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.
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.
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.
One of our biggest customers sells sausages and brats … and now that grilling season is here, that’s a lot. Between May and August, those sausages could stretch around the equator 1 ½ times, or more than 37,500 miles.
But how to get those sausages to stretch around the globe twice? Or more?
This well-known brand already puts out a major ad campaign every summer using TV, radio, and digital to get everyone in the mood to grill. And the numbers off those previous efforts have been pretty good.
Yet this customer wants those numbers to get better. So since last year, they have been using our AdVantics On DemandTM product, a web-enabled platform that allows CPG brands and agencies to accurately see how well their TV ads are reaching their buyergraphic targets. (We have nearly 25 companies representing over 200 brands, agencies and networks using the platform already).
The result for our sausage-making friends –effectiveness for their TV media buy improved 8-10 percent last year when measuring traditional users after using AdVantics On Demand. (For data geeks, the effectiveness index increased from 104 to 112-114 year over year when comparing TV campaigns).
How does that work? Here’s our customer’s marketing director in his own words:
“AdVantics provides that link from a traditional way to buy media back to the actual purchase consumption. That link hasn’t always been there … you usually go by age, demographics, or interest when you typically buy media. This pins it to actual consumption of products.”
More specifically for this customer, AdVantics On Demand allowed them to get better at targeting buyers and figure out which premium ad spends were worth it. Before, they would just target adults and hope to grab some of their targets (males who normally make the buying decisions when it comes to what to put on the grill).
That meant avoiding paying premium ad prices to get nothing but males on networks such as ESPN, the Golf Channel or even outdoors-based networks, given the rates were sky high for those placements. Instead, they would hope for the best and just target adults 25-54 or adults with children.
But what AdVantics showed them was that perhaps a little more spend to better hit their target audience was worth it and could mean exponentially more sales. So networks such as The Military Channel came into play, for example. More premium buys might be in the offing as well.
And the data from last year led them to simplify their targeting model, reducing the number of targets to two from three last year.
“It really changed how we do buy … in a sense, it is a much, much more direct and precise way to get at those types of users,” our customer’s marketing director says.
Want to see the same kind of results? First, check out our tutorial video about AdVantics On Demand:
And please reach out to us for more information and let us help improve your TV Advertising.
A leading juice brand utilized NCS’ TV Sales Effect product to understand actual retail sales driven by their previously executed TV Heavy-Up campaign to inform planning for campaigns that will run in the second half of the year.
The study was designed to compare several groups of households exposed to the TV commercial ad at varying frequencies. The study determined that the households exposed at a frequency of greater than 5 times (the heavy-up group) yielded a 21% overall increase in incremental sales. Interestingly, households exposed to the ad 9-12 times contributed 69% of the incremental retail sales lift. This insight into advertising exposure helped the brand determine the optimum frequency for future TV campaigns to maximize incremental retail sales.
For many years, CPG brands planned their media campaigns against demographic segments derived from research about the age and gender of their core customers. Today, with the emergence of precision marketing and big data, it’s apparent that a demographic-based approach is wasteful at best.
In a study powered by Nielsen Catalina Solutions (NCS), Catalina Marketing has published an analysis of the purchase behavior of 3,800 Nielsen People Meter (NPM) households, regarding 10 leading CPG food brands that combined to spend a total of over $415 million on measured TV media in 2011.
Linking media exposures to purchase behavior, the results of the study are telling: Demographics are a poor indicator of purchase behavior.
- Demo-based media plans over-deliver to low-value consumers
- The average brand in the study delivered 64 percent of television media exposures to households accounting for 2 percent of sales
- Demo-based media plans under-deliver to brands’ best consumers
- A mere 36% of exposures reached the households that accounted for 98% of brand sales
- Common demo targets miss a majority of sales volume
- Households headed by women aged 25-54 provided just 47 percent of sales for the average brand
Fortunately, CPG marketers have an alternative to the inefficient demographic-based approach to media planning. Purchase-based targeting – the ability to segment audiences based on their actual in-store purchase behavior – offers a dramatic improvement to the demographic-based approach.
To learn more about how demographic targeting misses the mark for CPG advertisers, read Catalina Marketing’s “Deconstructing Demographics” case study in its entirety. For more information on how NCS can power purchase-based media planning for your next campaign, please get in touch.
With the emergence of big data, marketers and media companies are now able to optimize television media planning and buying by matching television programs with consumers based on actual retail purchase behavior. So, what does this mean for advertisers?
Essentially, advertisers are closer than ever to ensuring that relevant messages reach target consumers. Isolating consumers based on what they buy also means that advertisers can drive sales without increasing ad spend.
This is all done through AdVantics On Demand™, a user friendly, web-based platform with the purpose of helping advertisers choose the best buyer-rich programs, networks, dayparts or genres for TV campaigns.
How does it work?
- Define target: Advertisers define the high-potential buyer segments for their campaign, including high, medium and low buyers of CPG brands/categories.
- Optimize schedules: Rank programs, networks, dayparts and genres based on selected buyer segments (buyergraphic targets).
- Analyze delivery: Examine post buys, including the delivery of brand’s buyer segment, reach and frequency.
- Integrate reports: Easily export data and reports to nearly allthird-party systems and Excel.
To learn more about AdVantics On Demand ™, check out this video tutorial:
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!
Considering that millions of dollars are invested in national television campaigns, understanding effective campaign elements is crucial to maximizing precious ad dollars. Thanks to a partnership between NCS and Charter Media, advertisers can now isolate sales driven by specific elements of a campaign in certain markets prior to the more costly rollout of a national campaign, representing a major breakthrough in the way television advertising is evaluated.
NCS Single-Source TV Ad Testing is the most cost-effective way of testing creative, length or weight of an ad, prior to launching a full campaign.
How does it work?
Leveraging the single-source overlap of Charter Media viewership and NCS’ purchase behavior geographical footprint, NCS develops a split-market test design across distinct DMA markets. Charter executes the test campaign, and NCS evaluates the impact on consumer purchasing by comparing the purchase behavior of those exposed to varying campaign elements.
TV Advertisers ultimately benefit from:
Cost-effective testing of creative, format, and audience
Ability to understand response to advertising using actual retail sales data
Activate campaigns using elements that drive the greatest consumer response
The result is deeper understanding of how to optimize specific elements of a TV campaign before committing to a national rollout. Marketers can now pinpoint which creative, format, or audience is most effective in driving real sales – insights that can be utilized to leverage better campaigns in the future.