Kellogg’s has released notable results from a holiday cross-device mobile campaign powered by Opera Mediaworks, LiveRamp, and Nielsen Catalina Solutions.
The Rice Krispies® brand wanted to stay top-of-mind as a key ingredient to the wide world of holiday treats a mom could cook up with her kids, and moms responded to the tune of a 28% incremental sales lift, driven primarily by increased store trip frequency. The campaign simultaneously succeeded in extending the brand’s equity and driving in-store sales, with a Kellogg’s overall return on ad spend (RoAS) surpassing 62%.
The 28% incremental sales lift was realized through NCS’ industry-leading test-and-control methodology, analyzing over 500 variables to extract the consumer dollars influenced by the campaign, above and beyond what dollars would have been spent independent of the ad.
Rice Krispies® success came at the expense of its primary competitors, which not only serves as a short-term win, but informs future campaigns of the potential for competitive conquest. Download the full case study for more details.
Learn more about measuring mobile campaign performance at the register:
Most metrics in the advertising world suffer from being bland and uninspiring. In other words… tastes like chicken.
Campbell’s Swanson wasn’t satisfied subjecting their holiday campaign to such a grim outcome, and so they cooked up a much bolder recipe for campaign insights with the help of Millennial Media and Nielsen Catalina Solutions (NCS).
What’s the secret ingredient, you ask? Well, if we told you, then it wouldn’t be a secret… but you look like a trustworthy person, so perhaps we can let it slide this just this once. The secret ingredient is: people. More specifically, the actual incremental sales dollars generated by those people at the cash register.
NCS and Millennial delivered Swanson a 7% lift in incremental sales and a 4x return on their ad spend, outperforming CPG campaign benchmarks by 43%. These sumptuous insights were the result of a measurement methodology which isolated the behavior of buyers exposed to the ad vs. the control group of unexposed buyers.
Check out the full case study here.
Catch up on the latest in mobile from industry innovators and startups at the Brands+Startups™ 2015 Mobile Marketing Mixer in Chicago featuring an evening of open learning focused on Mobile Marketing and Advertising. Hear from NCS’s own Adam Paulisick, SVP Marketing and Channel Strategy, Kyle Becco, Opera MediaWorks’ Mobile Advertising Evangelist, Barret Roberts, Pandora’s Head of Industry for CPG and Erik Severinghaus, Founder and CEO, SimpleRelevance; network with marketers interested in new and unique ways to tap into mobile. Throughout the evening, you will learn:
- How mobile advertising’s plumbing works to connect impressions to devices, households and purchases
- Scope and application of big data
- How to measure media campaigns
- Mobile differentiation
Mingle with your fellow mobile advertisers and learn the latest on new ideas in the mobile space offered by startups in a sales-free environment.
Click here for more information on the mobile conference and to register for this FREE event. #BrandsStartups #MobiU2015
Campaign Goal: Increase sales of Pop Tarts by delivering relevant content to teenagers of a household so they consider Pop Tarts as a breakfast option.
Campaign Result: Pop Tarts saw a 7% lift in incremental sales and a whopping 3X+ return on advertising spend. Yes, that’s right, 3X+ ROAS.
And now you’re wondering how’d they do that?
Pandora ran this campaign across multiple device types (tablet, mobile, and desktop to be specific). Pandora’s unique ability to deliver on demographic segments and lifestyle preferences for every individual login allowed NCS to measure the total sales of the household and the incremental sales specifically related to Pandora’s delivery, in addition to what the household would typically spend.
Which device performed the best?
Cross-device measurement showed that households only exposed to the ad on mobile devices contributed to 70% of the total incremental impact.
How impressive are these results though?
Not only did Pop Tarts see amazing incremental lifts and ROAS, they also outperformed the average benchmarks when compared to similar campaigns.
Want to know more?
If you plan or buy media, you live and die by each campaign’s success. And there’s no greater measure of that success than return on ad spend. Understanding the most effective elements of precision marketing enables agencies and brands to leverage insights discovered from previous campaigns. NCS provides a unique set of product offerings to continuously optimize all phases of the buying and planning process, from targeting/audience segmentation to In-Flight optimization and retro-active campaign measurement.
Critical to continuous media optimization is the identification of customers who are most receptive to your advertising and message—those viewers who actually purchase the product as a result of viewing your advertising. Targeting this group with your next campaign will raise your return on ad spend.
NCS can provide these capabilities to help achieve the goals of both the agency and advertiser:
1) Target Evaluator
- What: NCS will articulate the dollars potentially influenced by TV ads when you select programs based on buyers or sales volume of product.
- Application: Allocating media dollars and subsequently reaching your target audience is priority number one. NCS can help you understand the value of various consumer buyer definitions, and target media based on purchase behavior and campaign goals (i.e. drive trial, conquest competition, retain loyals, etc).
2) AdVantics on Demand™
- What: Choose the right program element without shrinking your GRPs to reach the most buyers or sales volume.
- Application: Similar to Target Evaluator, AdVantics On Demand goes one level deeper in television. Instead of just finding buyers, TV planning is opened up by applying audience buying behavior to adjustable elements such as programs and dayparts, while maintaining your gross rating points. In turn, agencies can use the advertiser’s budget more efficiently.
3) Audience AdVantics Targeting
- What: Integrating offline purchase data with 90%+ of the reachable ad impression via portals, publishers, ad networks, and programmatic technology partners.
- Application: In the digital and mobile realm, it is imperative to identify the optimal channels to launch and measure your campaign. NCS provides agencies with 15+ channel partners that are powered with NCS data, including Yahoo!, AOL, Google and more.
- What: Optimize creative, placement & delivery based on what drives the greatest incremental life throughout the campaign.
- Application: If a campaign is not delivering or meeting impression/sales expectations after four weeks, it’s time to switch it up – in real time. In-Flight enables agencies to change multiple campaign elements to reach any specific campaign goal, uncovering insights to share with the advertiser’s brand.
5) Sales Effect
- What: A precise and complete picture of incremental sales in response to your media campaign, broken down by buyer type, executional element and more.
- Application: Traditionally measured by impressions, ultimate success at NCS can be translated into incremental retail sales dollars. Agencies can utilize figures that chart ROAS and CPMs across historical norms and benchmarks. Furthermore, they can apply lessons of the sales effect study to future campaigns to ensure success.
See how NCS drives results here.
Boy scouts. Ninjas. The mafia. And you?
Yes, friend. Count yourself among their ranks, because you all live by a code – the bar code.
That’s right. For likely as long as you can remember, the purchases you’ve made have been painstakingly itemized and documented by those magical little elves of the retail world, better known as UPC bar codes. And today, we celebrate their 40th birthday. You brought a gift, right? Right?
It’s hard to imagine a world without UPCs, but it wasn’t until 1974 that the technology that made them possible manifested in the harmless sale of a pack of gum in Troy, Ohio. Back in those days, pretty much anything could be construed as a sign of the apocalypse, and bar codes certainly were. Thankfully, retailers persevered, and as a result we’ve all come to enjoy better inventory in stores, shorter checkout lines, and a slew of other advancements brought on by the granular insights afforded by UPCs.
So it’s the big 4-0 for our friend, the bar code. Over the hill, you think? Don’t say that to its face.
The UPC bar code is stronger than ever… strong enough that it could even be accused of juicing. But no way, pal. These guns are all natural, fed on a healthy diet of big data in the digital age. Technologies like Radio-frequency Identification (RFID) still utilize UPC nomenclature as the underlying model, and the most innovative retailers rely on bar codes to fuel their strategy to this day.
How is it that we’re still running our grocery stores and retailers on a 40-year-old innovation? Simply put, it’s still the most granular data available. At NCS we constantly extoll the virtues of UPC data, yet still find that some agencies and publishers are in the dark about its comparative value. Allow us to take you to school:
It’s not enough to have a ton of retail sales data – even if you happen to have the most, as Nielsen Catalina Solutions does. Your data loses value if it’s imprecise (or worse, misleading), which is why UPC bar codes are such a wonderful invention. Armed with that level of granularity, you can understand buyer behavior down to the flavor, size, packaging… You name it. This level of insight can often have a drastic impact on both your creative and your types of media buys. That’s the power of UPC data.
Want to know more? Get in touch.
Rocket Fuel and Nielsen Catalina Solutions (NCS) have joined forces to optimize programmatic CPG campaigns using NCS’ In-Flight Optimization capabilities. Rocket Fuel’s unique advertising solutions coupled with NCS’ In-Flight Optimizer affords digital marketers the ability to gauge the effectiveness of their programmatic ad campaigns in driving retail sales by monitoring the campaign and making adjustments while the ads are running. Weekly results are delivered to the advertiser, allowing the opportunity to reallocate impressions based on the success of a particular campaign element – be it ad placement, segmentation strategy, creative, etc.
With the In-Flight Optimizer, advertisers no longer need to wait until the campaign is finished to determine what worked best. This collaboration between Rocket Fuel and NCS will help CPG advertisers maximize their return on ad spend potential for campaigns by spending ad dollars against campaign elements that are most effective in driving sales. Contact Rocket Fuel or NCS today to find out how In-Flight will help you optimize your programmatic ad campaigns.
See the full press release here.
A leading coffee brand harnessed the precision marketing power of Nielsen Catalina Solutions (NCS) purchase based targeting to realize a very impressive 23% sales lift driven by a recent campaign for their new single-serve K-cup brand.
The mobile campaign strategically targeted previous buyers of the single-serve coffee category, ensuring that impressions were served to a highly receptive audience. This purchase-based segmentation strategy yielded a whopping $8.45 Return on Ad Spend (ROAS) for the brand.
As the industry leader in purchase-based segmentation, Nielsen Catalina Solutions (NCS) has over 2,500 category and brand CPG buyer segments – more than any other data provider in the world. With server-level integration with top retailers nationwide, NCS’ data is detailed and fresh.
This breadth of data allows CPG advertisers to plan media against segments comprising any buyer definition imaginable. The benefit of using purchase data for planning CPG media is powerful: Advertisers can target households that are relevant to their brand or category as demonstrated by their past purchase behavior. Since past purchase behavior is the strongest indicator of response to advertising, the ability to identify audiences based on their in-store purchases is invaluable.
In addition to the 2,500+ brand and category segments (i.e. buyers of carbonated soft drinks, or buyers of the Coca-Cola brand), NCS also has the ability to create any number of tailored buyer segments. For example, if a yogurt brand wishes to deploy media against non-brand loyal yogurt buyers, NCS can identify the best audience based on this buyer definition. Or if a vitamin company wants to target buyers of its competitive set in order to gain market share, NCS data can help identify that audience too. There is virtually no limit to the depth of buyer segments that NCS can offer; if you can say a buyer definition out loud, NCS can identify the audience!
Carl Spaulding, NCS’ Executive Vice President of Client Consulting, will be among the industry executives on hand to answer questions in an upcoming webinar co- presented by the Cambridge Group and The Nielsen Company. The presentation takes place next Tuesday, March 18th at noon and will be focused on mass and precision marketing. It is free to register.
More event information from the Cambridge Group:
Join us to learn about two very different, but equally powerful case studies. One fast-growing media company is helping its advertisers find their potential Super Consumers via mass marketing, and an upward-bound consumer durables company built a proprietary, predictive modeling process based on Super Consumers to generate more, better leads. Learn from these two companies how to find your own Super Consumers and use them as a beacon in your fundamental business processes to produce game-changing outcomes.