Nielsen ONE Reveals How to Maximize Reach Using Linear, CTV, Computer and Mobile

For example I see two campaigns that are less than 10 apart in total GRPs but one of them has a reach of 9116 and the other has a reach of 5974 Can you guess why that might be I bet many of you are thinking that the higher reach campaign used more linear well known to be along with radio one of the two media types likely to get you the highest reach In many cases youamp8217d be rightHowever in this case hereamp8217s how the GRPs break down percentage wise in the two campaignsamp160Adults 2554 higher reach campaign had 3282 GRP lower reach campaign had 10 more GRP at 3601In other words the lower reach Campaign B did not make best use of the potential reach gain afforded by crossmedia mixes Campaign A in comparison to Campaign B quotredistributedquot about 20 of the linear budget across the other three platforms with not so much to computer and got a relative increase of about 50 higher reach than Campaign BHereamp8217s a third campaign letamp8217s call it Campaign C which achieved a higher reach than Campaign B with only about a quarter of the GRPsAdults 2554 higher reach campaign had 840 GRP lower reach campaign had 4X more GRP at 3601Although these are merely a few initial peeks at the data they already strongly suggest that considerable dollar savings and reach increases can be achieved by studying Nielsen ONE Ads In my recent articleamp160I quoted PampampGamp8217s Marc Pritchard as saying that PampampG will now be aiming to achieve campaign reach in the 90100 range and these Nielsen ONE Ads data suggest that 90100 campaign reach is not a pie in the sky goal It merely comes down to optimizing the mix across the four devicesIndustry Hustles to Retrofit for CrossPlatform MeasurementUnexpectedly although in retrospect we should have predicted it the industry is unprepared to make best use of crossplatform measurement immediately This is because in order to define a crossmedia campaign for a computer the brand andor its agencies must say quotthese TV spots and these digital insertions are all part of a single campaignquot So far out of the over 41000 campaigns in Nielsen ONE Ads only 149 have been thusly identified by the clientagency teams linking the TV and digital The good news is that the latter number is triple what it was two weeks ago in other words work is proceeding at pace for these crossmedia campaigns to be identified by their owners Nielsen is helping by creating custom software for clients to use to simplify and quicken their ability to define crossplatform campaignsIn order to begin to help the industry by sharing articles such as this one which is only the first of many that will be mining and sharing the useful generalizations to come out of Nielsen ONE Ads I requested a 5 anonymous sample of all the campaigns in the system but once I discovered the delay in clients identifying which linear TV units fall within which crossmedia campaigns I also requested all the campaigns that link linear with digital Currently I am analyzing 149 campaigns with linear TV and 2075 digital campaigns without linear TV almost all of which will probably soon be seen to also have linear TV attached to them Here are the reach curves of the two sets of campaignsOne might wonder what that outlier is on the digitalonly campaigns graph at upper right which achieves over 50 reach despite not having any linear attached to it yet And does so using only 350 GRPs Those used to planning and buying digital know that itamp8217s difficult to achieve reach that high without linear We thought TV was fragmented digital is atomized amp8211 making it even harder to gain reachLetamp8217s call that outlier Campaign D More than 80 of its digital GRPs are in mobile About 10 is in CTV and about 10 in computer Iamp8217ll look forward to seeing what linear adds to that pictureMuch more to come I suggest you beat the rush and get your campaigns defined in Nielsen ONE Ads as soon as possible in order to gain maximum advantage in planning and buying the UpfrontSelfpublished at MediaVillage through the wwwAvrioB2Bcom 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 MediaVillagecomMyersBizNetInvite job candidates to apply live during the Media and Advertising Communityamp8217s Black Talent Outreach Week at MediaVillagecom and

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Nielsen ONE Reveals How to Maximize Reach Using Linear, CTV, Computer and Mobile

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Bill Harvey

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Nielsen ONE Reveals How to Maximize Reach Using Linear, CTV, Computer and Mobile

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Bill Harvey

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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