Despite the fragmentation of audiences across devices, advertisers continue to invest dollars in single platform silos more often than not. But the metrics show that this structure misses the tremendous opportunity for more effective and impactful advertising that multi-platform offers. Nielsen’s Chris Louieshows how some leading media buyers and sellers have pursued truly integrated multi-platform models, and how they are realizing significant impact to their effectiveness and the bottom line. We will explore the questions, barriers, and opportunities for multi-platform advertising and suggest a framework for effectively planning and measuring the performance of truly integrated campaigns. Presenter: Chris Louie, Vice President Product Leadership, Nielsen

1. DEVELOPING TRULY INTEGRATED
CROSS-PLATFORM CAMPAIGNS
MEDIAPOST VIDEO INSIDER SUMMIT
Chris Louie
VP, Product Leadership
April 6, 2013

2. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
EXPERIENCE HAS ARRIVED
THE SEAMLESS CROSS-PLATFORM VIEWING
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3. DIGITAL VIEWING IS EXPANDING
THE TOTAL VIDEO VIEWING PIE
Monthly time spent by screen
Hours per month per viewer
170
166.2
Total
165 163.5
160 156.6
155.1 155.8
155 153.3 Television
150
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
146.3 146.8
5.1 5.3 5.4 Online
4.4
5
4.8 4.9 5.0 Mobile
4.3
0
Q2 2011 Q3 2011 Q4 2011 Q1 2012
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4. DIGITAL CONSUMPTION OF TV VIEWING
HAS BECOME SIGNIFICANT
Spring/ Online Mobile 1st Quarter Online Mobile
Fall 2008 0.6% 0.02% 2012 3.2% 3.0%
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
99.4% 93.7%
Television Television
Distribution of Average Daily Distribution of Average Monthly
Minutes, Core Sample, N=752 Minutes
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5. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
MULTI-TASKING ACROSS SCREENS HAS INCREASED
87%
of smartphone
owners use their
device while
watching TV at
some time
88%
of tablet owners
use their device
while watching TV
at some time
Source: Nielsen Mobile Connected Device Report 5

6. AS VIEWERS GO MULTI-SCREEN,
CROSS-PLATFORM ADVERTISING IS INTUITIVE
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
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7. THE REALITY IS THAT MOST CROSS-PLATFORM
ADVERTISING IS NOT TRULY CROSS-PLATFORM
TV Online Random Actual
x = duplication Index
reach % reach % duplication
Increase
Campaign
reach 36.9% 9.1% 3.4% 3.5% 103
Average
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Maximize Campaign
frequency 45.4% 2.4% 1.1% 1.1% 100
Average
Nielsen, US based example. Each group average of 4 campaigns. 7

8. THERE ARE SEVERAL HURDLES TO
TRUE CROSS-PLATFORM VIDEO ADVERTISING
Institutional knowledge, ingrained practices,
and infrastructure for both TV AND digital
Separate organizations responsible for
TV vs. digital buying and selling
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Lack of consistent, comparable, and
combinable measurement for TV vs. digital
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9. THESE HURDLES LEAD TO TOUGH CHOICES
1. How much should I spend?
2. How do I allocate my budget?
3. How do I optimize in real-time?
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
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10. REQUIREMENTS FOR EFFECTIVE
CROSS-PLATFORM MEASUREMENT
1. Accepted by media buyers AND sellers - independent 3rd party
2. Actionable: accurate, delivered quickly and frequently,
broadly applicable, granular, understandable
3. Comparable and combinable across media
4. Holistic – reach is not enough
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
WHO DID MY HOW DID IT WHAT DID IT
AD REACH? IMPACT MOTIVATE
ATTITUDES? THEM TO DO?
5. Evolutionary- Brings together the best of TV and digital
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11. NIELSEN IS TACKLING CROSS-PLATFORM
FROM A FEW STANDPOINTS
• Expanding coverage in existing TV ratings, TV Brand Effect (IAG);
TV measurement Tablets, smartphones, social (Twitter)
• Advancing TV measurement- Local TV ratings enhancement;
accuracy, data dimensions Nielsen Buyer Insights
• Providing digital and Nielsen Online Campaign Ratings;
cross-platform audience Nielsen Cross-Platform Campaign
measurement comparable to Ratings
and consistent with TV ratings
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
• Bringing brand metrics for Nielsen Online and Mobile Brand
Resonance to digital in a Effect (fka Vizu Ad Catalyst)
scalable and actionable way
Investing, innovating and learning with media buyers and sellers
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12. 1. THE INDUSTRY HAS DIFFERENT OBJECTIVES
FOR CROSS-PLATFORM ADVERTISING
Objectives stated for
Nielsen Cross-Platform Campaign Ratings campaigns
We wanted digital to
pick up where our TV
buy left off… reaching 60%
Incremental
P12-18
reach
40%
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Maximize
exposure
Our objective was to
on TV + reach our intended
Online audience, M18-34,
from every angle
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13. 2. THERE IS A PAYOFF FOR TRULY INTEGRATED
CROSS-PLATFORM CAMPAIGNS
Target Demo: F18-34
89.2% Unduplicated Reach*
• When a campaign is
properly designed, digital
can deliver substantial
incremental reach
37.3% 34.8% 17.1% • In this case study, nearly 1
TV-only Cross- Digital- in 3 digital audience
reach Platform only members were
reach reach
incremental to television
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
• Selecting digital properties
with broad reach, or that
72.1% 51.9% target low-TV watchers
TV reach Digital reach also maximizes the effect
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14. 2. THERE IS A PAYOFF FOR TRULY INTEGRATED
CROSS-PLATFORM CAMPAIGNS
TV + Internet Ad Exposed TV Ad Only Exposed
80%
57%
44%
36%
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
General Recall Brand Linkage
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15. 3. TAKING DIGITAL TO TV ADVERTISING, AND TV
TO DIGITAL ADVERTISING CHANGES THE STORY
A casual dining restaurant example
A18-49 Buyer
Prime Time Shows Index
RTGs RTGs
Blue Bloods 1.9 6.8 365
Show “X” 5.2 7.4 142
Show “Y” 2.5 1.4 55
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Show “Z” 1.9 1.7 87
Buyer defined ratings were significantly
different from demo defined ratings
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16. 3. TAKING DIGITAL TO TV ADVERTISING, AND TV
TO DIGITAL ADVERTISING CHANGES THE STORY
68%
Off-Target
32%
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
On-Target Delivery by Site
On-Target Delivery by Site
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17. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
REACH ALONE IS MANDATORY
4. UNDERSTANDING EFFECTIVENESS BEYOND
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18. AN EMERGING VIEW OF WHAT WORKS
FOR CROSS-PLATFORM ADVERTISING
Measure it:
• For media buyers, understand what you are getting x-platform
• For media sellers, understand what you are delivering x-platform
Test and learn: try different cross-platform ad strategies
and understand what’s most effective
Keep the viewer in mind:
• Consistent thread between TV and online
• A reason for them to WANT to be reached
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
across platforms (relevance to
them, compelling creative integration)
Partner with the other side vs. a perpetual negotiation
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