When it comes to successful ad targeting for consumer packaged goods brands (CPG), there are a lot of theories, but little data.
Until recently, that is. In June, Nielsen Catalina Solutions (NCS) released the results of a study on 50 CPG brands over 3-and-a-half-years at various stages of their life cycles called How to Build Brands. Recently, Reynolds Wrap, the venerable aluminum foil brand, took a deep dive into what this data means for the brand.
According to the study, advertising spend becomes more efficient when marketers can identify which consumer groups the messaging resonates with most. Ideally, marketers can double down on such targeting to improve return on ad spend (ROAS) and sales lift. For CPGs, efficient spending is imperative. The average food store in the U.S. is 7,500 square feet smaller than 10 years ago and has about 9,000 more products for sale. But 60% of shopping decisions are still made in store. Clearly, many shopping decisions are up for grabs.
By Leslie Wood, Chief Research Officer
If you Google “rules of advertising,” you’ll find that most of these golden rules focus on how to develop great creative. There isn’t a lot of data-driven direction for planning and delivering advertisements with the right messages to the right audiences. In the past, we didn’t have the tools and framework to understand the financial implications of messaging and targeting decisions. Today, we do.
Now, we can stop asking the following questions and start answering them.
- Does advertising really work or can I just cut the price?
- What are the best short- and long-term strategies for driving growth?
- Who should we target—current buyers or non-buyers?
- What are the roles of creative and media in driving brand growth?
- How should the life stage of my brand affect decisions?
Ed Kim, VP Strategy
With the fall TV season fast approaching, it will be interesting to see what new trends and preferences emerge in consumer viewing habits. The TV industry has seen so much exciting change over the past few years, opening new doors for advertisers and creating more choice than ever before.
The new ecosystem that has emerged to support demand for more viewing choices has brought along with it a myriad of new terms—many of them fluid and not well defined. As I sit down to write this blog post, I’ve just read two opposing definitions of OTT—both by well-respected organizations. As a result of the rapid change in this industry, sometimes it seems as if we’re speaking in completely different languages. In this post, I’ll define some of the more fluid and commonly misunderstood terms being used in the TV industry today, to help clear up some confusion and get us speaking the same language.
NCS can help you navigate the new third-party audience requirements.
“The August 15th Deadline” is here and there are still so many questions looming in the minds of digital advertisers about the “post-Partner Categories” world of advertising on Facebook. Will there be less data to use for delivering targeted advertising? How will my existing campaigns and segments be impacted? Will I have to redo my entire advertising plan and budget? Are my campaigns at risk of becoming less efficient, or will I be able to maintain campaign performance?
According to AdAge, “An estimated $1 billion of ad spend on Facebook has gone through third-party partner program every year.” NCS is well prepared for this transition. Because safeguarding consumer privacy and advertising data integrity has always been a core value for us, very little will change in regards to how you can use our segments to reach your important audiences on Facebook.
In the south of France at this year’s Cannes Festival, there was a lot of talk regarding the blurring of lines between TV and digital. Matt O’Grady, CEO of Nielsen Catalina Solutions, shares what’s on his mind regarding transparency and TV today.
CPG marketers have a need for faster and more frequent purchase signals. Not only must they prove that their advertising is providing a strong return on investment, but they need it yesterday. To help our clients know what’s working and make near real-time advertising decisions, NCS has launched Purchase Data Metrics or PDM for digital campaigns.
Designed to help CPG marketers identify the most effective strategies and tactics that optimize sales from their ad campaigns, PDM can be accessed on-demand, with data updated daily, making it the fastest and most frequent purchase signal available for the CPG industry today. PDM is currently being used in proprietary platforms developed by several publishers and portals to deliver more effective advertising across their properties.
Radio is stepping up its game by investing in innovations and research to help prove its value and get the respect it deserves. Erica Farber, President and CEO of the Radio Advertising Bureau (RAB) recently interviewed luminaries in the radio industry to talk about Data-Driven Insights and measuring radio to drive results for the business. She opens with John Wannamaker’s famous quote, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
Matt O’Grady, CEO Nielsen Catalina Solutions (NCS), can verify which half is working. He shares how the radio industry is adopting ROI Analytics to drive sales accountability. “We can prove that someone who is exposed to the advertising is actually going shopping. We have a one-to-one connection between the listener and the shopper.”
Radio is often heard right before someone is going shopping and is a fantastic time to reach someone. So the exposure to the ad can be matched to that person’s purchase data and shopping behavior. That’s what advanced analytics now means for radio—evaluating the sales performance of the campaign.
Matt O’Grady talks to Erica Farber about Advanced Analytics—RAB@Work: The Q Report – Data & Analytics
To learn more about these Radio ROI Analytics, read about our sales effect solutions.
At the recent ARF AudiencexScience 2018 conference, NCS presented three topics to showcase thought leadership in the areas of targeting, measuring the sales influenced by advertising in a total video world and optimizing advertising while a campaign is still in-flight.
NCS CEO Matt O’Grady was among the esteemed guests discussing Advanced TV’s ins and outs at the recent Beet Retreat in Miami.
With Advanced TV’s dynamic opportunity also comes a fair amount of political complexity, and if you’re new to the medium, the video below will provide an enthusiastic executive introduction. Key takeaways from the panelists circled around the need for data transparency, innovative methodologies, and low-friction integration — along with a reality check on CPM as a performance metric, and how it can negatively impact campaign returns and client relationships alike.
Watch Matt and the Beet Retreat panel here:
While yacht-hopping in the French Riviera can’t be part of everyone’s job descriptions, getting the download from Cannes is always just a play button away, thanks in part to Beet.TV. See what NCS had to share with the adtech world:
Outcomes-Based Measurement: Andrew Feigenson reflects on the increasing authority of the almighty dollar as advertisers’ KPI of choice, and how publishers are in turn using ROAS to improve their products and inventory:
Bringing Buyergraphics To OTT & CTV: Matt O’Grady expands on our latest integration with Innovid to power dynamic campaign creative for Advanced TV based on consumers’ actual purchase history: