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PRECISION MARKETING MEETS BRAND ADVERTISING

PRECISION MARKETING MEETS BRAND ADVERTISING. Direct Marketing. Brand Advertising. Digital Precision Marketing. NEW APPROACHES TO MEDIA PLANNING AND ANALYSIS. TODAY. THE OPPORTUNITY. Broad Demographic Audiences Broad Reach Limited Effectiveness. Focused Behavioral Groups Focused Reach

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PRECISION MARKETING MEETS BRAND ADVERTISING

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  1. PRECISION MARKETING MEETS BRAND ADVERTISING Direct Marketing Brand Advertising DigitalPrecision Marketing

  2. NEW APPROACHES TO MEDIAPLANNING AND ANALYSIS TODAY THE OPPORTUNITY Broad Demographic Audiences Broad Reach Limited Effectiveness Focused Behavioral Groups Focused Reach Improved Effectiveness

  3. EARLY DIGITAL EFFORTS SUGGESTPRECISION MARKETING WORKS OVER-THE- COUNTER HEALTH & BEAUTY GENERALMERCH AVERAGE FOOD PET 2.79 2.36 5.29 PAYBACK PER DOLLAR SPENT 2.73 2.73 2.72 Source: Nielsen Catalina Solutions, 800+ digital campaign measurements

  4. Source: eMarketer, Wall Street research and GCA Savvian estimates PRECISION MARKETING SUCCESSHAS DRIVEN A SHIFT IN DOLLARS Sites Audience CAGR: 35% CAGR: 5%

  5. Source: LUMAscape COMPLEX ECOSYSTEM MAKESLIFE DIFFICULT FOR ADVERTISERS

  6. DESPITE THE CHALLENGES, BRANDS ARE HAVING BIG SUCCESS WITH AUDIENCE BUYING TODAY

  7. CASE STUDY: ORAL CARE BRAND • THE CHALLENGE: • Drive sales and trial volume • Build brand loyalty THE SOLUTION: Yahoo! utilized Consumer Direct to deliver theadvertiser’s message to a custom audience group based on past purchase data. • THE RESULTS • Increased purchase frequency (+3%) and increased product expenditure (+8%) • Most effective at increasing purchase amongst existing user consumer-base • More efficient than overall campaign delivering better ROI both per dollar spent (+$1.50) and also per 1,000 impressions (+$8.22) Source: Yahoo! Consumer Direct

  8. DEMOGRAPHIC VS. PRECISION MARKETING DAIRY PRODUCT From: “All Things to All People” Sales Response to Advertising To: Precision Driven Marketing Source: Nielsen Catalina Solutions Single Source Media and Effectiveness Analysis, 2012

  9. PERSONAL MEDIA MARKETING Sales Response to Advertising Index Source: Nielsen Catalina Solutions Single Source Media and Effectiveness Analysis, 2012

  10. NATIONAL BROADCAST SITCOMPROMOTIONAL CAMPAIGN Behavior Marketing Reach by Network Light Shade = Duplicated Reach Dark Shade = Unduplicated Reach Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine

  11. SHOPPING DATA CONVERSION DATA executive management first-class travelers first-class travelers business job title vacation travelsites Italy travel, USA travel commerce Hong Kong Washington contribution nightlife contribution New York New York Aspirational Travelers California Converted Travelers Thailand Europe Miami Source: eXelate audience size audience size

  12. WHAT DID YOU THINK? RATE THIS SESSION USE THE MOBILE AGENDA: SELECT SURVEY FIND THE LINK FOR YOUR SESSION USE YOUR PC OR IPAD: NIELSEN.COM/C360 ACCESS THE ATTENDEE ONLY LINKS

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