Nielsen ONE Ads Reveals How to Build Cross-Platform Reach Efficiently

Reach used to be easier to achieve because there were fewer vehicles to choose from each with a much larger audience than the audiences of today PampampGamp8217s quotComprehensivesquot a set of Nielsen special reachfrequency tabulations for all kinds of linear TV schedules amp8211 taught we who were lucky enough to work for a PampampG agency that having even just one highrated program in a schedule assured a higher reach campaign than if all the vehicles were low rated but added up to the same GRPA national advertiser would focus 90 of media attention on a few hundred TV shows and fewer than a hundred magazines Today a brand might implicitly consider nearly a hundred video platforms containing over 100000 programs as well as thousands of digital alternatives audio out of home and print With the possible exception of major live sports each vehicle today has a tiny audience by the standards of the Mad Men era making it virtually impossible to achieve the same reach at equal GRP relative to the good old days Today the conditions demand that practitioners study the devilish details and find the magic solutions that enable more reach Hence this article Here we will disclose findings that will make it possible to achieve 90 reach In contrast to using only the tricks of the trade handed down from the halcyon past and not the new tricks taught by Nielsen ONE where you would only get 70 reach for the same moneyNielsen ONE has over 45000 campaigns we can all learn from Iamp8217ve been studying a random 2267 campaign sample as part of my paid consultancy aimed at optimizing the combination of big data with all other Nielsen methodologies The big conclusion Iamp8217ve drawn so far is that the old trick of assuming random duplication as a fair estimate of reality no longer works as well There are definitely nonrandom patterns of duplication which can make a significant difference It would be an unusual mistake for the World Federation of Advertisers WFA and the Association of National Advertisers ANA et al to go down a path of using random duplication as a minimum standard for audience measurement This had been their announced plan in 2019 and hopefully minds have been changing these last four years 2023 Ephron Award winner Artie Bulgrin had taught us with his Project Blueprint that across media types the duplication patterns are nonrandom complex and must be measured empirically by a probability sample panel The industry has to reflect upon these lessons or they will need to relearn everything all over again the hard wayThe way Bill Harvey Consulting is doing these analyses we do not know the brands involved nor do we know their actual targets Only the brand itself can see their own campaigns in complete detail with nothing held back and can empower its agencies to also have that access For purposes of these analyses we are using adults 2554 as the target The GRP and reach numbers we cite are against that populationLetamp8217s take two campaigns that were relatively large amp8211 both around 3500 GRP one was 3505 GRP and the other 3464 amp8211 a one percent difference Both of them used linear TV CTV and mobile One of them also used computerThe one with the fewer GRPs got the higher reach of the two campaigns It achieved 9147 reachThe one with slightly more GRPs accomplished only a 7366 reachNow letamp8217s peel the onionHereamp8217s a comparison of the media mix used by the two campaigns expressed in terms of percent of GRPsThe mistake here is pretty clear Campaign B used only trace amounts of the three other media types the campaign was the closest thing to a straight linear TV buy Woeful underuse of the three media types for reach maximizationLetamp8217s take a look at two other campaigns at a slightly lower GRP level amp8211 Campaign C with 2247 GRP and Campaign D with 2010 GRP a little over 10 smaller Both of these campaigns used all four media types Campaign C achieved a reach of 8596 while Campaign D reached only 6164 Campaign D had about 89 of the GRPs of Campaign C but obtained only 72 of its reach WhyIt was not because of a big difference in media mix as in the prior case because in this case the two media mixes were reasonably similar in terms of percent of GRPsSo how can we explain why Campaign C received more than 24 more reach points than Campaign DDispersion The number of different publishers usedCampaign D actually used more networks in Linear than Campaign C did The reason why Campaign D lagged far behind Campaign C in reach was because dispersion was not used by Campaign D in digital although it was used in linear TV Being an even lower reach per campaign medium with even smaller audiences to any given content than linear the need for dispersion is logically even greater in digital Though arguably risk exists in dispersion that is too great For example including environments that do not amplify the ad or platforms which dilute good targeting In a word delicate integration of many factorsIt has always been known that dispersion is mission critical for maximizing reach In radio the learning was to buy amp8220deeperamp8221 ie more stations per market In linear the learning was to buy more networks across more dayparts Now in crossplatform the learning is that you have to use dispersion within every media type carefully and prudently which I will discuss in our next pieceThere is a wealth of learning still to come as Iamp8217m just scratching the surface of Nielsen ONE Stay tuned for further articles in this seriesGRPGross Rating Pointsthe number of ad impressions divided by the size of the population targeted times 100 Thus one million ad impressions against a target population of one million people100 GRPPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Nielsen ONE Ads Reveals How to Build Cross-Platform Reach Efficiently

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Bill Harvey

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Nielsen ONE Ads Reveals How to Build Cross-Platform Reach Efficiently

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