, brands would also see significantly reduced sales volume due to a drop in ad-driven sales.

It can also be tempting to increase promotions when consumers decrease spending, but this approach comes with its own challenges. Promotions done regularly can condition consumers to only buy when there is a promotion, leading to lower sales on regularly-priced items and margin compression. ROI also tends to be lower for promotions—45% lower than that of media, according to Nielsen marketing mix models—as only a small portion of promotional sales are truly incremental, and promo sales need to be much higher to make up for lost margins.

Instead of relying heavily on promotions, consider which channels can be reduced or cut with minimal impact to ROI. If results in one channel are already lackluster, it may be better to cut it out entirely and reallocate your spend to channels with better metrics and higher ROI potential. 

No matter what media mix and budget allocation you ultimately decide on, remember that any spend is better than no spend at all. According to Nielsen Marketing Mix Models, brands that go off-air can expect to lose 2% of their long-term revenue each quarter and, when they resume media efforts, it will take 3-5 years to recover equity losses resulting from that downtime. And your bottom line isn’t the only thing that will suffer if you cut your media spend—Nielsen data shows that marketing accounts for 10%-35% of a brand’s equity.

The post Marketing during a recession: Finding the upside of an economic downturn appeared first on Nielsen.

What you need to know about reach and ROI

Advertisers are expected to create strategies nimble enough to keep up with the times, reach audiences that are progressively more insular and niche, navigate a cookieless world, and, ultimately, figure out what ROI everything’s driving.

There are tools, like ROI measurement, that help you realize impact. But what if you could get an earlier indicator of success, too?

Unique reach is the unsung ROI hero, letting you effectively identify brand-new potential customers quickly. In fact, a 2022 Nielsen study of 15 brands and 82 digital campaigns in the U.S. revealed that there is a very strong relationship between target reach and campaign ROI.

We break down answers to common questions advertisers have about capturing online behavior and how to use metrics to grow sales and justify media buys.

1. How can I prove my media spend’s ROI?

Keep it simple. Especially when you’re talking to non-marketing folks, you need to explain how complicated metrics and micro-targeting contribute to larger company goals. 

What’s your company’s primary goal? We’ll take a wild guess: increase revenue. However, unless consumers are finding you on their own and throwing money your way, you’ve got to develop a pipeline to convert them from passive audience to active buyer—that means reach.

If your marketing isn’t reaching fresh eyeballs, you’re repeating the same message to the same people. For this reason, unique reach is a powerful proxy for new customer acquisition, which is at the top of any successful business pipeline.

Unique reach lets you:

• Select the right media partner
• Establish audience guarantees
• Quickly and continuously optimize ad placements

Combined, these allow you to communicate with new customers and grow your brand efficiently—and what’s the end result of that process? Positive ROI.

At the very least, you need to track everywhere you’re spending. With the labyrinth of premium publishers to walled gardens, that means using analytics, like Nielsen’s Digital Ad Ratings (DAR), that can follow nearly 90% of your total digital spend and 100% of your television spend.

Just because you know your money is well spent doesn’t mean that’s an easy story to tell succinctly, especially to the many stakeholders at your company. Being able to see in nearly real-time what’s working—and what isn’t—across platforms, publishers and devices is a story that anyone in your company can easily digest.

2. How do I know I’m reaching the right audience?

Nearly everyone is diversifying their digital footprint across computers, smartphones, tablets and connected TV (CTV). Advertisers need deduplicated impression data through direct publisher integrations in order to target current audiences—and new ones, too.

Cookies, mobile advertising IDs (MAIDs) and other digital identifiers that the advertising industry has relied on for years are on their way out. In their absence, modern digital strategies should prioritize first-party data and additional premium data assets, which can be authenticated or unauthenticated.

• For authenticated digital traffic: Triangulate hashed email addresses, Unified ID 2.0 and verified self-reported demographic labels.
• For anonymous traffic: You need a machine learning model that can ingest multiple metrics—like time, browser, content, device and platform information—to build a profile of your audience. Better yet: calibrate that data against a representative, people-based panel that can confirm the accuracy of your algorithm.

Even the most basic internet users aren’t just browsing one site. They’re ricocheting across the internet, from premium publishers to walled gardens to the open web, making it easy to count the same person multiple times. That means you need to deduplicate your metrics, ideally using a tool like Nielsen’s DAR, which runs on Nielsen’s Identity System and contains 2 billion deduplicated identifiers.

Having first-party, panel-approved, deduplicated data is a major accomplishment, but what good is it if every channel has its own unique and siloed data? To understand how your content’s performing across the entire media landscape, you need metrics that are analogous and interoperable.

3. How much of my media spend is wasted?

As media consumption becomes more tangled, the risk of wasting your media spend continues to rise. Reach is an early indicator of sales. So if you don’t get that right, you risk losing out on potential revenue.

The bad news: The internet is an ant colony with billions of passageways, making it difficult to use data to engage audiences in the right place and the right time. In fact, brands waste nearly 40% of their digital advertising on the wrong audiences, and 29% of CTV ad spend reaches off-target audiences.

The good news: When used correctly, all of this data can be translated into a coherent, audience-first strategy. The key is balance.

Casting a wide net with a mass buy ensures you’ll capture an unwanted audience, whereas targeted advertising means you might miss out on potential fans. How do you strike the perfect blend?

You need to rethink the bedrocks of digital analytics: reach and frequency.

Just because ads are going to the target demographic doesn’t necessarily mean they are building reach. The same is true if ads keep going to people who have already seen them.

You need a holistic evaluation of your reach and frequency. That means two things: 

1. An on-target percentage that tracks the impressions that reach your target audience. 
2. Reach and frequency metrics that evaluate how well these on-target impressions are converted into reach. 

The math is simple. Higher reach + better frequency management = higher returns on ad spend.

4. How should I improve my campaign on the fly?

Using in-flight metrics and owning your data are the best ways to spot and capitalize on advertising opportunities.

Data is the lifeblood of modern advertising, so controlling yours is one of the best ways to maintain a ready stance for constant improvement. Twenty-one of the top 25 global advertisers based on ad spend agree and choose to own their data, allowing them to see across campaigns and identify opportunities as only they can—by acting in nearly real-time.

Trends and tastes evolve so quickly today that you need immediate learnings. That means a single tool that analyzes reach, frequency and gross rating points across platforms and delivers data daily, regardless of the size of the campaign, the platform or the device.

And when your content spans multiple platforms, you need to know who saw an ad on their phone, who saw it on their laptop and who saw it both places—allowing for strategic duplication and incremental reach.

With these insights, you can more accurately determine if your advertising is meeting the mark. If not, you have the tools to make in-flight adjustments or to optimize for the next wave.

5. Why should I trust DAR’s accuracy?

If you’ve made it this far, you know that DAR scratches nearly every audience measurement itch. The only big question left: Why should you trust it?

DAR relies on cutting-edge technology and the industry’s best representative truth panel. That human-machine combo provides data that are far more accurate than just big data sets, phone surveys or metrics automatically collected from digital devices.

DAR isn’t just precise. It’s dynamic enough to help you navigate the constantly-shifting world of content, platforms and consumer preferences. DAR lets you understand if you’re reaching your target audience, calibrate your strategy on the fly, and justify every move to the person pulling the budget strings.

The post 5 questions every advertiser wants answered appeared first on Nielsen.

During times of economic unease, there can be a knee-jerk reaction to tighten the belt and slash the budgets—especially in the marketing and advertising departments.

However, there’s also a long and storied track record of how risky this approach is. Deprioritizing marketing erodes brand share and relevance and can make it that much harder to make up for lost ground when markets bounce back.

As the classic industry idiom goes, “When times are good, you should advertise. When times are bad, you MUST advertise.”

Marketers know this already. But, occasionally, others in the company need more convincing. And a powerful rationale is one that anticipates concerns, addresses reality and sets everyone up for success on the other side.

To that end, here are three marketing strategies that will help you acquire new customers, promote sales in the long term and adjust to dynamic and unpredictable circumstances. By following these practices—and making the right case to finance—you can protect your budgets and reinforce their impact.

Strategy #1: Double down on unique audience reach

Even during booming economic times, it’s tempting for companies to chase the low-hanging fruit of quarterly revenue. During a recession, that temptation grows even stronger as everyone’s financial anxieties start to climb. They want cash flow, and they want it now.

However, as all marketers know, revenue is the end point of a much longer sales funnel. During tough times, it’s even more important to grow your base and acquire new customers, especially as your current customers may change their spending habits.

One of the best proxies available for new customer acquisition is unique audience reach: how many unique individuals saw your campaign across different apps, sites and devices.

Unique reach is a deduplicated metric. That means it counts individuals instead of frequency, regardless of which device they’re on. Without deduplicated metrics, your ads may rack up thousands of impressions but only reach a relatively small audience.

Especially during a recession, when you want to broaden your audience, it’s critical to know if you’re actually expanding your reach or just targeting the same folks over and over. By following this metric, you can continuously optimize ad placements and select the media partners that deliver fresh eyes.

At the end of the day, you can’t convert new customers if you never reach them. In fact, a 2022 Nielsen study of 15 brands and 82 digital campaigns in the U.S. revealed that campaigns with strong target reach consistently delivered better sales outcomes.

Strategy #2: Define your audience—and then dig deeper

Audience targeting is the most important tactic for global marketers, but it becomes even more important during an economic downturn. As the C-suite looks everywhere to cut spending, you don’t want to use budget to reach an audience that wasn’t going to convert in the first place.

If you generally consider your audience to be fairly broad—Millennials living in mid- to large-sized cities—you may need to focus on a smaller niche, like single millennials between 28 and 35 living in the 20 largest metro areas who bought a sedan in the last five years and are now looking for an SUV. The pool of potential consumers may shrink, but ideally your ad resonates with more of them.

This kind of refined reach allows you to put your message in front of your ideal customer as they go throughout their day, follow them as they cruise the internet, and retarget visitors who come to your website.

To make the case for these capabilities, stress that consumers are likely to change their behavior during the economic downturn. As incomes and spending habits shift, your conception of the ideal customer may have to transform as well. To that end, traditional demographic data may not be enough to identify your core audience. A simple solution is to augment those data sets with psychographic, behavioral, purchase-based, and media consumption information.

Strategy #3: Always be ready to adjust on the fly

Ignore this advice if you’re one of the marketers who has a perfect strategy that works every time, under every economic scenario.

For the rest of us, we need to create a feedback system spanning all of our campaigns that allows for real-time adjustment, experimentation, and optimization. Because here’s the unfortunate truth: It’s easy to throw dollars at the wrong people. In fact, brands waste nearly 40% of their digital advertising on the wrong audiences, and 29% of CTV ad spend reaches off-target audiences.

The potential for wasted spend is higher during a recession when whoever we’re targeting might be in a constant state of flux (see above).

There are two great ways to spot and capitalize on advertising opportunities. The first is using in-flight metrics. Ideally, you’ve got a single tool that analyzes reach, frequency and gross rating points across platforms AND delivers data daily, regardless of the size of the campaign, the platform or even the device.

The other is by owning your marketing performance data. When you don’t, you’re dependent on outside firms that likely don’t use transparent measurement systems you can access. This is even more pronounced when your data partners work on different timelines than you. As supply chains get disrupted and inflation continues rising, trends and tastes will evolve even more quickly, and the last thing you want is to be waiting on metrics that are days or even weeks old to make crucial decisions.

To advocate for resources that open up access to near real-time performance data, emphasize that it’s difficult to predict consumer behavior when bad economic news abounds. So, despite all of your best efforts, a campaign might flounder—and isn’t it better to cut your losses and move on before tapping your quarterly budget?

To learn more about our resilient marketing solutions, explore our Audience Segments and Digital Ad Ratings offerings.

The post How to build a resilient marketing strategy and make the case to keep your budget appeared first on Nielsen.

The importance of brand awareness and new customer acquisition elevated this year among the marketers surveyed for Nielsen’s 2022 Annual Marketing Report, but there isn’t a marketer on the planet who’s not laser focused on growing their return on investment (ROI). For media sellers, increasing competition—both within specific channels and in adjacent channels—has never been higher, which adds new layers of nuance on the road to finding new growth.

Historically, media sellers have relied on two proven strategies to boost their returns:

• Acquire more of the advertising dollars being spent (e.g., gain share)
• Raise the price of their advertising (e.g., boost CPMs)

Both options require media owners to prove the attractiveness of their media, which is critical in proper ad pricing and securing a greater portion of the ad dollars being spent. 

In an ideal world, sellers would seek to grow—in perpetuity—through a combination of both strategies. The circumstances where that’s feasible, however, are few and far between. So, when considering these two options, sellers should start by assessing how their media is faring with respect to other options, and not just those within the same channel or those that are most comparable.

For example, a media owner’s television ads might be outperforming industry benchmarks, but sellers can’t afford to think too narrowly when evaluating channel and platform effectiveness. Case in point, TV remains a dominant channel for advertising, but ROI from TV has been in decline over the past two or three years. This suggests that while buyers and sellers continue to view TV favorably, the channel may be facing pricing pressure as other options drive better results.

Comparatively, paid ads on social media deliver 1.7x the short-term ROI globally of TV even though brands are spending two-thirds less on them. Given the higher ROI, social media has pricing power, allowing sellers to justifiably increase CPMs. No decisions, however, should be made based on aggregated data. ROI performance varies by market and subchannel, and the best way to maximize success is to invest in the granularity that provides case-specific guidance.

In addition to assessing channel and platform performance, media sellers should be mindful that many buyers aren’t spending enough to break through. Said differently, advertisers may pull back on spending simply because they aren’t achieving the returns they’re looking for. But when we look at data from a cross-channel analysis of planned media spending, we can see that 50% of planned investments are too low to be effective. This presents an opportunity for sellers.

Globally, the prevalence of underspending is significant. Among those that are underinvesting, the median under-investment is 52%. This gap might be too big to close in a single planning session, but those that do have the opportunity to improve their ROI by a median of 50.3%. Armed with this data, which supports higher spending, media sellers are better positioned to help advertisers and media buyers allocate their spending to better achieve their desired returns.

In thinking about advertiser ROI, media owners should be thinking about validating the effectiveness of their platforms and channels for both short- and long-term strategies. Measuring the impact of their media for both is critical, simply because channels aren’t usually able to deliver on both objectives. According to Nielsen’s Marketing Mix Models, channels deliver on both revenue and brand metrics just 36% of the time.

Driving sales and awareness is important to clients, and performance for driving brand awareness and conversion will affect how advertisers value media. Helping clients understand that channels don’t typically deliver on both may provide sellers with twice the opportunity to prove value and retain—even grow—spend from clients. 

Along these lines, sellers that only measure the impact of one business strategy may find themselves below average in that one measurement. Comparatively, media sellers that measure for both brand awareness and sales will be more likely to see a positive story most of the time. 

Globally, the importance of measuring for both objectives is highest in the Americas, where channels deliver above-average results on both objectives just 20% of the time. Comparatively, in Asia-Pacific, the percentage is much higher at 42%. When sellers measure the impact of their media on brand and sales outcomes, they’re best positioned to mitigate disappointing results from singularly focused measurement.

While many marketers are leaning into measurement tools to inform their channel and mix allotments, media owners can tap into ROI data to assess the attractiveness of their media and best position it from a pricing and ad share perspective. With an understanding about which platforms and channels deliver on the short- and long-term goals of advertisers, sellers have twice the opportunity to showcase the value and attractiveness of their media.

The post In the search for growth, what’s a media seller to do? appeared first on Nielsen.

Historically, media sellers have two proven growth tactics: raise prices or prove the value of their media to attract more ad dollars. Ideally, sellers should aspire to grow through a combination of both. That’s not typically feasible, which means sellers should start by assessing how their media is faring with respect to other options—all other options.

For buyers, the key is having a holistic view of media buy options, as well as the ROI that each delivers. For example, television continues to dominate media plans globally, but buyers may not have insight into the ROI trends associated with those buys, which can vary from market to market. 

To better understand media valuation and strategy planning amid the broadening media landscape, we recently spoke with Jeremy Cartwright, customer success director in Northern Europe at Nielsen. In our discussion, Jeremy discusses the relationship between spending and ROI, the importance of a solid media pricing strategy and regional differences in media ROI.

For additional insights, download our 2022 ROI Report.

The post ROI data can help buyers and sellers navigate media valuation in an expanding media landscape appeared first on Nielsen.

デジタル広告業界においては、サードパーティークッキーが利用できなくなりつつある中、広告を狙ったターゲットに届けることが、引き続き大きな課題となっています。そのためクッキーレスの影響を受けない配信方法を活用するだけでなく、広告の配信状況を計測し、適切なオーディエンスに広告が届いているかを確認することが、これまで以上に重要になっています。また、最近の15のブランドの合計82のデジタル広告のキャンペーンを対象としたアメリカにおけるニールセンの調査結果の分析によると、狙っているターゲットに広告を配信することでキャンペーンのROIが向上しており、オーディエンスベースのリーチ計測指標がキャンペーンのパフォーマンスの重要な指標となることが確認されました。

クッキーレスの影響を受けてターゲティング精度が低下している可能性を懸念するマーケティング担当者にとって、キャンペーン期間中の最適化は、キャンペーンのパフォーマンスを向上させ、ROIを改善させるために不可欠なものとなりますが、最適化のプロセスは正確なキャンペーンの計測から始まります。

近年コネクテッドTVからの動画視聴が増加し、マーケティング担当者にとって完全視聴獲得単価（CPCV）は動画広告における重要なKPIになりつつあります。CPCVに加え、実際のキャンペーンでは別々に計測されることも多いオンターゲット率を組み合わせた場合、キャンペーンの計測が少し複雑になる一方で、キャンペーンを改善するための新たな視点を得ることができます。ターゲットオーディエンスほど広告内容に関心が高いと想定されるため、オンターゲット完全視聴獲得単価（オンターゲットCPCV）を算出し最適化することで、ROIの改善が期待できると考えられます。

例として、男性20-34歳をターゲットとし、8週間に渡り3つの媒体にデジタル広告を出稿するキャンペーンについて考えてみましょう。キャンペーン開始から2週間経過した段階で、媒体3のオンターゲットCPCVが最も低くなっていたとします。オンターゲットCPCVにおいては、コストが低いほど効率が良いということになるため、キャンペーン期間中に最適化を行う際には全体のオンターゲットCPCVを下げる必要があります。今回の例では、キャンペーンの後半は媒体1、2に割り当てていた媒体費用の全額、もしくは一部を媒体3に再配分することで全体としてのオンターゲットCPCVを低下させることができ、結果として、媒体費用を増額することなく、同じ予算内でより多くのターゲットに動画広告を視聴してもらうことが可能となります。

今回の例において、CPCVだけを見て最適化を図ると、媒体1に予算を再配分することになりますが、オンターゲット率も併せて考慮しないと、より多くのターゲットに完全視聴してもらう機会を逃すことになります。

キャンペーンを最適化する方法を把握することは最初のステップに過ぎません。媒体によってはキャンペーン開始後に媒体費用の再配分ができないケースがあるため、実際にキャンペーン期間中に再配分することが難しい場合もあるかと思います。開始後に媒体費用が変更できない媒体を含むケースでも、変更が可能な媒体のうちパフォーマンスの高い媒体に再配分したり、1つの媒体内で複数の設定で出稿しているケースであれば、その配信設定間で再配分したりすることが可能です。

マーケティング担当者は媒体費用の再配分だけでなく、配信条件を変更することでも、費用を最大限に活用できるケースがあります。例えば、サードパーティークッキーが活用できなくなりつつある中で、キャンペーンによってはオンターゲット率が低くなることもあるでしょう。そのような場合、キャンペーン期間中にターゲティングに用いるデータソースをより精度が高くクッキーレスの影響が小さいものに変更することで、ターゲティングの精度を高め、狙っているターゲットにより多くリーチすることもできます。

マーケティング予算を最大限に活用し、より多くのターゲットにリーチし、より高いROIを実現するために、マーケティング担当者は日々工夫しながらデータを活用していくことが重要です。キャンペーンの最適化は新しい手法ではありませんが、クッキーレス時代のマーケティング担当者にとっては、業界の変化や競合に打ち勝つために、環境の変化に対応できる計測方法や指標を用いてキャンペーンのパフォーマンスを上げていく必要があります。

ソース

¹オンターゲット率 ＝ 全インプレッションのうちターゲットの性年代に到達していたインプレッションの割合
_²オンターゲット完全視聴獲得単価（オンターゲットCPCV） = 媒体費用 / (動画視聴完了数×オンターゲット率)
例：媒体費用が100万円、1万ターゲット視聴完了の際は100万円 / 1万再生数 ＝ 100円

The post キャンペーン期間中の最適化が広告配信の改善の鍵となる appeared first on Nielsen.

Brands that are investing in emerging media are seeing big returns. Nielsen Marketing Mix Models found that influencer marketing, for example, is just as effective as more established, mainstream channels, and performs within 1% of the ROI of TV and digital ads. And when it comes to new media’s impact on brand, the results speak for themselves. In a study of over 1,000 podcast, influencer and branded marketing ads, Nielsen’s Brand Impact Norms database shows that the median brand recall was over 70% among consumers who saw the ads.

To learn more about the impact of emerging media on ROI, we recently spoke with Nichole Henderson, Senior Vice President, Brand Impact Product at Nielsen. In our discussion, Nichole discusses the rapid rise of new media in marketing campaigns, how they can help drive ROI and how marketers can properly test campaigns before creating their budgets.

For additional insights, download our 2022 ROI Report.

The post Measuring new media’s impact on brand awareness and ROI appeared first on Nielsen.

Nearly two-thirds of global marketers surveyed for Nielsen’s 2022 Annual Marketing Report say measuring full funnel ROI is extremely or very important, but only 54% are extremely or very confident in their ability to measure ROI properly.

Lack of confidence in full-funnel ROI measurement isn’t surprising, given that typical martech providers don’t account for both upper- and lower-funnel marketing efforts in the same solution. This oversight can be costly, as brand awareness is critical to hitting long-term goals. On average, a 1-point gain in brand metrics such as awareness and consideration drives a 1% increase in future sales, according to Nielsen’s research.

And if you’re only measuring half your funnel, you’re missing half the picture, as channels rarely perform well on both sales and brand outcomes—in fact this only happens in 36% of cases¹. That means that about two-thirds of the time, a media channel will be weak for at least one of the two goals.

That’s true even for a medium that’s known for its brand-building power: TV. On average, television is one of the most effective vehicles for driving brand lift. However, results can vary largely based on campaign type or even changing seasons. In 31% of Nielsen Marketing Mix global studies, for example, we found that TV was below average in producing brand lift. In a separate 45% of studies, it was in the top 20% bracket. With so many variables affecting outcomes, it’s easy to see why marketers are struggling to find a winning funnel formula.

But, as with most marketing challenges, measuring channel effectiveness and optimizing your marketing funnel becomes much more manageable with data. Take the case of channel spend: Without the benefit of data to help determine where dollars should be allocated, marketers will normally double down on the channel that received the largest investment simply because it also produced the largest lift. And, while Nielsen data shows that the most-funded channel will produce the highest brand lift about 70% of the time, it should only be the first channel to get incremental investment 4% of the time².

To increase the effectiveness of each channel, and to get a more complete picture of how their entire funnel is performing, marketers should measure each part of the funnel separately. Because upper-funnel messages will likely boost brand metrics, and lower-funnel messages will likely boost sales, mixing the two together in one metric may not give you the information you need to adjust your spend for maximum impact.

Running marketing mix models (MMMs) will help optimize channel mix for short term-sales, and a second analysis can then be done to optimize channel mix for awareness or other upper-funnel metrics. This approach addresses the need to meet short-term sales goals while seeding long-term growth through brand building. Finally, marketers should look at both upper- and lower-funnel plans and weight them based on larger organizational goals.

A well-balanced marketing funnel supports both immediate revenue needs and long-term ambitions. It’s important to remember that ROI is a long game, and media plans that balance those short-term lifts with continual brand building will realize better outcomes down the road.

For more insights on how to grow brand and sales together, visit Nielsen’s new full-funnel marketing hub.

Source:

¹Nielsen Marketing Mix models
²Nielsen Total Media Resonance

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