After a very positive 2016, with many successes – the launch of our first Multimedia ROAS Benchmarks, the availability of our purchase data to reach CPG category and brand buyers on Facebook, and the industry’s first case study with Yahoo and Chobani to measure the incremental sales impact of search advertising – 2017 is off to an equally exciting start.
NCS has been the innovator in our space since 2009 and we’ve been fortunate to work with innovative clients who want to be on the leading edge of precision marketing and return on ad spend measurement. But the pace of change taking place in the industry today has us realizing that these practices are no longer the domain of the risk takers but the mandate of CPG marketers large and small. Our focus on purchase based targeting and sales outcomes, and our pursuit of consistent cross-media measurement, have us sitting right at the heart of where the industry is wants to be. We wanted to take a minute and share what we’ve been up to.
We sat down with AdExchanger to talk programmatic activation and addressable TV…
Here are some highlights, read the full interview here:
“Two years ago, NCS data could be activated programmatically on 12 ad platforms. Today, that number is at 170… including direct relationships with DSPs like Turn, The Trade Desk and AppNexus, WPP’s Xaxis unit and DMPs or data onboarders like LiveRamp/Acxiom, Neustar and Nielsen Marketing Cloud. Each onboarding partner has around 40-70 ad tech integrations where it can send NCS audience segments.”
“NCS is an early measurement partner for addressable TV buying with Comcast, Charter, Altice (which bought Cablevision in 2016), Dish and AT&T.”
“More media is becoming addressable and more accountable, and NCS is well-positioned to grow on the back of that trend,” said Nicole Monteleone, executive director of analytics and modeling for the video ad tech company Eyeview, where she’s overseen some work with NCS on addressable TV measurement.
We announced a new cross-media sales measurement solution with Facebook…
To help our clients answer the question “but did it work?”, we set out to create a new cross-media solution that could identify: the unduplicated reach delivered by a campaign, how Facebook and TV contribute to sales results individually, and the synergy resulting from combining two or more media for a campaign. Currently, we’re measuring advertising campaigns that run across TV and Facebook (or Instagram or Facebook Audience Network), and in the future we’ll also do this for campaigns that cross TV, Facebook and other digital publishers.
We debuted the NCS Learning Lab, and our first project on viewability and attention…
NCS is fortunate to work with many agencies, advertisers and media companies who welcome the opportunity to test & learn alongside us, with the goal of creating better advertising and advertising solutions. This year we launched the NCS Learning Lab to further the industry’s understanding of advertising effectiveness. The first project we’re working on, with Moat, Yahoo and Kellogg’s, is aimed at connecting viewability and attention metrics to in-store sales. This will help marketers understand the correlation between attention and outcomes.
And we’re working on even more this quarter…
Over the coming months, we will have more exciting research and solutions to share with you. Currently, we’re analyzing hundreds of TV and digital campaigns to understand the impact of each campaign element (reach, creative, recency, targeting, context) on driving sales. We’re also planning Learning Lab projects related to addressable and data driven TV, and a meta-study furthering our viewability and attention work. We look forward to sharing more with you next quarter.
CINCINNATI, OHIO – Sept 22, 2016 – Nielsen Catalina Solutions (NCS), the leader in purchase-based targeting and return on ad spend measurement for the CPG industry, today announced an agreement with Facebook that will allow marketers to use CPG purchase data from NCS to measure the in-store sales impact of their Facebook ads.
NCS has the largest, most representative CPG purchase dataset in the industry, with in-store purchase data from over 90 million U.S. households, across more than 18,000 retail and drugstore locations. This shopper data is calibrated with Nielsen Homescan® and Retail Measurement Services (RMS) data to effectively cover nearly 100% of all-outlet U.S. CPG spend. Combining this purchase data with ad exposure information from Facebook will allow CPG marketers to identify their most responsive consumers and understand the impact their advertising has on in-store sales.
“Together, Facebook and NCS are collaborating to provide the industry with a closed-loop solution that helps marketers better understand the sales impact of their advertising on Facebook, Instagram and Audience Network”
– Brad Smallwood, VP Measurement & Insights, Facebook
“The ability to measure results using the deep CPG expertise of NCS is beneficial to our clients.” “The most important thing to understand about data – in the context of advertising – is that the quality of the audience segments and the measurement can only be as good as the data itself,” said Matt O’Grady, CEO, Nielsen Catalina Solutions. “Combining the highest quality purchase data with the huge reach and the resulting ad exposure data from Facebook, we can get a deep understanding of how these ads are driving consumers to purchase. This only scratches the surface of what we will be able to do together in the future.”
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.
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.
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.