Case Study Archives | Nielsen

Analyzing Out of Home Impact

honeyshah — Mon, 22 Jul 2024 12:00:00 +0000

Case study

Analyzing Out of Home Impact

Quantifying success across hard-to-measure channels.

Case study

Analyzing Out of Home Impact

Quantifying success across hard-to-measure channels

Introduction

A global eyewear company’s quest to see comprehensive campaign performance

Luxottica, a global eyewear conglomerate based in Milan, is a powerhouse in the U.S vision market—from luxury eyewear brands to retail storefronts and vision health insurance. With much of their budget spent on Out of Home (OOH) activations, they turned to Nielsen’s Brand Impact solution to understand how these historically hard to measure channels were contributing to the brand’s overall success.

Objective

Understanding the impact of OOH investments

A significant portion of Luxottica’s media budget is spent on Out of Home (OOH) advertising (e.g. billboards, digital signage and proximity placements). The company engaged Nielsen’s expertise in measurement to understand the impact this placed on their overall media plan.

Challenge

Securing reliable measurement for analog placements

Luxottica needed to measure the effectiveness of an OOH campaign that spanned multiple markets but was not national in scope. Traditionally, OOH campaigns lack immediate, quantifiable metrics. This barrier between activations and insights has contributed to a perception that OOH impact is intangible and unrealistic to quantify, especially for understanding how it shifts brand equity. Luxottica needed a way to capture accurate OOH market insights and provide reliable brand metrics across their key markets.

Solution

Nielsen Brand Impact reveals localized OOH insights

Using Nielsen Brand Impact, Nielsen was able to access campaigns from 2022 and 2023, which included OOH media in Los Angeles and New York City. Nielsen tailored the Brand Impact solution sample plan to be able to measure the localized OOH activity while still maintaining a nationally representative sample.

Key findings

Key findings:

31%

Cost efficiencies

Across the board and on a national level, the 2023 campaign was 1.31x more efficient than the previous year’s.

+1.9%

Purchase Intent

There was a significant relative uplift in purchase intent from the 2022 to 2023 campaign.

+4.0%

Unaided Awareness

The 2023 campaign’s unaided awareness was 3.6x higher than 2022.

How it works

Results were calculated using a consumer survey that captured consumer perception, media usage and brand KPIs scores. Advanced modeling then identified granular media channel impact on brand KPIs.

Conclusion

OOH campaigns move the needle

Nielsen Brand Impact was able to reveal just how much Luxottica’s OOH activities improved key metrics including awareness and purchase intent. By ensuring all campaign channels are measurable, Luxottica is able to analyze holistic campaign performance, hone media plan strategies and optimize future executions.

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Adding incremental reach with local streaming

honeyshah — Fri, 12 Jul 2024 12:00:00 +0000

Case study

Adding incremental reach with local streaming

An effective avenue for reaching U.S. presidential election voters

Adding incremental reach with Local Streaming

An effective avenue for reaching presidential election voters

Introduction

Understanding how local news fits into voters’ media diet

Political campaigns must reach voters in an increasingly fragmented media landscape. To understand what role local news plays in 2024 voters’ media diet, Nielsen conducted a study in two markets—Cleveland, Ohio, and West Palm Beach, Florida—that spanned across generations and voter types.

Objective

Revealing local news consumption across key audiences

To help political advertisers understand the impact of local TV to their media plans, Nielsen studied how audiences across different generations and voting histories consumed local media. The study segmented voters by age: Baby Boomers 70+, younger baby boomers 60-69, Gen X 40-59, Gen Y 25-39 and Gen Z 18-24. The study also broke voters out into two groups: Potential Voters (those who never vote in local, statewide or presidential elections), and Reliable Voters (those who always vote).

Challenge

Identifying potential of incremental reach among voters

Once we established these groups’ media consumption behaviors, we wanted to dig even deeper into local streaming insights. We created an additional study of an ad schedule from a major advertiser in a top 10 DMA to understand if there was a unique audience on local streaming not reached by linear TV.

Solution

Measuring real people, not models

The study utilized Nielsen’s people panel which collects demographics of actual persons instead of relying on modeled household data.

Key findings

1 in 3

Broadcast and cable are still dominant media channels, but 1 in 3 potential voters who watch local news watch through streaming only.

20%

Adding local streaming to the schedule increased GRPs by 20% for P25-54.

12%

Adding local streaming increased the total schedule reach by 12%.

Results

Local streaming increases reach

In Nielsen’s study, the original advertising schedule had a reach of 482,425 on linear. An additional 63,000 in incremental reach was added to the buy from local streaming. This resulted in a total schedule reach of 551,000 and an increase of 12%.

Conclusion

Local TV remains vital part of political campaign strategy

If you want to reach voters and potential voters alike, local TV should remain a vital part of your media mix.

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The post Adding incremental reach with local streaming appeared first on Nielsen.

Creator platforms drive emotional connections and brand outcomes

pallavibhoj — Fri, 28 Jun 2024 13:00:00 +0000

Case study

Creator platforms drive emotional connections and brand outcomes

Nielsen + Raptive: The power of creator spaces in the digital era

Case study

Creator Platforms Drive Emotional Connections and Brand Outcomes

Nielsen + Raptive: The Power of Creator Spaces in the Digital Era

Introduction

Brand effectiveness in the creator ecosystem

Raptive, a media company that specializes in helping over 5,000 creators monetize their websites, sought to measure their impact on key brand metrics for a variety of beauty, home and CPG brands. With Nielsen Brand Impact, they conducted research to evaluate the effectiveness of their creator websites compared to social media and traditional websites.

Objective

Comparing creator spaces to traditional websites

The study aimed to understand the impact of creator spaces on advertising effectiveness by comparing creator website environments with traditional website and social environments.

Challenge

Quantifying emotion and perception

Raptive faced the challenge of identifying the emotional connection creators uniquely establish with their audiences, which is vital to driving lasting connections, but is difficult to quantify.

Solution

Nielsen captures brand effectiveness

By commissioning a Nielsen Brand Impact study, Raptive leveraged their expertise to quantify brand lift and perception. Nielsen’s tailored solution allowed for the evaluation of creator-focused content in a new way, providing unparalleled insight into brand KPIs and content elements.

Key findings

70%

Websites matter

The commissioned study revealed that when the brand was advertised on websites such as creator blog posts or sponsored content (vs. social media), ad recall was a whopping 70% higher. And when advertised on websites, the brand saw higher purchase intent and affinity.

66%

Creator websites are relatable spaces

Creator websites were found to offer uniquely positive ad placement opportunities, scoring a 66% brand fit with lifestyle, a strong indicator of purchase intent.

40%

Creator fans are powerhouses that drive outcomes

Creator fans were influential, with 40% higher purchase intent and 45% higher brand recommendation likelihood when exposed to brands on creator websites compared to the general public.

77%

Creator fans foster deep brand connections

Creator fans trust and enjoy creator product recommendations, with over 86% of creator’s fans reporting trusting creator product recommendations and 88% saying they enjoy learning about new products or services through creators. In fact, 77% of creator fans felt connected to brands featured in creator content.

How it works

Nielsen conducted an online study exposing panelists to simulated digital environments, which allow for natural immersion and interaction with realistic social feeds and sites. Then, Nielsen surveyed and analyzed responses from panelists who saw the ad on different digital environments versus those who had not, to uncover the true impact of the ads and their environments on key brand metrics.

Conclusion

Creator spaces are special and offer unique opportunities

Nielsen’s Brand Impact solution demonstrated that Raptive’s creator platform and ad placements effectively connected beauty, home and CPG brands with its audience, driving significant brand lift and emotional connections compared to social media and traditional websites, highlighting the key role that creator websites can provide.

Working with Nielsen’s Brand Impact solution has provided significant insight for Raptive,” says Marla Newman, “Their expertise revealed the value of our creator platforms, showing significant brand lift and stronger emotional connections when compared to traditional websites. Thanks to Nielsen, we now can quantify the unique opportunities that creator spaces offer in advertising.

Marla Newman, EVP – Sales, Raptive

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Influencer marketing: The obvious approach

honeyshah — Wed, 15 May 2024 13:38:52 +0000

Case study

Influencer marketing: The obvious approach

Nielsen + Obviously: Leveraging Influencers for Healthcare Brand Building

Introduction

Teaming up to capture brand and influencer metrics

Obviously, a leading full-service influencer marketing agency and creator platform, specializes in cultivating authentic creator networks paired with data-driven strategies for renowned brands worldwide.

Teaming up with Nielsen’s Brand Impact solution, Obviously aimed to demonstrate their ability to drive key brand metrics for a healthcare advertiser client. This involved capturing upper-funnel brand metrics, evaluating diverse creative strategies’ effectiveness and refining brand perceptions within the healthcare sector.

Objective

Prove agency effectiveness at driving top funnel brand lift metrics

The objective was to quantify Obviously’s effectiveness in driving top-of-the-funnel brand lift metrics by consistently evaluating ad effectiveness using metrics such as awareness, consideration, and intent across six creators spanning doctors to health and wellness gurus on two social media platforms.

Challenge

Bringing rigor and accountability to influencer marketing

In the tightly controlled healthcare ad space, influencer campaigns require close attention. And as demand grows to demonstrate advertising impact, the need to quickly and accurately assess individual influencer performance across social platforms intensifies.

Obviously sought independent metrics to complement their robust in-house analytics. They required a flexible solution to add to their toolkit that could measure creative formats across platforms while also diving deep into comparative, industry-level insight into ad effectiveness.

Solution

Nielsen Brand Impact quantifies brand lift and perception

Commissioning Nielsen Brand Impact to quantify brand lift and perception, the agency client leveraged decades of expertise and innovation in the social media space.

Nielsen’s solution enables the assessment of influencer strategy impact on key brand metrics and brand perception across two platforms (platforms A and B) in a natural yet malleable testing environment. Additionally, Nielsen included metrics–such as visibility, view time and interactions–uniquely tied to the social media experience and performance.

Key findings

70%

Strong recall

Influencer 2 on Platform A drove the highest recall at 70%, utilizing an asset featuring the healthcare branding and logo prominently.

70%

Creative likability

A majority of respondents, 70%, found the posts likable, with higher likability observed on Platform B compared to Platform A.

1.2x

Enforcing credibility

The posts on Platform A were seen as informative, credible and educational. They were 1.2x more informative than those on Platform B.

1.8x

Entertainment value

The posts on Platform B were seen as entertaining. They were 1.8x more entertaining than those on Platform A.

How it works

The study evaluated assets from six influencers across two social platforms using a simulated social media environment. Nielsen’s simulated methodology employs a forced exposure survey-based solution, resembling a real social media feed to provide authentic feedback, while capturing accurate brand lift insights across control and exposed groups.

Conclusion

Proving true brand impact

Nielsen’s Brand Impact solution proves its efficacy in providing insight into recall, likability and various creative elements, empowering Obviously to demonstrate influencer marketing’s systematic and rigorous measurability. This comprehensive approach not only facilitates storytelling but also strengthens Obviously’s client portfolio, establishing influencer marketing as a quantifiable and impactful strategy for driving top-of-the-funnel brand lift metrics.

Working with Nielsen’s Brand Impact solution has been a valuable partnership for Obviously,” says Heather at Obviously, “Their global renown as experts in the research space has allowed us to quantifiably prove to our clients through an unbiased third party the effectiveness of our influencer campaigns, showcasing significant increases in brand recall, likability, and credibility. Nielsen’s insights greatly complement our ability to establish influencer marketing as a measurable and impactful strategy for driving brand lift metrics.

Heather Green, Operations Manager | Obviously

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Southeast Asia: CPG Marketing Mix Modeling meta analysis

carlbudlong — Mon, 18 Mar 2024 14:03:42 +0000

Case study

Southeast Asia: CPG Marketing Mix Modeling meta analysis

Nielsen + TikTok: MMM accurately measures the impact of TikTok advertising

Case study

Southeast Asia: CPG Marketing Mix Modeling Meta Analysis

Nielsen + TikTok: MMM accurately measures the impact of TikTok advertising

Introduction

Measure the full funnel impact of TikTok advertising

TikTok, a global entertainment platform, captures the attention of users across Southeast Asia. With its full-screen, sound-on video formats, it has led to an explosion in users and time spent with the platform across the region.

With Nielsen’s Marketing Mix Modeling solution, TikTok explored the full funnel impact of its advertising campaigns across the lower funnel (sales), middle funnel (purchase intent) and upper funnel (brand awareness).

Objective

Quantify effectiveness and return on advertising spend (ROAS) of TikTok activities

The objective was to evaluate the overall value of TikTok, including its short- and long-term impact on advertising formats, brand equity metrics, synergy with other advertising channels, and effectiveness of diverse creative advertising.

Challenge

Harness the power of Marketing Mix Modeling

As advertising investment increases on TikTok, there is a growing need to demonstrate its business impact, yet measuring this influence poses a challenge.

Advertisers’ approach to this question is as diverse as the region itself, from short- to long-term sales, through to long-term brand equity and how TikTok works with other channels.

To understand the value of a TikTok investment, all of these perspectives must be considered and analyzed.

Solution

Use Marketing Mix Modeling techniques to identify the sales and brand equity impacts

Marketing Mix Modeling studies have been the established method for measuring efficiency and effectiveness for more than 30 years.

TikTok commissioned Nielsen to analyze 10 consumer packaged goods (CPG) brands spanning the Food & Beverage and Health & Personal Care categories across Indonesia and Thailand to measure marketing mix impacts from sales to brand equity for these TikTok campaigns.

Key findings

$2.3

Strong ROAS in both short- and long-term

The study yielded $1.7 short-term return for every advertising dollar spent in Southeast Asia from TikTok Paid ads. Compared to other channels* in the study, TikTok gave 2.0 times better results.

Beyond direct sales outcome, TikTok delivered 2.2 times more long-term sales for brands via its impact on brand equity than other channels* measured in this study.

When taking into account both short-term ROI and long-term brand equity, TikTok outperformed other channels* by 1.4 times, with a total ROAS of $2.3 for every advertising dollar.

9.4%

Synergistic impact between television and TikTok advertising

Nielsen found 9.4% incremental sales when TikTok ads are executed together with television ads for at least 4 weeks in Southeast Asia, which is highest among all other media channels* in this study.

$2.3

Leverage In-Feed ads as core and boost with high-impact formats during key moments

Nielsen measured TikTok ad products, revealing that In-Feed ads drove high short-term ROAS of $2, long-term ROAS of $2.8, and showed the highest sales response against other ad products. Thus, In-Feed ads should be preferred as the base ad product on TikTok platform.

For key moments, consider high-impact reservation formats like Branded Effect, which revealed short-term ROAS of $2.3, and long-term ROAS of $3.0, driving amplification with higher efficiency.

$2.0

Utilize a combination of creator and brand ads to maximize effectiveness

Both creator and brand ads drove returns more than their spends, with brand ads delivering short-term ROAS of $1.5, and creator ads driving even higher ROAS at $2.

Note: Modeled with two year historical data in 2023.
*Other Nielsen measured media includes TV, Radio, OOH, Cinema, Digital Display & Video (excluding Facebook & Google).
Non-TikTok spends are based on rate card (monitored) and not actual spends from advertisers.

How it works

Nielsen Marketing Mix Modeling offered a comprehensive evaluation of TikTok’s campaigns through tailored econometric models. These models established connections between detailed sales data spanning 2-3 years and a wide range of TikTok’s campaign activities, as well as other media platforms such as TV, digital video, digital display, print, out-of-home (OOH), and non-marketing factors like distribution, price, competition, seasonality, macroeconomic effects, and more.

The complete Marketing Mix Modeling solution involves data validation, metric calculation (e.g., revenue and profit), and a final insights presentation with recommendations to enhance marketing return on investment. Additionally, Nielsen executes several secondary modeling solutions including synergy analysis and long-term effects.

Conclusion

Unlock advertising’s full potential with Marketing Mix Modeling

Nielsen’s Marketing Mix Modeling solution demonstrated its effectiveness in providing a complete picture of sales and brand equity impacts across the Southeast Asia market for TikTok advertising. By leveraging Marketing Mix Modeling principles and historical data, the study shed light on the untapped impacts of campaigns, presenting advertisers with actionable recommendations to harness higher returns from TikTok investments.

Advertisers today expect more insights than just ROI from their brand investments. They are eagerly seeking to understand the impact on short-term returns and long-term equity. We commissioned a study with Nielsen and are happy to share how TikTok delivers ROI across the full funnel.

Balendu Shrivastava
Head of Measurement
TikTok, AMA

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The post Southeast Asia: CPG Marketing Mix Modeling meta analysis appeared first on Nielsen.

Evolving the measurement of sports events

carlbudlong — Wed, 28 Feb 2024 21:26:16 +0000

Case study

Evolving the measurement of sports events

How World Athletics and Nielsen are setting up host cities for success

Download the full study

Case study

Evolving the measurement of sports events

How World Athletics and Nielsen are setting up host cities for success

Download the full study

Introduction

Understand the value of hosting sports events

Nielsen has worked with World Athletics, the sport’s international governing body, on new measurements that provide deeper insights into hosting the 2022 and 2023 World Athletics Championships.

Objective

Assess positive outcomes

With World Athletics looking to demonstrate the wide-ranging value of hosting its events, the organization turned to insights, data and analytics company Nielsen, whose Event Impact Assessment (EIA) Framework incorporates new measurements to give a more comprehensive picture of the positive outcomes an event can have for a host.

Challenge

Justify investments in sports event hosting

Hosting a major event such as the World Athletics Championships requires the support of various stakeholders, ranging from local governments and national sporting federations to broadcasters and commercial partners. All have different objectives beyond economic impact alone, whether it be ensuring a positive benefit on society, promoting sustainability, leaving a positive legacy or driving purchases. There is also increasing pressure on securing funding for events. Setting out clear KPIs that can be measured are more important than ever, with hosts needing to be able to justify investment, fine-tune strategy, improve event delivery, and leave a legacy.

Solution

Quantify the success of events

Nielsen’s EIA Framework has evolved to measure the success of events through the lens of five key pillars: attendance, economic, media, social and environmental. It then puts together a holistic impact report that includes a thorough assessment within each area, having gathered information from the local organizing committee (LOC) and rights holder, surveyed athletes and spectators, and applied its own media value data.

By studying the 2022 World Athletics Championships in Oregon, Nielsen’s EIA framework found that the event provided a total impact of US$237 million across the five pillars. Together with the LOC, World Athletics identified ‘community’ as an area to improve for the next World Athletics Championships in Budapest in 2023 and set clear KPIs, encompassing attendance, social and environmental impact, and inspiring participation.

Key findings

Key findings from Budapest 2023

404,000

Attendance

Seven of the nine evening sessions sold out in Budapest, bringing event attendance to 404,000, up from 150,000 in Oregon.

$240,000

Environmental initiatives put in place at the 2023 World Championships in Budapest resulted in a reduction of 1,700 tonnes of CO2 emissions–a savings of US$240,000.

77%

Participation

Nielsen found that 77% of spectators at Budapest 2023 agreed that they were inspired to participate in track and field more often, an increase on 41% who felt the same having attended Oregon 2022.

$408M

Total event impact

Budapest 2023 generated US$408M in total event impact across Nielsen’s five pillars: economic, media, social, environmental, and attendance.

Source: Nielsen Event Impact Assessment: World Athletics 2022 and 2023

How it works

With a network of analysts stretching across the globe, Nielsen can transform large data sets into actionable insights, helping clients connect to the audiences that matter most – regardless of sport, league, event or location.

Nielsen Sports has been working with World Athletics since 2019, measuring events including the World Indoor and Outdoor Championships, World Cross Country Championships, Road Running Championships and Relay Championships. The EIA Framework is modular and flexible, meaning it can be scaled down for smaller events and run fully for major championships.

Conclusion

Demonstrate the value of sports events with Nielsen’s EIA Framework

Nielsen’s Event Impact Assessment Framework enabled the host cities Oregon and Budapest to demonstrate the holistic value of staging the events, while also providing a blueprint for future bidders to assess the impact of hosting World Athletics competitions. Using Nielsen’s EIA assessment from Oregon 2022, World Athletics was able to make further positive changes for Budapest 2023.

Nielsen’s Event Impact Assessment results help us evaluate and continually evolve our events. The framework enables us to understand what worked well, what drove success and potential areas of improvement. We’re already using the data to help identify priority areas for our next World Championships: Tokyo 2025. One of the emerging trends for major events is to improve on sustainability of the events, and Nielsen’s EIA data helps us look at ways of reducing our carbon footprint as much as possible.

Maria Ramos
Director of Brand & Marketing
World Athletics

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Reaching voters with radio

carlbudlong — Thu, 15 Feb 2024 13:00:00 +0000

Case study

Reaching voters with radio

In a crowded market for political ads, radio offers an advantage

Case study

Reaching voters with radio

In a crowded market for political ads, radio offers an advantage

Introduction

Understand the reach of radio with U.S. voters

During election years in the U.S., political campaigns invest significant dollars in advertising across media platforms. To better understand how radio can help campaigns reach more voters, three leading audio-first media companies, iHeart, Audacy and Cumulus, commissioned a study on optimizing multimedia campaigns. As part of the study, we looked at the competitive 2022 Pennsylvania Senate race between Dr. Mehmet Oz and John Fetterman.

Objective

Identify incremental reach opportunities

Despite heavy spending on TV in Philadelphia and Pittsburgh, the Fetterman campaign relied on 13 weeks of radio to supplement the video message ahead of winning the race. By studying this campaign, we sought to understand how radio can help candidates reach more voters in a fragmented media landscape.

Challenge

Reach more of the voting public in the face of media fragmentation

John Fetterman’s 2022 senate campaign wanted to reach more voters without increasing its media budget. While linear TV ads have long been a cornerstone for political campaigns—and continue to be important—audience reach has splintered as more channels have emerged, and the Fetterman campaign needed to know where voters were.

Solution

Use Nielsen Media Impact data to reveal the most effective media mix

By using Nielsen Media Impact, we were able to predict how the campaign team could best reach their target voters based on different budget allocation scenarios. The Fetterman campaign was able to fill a 12% gap of voters they could no longer reach through linear TV by shifting 20% of their political spend to AM/FM radio.

Key findings

12%

Radio increased reach without impacting budget

By allocating one-fifth of the ad budget to AM/FM radio, the campaign was able to deliver a 12% bump in audience reach without increasing spend.

29%

Radio delivers the most incremental reach for light TV viewers

Radio added 29% more incremental reach among TV viewers who watch less than two hours a day–more than connected TV (CTV)¹ or social.

23%

Radio reaches more unaffiliated viewers

Adding radio to the campaign media mix resulted in a 23% lift in reaching “swing voters.”²

Notes:
¹CTV refers to any television that is connected to the internet. The most common use of the internet connection is to stream video content.
²Swing voters refers to voters who have not voted consistently with one party in the past or they were still making up their minds ahead of the November election.

Results

Diversifying political ad spend with radio paid off

Based on Nielsen’s Local Media Impact data, the 2022 John Fetterman campaign saw a 10% lift from radio above the local TV campaign, which amounted to 676,000 additional voters secured at no additional cost. Fetterman won the election by less than 300,000 votes—underscoring the importance of fully optimizing your media mix.

Conclusion

Radio is an effective channel for scaling reach

To reach your audience, you first have to know where they are. By merging voting behavior and viewership data, Nielsen was able to determine that radio is an impactful and cost-effective addition to the marketing mixes of political campaigns. Explore more insights into how radio performs for political campaigns.

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Unleashing the power of creator content

pallavibhoj — Wed, 29 Nov 2023 04:00:00 +0000

Case study

Unleashing the Power of Creator Content

Nielsen + Whalar: Predictive ROI accurately estimates what creators bring to the Mix

Case study

Unleashing the Power of Creator Content

Nielsen + Whalar: Predictive ROI accurately estimates what creators bring to the Mix

Introduction

Measure the effectiveness of creator-specific campaigns

Whalar, a leading global creator company, specializes in unlocking the power of creators for brands in their marketing strategies. Whalar commissioned Nielsen to measure the incrementality and ROI of their creator-specific campaigns.

Objective

Quantify results quickly to maximize investments

The objective was to swiftly and accurately quantify expected ROI and Sales Impacts, with the end goal of optimizing media plans to maximize ROI potential from creator investments.

Challenge

Harness the power of Marketing Mix Modeling

Whalar sought a solution versatile enough to cover various categories, countries and brands of all sizes. Not only did they want to harness the power of a traditional Marketing Mix Modeling (MMM) study, but they also required a highly accurate source for insight into optimization prior to campaign launch.

Solution

Use predictive analytics to identify optimization opportunities

Nielsen introduced Predictive ROI (PROI), an advanced solution designed to provide rapid and cost-effective ROI insights, even for emerging media types like creator content. PROI harnessed the power of Compass Planner, Nielsen’s premier MMM normative database, employing media saturation curves and campaign data from prior MMM analyses to forecast ROI and gauge effectiveness.

By leveraging Nielsen’s unparalleled MMM benchmarks and utilizing the synergistic predictive tool, Whalar empowered clients to gain immediate visibility into the anticipated ROI of their media plans and uncover opportunities for optimization, all before the campaign launch.

Key findings

$2.63

Strong ROAS

While the ROAS across the 6 measured campaigns ranged from $1.5 – $4.5, the average ROAS across the campaigns was $2.63.

ROAS comparison

The average ROAS across the campaigns ($2.63) was only 9% different compared to total platform ROAS ($2.43) measured via a prior executed MMM. This reaffirmed earlier research by Nielsen, connecting the comparability of PROI results to MMM.

25%

Underinvestment in content creator campaigns

Historical execution levels were approximately 25% of saturation levels, indicating an underinvestment in content creator campaigns within advertiser marketing plans.

20%

Key performance drivers

Weeks on air and optimal weekly impressions emerged as pivotal drivers of campaign performance. An optimization scenario implemented on one of the campaigns revealed that doubling weekly support while maintaining the same number of weeks on air could increase ROAS by approximately 20%.

Results

Optimize quickly to maximize campaign performance

The study results presented a significant opportunity for advertisers to enhance their ROIs by optimizing weekly paid media weight levels and the length of time on air, as well as reallocating resources to maximize the potential of their creator marketing campaigns.

How it works

PROI, Nielsen’s leading advanced media performance measurement solution, enabled Whalar to engage in sophisticated budget allocation and planning through the use of machine learning algorithms to estimate the outcome of media plans for their advertisers’ brands in their markets. PROI unveiled an unmatched global scale with benchmarks across 5K+ models, 25K+ curves, and hundreds of categories in 50+ countries. Its advanced modeling capabilities and validation ensure accuracy and reliability, even with less data granularity, for Whalar’s multifaceted campaign.

Conclusion

Improve campaign effectiveness with Nielsen’s predictive analytics

Nielsen’s PROI solution demonstrated its effectiveness in providing rapid and cost-effective ROI insights for creator marketing campaigns. By leveraging MMM principles and historical data, the study shed light on the untapped potential of content creator campaigns, presenting advertisers with actionable recommendations to optimize their investments.

The biggest challenge facing the Creator Economy is determining the impact on ROI, quickly, and at scale. Since MMM isn’t always an option, Nielsen’s PROI solution is perfect for Whalar’s brand partners. It employs methodology by tapping into Nielsen’s vast MMM database to highlight the significant impact of Whalar’s creator campaigns.

Gaz Alushi | Whalar
President of Measurement and Analytics

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Liberty Global’s metadata journey to super-aggregation with Gracenote

pallavibhoj — Tue, 25 Jul 2023 20:38:37 +0000

Delivering super-aggregation is an imperative for pay TV and communications providers like Liberty Global to accelerate their position in the competitive TV and streaming market. This means offering customers a wide range of digital services and video content in one place, making it easier to discover and consume, and maximizing “stickiness” to keep users engaged.

As one of Europe’s leading operators and a world leader in converged broadband, video and mobile communications, Liberty Global needed an entertainment metadata powerhouse to help create its next-generation entertainment platform, Horizon 4, as it rolled out across 85 million subscribers. Nielsen’s Gracenote first partnered on metadata for Liberty Global’s UK business, Virgin Media, in 2010, and has gone on to power metadata solutions across the operator’s markets, completing its support for Horizon 4 in early 2023.

Download the case study to learn how Liberty Global and Gracenote are aggregating metadata to deliver the next chapter in immersive, content-led visual experiences.

Download now

The post Liberty Global’s metadata journey to super-aggregation with Gracenote appeared first on Nielsen.

Quantifying the impact of TikTok advertising

kolsen — Fri, 15 Apr 2022 06:11:43 +0000

The popular video-sharing platform TikTok has exploded onto the scene in the last few years. Now available in over 155 countries, the platform has seen tremendous growth within the Middle East region for engaging entertainment and inspirational content.

In this case study, TikTok commissioned a syndicated Market Mix Model (MMM) study with Nielsen to investigate what impact its full-funnel immersive ad solutions have on driving sales and ROAS across the CPG category. Using Nielsen’s Marketing Mix Modeling solution, TikTok uncovered data-driven insights on how brands can maximize ROAS. Here is what Jorge Ruiz, TikTok’s Head of Measurement had to say:

+10%

Additional ROAS by running > 1 ad formats

$1.83

TikTok Total ROAS

Retail Sales Revenue Per Dollar Spent

+16%

Higher ROAS when running in-feed ads for higher no. of weeks on air

Methodology: The syndicated MMM solution methodology utilizes “Ad Intel” data sourced via a third party supplier to provide estimate spends for the other publishers to be used within the model. Ad-Intel captures the data through: own registration, media declaration and crawler technology. The model leverages multivariate regression, aligning the media and other drivers to define how sales change based on fluctuations of each driver. A ‘lift factor’ is mathematically ascribed to each of these drivers (aka coefficients or elasticities) and define how much sales change as a result of each individual driver. Nielsen measured the ROAS & Effectiveness of TikTok Ad spend at a granular level.

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