nielsen on clutter

Confidential & Proprietary© 2007 The Nielsen Company

Media Planning:Introducing Clutter MeasurementInto the Online Buying and Selling ProcessOctober 10, 2008Jon GibsVice President, Media [email protected]


"Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises, and by eloquence sometimes sublime and sometimes pathetic."

Samuel Johnson, "The art of advertising exemplified", The # 4o, 1759


“Television and direct mail exhibit the most perceived ad clutter. Newspaper and Yellow Pages exhibit the least. Attitude to advertising is generally affected by excessive advertising and disruptive advertising. Adavoidance is generally related to excessive advertising, disruptive advertising, and ads that make it harder to search the medium. Finally, our findings suggest that standard demographic variables are not particularly useful as a means to identify people who are more likely to consider advertising excessive.”


How Impactful Is It?

• Methodology: 5 cell test, e-mail survey

• Sample: n = 200 per cell, weighted by age, gender and income.

• Description: Each cell are shown pages with increasing levels of ad clutter. Each are then asked questions about the page content as well as standard advertising effectiveness questions


Impactful Enough…Unaided Recall


The Drivers Of Clutter Online


Our Goal

To develop a planning/selling metric that can be used in conjunction with other metrics such as unique audience to allow agencies to better place advertising and for publishers to better monetize their inventory.


The Clutter Metric

(Ad Impressions/Page Views)

Total Time

*Pixel Weight


Niche Content Sites Tend Toward Higher Clutter, Functional Sites Lower

Clu

tter S

core

(Low

Is G

ood)

Nielsen Online Custom Clutter Analysis: NetView and Ad Relevance (9/08)


Clutter Tends To Separate Sites Based on Their Consumer Function

Men's Interests

Automotive

Women's InterestsFinance

Local Home & Garden

Humor Health & Fitness

Kids & Family

Learning & Reference

Sports & Recreation

Weather

Games

Computing & Technology ‐ Consumer

Learning & ReferenceGeneral/National News

Shopping & AuctionTravel

Yellow & White Pages

General CommunityEmploymentGreetings

Business

Targeted Portal/Community

EntertainmentComputing & Technology ‐ Consumer

Clu

tter

Average Category UA (000)

Niche

Application

General Use



The Segment Clutter Metric

XClutter Metric

% Of Total Time Segment Spends On Site


Score Percent Of Minutes A18‐34123Greetings 1.00 5%Charter.net 3.01 8%Cheap Tickets 1.25 10%ESPN.com Page 2 0.64 6%Superpages 0.25 20%TechRepublic 1.44 9%The History Channel.com 0.47 29%VH1 2.36 8%Yahoo! HotJobs.com 1.32 4%

Demo Score 1.03

Score Percent Of Minutes A18‐34123Greetings 1.00 5%Charter.net 3.01 29%Cheap Tickets 1.25 10%ESPN.com Page 2 0.64 6%Superpages 0.25 20%TechRepublic 1.44 9%The History Channel.com 0.47 8%VH1 2.36 8%Yahoo! HotJobs.com 1.32 4%

Demo Score 1.57

Rea

l

Mad

e U

p



Demo Clutter Level Exposure



A Drill Down on Male-Oriented Sites

Motor Trend

Cardomain.com

Pop Mech

Clu

tter

Average Category UA (000)

Average Clutter Level For Men

Bubble Size = Time Per Person

Opportunity

Less So…



The Advertiser Clutter Metric

XClutter Metric

% Of Total Impressions Advertiser Spends On Site


Score Percent Of Impressions GM123Greetings 1.00 6%Charter.net 3.01 8%Cheap Tickets 1.25 13%ESPN.com Page 2 0.64 18%Superpages 0.25 23%TechRepublic 1.44 4%The History Channel.com 0.47 21%VH1 2.36 3%Yahoo! HotJobs.com 1.32 5%

Advertiser Score 0.91


The Advertiser Clutter Metric


Some Buyers Are More Clutter Sensitive Than Others

Smart Buying

Pretty Standard

Could Use Some Help

Wow

Impressions

Clu

tter



Clutter Level For The Top Advertisers

16,235,291,000

7,497,120,000

5,906,772,000

5,100,218,000

3,529,016,000

3,274,147,000

3,241,788,000

2,854,367,000

2,843,214,000

2,731,950,000

Impressions



Top Scorers For 500 Million+ Impressions



Bringing It All Together: Selling Inventory On a Weather Site

Goal: A weather site is trying to establish as an effective advertising vehicle to reach high-income

consumers for American Express


The Audience Size Is Fairly Cut And Dry…



A Look At Clutter Of Weather Sites



But the thing is, clutter isn’t always bad

Why do you research guys always have to make everything so darn complicated?


Low Clutter Is Not Always Good, Sometimes It Minimizes Opportunity

-A

dver

tiser

Clu

tter

+

- Segment Clutter +


Four Sites Achieve Demo Scores

1.29 $150,000 HH Inc Demo Score



Three Sites Achieve Advertiser Scores

1.1 Amex Advertiser Score



So Let’s Look At Clutter Of Weather Sites


Not enough inventory?


Optimal Opportunity To Clutter Ratio


Optimal


Next Steps

- Develop trending

- Building better weighting schema

- Incorporate into planning models


Conclusions

- Clutter is a big deal, and not just for TV

- Clutter is measurable

- Clutter does not stand on its own

- Clutter is not necessarily bad

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