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Yes, Advertising Works.Now, What’s My ROAS Across Media Platforms?
Leslie Wood PhD - Nielsen Catalina Solutions
Britta Cleveland - Meredith Corporation
Dave Poltrack - CBS Corporation
Tony Marlow - Yahoo
Jim Spaeth PhD- Sequent Partners
Alice Sylvester - Sequent Partners
June 14, 2016
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How does
the cost of the media
affect it?
Are there differences by
category?
Is this changing
over time?
How do the
media
platformscompare?
How do brand
characteristics
affect the return?
Does
creative
type vary
the results?
What Sales & Return
should I expect from
my Advertising?
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Step 1: Assembled a group of experts:
Step 2: Dug into the data and looked at:
• Correlations,
• Graphs,
• Distributions
• Insights
Meet the Cross-Industry Project Team
Leslie Wood PhD, Chief Research officer,
Nielsen Catalina Solutions-
project lead
Jim Spaeth PhD, Partner, Sequent Partners
Alice Sylvester, Partner, Sequent Partners
Britta Cleveland, Senior Vice President, Research
Solutions, Meredith Corporation
Dave Poltrack, Chief Research Officer, CBS
Corporation and President of
CBS VISION, CBS
Tony Marlow, Head of Field Marketing,
Yahoo
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• Nearly 1,400 studies with complete data
• 11 years of tracking, though not all media
tracked over all years
• Media: TV, Online Display & Video, Mobile,
Cross-Platform, Magazines
• 450 CPG brands in the U.S.
• All reported values with less than 10 studies
are removed and all values with between
10-20 studies are shown with faded color
Meet the Dataset
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Meet the Media
Linear TV since 2009 – TV networks & cable networks
Magazines since 2012 – Major publishing companies, large
campaigns
Online Display since 2004/Video since 2008 – major publishers &
portals; typically premium inventory. Little to no programmatic.
Wide variety in size of campaigns and size of brands
Mobile since 2013 – In-App measurement
Cross Media since 2013 – Includes more than one media
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Objectives
$
Determine the ROAS (Return on Ad Spend) figures for each media that reflect the actual differences in the media
Determine sales productivity metrics that remove media costs from the equation
What factorsdrive sales results?
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Many of the drivers of
differences between media
are not being controlled for
Norms Across Media are Challenging:
Each media has a different mix of years, of brands, categories
and budgets
Recessionary
period
Changes in
media landscape
– no clear
categorization
$
$
Media costs and
Incremental Sales vary
by year, size of brand,
category & media
budget
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How Do We Measure the
Incremental Sales
Attributed to Advertising?
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NCS Connects the Media People Consumewith the Products they Buy
Exposure Data Nielsen Media &
Partner Data
Nielsen NPM
Mobile
80 MM HH
Radio
29K HH
Set Top Box Data
4.3 MM HH
Digital
100 MM HH
Client Proprietary
50 MM HH
Buy DataCatalina Frequent
Shopper Card Data
90 MM HH
• Nielsen Homescan
All-Outlet Data
• Client Proprietary
Sales DataAnonymous
Single Source
Households
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How we Measure the Sales Impact of Advertising
Measure & Interpret Sales
Impact by focusing on
purchasing patterns
Test Design and
Treatment Execution
Exposed & Unexposed HHs
matched on hundreds of
variables to isolate ad impact
UnexposedControl Households
+14%
ExposedTest Households
Exposed
(Test)
Unexposed
(Control)
Exposed households
isolated in database
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The Result: Incremental Sales
Exposed and Unexposed Comparison Accounts for 52 Weeks Purchase History & Demographics
Campaign Start
Your Ad Drove
Incremental Sales
Unexposed
Household
Purchases
Exposed
Unexposed
Campaign End
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Key Metrics:
An ROAS of $3.00 means
that for every $1.00 spent
on advertising, $3.00 is
driven in incremental sales.Incremental
Sales Lift
Campaign
Costs
Incremental
Sales Lift
Exposed
HH
Incremental
Sales Lift
Impressions (000)s
delivered
Incremental Sales
per Exposed or
“Reached” HH
Incremental Sales
per thousand
Impressions
ROAS$
These metrics
remove the
cost of the
media to
measure “sales
productivity”
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ROAS:
All Studies – Across Media
Source: Nielsen Catalina Solutions, Multi-Media Sales Effect Studies from 2004 – Q4 2015. Copyright 2016 © Nielsen Catalina Solutions
$
$2.63 $2.55 $2.45
$1.53
$3.94
$2.62
$-
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
$4.50
Display Linear TV Mobile Digital Video Magazines Cross Media
ROAS
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Incremental Sales per Reached HH:
All Studies – Across Media
Source: Nielsen Catalina Solutions, Multi-Media Sales Effect Studies from 2004 – Q4 2015. Copyright 2016 © Nielsen Catalina Solutions
$0.19
$0.33
$0.23 $0.23 $0.26 $0.25
Display Linear TV Mobile Digital Video Magazines Cross Media
Incremental $ per Reached HH
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Incremental Sales per Impression (000):
All Studies – Across Media
$16.95
$20.56
$26.52 $23.48
$20.30
Display Linear TV Mobile Digital Video Cross Media
Incremental $ per Impression (000)
Note: Magazine Impressions not currently included in the database
Source: Nielsen Catalina Solutions, Multi-Media Sales Effect Studies from 2004 – Q4 2015. Copyright 2016 © Nielsen Catalina Solutions
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Incremental Sales per Reached HH
Incremental Sales per thousand impressionsROAS$
Source: Nielsen Catalina Solutions, Multi-Media Sales Effect Studies from 2004 – Q4 2015. Copyright 2016 © Nielsen Catalina Solutions
All Studies – Across Media
Different Metrics Paint a Different Picture
Mobile
Linear TVMagazines
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ROAS:
Category – All Studies
$3.71
$3.06$2.82 $2.78 $2.67 $2.60 $2.59
$-
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
Baby Pet Health & Beauty GeneralMerchandise
Food Beverage Over-the -Counter
ROAS
$
Source: Nielsen Catalina Solutions, Multi-Media Sales Effect Studies from 2004 – Q4 2015. Copyright 2016 © Nielsen Catalina Solutions
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ROAS:
Category – Across Media$
Source: Nielsen Catalina Solutions, Multi-Media Sales Effect Studies from 2004 – Q4 2015. Copyright 2016 © Nielsen Catalina Solutions
$-
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
$4.50
$5.00
Display Linear TV Mobile Digital Video Magazines Cross Media
ROAS
Baby Pet Health & Beauty General Merchandise Food Beverage Over-the -Counter
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Incremental Sales per Reached HH:
Category – Across Media
Source: Nielsen Catalina Solutions, Multi-Media Sales Effect Studies from 2004 – Q4 2015. Copyright 2016 © Nielsen Catalina Solutions
$-
$0.05
$0.10
$0.15
$0.20
$0.25
$0.30
$0.35
$0.40
$0.45
Display Linear TV Mobile Digital Video Magazines Cross Media
Incremental $ per Reached HH
Baby Pet Health & Beauty General Merchandise Food Beverage Over-the -Counter
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Incremental Sales per Impression (000):
Category – Across Media
Source: Nielsen Catalina Solutions, Multi-Media Sales Effect Studies from 2004 – Q4 2015. Copyright 2016 © Nielsen Catalina Solutions
$-
$5.00
$10.00
$15.00
$20.00
$25.00
$30.00
$35.00
$40.00
$45.00
Display Linear TV Mobile Digital Video Cross Media
Incremental $ per Impression (000)
Baby Pet Health & Beauty General Merchandise Food Beverage Over-the -Counter
Note: Magazine Impressions not currently included in the database
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What we do know: Brand Characteristics Matter
Marquee BrandsBigger Brands, shorter
purchase cycle
Mid-sized
Brands
Infrequent UseSmaller brands, longer purchase cycles,
fixed level of purchasing across time
Average Penetration
(1 year)47% 15% 10%
Average Purchase
Cycle (days)69 71 96
Average Brand Share 31% 16% 11%
FROZEN
Cluster Analysis: clustered brands into groups based on their purchase cycle, dollars per week and penetration
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Across Clusters: Very Different Average Performance
$3.63
$2.78
$2.18
$-
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
MarqueeBrands
MidsizeBrands
InfrequentUse
ROAS
$0.31
$0.22
$0.14
$-
$0.05
$0.10
$0.15
$0.20
$0.25
$0.30
$0.35
MarqueeBrands
MidsizeBrands
InfrequentUse
Incremental $ per Reached HH
Source: Nielsen Catalina Solutions, Multi-Media Sales Effect Studies from 2004 – Q4 2015. Copyright 2016 © Nielsen Catalina Solutions
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ROAS:
Clusters – Across Media$
Values with 10-20 studies
Values with 10-20 studies
Source: Nielsen Catalina Solutions, Multi-Media Sales Effect Studies from 2004 – Q4 2015. Copyright 2016 © Nielsen Catalina Solutions
$3.70
$2.74 $2.95
$5.94
$2.70 $2.65 $2.57
$1.44
$3.82
$2.69
$1.96 $2.10 $1.75
$3.80
Display Linear TV Mobile Digital Video Magazines Cross Media
ROAS
Marquee Brands Midsize Brands Infrequent Use
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Incremental Sales per Reached HH:
Clusters – Across Media
Values with 10-20 studies
Values with 10-20 studies
Source: Nielsen Catalina Solutions, Multi-Media Sales Effect Studies from 2004 – Q4 2015. Copyright 2016 © Nielsen Catalina Solutions
$0.29
$0.73
$0.25
$0.53
$0.19
$0.30 $0.25 $0.23 $0.24 $0.26
$0.12
$0.33
$0.13
$0.24
Display Linear TV Mobile Digital Video Magazines Cross Media
Incremental $ per Reached HH
Marquee Brands Midsize Brands Infrequent Use
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Incremental $ per Impression (000):
Clusters – Across Media
$22.38
$25.36
$31.97
$18.17
$21.92
$28.13
$20.68 $20.68
$11.58 $13.14
$17.83
Display Linear TV Mobile Digital Video Cross Media
Incremental $ per Impression (000)
Marquee Brands Midsize Brands Infrequent Use
Values with 10-20 studies
Values with 10-20 studies
Source: Nielsen Catalina Solutions, Multi-Media Sales Effect Studies from 2004 – Q4 2015. Copyright 2016 © Nielsen Catalina Solutions
Note: Magazine Impressions not currently included in the database
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ROAS:
All Studies – Across Years
$3.05
$4.22
$2.23 $2.20
$4.20
$3.30
$5.28
$3.27
$2.31$2.80
$2.33
$-
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
ROAS
$
Source: Nielsen Catalina Solutions, Multi-Media Sales Effect Studies from 2004 – Q4 2015. Copyright 2016 © Nielsen Catalina Solutions
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Summary/Findings
• It was much harder than we thought to isolate the variables to create a pure “apples to apples” comparison between media
• For example, we could not control for creative – and we know from other studies that creative is a primary driver of all lift measures: ROI, ROAS and Incremental Sales
• While we need to use with caution, advertisers can compare their results to these norms
o By Media Platform, Category, Brand Cluster & other filters
• Brand Clusters are better indicators of incremental sales than category
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Implications
• There is no “best” media – strategy & message drive the choice
• These are averages. Be accountable to sales: Know Your Numbers!
•Make sure that your creative is as strong as it can be, and is driving sales
• Leverage data and measurement to inform media decisions
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$2.63 $2.55 $2.45
$1.53
$3.94
$2.62 $0.19
$0.33
$0.23 $0.23 $0.26 $0.25
$16.95
$20.56
$26.52
$23.48
$20.30
Incremental Sales per Reached HH
Incremental Sales per thousand impressions
ROAS
$
Source: Nielsen Catalina Solutions, Multi-Media Sales Effect Studies from 2004 – Q4 2015. Copyright 2016 © Nielsen Catalina Solutions
Summary: Three Key Metrics
All Studies – Across Media
Display Linear
TV
Mobile Digital
Video
Magazines Cross
Media
Display Linear
TV
Mobile Digital
Video
Magazines Cross
Media
Display Linear
TV
Mobile Digital
Video
Cross
Media
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Appendix
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How Does the Same Brand
Perform Across Media?
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Brand A:Very Different Results for the Same Medium, Same Period of Time
0.00
0.20
0.40
0.60
0.80
1.00
1.20
1.40
ROAS
Brand A – Same Time PeriodThree Digital Portals - Nine Different Tactics
$
Source: Nielsen Catalina Solutions, Multi-Media Sales Effect Studies from 2004 – Q4 2015. Copyright 2016 © Nielsen Catalina Solutions
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Brand B:Consistently High Results for Different Years and Different Media
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
ROAS
Brand B Different Media & Years
Source: Nielsen Catalina Solutions, Multi-Media Sales Effect Studies from 2004 – Q4 2015. Copyright 2016 © Nielsen Catalina Solutions
$
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Media Type by Year NCS Began Measurement
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Source: Nielsen Catalina Solutions, Multi-Media Norms & Benchmarks: 2004 -Q4 2015. Copyright 2016 © Nielsen Catalina Solutions
Online Display
Online Video
Cross Media
TV
Mobile
Magazines
Radio
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$3.62$3.27 $3.18
$2.62 $2.51 $2.43 $2.35$2.06
$-
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
Reward/Sweepstakes *
Promotion/Coupon
Nutritional * Other Interactive Equity -Branding
Usage Recipe
ROAS
ROAS:
All Studies – Creative Type$
Values with 10-20 studies
Source: Nielsen Catalina Solutions, Multi-Media Sales Effect Studies from 2004 – Q4 2015. Copyright 2016 © Nielsen Catalina Solutions
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