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Why Brand Buyers Are The Best Buyers

Why Brand Buyers Are The Best Buyers. Georgia-Pacific Explores Buyergraphics. John Nitti President Activation, Zenith. Douwe Bergsma Chief Marketing Officer, Georgia-Pacific. Karthik Iyer. Chief Operating Officer, Nielsen Catalina Solutions. The Industry Problem.

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Why Brand Buyers Are The Best Buyers

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  1. Why Brand Buyers Are The Best Buyers

  2. Georgia-Pacific Explores Buyergraphics John Nitti President Activation, Zenith Douwe Bergsma Chief Marketing Officer, Georgia-Pacific Karthik Iyer Chief Operating Officer, Nielsen Catalina Solutions

  3. The Industry Problem How can we improve upon the demographic approach to planning and buying media to better reach our key consumers? OUR CONSUMERS

  4. What is the dixie brand?

  5. GP’s Original Approach: Psychographic Segments Disposal-Dissers Party-Istas On-The Go-ers Living-Large-Boomers Family Starters • (Left side of chart: some graphic that illustrates “gap”, right side: pie chart with TV spend at about 80% -- G-P/Zenith to confirm % TV Spend)

  6. THE GAP How do you activate the buyer based segment? True Brand Reach Ability to Activate • (Left side of chart: some graphic that illustrates “gap”, right side: pie chart with TV spend at about 80% -- G-P/Zenith to confirm % TV Spend)

  7. Components of a solution • Receptivity Studies • Market Mix Models • Traditional Network Demographic Segments THE SOLUTION

  8. THE Final element Better activate media against our true brand buyer segments and measure the resulting ROI NIELSEN CATALINA SOLUTIONS

  9. GP’s New Approach Buyer Based Segments Buyer Segment B is 5x More Responsive • Buyer Segment A • Buyer Segment B Buyer Segment C

  10. The industry solution

  11. Improving your Media ROI WATCH BUY • Nielsen Media Data • Set Top Box Data 2.7 MM HH • 2nd party data – Digital, Print, • Mobile and Radio • Nielsen Homescan All-Outlet Data • Client Proprietary Sales Data • Catalina Frequent Shopper Data • 60 MM HH ANONYMOUS SINGLE SOURCE HHs

  12. Continuously Optimize Your Media AdVantics™ Process

  13. IDENTIFYING RESPONSIVE CONSUMER SEGMENTS Category Buyers Decomposition Brand X Heavy Category Buyers 3X More Responsivethan Medium Category Buyers MASKED BRAND ILLUSTRATION

  14. Application of solution to georgia-pacific

  15. Zenith’s Approach Live ROI! Media Strategy & Activation ACTIVE UNDERSTANDING DYNAMIC ENGAGEMENT REAL-TIME PERFORMANCE

  16. Zenith’s view of the evolving marketplace DATA DRIVEN MARKETPLACE Ad Tech Informed CONTENT DRIVEN MARKETPLACE Context Based

  17. big data enables buyer based approach Management Platform (DMP)- Beyond Digital What Goes Into A DMP? Email Data, Website Data, Offline CRM Data, Ad Serving Data, Performance Data Demo, Geo, Psychographics, Online Behaviors, Purchase Behaviors, Credit Worthiness 2nd PARTY Data 3rd PARTY Data 1st PARTY Data Planning Data Direct Zenith Relationships with publishers partners Custom profiling data (3rd party plus 1st party) Enable better delivery against Dixie consumer segments

  18. Optimizing With Advantics Media was shifted to reach heavy category Buyers The Office Survivor: One World How I Met Your Mother Harry’s Law

  19. Business results 5Xmore responsive Incremental Lift in TV Driven Sales > 10% > 30% of the population

  20. WHAT’S NEXT? • Tailoring creative content against consumer segments • Integrating TV and digital planning

  21. Q&A

  22. THANK YOU

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