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UPCOMING WEBINARS

UPCOMING WEBINARS. IMPROVING AD PERFORMANCE WITH THE 3 R’S – FEB. 28 TH. WHAT’s in store 2013. THINK SMALL FOR BIG RESULTS. James Russo - Global Consumer Insights Carman Allison – Shopper & Industry. TODAY’S PRESENTER. JAMES RUSSO SVP , GLOBAL CONSUMER INSIGHTS, NIELSEN.

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UPCOMING WEBINARS

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  1. UPCOMING WEBINARS IMPROVING AD PERFORMANCE WITH THE 3 R’S – FEB. 28TH

  2. WHAT’s in store 2013 THINK SMALL FOR BIG RESULTS James Russo - Global Consumer Insights Carman Allison – Shopper & Industry

  3. TODAY’S PRESENTER JAMES RUSSO SVP, GLOBAL CONSUMER INSIGHTS, NIELSEN

  4. WHAT’s in store 2013 THINK SMALL FOR BIG RESULTS James Russo - Global Consumer Insights Carman Allison – Shopper & Industry

  5. THE WORLD HAS CHANGED

  6. THE WORLD HAS CHANGED...PERMANENTLY

  7. Source: Nielsen Demand Institute AND THE OPPORTUNITIES ARE IMMENSE $450 TRILLION 38% increase in 5 years 29% increase in 5 years $45 trillion $62 trillion $35 trillion 2010 2015 2020

  8. IT’S TIME TO ACT DIFFERENTLY IN THIS SESSSION, WE ARE CHANGING: The way you assess your marketplace How you sell to your customer Your views of advertising Where you innovate Where your growth will be achieved 1 2 3 4 5

  9. US GROWTH IS SLOWING Actual and Projected US GDP Growth (2006-2017) Forecast for 2013 Slow Growth Source: IMF World Economic Outlook, Oct 2012; 2012-2014 from Wells Fargo forecasts as of Dec 21 2012; TCG Analysis

  10. What we DISCUSS Today PREPAREs US FOR TOMORROW Actual and Projected US GDP Growth (2006-2017) Forecast for 2013 Slow Growth Source: IMF World Economic Outlook, Oct 2012; 2012-2014 from Wells Fargo forecasts as of Dec 21 2012; TCG Analysis

  11. Source: Nielsen Global Omnibus Consumer Confidence Survey 4Q12 CONFIDENCE HIGHEST IN FOUR YEARS, BUT OFF PRE-RECESSION HIGHS Nielsen U.S. Consumer Confidence Index

  12. What are your biggest concerns over the next six months… Source: Nielsen Global Omnibus Consumer Confidence Survey 4Q12 ECONOMIC CONCERNS Remain in the forefront of consumer minds

  13. CONFIDENCE DRIVEN BY ECONOMIC FACTORS Which remain volatile, uncertain, but improving FUEL COSTS EQUITY MARKETS HOUSING GOVT INFLATION LABOR MARKETS

  14. IS THIS THE NEW NORMAL? Median household income in inflation adjusted dollars Source: U.S. Census Bureau; The New York Times & USA TODAY/Sentier Research

  15. CONSUMER Spending moderated in 4Q12 due to fiscal cliff CONCERNS Source: Total U.S. All Outlets Combined, All Depts. , All Brands (UPC); % Change vs. Year Ago; 13 week quarters, 52-weeks ending 12/29/2012 Dollar Sales Unit Sales

  16. Survey Question:Do you think the US is currently in a recession? YES NO NOT SURE

  17. Source: Nielsen Global Omnibus Consumer Confidence Survey 4Q12 As we Head into 2013….. • 3.5 years Nov 2012 NIELSEN June 2009 NBER U.S. Recession Officially Ends 74% of consumers say we are in a recession

  18. Source: Nielsen Global Omnibus Consumer Confidence Survey 4Q12 The U.S. consumer remains increasinglyCautious about the future DO YOU THINK YOUR COUNTRY WILL BE OUT OF A RECESSION IN THE NEXT 12 MONTHS? % SAYING YES MostOptimistic MostPessimistic 25% 18%

  19. Finding GROWTH in 2013THINK SMALL FOR BIG RESULTS

  20. 1. Economic 2. Demographic 3. Retail 4. Consumption Innovation 6. Advertising 7. Digital 8. Viewing Habits 9. Entertainment 10. Analytics EVIDENCE FOUND ACROSS THE ORGANIZATION

  21. ECONOMICReinvigoration of smaller rental housing 1

  22. Source: www.census.gov/housing CONSUMERS ARE RETHINKING HOME OWNERSHIP HOUSING 3Q12 4Q04 65.5% homeownership 69.2% homeownership Every percentage point drop corresponds to an additional boost of 1 million renter households.

  23. AS A RESULT, SHOPPING HABITS WILL CHANGE MORE FREQUENT SHOPPING & SMALLER BASKETS MORE ONLINE REPLENISHMENT MORE INTEREST IN LOCAL STORES SMALL HOME FURNISHINGS FURNITURE & APPLIANCES SMALLER PACK SIZES WILL CONTINUE TO THRIVE WILL BE SMALLER DUE TO LESS STORAGE

  24. DEMOGRAPHICSmaller household size 2

  25. Average Household Size Continues to Drop Source: www.census.gov/population/socdemo/hh-fam/hh6.xls

  26. Goods and services change as a result

  27. RetailWhere we transact is getting smaller 3

  28. FORMAT EVOLUTION TO CORNER STORES TO VIRTUAL STORES BIG BOX TO ONLINE TO SMART PHONES

  29. Average annual growth rate of square footage of selling space for the period slowing Growth in selling space Source: Nielsen TDLinx 2001 – 2012,, close to 125,000 stores

  30. CONSUMPTIONDifferentiate with local & Fresh 4

  31. WITH SHOPPER TRIPS DECLINING, DIFFERENTIATION IS ESSENTIAL ECONOMIC GROWTH GREAT RECESSION POST RECESSION 176 Avg Annual Trips Per Shopper 158 Avg Annual Trips Per Shopper 151 Avg Annual Trips Per Shopper 2002 - 2007 2008 - 2009 2010 - 2011 Source: Nielsen Homescan

  32. FRESH DIFFERENTIATES13% OF THE STORE, DRIVING 30% GROWTH 30%GroceryStore Sales 1.5 to 2.1Times Larger with Fresh 5% INCREASEConsumers are interested in healthy/natural foods Sources: Homescan, TSV 52 weeks ending December 2011; Nielsen Perishables Group Fresh Facts® Total US 52 weeks ending 12/31/2011 (Grocery channel only). Nielsen Global Healthy Eating Survey

  33. INNOVATIONTargeting growth in new markets 5

  34. GLOBAL PRODUCT INNOVATION • Reviewed 35 years of new product concepts • Over • 175,000 • concepts were tested • across 73 countries between 1978 - 2012. • 1978 • 2008 • 2012 50% Sources: Nielsen BASES

  35. Population OF SUB-SAHARAN AFRICA 68thKenya 40,046,566 64thTanzania 41,892,895 52nd S. Africa 49,109,107 15thNigeria 152,217,341 52nd 68th 15th 64th Sources: CIA Worldfactbook

  36. HOWEVER IT IS THE ONLY GLOBAL REGION, WHERE EACH COUNTRY REALIZED GROWTH IN INNOVATION • 2012 vs 2011 +43% Kenya +17% Tanzania +12% Nigeria +9% South Africa 9% 43% 12% 17% Sources: Nielsen BASES

  37. VIEWINGLeveraging how we spend our time 6

  38. Survey question:Of the tv channels you receive in your home, what is the avg. number of channels you watch each week?" 0% to 10% 10% to 20% 20% to 30% 30% to 40% 40% to 50% Over 50%

  39. Know your audience Average hhld receives 180 channels but views only 17 of them each week….9% Sources: Nelsen Television Audience 2012.

  40. the length people tune into smaller networks is not far off large cable networks Average Length of Tuning Events Less than 5 minute difference With at least 15 minutes viewed, the likelihood of viewing commercials are just as high. Niche networks are typically smaller. Source: NPOWER Length of Tuning, 10/01/2012 - 10/07/2012

  41. DIGITALSmaller devices gaining viewership 7

  42. MULTI PLATFORM VIEWING Overall Usage – Number of Users Persons 2+ (in 000s) – Monthly Reach Year over Year Change Q4 2010 vs Q4 2011 • -1.7% - Watching TV in Home • 4.9% - Watching Time Shifted TV (all TV homes) • 7.1% - Watching Time Shifted TV (only in DVR homes) • 1.5% - Using the Internet on a Computer • 4.2% - Watching Video on the Internet • 1.0% - Using a Mobile Phone • 35.7% - Mobile Subscribers Watching Video on a Mobile Phone Sources: Nielsen Cross Platform

  43. BALANCE GROWTH WITH TVS UNMATCHED REACH Average Daily Time Spent on Media Activity (h:mm) Total Population, March 2012 OTHER 1:05 TV VIEWING 4:32 Online Web Browsing | 0:32 Mobile App Usage | 0:13 Time Shifted TV Viewing | 0:11 Online Video Streaming | 0:04 Mobile Web Browsing | 0:03 Mobile Video | 0:01 Sources: Nielsen Cross Platform

  44. Advertising effectiveness 8 Strategic use of spots

  45. :15SECOND SPOTS ARE 94% AS EFFECTIVE AS :30 SECOND ON BRAND RECALL What is the Ad’s net branding success if we consider BOTH Breakthrough & Brand Linkage? How successful is the Ad at connecting its content to the advertising brand? How successful is the Ad at breaking through and being remembered? Source: Nielsen BETV Cross-Sector View of 15s vs, 30s Performance

  46. SUCCESSFUL BRAND CAMPAIGN ILLUSTRATING AN EFFECTIVE USE OF SPOTS Brand Recall Trend – :15 & :30 Flighting Source: BETV Cross-Sector View of 15s vs, 30s Performance

  47. ENTERTAINMENTLeverage demographic shifts and endorsement potential 9

  48. Source: Nielsen Sports Hispanic population is currently 16% of the total us population Sports personalities N-Score, among Latino consumers 01/01/2012 to 12/31/2012 8 different sports are represented in the Top 11 “Hall of Fame” 48

  49. ANALYTICSNew methods for findings growth, drilling deeper 10

  50. NEW ANALYTICS NEW SOURCES social media NEW INSIGHTS

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