An Amobee-commissioned study of Nielsen TV Data Reveals Advertisers Who Allocate Their Media Across TV + Digital Channels Can Attain Higher Reach
Foster City, Calif. – Amobee, a global marketing technology company, announced that it has commissioned Nielsen, a leading global provider of information and insights into what consumers watch and buy, to conduct a cross channel reach study. The study looked at 14 television advertisers to determine if shifting part of the TV campaigns inventory to Amobee’s digital video inventory, which stretches across mobile, tablet, desktop and social media, can build incremental reach for brand advertisers. This is the first time Nielsen has looked at TV, desktop, mobile, and social as independent inputs in a campaign allocation simulation.
The study signifies an important move towards cross screen solutions in the advertising and entertainment industries and demonstrates how TV, desktop, mobile and social advertising work together in a modern media model to efficiently reach audiences cross device with frequency control.
While estimating the exact cost for TV campaigns is difficult due to the structure of advertising deals and blended network CPMs, an estimate was made using Nielsen’s Ad Intel. The study evaluated TV schedule estimates for 14 advertisers representing every major vertical and re-allocated varying percentages of TV budget across multiple digital channels using Amobee’s deterministic cross device one-to-one matching technology. Over 100 campaign simulations were run, and they identified additional audience opportunities for advertisers to extend the reach of their TV investment through digital. Top insights from the study include:
- Potential to Decrease Cost-per-Reach Point: Amobee found that amongst large campaigns measured in the analysis ($5MM or larger, as measured by Nielsen Ad Intel), there may be an opportunity to decrease the overall campaign cost per reach point. The average decrease in the study was 5.5 percent and in one case Amobee generated efficiencies of 9.3 percent given Amobee’s current rates.
- Reaching viewers unexposed to TV campaigns: Amongst all 14 campaigns simulated, the average percent increase in overall reach was 4.0 percent; and in one campaign, Amobee saw a 10.3 percent overall increase in reach.
- Increased connection among millennial audiences: Amongst all 14 campaigns simulated, the average percent increase in reaching Age 18-34 was 8.8 percent; In one campaign Amobee achieved a 19.3 percent increase in reaching Age 18-34 and 29.0 percent for audiences between the ages of 18-24.
All of the cross channel scenarios were cost neutral, and the study included a simulator to determine inputs percent of spend going to TV, mobile, and online to see the impact on outputs.
“Our goal with the study was to examine how it is possible to reach an engaged mobile and desktop audience at scale to fill in the gap from TV,” said Bryan Everett, SVP of Business Development and Publisher Solutions for Amobee. “When marketers invest in digital they reach cord-cutters, a growing audience, and extend their reach across multiple screens.”
The study also revealed that marketers have an opportunity to leverage digital to supplement TV viewers with new digital audiences by pairing TV advertising investment with cross channel digital video.
“In today’s media marketplace, fragmentation is the new normal and it continues to accelerate,” said Ronjan Sikdar, VP of Digital Media Analytics, Nielsen. “Increasing reach is one of several drivers of media effectiveness. Amobee wanted to understand more deeply how cross channel digital video consumption impacts where to allocate dollars to increase reach; so our methodology was inclusive of mobile, tablet, social and desktop to give them this in-depth view.”
Amobee is a global marketing technology company that provides data driven cross channel digital advertising solutions for agencies, brands and publishers. We serve key marketing channels – display, video, email and social – across all devices, and among a select group of companies globally with ads API integration for Facebook, Twitter, Instagram and Pinterest. Amobee’s patented Brand Intelligence technology analyzes over 60 billion content engagements daily across the Web, mobile, social and video providing marketers with the ability to access 360 degree insights around a brand’s entire digital footprint and activate advertising in real time on Amobee’s cross channel, cross device platform. Amobee is wholly owned by Singtel, one of the largest telecommunications companies in Asia, with over 550 million mobile subscribers. Amobee operates across North America, Europe, Middle East, Asia, and Australia.