At ARF’s Audience Measurement Conference, we shared the stage with an esteemed research group spanning CBS, Meredith and Sequent Partners to present the CPG industry with advertising metrics they can take to the bank: Multimedia Advertising ROAS Benchmarks.
We assembled these results from the analysis of 1,400 NCS Sales Effect measurement studies and 450 brands across the past decade, yielding insights around incremental sales and return on ad spend — core drivers of media efficiency for the CPG sector.
Measurement at this scale is not without its challenges, to be sure. Controlling for microeconomic factors means having an understanding of clients’ budgetary shifts, brand and product changes, among many others. Then there are the macroeconomic factors around consumer confidence and recession/boom behavior. Add to all this the morphing of the media landscape into something increasingly harder to classify with satisfactory distinction, and the challenge of driving insights across media becomes quite real. It is for those reasons that few data providers have been able to generate actionable benchmarks on a broad scale, making this ROAS Benchmarks report an indispensable reference point for CPG advertisers.
How do media types stack up? Where are their strengths and weaknesses showing at the register? How do specific media types drive results for particular CPG categories? What do the figures mean for your brand? All these questions and more are answered in the downloadable PDF of our Multimedia ROAS Benchmarks here.
Curious as to how these numbers can inform your next steps? We’d be glad to walk you through them. Just want to know more about the stories this report tells? Watch the recording of our CPG Benchmarks Webinar here:
The time has come for advertisers to fully embrace Addressable TV.
To be fair, for NCS the time came a while back, as we’ve been targeting and measuring addressable campaigns since early 2015. Just consider this a more formal announcement.
The 42 million households that make up the current addressable TV universe represent a significant opportunity to reach consumers on the most coveted of screens, precisely delivering the ad of your choosing to the audience member of your choosing, just like TV’s little brother Digital has been doing since its inception. Hence, addressable advertising on television.
For NCS, it’s a great new vessel for helping brands and networks improve their media buys, but our story hasn’t changed. We’re still the CPG industry’s premier partner for measuring the ROAS and incremental sales impact of a campaign. We still enable advertisers to tie target audiences to campaign goals based on historical purchase behavior — the #1 predictor of future behavior. And, we still make sure anything we do is backed by an authoritative dataset, which in this case, is 90 million unique households of in-store shopper data combined with the addressable TV universe which, when unified to form a single source, results in 30 million U.S. addressable households informed by purchase data and ready to activate today.
If Addressable TV advertising is new to you (or, if understanding how Addressable ads can be optimized to drive sales is new to you), get in touch with NCS and we’ll show you the ropes. For a primer you can pass around the office, download our infographic here.
If you’re in adtech, or looking to break into adtech, there are few companies with a stronger pedigree than Nielsen Catalina Solutions, and no better time than right now to start working with us! Read about some of our newest open positions below.
Who is NCS?
Nielsen Catalina Solutions is a purchase-based ad targeting and ROAS measurement firm serving the CPG industry. We integrate in-store purchase data from over 90 MM households with media exposure data from TV, online, mobile, print, radio and CRM to help consumer packaged goods advertisers, agencies and media companies define their most valuable audience, reach them with advertising and measure incremental sales from the campaign. The joint venture between Nielsen and Catalina has helped over 200 advertisers and 450+ brands optimize ad performance to drive revenue growth and increase return on ad spend.
Lead NCS development and growth of strategic partnerships among channel partner publishers, that enable NCS annual revenue goals and long-term growth. Work collaboratively with NCS resources and parent companies (Nielsen and Catalina) on go to market engagements to maximize NCS revenue opportunities.
- Lead NCS sales and business development among current channel partners, ensuring successful NCS annual revenue goals and long-term growth. Work collaboratively with NCS resources and parent companies (Nielsen and Catalina) on go to market engagements to maximize revenue opportunities
- Identify and implement growth opportunities at channel partner publishers and relevant media agencies
- Identify and develop senior management relationships with channel partners
- Lead, assess, train and develop Channel Consulting staff
2. Director, Sales & Business Development (Three Positions: NYC, SF, Chicago)
We are looking for a Director of Channel Business to lead NCS business development by creating strategic partnerships among key prospect advertisers, channel partner publishers, media agencies and programmatic providers that enable NCS annual revenue goals and long-term growth. We need someone that can work collaboratively with NCS resources and parent companies (Nielsen and Catalina) on go to market engagements to maximize NCS revenue opportunities.
- Identify and implement sales prospecting at relevant CPG advertisers, media agencies and programmatic providers
- Lead pricing conversations and maintain consistent pricing and discounts across all constituents
- Build and manage a robust and scalable sales pipeline
- Meet and exceed quarterly and annual revenue goals and quotas
3. Delivery & Analytics Analyst (Two Positions: Chicago, Cincinnati)
The Delivery & Analytics team serves as a trusted advisor and solutions provider to our clients. As a member of Delivery & Analytics, you will start with a client problem or challenge and work backwards to create the right process and mix of solutions/product to tackle that opportunity and provide insights. As a Project Analyst, your objective is to drive client value by assisting in the analysis and preparation of client deliverables.
- Contribute to client deliverables and deliver integrated insights and analyses
- Conduct research and contribute to presentations
- Provide insights to client inquiries and deliver high level of service
- Attend client meetings with senior account team members
4. Associate Business Analyst (Two Positions)
Nielsen Catalina Solutions is looking to add an Associate Business Analyst to our Finance team, this role will be responsible for the Accounts Receivable and Accounts Payable processes to ensure timely and accurate payment processing, invoicing, collections and cash application.
- Responsible for Accounts Receivable
- Invoicing clients accurately and timely according to contract terms & conditions
- Applies payments received and researches unapplied payments to determine correct allocation
- Coordinating periodic AR reviews within finance team
You asked for more yogurt case studies, you got ’em.
Okay… so no one really asked for more yogurt case studies, but the work we’ve done here with TNT is well worth the second serving.
In a recent TV study for a major yogurt brand, TNT leveraged NCS buyergraphic audiences and Sales Effect measurement for a closed-loop solution that drove nearly $5MM in retail sales above and beyond what consumers would have spent had the ads not run.
A big part of that success came from TNT’s TargetingNOW technology. In their words:
Turner uses an in-house, proprietary model called CAE (Competitive Audience Estimation) in order to optimize the schedule. CAE is a predictive model that ingests a variety of data sets and builds 30 minute impression level estimates against the target – it is the most granular audience estimation tool in the industry.
One of the unique finds of this particular study was the high ratio of sales driven by non-loyal buyers; a somewhat rare outcome in the CPG world, and a testament to great alignment between the campaign goal, the creative, and the target audience.
Are you looking for a smarter approach to this year’s upfronts? See the full TNT case study to learn how buyergraphic audiences and measurement at the register can boost your in-house research.
In our second industry-first case study this month, NCS paired up with Yahoo and Chobani to measure the incremental sales impact of search advertising, and the resulting 1.3% conquest of market share was enough to sweeten anyone’s day.
This was a closed-loop campaign, meaning that Chobani not only used NCS to measure results at the cash register, but also took a smarter approach to its media plan from the very beginning by targeting NCS’ buyergraphic audiences (Chobani buyers, in this case) on the Yahoo search platform. An incremental sales lift to the tune of 9% was the reward for a job well done on everyone’s part, optimizing the media plan and quantifying the outcomes.
If you’re a bit hazy on how incremental sales are measured, read the AdAge coverage or allow our friend Marty to drop ninety seconds of knowledge:
This was an especially interesting study for us, not only because it was the first to tie influencer marketing to attributable sales lift at the cash register, but because it blurred the line between what traditional media would consider a pageview vs. an impression.
To test the TapInfluence platform and influencer content, WhiteWave selected over 250 bloggers to create recipes themed around “Meatless Monday Nights”, wherein a Silk product would be featured among the ingredients. NCS then measured the in-store behavior of consumers who read the articles vs. a control group who did not, resulting in a 10% incremental sales lift and $285 of incremental sales per 1,000 pageviews.
Even more interesting was the fact that WhiteWave did not ask to have the Silk brand mentioned in any of the bloggers’ social shares linking to their articles — so while the audience made a conscious decision to read the content, their exposure to Silk was unsolicited, much like a traditional impression.
Missed us at ARF ReThink 2016? Well, you missed a lot. Luckily, we had the cameras rolling.
Catch up on the breakthrough ROI paradigm developed by our own Leslie Wood and CBS’ Dave Poltrack, dubbed Purchase Driven Planning. The method looks past Reach, into a more granular and strategically-timed model of Purchase Occasions. This award-winning work is now available in the following video:
To catch complementary presentations from Dave Poltrack and Nielsen, and listen to a panel discussion featuring NCS, see the video below. Note that we have a contact form pre-rolling this video, because if you’ve gotten this far, you really owe it to yourself to get specific answers to your questions.
Attendees at next week’s ARF Re!Think will see new research on predictive ROI and cross-media sales measurement during Nielsen Catalina Solutions’ sessions, co-presented by David Poltrack of CBS, Maggie Zak of Time Inc., and Kaz Gunay of Kraft Heinz. Late registrants for Re!Think can sign up here.
Want to meet with NCS during ARF? Get in touch with us here.
Timing IS Everything: New Paradigm for ROI Based Media Planning and Evaluation
Monday, March 14 | 12:20 – 12:40pm | Gramercy East, Floor 2
David Poltrack (CBS) and Leslie Wood (NCS) are at it again, this time with demos of NCS’ new ROI-based media-planning tool and a preview of how to put neuro principles into action to develop superior creative. They’ll be joined by and expert panel of advertisers and agencies for reaction and discussion.
New Breakthrough Research Theories Put Into Practice
Tuesday, March 15 | 9:45 – 10:15am | Grand Ballroom
A panel session demonstrating of the power and impact of Nielsen Catalina Solutions’ new ROI-based media planning and evaluation tool.
Cross-Platform Sales Measurement Has Arrived
Tuesday, March 15 | 12:40-1:00 pm
Recap on Wednesday, March 16 | 9:50 – 10:30am during the Best Papers Session
Find out how Time Inc. and NCS have worked to develop a new method, practical approach for cross-platform ROI measurement and optimization which can be applied to campaigns for television, magazine, and digital. Understand how consumers respond to messages on one platform vs. another and quantify the synergies of multiple media. We’ll share for the first time how secondary audiences for print (pass-along) contributes to sales.
If you’re here surfing our website, you’ve probably heard of buyergraphics, or at least the idea behind it. But, as with many glossary terms in the ad industry, it’s probably a good idea to get a real primer on what buyergraphics are, rather than simply mumbling it in meetings and hoping no one questions you on the definition.
So: you know what demographics are, right? Great.
Buyergraphics are demographics too. But, on top of containing core demographic data like age, sex, income and geography, the data also includes purchase behavior. That’s important to note, for two reasons:
- In verticals with short sales cycles (like CPG and OTC), the #1 predictor of future purchase behavior is past purchase behavior. If you want to sell me a new cereal, there is no demographic or psychographic data that will consistently predict my reaction better than knowing what cereals I bought over the past year. That’s what the purchase data in buyergraphics can do for your brand.
- If you have access to consumers’ purchase behavior, you can not only define more effective audiences, but can also measure the impact of an ad campaign in real world terms: dollars at the register. That’s real return on ad spend.
All of an advertiser’s core needs are notably improved with buyergraphics: justifying ad spend, quantifying results, tying creative to campaign goals, avoiding the “50% waste” problem… but we’ll let our friend Marty explain further.
Building relevance in video ad units is Eyeview’s specialty: their personalization platform can alter video content and generate contextual creative based on your consumers’ interests, their location, and now: their prior purchases.
Both companies joined forces in a recent breakout session at IAB Mixx 2015 to explain in detail just how the two technologies harmonize to drive significant ROI and sales lift through unprecedented relevance. Watch it here, and for information on how Eyeview and NCS can drive revenue for your next video campaign, give us a shout.