This document discusses Nielsen Marketing Cloud (NMC), a platform that allows users to manage data, customize audiences, activate advertising across channels, and analyze results. NMC provides granular viewership data, accurate targeting capabilities, and insights into consumer behavior and purchase data. It enables integrated audience tracking and a single solution for managing the entire marketing process. The platform aims to create a new data-driven ecosystem for publishers, advertisers, and other partners.

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Kyiv Media Week 2018
September 2018
Innovation in Total
Audience Measurement

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APRIL 17, 2018 TVB DMP LIVE ON NIELSEN MARKETING CLOUD

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NIELSEN MARKETING CLOUD (NMC)
THE BACKBONE OF DATA DRIVEN TRANSFORMATION
TURN DATA INTO INSIGHTS AND BRING YOUR CUSTOMER TO LIFE
MANAGE
DATA
PROFILE 1ST, 2ND
& 3RD PARTY DATA
GAIN A COMPLETE VIEW
OF CUSTOMERS ACROSS
DEVICES, FROM WHAT
THEY WATCH TO WHAT
THEY BUY
1 CUSTOMIZE
AUDIENCES
CUSTOMIZE, MODEL &
ADAPT AUDIENCES
CHOOSE FROM 60,000
AUDIENCE SEGMENTS;
MODEL AUDIENCES
USING NIELSEN AI
ADAPTIVE LEARNING
2 ACTIVATE
EVERYWHERE
CONNECT WITH
AUDIENCES
ACROSS CHANNELS
DELIVER PERSONALIZED
ADVERTISING & CONTENT
ACROSS ALL PAID &
OWNED MARKETING
EXECUTION CHANNELS
3 ANALYZE
RESULTS
OPTIMIZE YOUR
TARGETING EFFORTS
LEVERAGE REACH AND
FREQUENCY ANALYSIS TO
IDENTIFY THE MOST
EFFECTIVE AD EXPOSURE
& MEDIA PLACEMENT
COMBINATIONS
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NMC THE HUB OF TVB AD SALES
BRING PERSON-LEVEL MARKETING TO LIFE FROM CAMPAIGN PLANNING TO SALES ATTRIBUTION
NIELSEN MARKETING CLOUD
PLAN ACTIVATE ANALYZE
COMPETITIVE
INTELLIGENCE
FOR
OMNICHANNEL
ADVERTISING
CONSUMER
INSIGHTS &
IMPACT-BASED
PLANNING
CONTINUOUS
OPTIMIZATION W/
ARTIFICIAL
INTELLIGENCE
TARGETING &
PERSONALIZATION
ACROSS PAID &
OWNED CHANNELS
CAMPAIGN
ANALYTICS &
SALES
ATTRIBUTION
OMNICHANNEL
AUDIENCE
MEASUREMENT
CREATIVE DEVELOPMENT CAMPAIGN WALK THROUGH CAMPAIGN LAUNCH
MARKETING
CORRECTION OF
ERRORS
ACTIVATE & OPTIMIZE MONITOR & MEASUREDEVELOP & PLAN

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ACTIVITY ON BIGBIGCHANNEL
& BIGBIGSHOP FROM
VIEWS TO PURCHASE
SOCIAL ENGAGEMENT
GRANULAR VIEWERSHIP
VIEWING BEHAVIOR ACROSS
DEVICES BY PROGRAM,
CHANNEL, CASTS, ETC.
ACCURATE DEMOGRAPHIC
CROSS DEVICE BY AGE /
GENDER TARGETING
GEOLOCATION
LOCATION SPECIFIC TARGETING
BY DISTRICT (SHATIN)
& AREA (HK ISLAND)
FMCG PURCHASE BEHAVIOR
PRODUCT CATEGORY
AND BRAND LEVEL
PURCHASE BEHAVIOR
LIFESTYLE, INTEREST, INTENT
ONLINE BEHAVIOR &
INTEREST, PURCHASE INTENT,
AND LIFESTYLE
ONE NMC PLATFORM TO GET 360 VIEW OF TVB AUDIENCE

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SEAMLESS DATA INTERGRATION INTO NMC
MYTV SUPER
BEHAVIORAL
UV FOR STB, APP, WEB
VIEWING BEHAVIOR
CHANNEL & PROGRAM ENGAGEMENT
CLIENT PARAMETER
SEGMENTS
ACTIVATION TO
CLIENT PARAMETERS
VIDEO METADATATVB CRM
GENDER & AGE
CAMPAIGN PLAN
SUBSCRIPTION
DFP / NETWORKS
ACTIVATION
CONNECTION
LOCATION
18 DISTRICT
STREET
BUILDING
MTR
HOUSING ESTATES
PROGRAM NAME
EPISODE
GENRE
SOURCE OF
PRODUCTION
CASTING….ETC
INTEREST
BROWSING BEHAVIOR
PURCHASE INTENT
APP INSTALL….ETC

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OPPORTUNITY - PARTNER WITH YOUR ADVERTISERS’ DATA
TO MAXIMIZE THE VALUE OF TVB ASSETS
ACTIVATE PRIVATE DEALS WITH
LEADING BRANDS & RETAILERS
• SHARE YOUR DATA WITH PREMIUM ADVERTISERS
AND RETAILERS FOR THEM TO PERSONALIZE THEIR
DIGITAL EXPERIENCES
• GATHER PARTNER ADVERTISER DATA INTO THE DMP
TO GATHER INSIGHTS AND RUN ROI ANALYSIS
PUBLISHER NIELSEN
BRANDS & AGENCIES
MAINTAIN FULL CONTROL OF DATA
USAGE, PRICING AND LIFETIME

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AUDIENCE TRACKING THROUGH OUT THE CUSTOMER JOURNEY
% VIEWING YOUR
CAMPAIGN
% CLICKING THROUGH
TO APP /WEBSITE
CONVERSION RATE
TO TAKE ACTION
ENGAGEMENT LIFT
ACROSS PURCHASE FUNNEL

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ONE INTEGRATED SOLUTION FOR BRANDS & AGENCIES
TVB CLIENTS CAN NOW MANAGE EVERY PHASE OF THE MARKETING PROCESS
… IN A SINGLE PLATFORM

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A NEW ECOSYSTEM FOR ALL
AD
SERVERS
SEARCH
DEMAND/
AGENCY
SUPPLY
PERSONALIZATION
OTHERS
PUBLISHER ADVERTISER

11. This artwork was created using Nielsen data.
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.