Paradigm Change: Consumer & Media View

Launch Presentation Oct 2011

Todays Journey

1
2 3

Changing Consumer Media Habits

The Need for Cross Media Measurement

Bringing in Online Audience Measurement

4
5

CMV Case studies

Outcomes through Insights and Innovations

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Consumers can be engaged across an ever growing array of platforms and devices

Copyright 2011 The Nielsen Company. Confidential and proprietary.

And often at the same time

67% of Filipino Digital Consumers watch TV and use the Internet

Source: SEA DCR 2011

Copyright 2010 The Nielsen Company. Confidential and proprietary.

RAM ONLINE Media TAM (TV Audience (Radio Audience (Market Index Measurement) Measurement) Intelligence) Consumer & Media View (CMV)

Market Intelligence

Copyright 2010 The Nielsen Company. Confidential and proprietary.

The Consumer needs to be at the centre:

Who are they Where they live How they buy

How they live

What they buy

What they think

What media they consume... What they do

Yahoo! Marketing Summit Company. Copyright 2010 The Nielsen 2011
Confidential and proprietary.

Social Networking

Watching TV or Video

Social Networking
Living arrangements

Sourcing News & Vehicle brands Information Communicating Community Social Trends with Individuals involvement and Issues & groups Researching Relationships products or services Volunteering and donating

Facebook

Media Engagement

Consumer Action Cruises Holidays Holiday Advertising & and travel destinations Electronic Media
Segments of Choosing your car travelers

Media multi-tasking Booking overseas trips

Technology

Attitudes to social issues

Choosing your supermarket

Future Movie genres Intentions Early Adopters Apps Retail Select Motoring Online FTA Channels Going to events & Shopping Recommenders for Assets Mobile places Online Kids A week in iPads & Tablets Finance Gaming Sports Health & Beauty Shops bought from the life of participation Store choice in Last Month Frequency of use in key categories TV Listings Information 7
Copyright 2011 The Nielsen Company. Confidential and proprietary.

Purchase decision-making Main and top-up shoppers

Generations

Consumer Media View: Total Planning Solution

The richest and deepest view of the Consumer across Industry Currency Media To be Fused Digital Ratings

Fused TAM TV Ratings

Fused RAM Radio Ratings

Buyergraphics Doergraphics Demographics Claimed Media

Nielsen IMS Future Clear Proofing Decisions interface

Nielsen Client IMS Service Clear Decisions interface

Outdoor Exposure
Nielsen Print Readership

Cinema Visits

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Confidential and proprietary.

Introducing

Digital Ratings for the Philippines

Digital Ratings the OAM service for SEA

Digital Ratings based on hybrid methodology combines:

Consumer Media View and Market Intelligence

To build a people centric online audience measurement system, that provides; the most accurate measure of Internet use available in SEA including OOH detailed measures of audience demographics and their online behaviour reach and frequency reporting for comparison against other media

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Digital Ratings (hybrid) how it works

Our Consumer Media View tells us WHO the Internet users are, through: detailed information on internet users, including their preferred method of using the internet (e.g. internet caf, mobile, home) demographics, technographics and buyographics of Internet users

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Digital Ratings (hybrid) how it works

Our Market Intelligence service tells us WHAT Internet users are doing through detailed information collected on behaviour:
the sites they have visited by device the time they spend on sites, and, how often they return

Aggregate, for market ranking

drill down to specific days demographics collected by on site surveys

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Answering which sites/ mobile sites are best fit for your target audience

Website 88db Singapore Mirror Hardwarezone Forum

Matched % 0.76 0.74 0.31

UB Matched 2,655 1,181 1,576

Index % 685.23 670.00 282.66

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Digital Ratings (hybrid) how it works

Linked by fusion of Market Intelligence and Consumer Media View

MI surveys collected weekly for users who have completed surveys and maintained a cookie

CMV surveys are conducted monthly

Copyright 2010 The Nielsen Company. Confidential and proprietary.

A three step process to Digital Ratings

Step 1 Accurate tagging of sites to report on70% Internet audience Fuse with Media Index

Step 2

Step 3

Integrate for cross media reach and frequency

Copyright 2010 The Nielsen Company. Confidential and proprietary.

The benefits of Nielsen Digital Ratings

Client & Industry Benefits

Captures data from all sources including mobile and Internet caf not just home and work Daily UB data available for market ranking/ performance tracking Monthly people measure not computers, browsers, devices Future Cross-media measurement Consistent market-wide rules ensures a level playing field and trustworthy, comparable data for advertisers More accurate representation of ad inventory and audiences

Case Studies from Taiwan Pilot

For example
Where are people who are planning to buy my product? Flat screen TVs Cars Mobile Phones Home loans Energy drinks

Who are they demographically and what else do they like to do, see or consume so I can have a well defined strategy or targeted creative? What media do they consume? How do they behave across media and how can I best combine media to get a successful outcome?

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Evaluation of specific consumer groups: Target:- Interested in Financial Investments

Defined: 1.8 million usually read the newspaper sections on Investment/Finance Management and the Stock Market

Who are they:

60% are Male 60% 30-50 years 20% more likely to be married 63% earn more than NT30,000 vs 37% for pop 44% know what they have spent their money on
Copyright 2010 The Nielsen Company. Confidential and proprietary.

Interested in Financial Investments: What are their Financial Behaviours

% of type of Investments made in past 12 months
Structured Notes Futures/ Index futures Diamond/ Jewelry/ Art Domestic/ foreign real-estate Gold Foreign currency deposit Domestic/ foreign fund Insurance Stock Taiwan currency deposit

0.3 0.4 0.6 1.1 1.9 4.3 10.9 12 13.2 32.8

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Top 15 Banks currently have relationship with.

Chunghwa Post CO. CHINA TRUST CO. BANK OF TAIWAN CATHAY UNITED BANK TAIWAN COOPERATIVE BANK TAIPEI FUBON COMMERCIAL BANK HUA NAN BANK FIRST COMMERCIAL BANK TAISHIN COMMERCIAL BANK CHANG HWA BANK(CHB) CITIBANK E. SUN COMMERCIAL BANK LAND OF BANK BANK SINOPAC Mega International Commercial Bank

%
42.6 22.5 16.3 16.2 14.7 14.0 13.0 11.1 10.1 9.5 8.6 8.3 5.9 5.3 5.2

10

20

30

40

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Interested in Financial Investments: Newspapers read in the Past 7 Days

55% have Read the Apple Daily News in the past 7 days

Both provide highly targeted opportunities

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Interested in Financial Investments: TV Channels Viewed in Past Month

62% of those interested in Financial Investment have watched TVBS-N in the past month between 6.00-8.00pm
More likely to watch TVB5 Morel (109) and UBN (110)

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Interested in Financial Investments: Websites Visited in Last 7 Days

68% have visited the Yahoo Homepage

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Media Fusion Highlights Media Strengths

1 Week

1 Week

1 Week

35 Share for 7 Days on a combination of 3 Top 20 Sites 100% 1 Week 2.6 40 vs 2 Example Media Schedule:Newspapers 2 inserts in Apple Daily News & The Liberty News 100% Share for 1 74 on a vs Day combination of 3 top 20 sites 2 vs Television 28 spots 6.00pm to 8.00pm & 8.00 to 10.00pm on UBN, TVBSN & TVBS 35 1 Week 2.6 Newspapers 1 insert in Apple Daily News & The Liberty News 33 1.9 vs Television 4 spots 6.00pm to 8.00pm & 8.00 to 10.00pm on UBN, TVBSN & TVBS 74 2 35 1 Week 2.6 49 6.2
67
1 1.1 1.2

74 Example Media Schedule:2

1 Day

11 36

1 Day

Reach %
Newspapers Television Online

Average Frequency
Newspapers Television Online

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Media Fusion Highlights Media Strengths.

0 0 0
1 Week 20% Share 1 Week 100% Share

How do we meet planning criteria of Weekly Reach = 45% 0 and Average Frequency of 2.0 0 0 Reduce Newspaper usage to 2 insertions in 43 1.7 Apple Daily News only 1 Week 20% 37
45 74
Share 2.5 2 1.7 2.5

37 49
67

1 Week 100% Share

6.2 1 1.1 1.2

1 Day

11 36

1 Day

Reach %
Newspapers Television Online

Average Frequency
Newspapers Television Online

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Media Fusion Highlights Media Strengths.

0 0 0

How do we meet planning criteria of Weekly Reach = 45% 0 0 and Average Frequency of 2.0 0
43 1.7 Reduce Newspaper Week 20% to 2 insertions in 1 usage 37 2.5 45 Apple Daily News only Share 2 43 37 49 67

1 Week 20% Share

1 Week 100% Share

1 Week 100% Share

1.7 2.5 6.2 1 1.1 1.2

1 Day

11 36

1 Day

Reach %
Newspapers Television Online

Average Frequency
Newspapers Television Online

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Media Fusion Highlights Media Strengths.

Reduce Share of site down to 20% on all 3 Sites
1 Week 20% Share

Online = High Frequency Medium 43 1.7 1 Week 20% reduce cost? 37 How can we minimise and 2.5 Share
45

1 Week 100% Share

43 37 49

1 Week 100% Share

1.7
2.5 6.2

67
1 Day 11 36

1 1 Day 1.1 1.2

Reach %
Newspapers Television Online

Average Frequency
Newspapers Television Online

Reach %

Average Frequency

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Interested in Financial Investments: Weekly Reach Evaluating Audience across Media Platforms
Combined TV, Internet & Print

Average Opportunity To See

3.3 2.6 2.9 1.7 2.1 2.4

0 10 20 30

82 64

Combined TV & Print Combined TV & Internet

69
43 51 37
40 50 60 70 80 90 100

Print
Internet TV

% Target Reached
Copyright 2010 The Nielsen Company. Confidential and proprietary.

Evaluation of specific consumer groups: Target:- Taiwan Beer Drinkers (5.4m)

6.1 million Beer consumers in Taiwan 89% (5.4 million) usually drink Taiwan Beer ..

Who are they:

75% are Male 41% are between 30-49 years

58% work as Basic Level Managers

41% Agree they are very confident

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Target:- Taiwan Beer Drinkers (5.4 million)

Totals
36

Taiwan Beer

19 15

18 10 8

15 12 3

Top 3 Channels Most Likely to visit Past 7 days

Top 3 Websites Most Likely to visit Past 7 days

Top 3 Weekly Magazines Most Likely to read Past 7 days

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Media Fusion Highlights Media Strengths.

Example Media Schedule:Yahoo websites 100% Share for 7 Days on Yahoo Sport, Yahoo Stock & Yahoo Auto 1 Week vs 1 Week 0 0 One Insertion in Weekly Magazines - Next Magazine, Business Weekly & Business Today

1 Week 0

Yahoo Buy Higher Reach 1 Week 0 4 times more likely to see the ad
23.5 25.2

1 Week

1 Week

1.3 4.6

Reach %
Magazines Yahoo

Average Frequency
Magazines Yahoo

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Media Fusion Highlights Media Strengths.

Example Media Schedule:1Yahoo websites 20% Share for 7 Days on Yahoo Movie, Wretch Guestbook ,Wretch Homepage & Yahoo Sport Week 1 Week 0 0 vs Television 28 spots 6.00pm to 8.00pm & 8.00 to 10.00pm on MTV, Channel V, ANIMAX, GTV-C 1 Week

Yahoo Buy Week 1 5% More Reach than TV

12 17

1 Week

1 Week

2 1.6

1 Day

3.2 3.6

1 Day

1 1

Reach %
Television Yahoo

Average Frequency
Television Yahoo

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Target:- Taiwan Beer Drinkers (5.4 million)

Combined TV, Internet & Print

Average Opportunity To See

3.5

51 36 37
24 25 16
0 10 20 30 40 50 60 70 80 90 100

Combined TV & Print Combined TV & Internet Print Internet TV

1.7
3.9 1.3

4.6
1.9

% Target Reached

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Nielsen Consumer & Media View enables

Assess the effectiveness of consumer targeting in multi-media campaigns Extract more value from advertising activity Measure the quality of an audience, not just the quantity Ensures media schedules are planned and bought using industry currency electronic audience data (like with like)

Analyse Online and assess in combination with other main media

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Nielsen Consumer & Media View enables

Integrate media information with our rich source of consumer lifestyle, attitudes and purchasing behaviour data

Interrogate this wealth of data with a new state of the art user interface To be Fused
Digital Ratings Fused TAM TV Ratings

Fused RAM Radio Ratings

Nielsen IMS Future Clear Proofing Decisions interface

Buyergraphics Doergraphics Demographics Claimed Media

Nielsen Client IMS Service Clear Decisions interface

Outdoor Exposure Nielsen Print Readership

Cinema Visits

Copyright 2010 The Nielsen Company. Confidential and proprietary.