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.

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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

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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:

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. 

The post Quantifying the impact of TikTok advertising appeared first on Nielsen.

With marketers planning to increase their social media spend more than any other channel, influencer marketing is a ripe opportunity for B2C brands to more effectively connect with consumers while increasing engagement rates across platforms. A growing desire for interpersonal connections with the brands consumers engage with means that audiences are increasingly receptive to influencer campaigns. This validates the brand being promoted in the eyes of the influencer’s followers.

Many marketers are already seizing the engagement opportunity social media influencer influencer marketing presents. In 2020, nearly 75% of U.S. marketers leveraged influencer marketing–up from 55% in 2019. However, before launching an influencer campaign, brands need to first develop a sound strategy for the campaign to drive the strongest impact and optimize their marketing spend. Here’s how marketers can best leverage social media influencers in their campaigns. 

Identify influencers that fit the brand’s personality and purpose

When marketers enlist an influencer to increase brand awareness and boost a brand’s credibility, it’s important these campaigns feel authentic to audiences. Fifty-nine percent of consumers consider influencers who don’t seem authentic to be “annoying.” Worse than falling flat, campaigns with the wrong influencer can actively repel potential buyers from the brand the influencer is promoting.

Authenticity starts with marketers identifying an influencer whose own audience aligns with the brand’s, which will bring a greater level of receptiveness from viewers. Similarly, an A-list celebrity isn’t always a fit simply because they have a large following. Nielsen Scarborough found that only 19% of Americans make product purchases based on celebrity endorsements. More often, consumers want to hear from relatable voices, with 42% of Americans seeking the advice of others for purchase decisions. Shoe brand Aldo successfully noted this consumer preference when it enlisted influencers who aligned with the brand’s persona to promote its #StepIntoLove social media campaign. Targeted at Gen Z shoppers, the campaign encouraged viewers to create and share videos of themselves dancing along with the campaign hashtag for a $5,000 prize. The campaign generated 5B+ views and raised Aldo’s brand awareness by 2.5%, according to Nielsen InfluenceScope data.

The first step in identifying an influencer who audiences will perceive as authentic is looking at potential influencers’ content. If the products or services the influencer already enjoys using aligns with what the brand offers, the influencer’s audience will find it more natural to see the product promotion in their feed and therefore are more likely to engage with it. Marketers should also consider how followers interact with the influencer’s content (e.g., how sincere are followers’ comments?) to see how engaged their audience is and if the influencer is therefore worth the spend.

Leverage a mix of social media platforms

The platforms where marketers collaborate with influencers can also impact campaign performance. This is because different demographics engage with the platforms differently, and influencers can experience varying levels of engagement across the platforms they use. Reflective of these variances, influencers typically charge different rates for different platforms. Marketers may be inclined to choose the cheaper offering when just starting the relationship with an influencer, but this can sabotage the campaign’s impact even for an influencer whose personality and following aligns with the brand’s.

Against sharpening media fragmentation, marketers need to pinpoint the platforms that their brand’s target consumers are actively engaging with, instead of the platforms that boast generalized high engagement rates. Many influencers experience impressive engagement on channels like Instagram, YouTube, and TikTok, though there are nuances between audience demographics even between these platforms that could impact the results of influencer campaigns. For example, Nielsen research found TikTok’s engagement rate to be the highest across social media platforms, largely driven by a younger, female-weighted average demographic. If this isn’t the prime audience for marketers’ brand, then TikTok might not be the best platform to run a campaign on because the consumers that marketers hope to build more personal connections with may not be there.

Marketers can achieve impressive results when the influencer, messaging, and platform mix is right. e.l.f Cosmetics recently seized the buying power of TikTok’s Gen Z user base by developing the original song “Eye, Lips, Face” for a campaign on the social media platform. The campaign, which challenged TikTok users to use the song in their own videos, had one billion views within the first six days of launch, according to Nielsen InfluenceScope data. Now, the campaign has 6B+ views and has inspired 5M+ user-generated videos. Beauty influencer James Charles, known for his widely viewed makeup tutorials across platforms, was among the top influencers to promote the brand, with his posts on TikTok driving an impressive 12.88% engagement rate.

Prioritize continuous measurement to glean insights about influencer campaigns

Brands should approach influencer relationships as a long-term tactic to maximize the relationship’s impact. When an influencer regularly promotes a product or service, the influencer’s followers grow more faithful that it is something the influencer truly believes in.

Robust marketing measurements help marketers optimize their relationships with influencers. Monitoring how consumers engage with an influencer campaign shows marketers where there is opportunity for improvement. By looking at the posts alone, marketers may inaccurately judge the campaign’s effectiveness if audience members interacted heavily with the posts, such as liking the video, or following the brand’s handle. Without the ability to see what those audience members did next—the outcome of the engagement, such as whether viewers clicked through to the brand’s website to make a purchase—marketers may not realize that the influencer campaign showed little returns. Likewise, with marketing tools that reveal which campaigns are drawing the highest ROI, marketers can be confident they are using their social media spend wisely.

Influencer campaigns are one of the hottest trends in marketing today, but like every other promotional tactic, they need to be carefully considered before going live. Marketers must be judicial in who they leverage and how they leverage influencers if they want to make an impact on social media. 

This article originally appeared on Toolbox Marketing. 

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Brands in Southeast Asia (SEA) knocked it out of the park on TikTok in 2021. With more than 240 million users in the region creating over 800 million videos and generating over one trillion views, the platform saw marketers lean into the opportunity to boost brand awareness and engagement.

In this case study, we look at how TikTok for Business’ suite of full-funnel, immersive ad solutions delivers a positive return on advertising spend (ROAS) of up to US$2.6. 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:

The post Case study: Quantifying the impact of TikTok advertising appeared first on Nielsen.

Understanding the opportunity, FOX’s challenge was to address the growing advertiser demand forcross platform audience targeting—especially CTV—at scale.

Source: (1) Nielsen Total Audience Report, 2021 (2) eMarketer, Connected TV Ad Spending, U.S., 2021-2025

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2021年は、多くの日本の消費者にとって新型コロナウイルスの感染拡大や東京オリンピック・パラリンピックの開催など、通常とは異なる1年となりました。デジタルの利用では、従来型携帯電話（ガラケー）からスマートフォンへの乗り換えが進んだことによりシニア世代の利用者が増加したことや、これまでよりも動画サービスを長時間視聴するようになったことなど、デジタル化が一段と進展した様子が伺えます。

昨年に引き続き、デジタルサービスの利用者数は多くのサービスで拡大しました。PCとモバイルの重複を除いたトータルデジタルのリーチTOP 10サービスに着目すると、10人のうち約7人がTOP2サービスのYahoo JapanやGoogleを月に1回以上利用していました。３位以下のサービスにおいても日本人口の半数以上がLINEやYouTubeを利用していました（図表1)。これらの上位サービスは、これまでも多くの人に利用されており、すでに成長の余地は少なくなっていると考えるマーケターも多いでしょうが、シニア世代のデジタル利用の拡大に伴って利用者が増加し続けています。

日本のシニア世代の割合は他国と比べても高く、2020年国勢調査によると、60歳以上の人口は4,263万人となっており、全人口の33.8%を占めています。シニア世代は、「デジタル利用に積極的ではないのでは？」といった考え方から、デジタルマーケティングではターゲットから外されがちかもしれませんが、近年では積極的にテクノロジーや社会活動に携わっている「アクティブシニア」の存在に注目が集まっています。また、新型コロナウイルスによる影響が長期化している中、重症化するリスクが高いと言われているシニア世代の中には、対面での消費活動の代わりに、デジタルサービスを活用し始めた人も多いでしょう。実際、2021年ニールセン インターネット基礎調査（Nielsen Internet Basic Report）によると、60歳以上のインターネット利用者は、スマートフォン利用者を中心に237万人増え、日本のインターネット人口全体の約3割を占める規模に成長しています。マーケターは、このようなシニア世代のデジタル化を踏まえ、デジタルマーケティングではコアターゲットとされることの多い現役世代に加えて、平均的に子育て中の世代に比べて自由裁量で使えるお金が多く、また貯蓄額も多い傾向にあるシニア世代のデジタル利用の動向にも注目すべきでしょう。

もう一つの今年の大きなデジタル利用の変化として、多くの消費者が長時間動画を視聴するようになったことが挙げられます。新型コロナウイルスの感染拡大による巣ごもりが長期化する中、在宅時間を楽しむ主なエンターテインメントとして、消費者の中でインターネット動画の視聴が習慣化していることが分かります。実際、利用者数以外の指標であるGRPと利用時間シェアに着目すると、リーチでは4位だったYouTubeがGRPと利用時間シェアともに1位となっていました（図表2-3）。マーケターは、キャンペーン目的に合わせて、利用者数などの指標だけでなく、利用時間やフリークエンシーを考慮した数値も見た上でコミュニケーションを取る場所を検討すると良いでしょう。

消費者は、ここまで見てきたTop10に入るようなメディア以外にも、ITビジネス、女性誌、新聞社など、個別のニーズに合わせたコンテンツを提供するメディアを利用し、情報を収集しています。これらのメディアでは、コンテンツの特性によって特定の属性の利用者層が多いケースもあります。例えば、ITビジネスと女性誌、新聞社の3つのジャンルのメディアでは35-49歳の利用割合が高くなっており、この年代に効率的にリーチできることがわかります(図表4-6)。また、ビークルによっては、性年代などの特定の属性の利用時間が長いケースや利用頻度が多いケースもあるため、マーケターは、全年代のリーチだけでなく、ターゲットリーチやターゲットGRP、ターゲットのフリークエンシー、利用時間にも注目すべきでしょう。また、冒頭で見たようにシニア世代のインターネット利用が拡大していくことで、今まで若年層にリーチしやすいと考えていたメディアのオーディエンスも変化している可能性もあります。そのため、定期的に各メディアがどのような属性の人に利用されているのかを把握した上で、活用していくことが重要です。

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2021년 10월 08일 – 글로벌 미디어 정보 분석 기업 닐슨미디어코리아(대표 조선국)가 13일 오후 3시 ‘닐슨 글로벌 솔루션을 활용한 디지털 마케팅 퍼포먼스 극대화’를 주제로 디지털 웨비나를 진행한다고 밝혔다.

최근 닐슨미디어가 출시한 디지털 마케팅 캠페인 솔루션들을 소개하는 자리로, 디지털 광고 효과를 통합 측정하는 ‘디지털광고시청률(DAR·Digital Ad Ratings)’과 데이터 기반 인플루언서 마케팅 솔루션 ‘인플루언스 스콥(Influence Scope)’에 대한 활용 방법과 실제 사례를 설명한다. 브랜드 마케터·광고 대행사·미디어 등 디지털 마케팅 캠페인을 집행하거나 계획하고 있다면 누구나 참여할 수 있으며, 디지털 미디어 플랫폼 및 효율적인 캠페인 운영과 효과 측정 등 다양한 인사이트를 얻을 수 있다.

한국 광고 시장은 팬데믹과 미디어 소비 성향 변화로 전통 미디어인 TV와 신문에서 디지털 플랫폼으로 급격히 이동하고 있다. TV 시청률을 비롯한 전통 미디어의 광고 효과 측정과 데이터 분야에서 다양한 경험을 축적해온 닐슨미디어는 디지털 마케팅 영역에서도 데이터 기반 전략 솔루션을 선보이며 역량을 넓혀가고 있다. 전 세계 다양한 기업의 효율적인 디지털 마케팅 캠페인 운영과 퍼포먼스 극대화를 지원해왔으며, 글로벌 시장에서 검증된 전문성을 국내에 도입했다.

디지털광고시청률(DAR)은 PC·스마트폰 디지털 광고 캠페인의 고객에 대한 나이·성별을 포함한 인구 통계를 측정하고 다양한 관점의 디지털 통합광고 성과 지표를 제공해 집행 중인 캠페인을 최적화하고 집행 수익을 극대화하도록 지원한다. 닐슨 인플루언스 스콥은 유튜버·틱톡커·블로거·게이머 등 다양한 인플루언서를 활용하는 마케팅의 효과적인 전략 수립과 집행을 위한 데이터 기반 인플루언서 마케팅 솔루션이다.

전 세계 1억명과 국내 7만 명 인플루언서 데이터를 활용해 기업들이 브랜드 캠페인에 적합한 인플루언서를 선정하고, 신뢰할만한 데이터를 기반으로 성과를 측정해 체계적이고 비용 효율적인 마케팅을 운영할 수 있도록 한다. 이날 웨비나에서는 해외에서 활용했던 글로벌 브랜드의 활용사례들도 선보일 예정이다.

닐슨미디어코리아 조선국 대표는 “디지털 마케팅 시장이 빠른 속도로 성장하고 있지만, 효과 측정과 검증에 대해서는 표준화돼 있지 않다”며 “한정된 마케팅 예산으로 과학적이고 전략적인 미디어 집행을 원하는 국내 광고주에게 닐슨 미디어는 글로벌 표준을 제시해 디지털 광고 운영의 퍼포먼스를 극대화할 수 있도록 지원하고 있다”고 말했다.

The post 닐슨미디어, ‘디지털 마케팅 퍼포먼스 극대화’ 위한 디지털 웨비나 개최 appeared first on Nielsen.