This document discusses new measurement offerings that bridge TV and digital video. It notes the changing media landscape with more content, devices, and measurement challenges for viewers and advertisers. Historically, TV measurement was anchored to shows via C3 ratings while digital was anchored to users via census. Going forward, holistic campaign solutions are needed. The current measurement landscape shows gaps between TV, VOD, online, mobile and connected TV. Nielsen is working to expand cross-platform measurement to these areas by Fall 2014 and 2015 to provide consistent audience data across devices using multiple data sources. Key issues that will impact new models include integrating cross-platform data sets, which buying channels will be used, obtaining digital talent clearances to support C3 ratings

1. Research
Monica Bannan
VP, Global Product Leadership - Mobile
The Nielsen Company
Adam Gerber
VP Sales Development & Marketing
ABC Television Networks
“New Measurement Offerings Bridge
TV & Digital Video – What’s The Impact?”

2. It’s a Changing Marketplace
Viewer
Advertiser
More
Content
More
Options
More
Devices
More On
Demand
More
Measurement
Challenges
More Ad
Tech
More
Data

3. Unit
Impression
Anchored to Show
C3 Ratings
“Ad Pods”
Anchored to User
Census
“Campaigns”

4. We Need Holistic Campaign Solutions
Unit
$$
Impression
$$
Total
Video
Budget
Deal
CPM
Guarantee

5. Today’s Measurement Landscape
Day
1
Live TV/DVR
3
C3
Ratings
7
35
Limited measurement/no monetization
No demos for ads/limited monetization
VOD
Online (web browser)
OCR/VCE measurement, DAI
Mobile (app)
2+ measurement, DAI (projected demos)
Connected TV (app)
2+ measurement, DAI (projected demos)
Unit ad model
No ad model
Mixed ad model
Impression ad model

6. Nielsen Cross Platform
Measurement Footprint Today
Linear
TV
TV SET
CONNECTED DEVICES
PC
TABLET
SMARTPHONE
PROGRAMS
ADS
Digital
Dynamic
AD MODEL
DEVICE
CONTENT
ADS
OCR
In currency (C-3) or where comparable Digital Ratings are provided
Not yet covered
6

7. Balancing the Forces of Change
3
7
C?
?
C3
Ratings
Live TV/DVR
Unit
Model
VOD
Online (web browser)
?
Mobile (app)
Connected TV (app)
Unit ad model
35
DAI with Demo Measurement
DAI
Model
No measurement/model
Impression ad model
DAI
Model
Day
1

8. Nielsen Cross Platform
PC
LAPTOP
DIGITAL
PUBLISHER
BROWSER
APP
TV
NETWORK
SMARTPHONE
TABLET
8

9. Nielsen Cross Platform
PC
LAPTOP
LINEAR AD MODEL
ONE AD TO MANY PEOPLE
DIGITAL
PUBLISHER
AD
Measures a
representative
piece
BROWSER
APP
DYNAMIC AD MODEL
MANY ADS TO MANY PEOPLE
AD
TV
NETWORK
AD
AD
Measures every piece
SMARTPHONE
TABLET
9

10. Nielsen Cross Platform
CONSISTENCY
DYNAMIC AD MODEL
AUDIENCE
MANY ADS TO MANY PEOPLE
LINEAR AD MODEL
ONE AD TO MANY PEOPLE
AD
AD
AD
AD
Measured using multiple sources
including
Nielsen Online Campaign Ratings™
Nielsen Digital Program Ratings
MOBILE
3 Days, Same Ad Load
Measured by TV Ratings
IMPLEMENTATION
10

11. Nielsen Cross Platform
TV Ratings
TV Originated
Content
ONE CLIENT-SIDE
IMPLEMENTATION
ONE ENCODING
PROCESS
BIG DATA ENABLED
MEASUREMENT
GOLD STANDARD
PROCESS
Cross
Platform
Native Digital
Content
Digital Ratings
11

12. Nielsen Cross Platform
Measurement Footprint Tomorrow
Linear
TV
TABLET
SMARTPHONE
PROGRAMS
Fall 2014
Fall 2014
ADS
Digital
Dynamic
AD MODEL
DEVICE
TV SET
CONNECTED DEVICES
PC
Fall 2014
Fall 2014
CONTENT
2015
DPR
Q2 2014
Q2 2014
ADS
2015
OCR
Q3 2014
Q3 2014
In currency (C-3) or where comparable Digital Ratings are provided
12

13. Issues That Will Impact Model
• Cross platform:
How do we integrate data set?
Are buyers and sellers prepared?
Is viewability an impediment?
• Buying channel:
Programmatic, Automated, or Direct?
• Talent Rights:
Digital clearances for all TV to support C3
• Terms:
TV or Digital?