Case Study Archives | Nielsen https://www.nielsen.com/insights/type/case-study/ Audience Is Everything™ Thu, 11 Apr 2024 17:09:23 +0000 en-US hourly 1 https://www.nielsen.com/wp-content/uploads/sites/2/2021/10/cropped-nielsen_favicon_512x512-1.png?w=32 Case Study Archives | Nielsen https://www.nielsen.com/insights/type/case-study/ 32 32 197901765 Southeast Asia: CPG Marketing Mix Modeling Meta Analysis https://www.nielsen.com/insights/2024/tiktok-case-study/ Mon, 18 Mar 2024 14:03:42 +0000 https://www.nielsen.com/?post_type=insight&p=1493257 Introduction Measure the full funnel impact of TikTok advertising TikTok, a global entertainment platform, captures the...

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Key findings

$2.3

Strong ROAS in both short- and long-term

The study yielded $1.7 short-term return for every advertising dollar spent in Southeast Asia from TikTok Paid ads. Compared to other channels* in the study, TikTok gave 2.0 times better results. 

Beyond direct sales outcome, TikTok delivered 2.2 times more long-term sales for brands via its impact on brand equity than other channels* measured in this study. 

When taking into account both short-term ROI and long-term brand equity, TikTok outperformed other channels* by 1.4 times, with a total ROAS of $2.3 for every advertising dollar.

9.4%

Synergistic impact between television and TikTok advertising

Nielsen found 9.4% incremental sales when TikTok ads are executed together with television ads for at least 4 weeks in Southeast Asia, which is highest among all other media channels* in this study. 

$2.3

Leverage In-Feed ads as core and boost with high-impact formats during key moments

Nielsen measured TikTok ad products, revealing that In-Feed ads drove high short-term ROAS of $2, long-term ROAS of $2.8, and showed the highest sales response against other ad products. Thus, In-Feed ads should be preferred as the base ad product on TikTok platform.

For key moments, consider high-impact reservation formats like Branded Effect, which revealed short-term ROAS of $2.3, and long-term ROAS of $3.0, driving amplification with higher efficiency.

$2.0

Utilize a combination of creator and brand ads to maximize effectiveness

Both creator and brand ads drove returns more than their spends, with brand ads delivering short-term ROAS of $1.5, and creator ads driving even higher ROAS at $2. 

Note: Modeled with two year historical data in 2023.
*Other Nielsen measured media includes TV, Radio, OOH, Cinema, Digital Display & Video (excluding Facebook & Google).
Non-TikTok spends are based on rate card (monitored) and not actual spends from advertisers.

How it works

Nielsen Marketing Mix Modeling offered a comprehensive evaluation of TikTok’s campaigns through tailored econometric models. These models established connections between detailed sales data spanning 2-3 years and a wide range of TikTok’s campaign activities, as well as other media platforms such as TV, digital video, digital display, print, out-of-home (OOH), and non-marketing factors like distribution, price, competition, seasonality, macroeconomic effects, and more.

The complete Marketing Mix Modeling solution involves data validation, metric calculation (e.g., revenue and profit), and a final insights presentation with recommendations to enhance marketing return on investment. Additionally, Nielsen executes several secondary modeling solutions including synergy analysis and long-term effects.

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Evolving the measurement of sports events https://www.nielsen.com/insights/2024/world-athletics-case-study/ Wed, 28 Feb 2024 21:26:16 +0000 https://www.nielsen.com/?post_type=insight&p=1539901 Nielsen worked with World Athletics on new measurements of success for hosting major sports events.

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Evolving the measurement of sports events

Evolving the measurement of sports events

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World of athletics

Key findings

Seven of the nine evening sessions sold out in Budapest, bringing event attendance to 404,000, up from 150,000 in Oregon. 

Environmental initiatives put in place at the 2023 World Championships in Budapest resulted in a reduction of 1,700 tonnes of CO2 emissions–a savings of US$240,000.

Nielsen found that 77% of spectators at Budapest 2023 agreed that they were inspired to participate in track and field more often, an increase on 41% who felt the same having attended Oregon 2022.

Budapest 2023 generated US$408M in total event impact across Nielsen’s five pillars: economic, media, social, environmental, and attendance.

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How it works

With a network of analysts stretching across the globe, Nielsen can transform large data sets into actionable insights, helping clients connect to the audiences that matter most – regardless of sport, league, event or location.

Nielsen Sports has been working with World Athletics since 2019, measuring events including the World Indoor and Outdoor Championships, World Cross Country Championships, Road Running Championships and Relay Championships. The EIA Framework is modular and flexible, meaning it can be scaled down for smaller events and run fully for major championships.

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Demonstrate the value of sports events with Nielsen’s EIA Framework
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Reaching voters with radio  https://www.nielsen.com/insights/2024/iheart-audacy-cumulus-case-study/ Thu, 15 Feb 2024 13:00:00 +0000 https://www.nielsen.com/?post_type=insight&p=1535943 In a crowded market for political ads, radio offers an advantage.

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Case study

Reaching voters with radio 

In a crowded market for political ads, radio offers an advantage

Case study

Reaching voters with radio 

In a crowded market for political ads, radio offers an advantage

Introduction

Understand the reach of radio with U.S. voters

During election years in the U.S., political campaigns invest significant dollars in advertising across media platforms. To better understand how radio can help campaigns reach more voters, three leading audio-first media companies, iHeart, Audacy and Cumulus, commissioned a study on optimizing multimedia campaigns. As part of the study, we looked at the competitive 2022 Pennsylvania Senate race between Dr. Mehmet Oz and John Fetterman.

Objective

Identify incremental reach opportunities

Despite heavy spending on TV in Philadelphia and Pittsburgh, the Fetterman campaign relied on 13 weeks of radio to supplement the video message ahead of winning the race. By studying this campaign, we sought to understand how radio can help candidates reach more voters in a fragmented media landscape.

Challenge

Reach more of the voting public in the face of media fragmentation

John Fetterman’s 2022 senate campaign wanted to reach more voters without increasing its media budget. While linear TV ads have long been a cornerstone for political campaigns—and continue to be important—audience reach has splintered as more channels have emerged, and the Fetterman campaign needed to know where voters were.

Solution

Use Nielsen Media Impact data to reveal the most effective media mix

By using Nielsen Media Impact, we were able to predict how the campaign team could best reach their target voters based on different budget allocation scenarios. The Fetterman campaign was able to fill a 12% gap of voters they could no longer reach through linear TV by shifting 20% of their political spend to AM/FM radio.

Key findings

12%

Radio increased reach without impacting budget

By allocating one-fifth of the ad budget to AM/FM radio, the campaign was able to deliver a 12% bump in audience reach without increasing spend.

29%

Radio delivers the most incremental reach for light TV viewers

Radio added 29% more incremental reach among TV viewers who watch less than two hours a day–more than connected TV (CTV)1 or social.

23%

Radio reaches more unaffiliated viewers

Adding radio to the campaign media mix resulted in a 23% lift in reaching “swing voters.”2

Results

Diversifying political ad spend with radio paid off

Based on Nielsen’s Local Media Impact data, the 2022 John Fetterman campaign saw a 10% lift from radio above the local TV campaign, which amounted to 676,000 additional voters secured at no additional cost. Fetterman won the election by less than 300,000 votes—underscoring the importance of fully optimizing your media mix.

Conclusion

Radio is an effective channel for scaling reach

To reach your audience, you first have to know where they are. By merging voting behavior and viewership data, Nielsen was able to determine that radio is an impactful and cost-effective addition to the marketing mixes of political campaigns. Explore more insights into how radio performs for political campaigns.

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Unleashing the power of creator content https://www.nielsen.com/insights/2023/whalar-case-study/ Wed, 29 Nov 2023 04:00:00 +0000 https://www.nielsen.com/?post_type=insight&p=1426963 Whalar, a leading global creator company, commissioned Nielsen to measure the incrementality and ROI of their...

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Case study

Unleashing the Power of Creator Content

Nielsen + Whalar: Predictive ROI accurately estimates what creators bring to the Mix

Introduction

Measure the effectiveness of creator-specific campaigns

Whalar, a leading global creator company, specializes in unlocking the power of creators for brands in their marketing strategies. Whalar commissioned Nielsen to measure the incrementality and ROI of their creator-specific campaigns.

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Objective

Quantify results quickly to maximize investments

The objective was to swiftly and accurately quantify expected ROI and Sales Impacts, with the end goal of optimizing media plans to maximize ROI potential from creator investments.

Challenge

Harness the power of Marketing Mix Modeling

Whalar sought a solution versatile enough to cover various categories, countries and brands of all sizes. Not only did they want to harness the power of a traditional Marketing Mix Modeling (MMM) study, but they also required a highly accurate source for insight into optimization prior to campaign launch.

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Solution

Use predictive analytics to identify optimization opportunities

Nielsen introduced Predictive ROI (PROI), an advanced solution designed to provide rapid and cost-effective ROI insights, even for emerging media types like creator content. PROI harnessed the power of Compass Planner, Nielsen’s premier MMM normative database, employing media saturation curves and campaign data from prior MMM analyses to forecast ROI and gauge effectiveness.

By leveraging Nielsen’s unparalleled MMM benchmarks and utilizing the synergistic predictive tool, Whalar empowered clients to gain immediate visibility into the anticipated ROI of their media plans and uncover opportunities for optimization, all before the campaign launch.

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Key findings

$2.63

Strong ROAS

While the ROAS across the 6 measured campaigns ranged from $1.5 – $4.5, the average ROAS across the campaigns was $2.63.

9%

ROAS comparison

The average ROAS across the campaigns ($2.63) was only 9% different compared to total platform ROAS ($2.43) measured via a prior executed MMM. This reaffirmed earlier research by Nielsen, connecting the comparability of PROI results to MMM.

25%

Underinvestment in content creator campaigns

Historical execution levels were approximately 25% of saturation levels, indicating an underinvestment in content creator campaigns within advertiser marketing plans.

20%

Key performance drivers

Weeks on air and optimal weekly impressions emerged as pivotal drivers of campaign performance. An optimization scenario implemented on one of the campaigns revealed that doubling weekly support while maintaining the same number of weeks on air could increase ROAS by approximately 20%.

Results

Optimize quickly to maximize campaign performance

The study results presented a significant opportunity for advertisers to enhance their ROIs by optimizing weekly paid media weight levels and the length of time on air, as well as reallocating resources to maximize the potential of their creator marketing campaigns.

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Optimize quickly to maximize campaign performance

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How it works

PROI, Nielsen’s leading advanced media performance measurement solution, enabled Whalar to engage in sophisticated budget allocation and planning through the use of machine learning algorithms to estimate the outcome of media plans for their advertisers’ brands in their markets. PROI unveiled an unmatched global scale with benchmarks across 5K+ models, 25K+ curves, and hundreds of categories in 50+ countries. Its advanced modeling capabilities and validation ensure accuracy and reliability, even with less data granularity, for Whalar’s multifaceted campaign.

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Improve campaign effectiveness with Nielsen's predictive analytics

Conclusion

Improve campaign effectiveness with Nielsen’s predictive analytics

Nielsen’s PROI solution demonstrated its effectiveness in providing rapid and cost-effective ROI insights for creator marketing campaigns. By leveraging MMM principles and historical data, the study shed light on the untapped potential of content creator campaigns, presenting advertisers with actionable recommendations to optimize their investments.

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The biggest challenge facing the Creator Economy is determining the impact on ROI, quickly, and at scale. Since MMM isn’t always an option, Nielsen’s PROI solution is perfect for Whalar’s brand partners. It employs methodology by tapping into Nielsen’s vast MMM database to highlight the significant impact of Whalar’s creator campaigns.

Gaz Alushi | Whalar
President of Measurement and Analytics

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Want to talk with our team of experts?

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Liberty Global’s metadata journey to super-aggregation with Gracenote https://www.nielsen.com/insights/2023/liberty-global-the-metadata-journey-to-super-aggregation-with-gracenote/ Tue, 25 Jul 2023 20:38:37 +0000 https://www.nielsen.com/?post_type=insight&p=1307224 Learn how Liberty Global and Gracenote are aggregating metadata to deliver the next chapter in immersive, content-led...

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Delivering super-aggregation is an imperative for pay TV and communications providers like Liberty Global to accelerate their position in the competitive TV and streaming market. This means offering customers a wide range of digital services and video content in one place, making it easier to discover and consume, and maximizing “stickiness” to keep users engaged. 

As one of Europe’s leading operators and a world leader in converged broadband, video and mobile communications, Liberty Global needed an entertainment metadata powerhouse to help create its next-generation entertainment platform, Horizon 4, as it rolled out across 85 million subscribers. Nielsen’s Gracenote first partnered on metadata for Liberty Global’s UK business, Virgin Media, in 2010, and has gone on to power metadata solutions across the operator’s markets, completing its support for Horizon 4 in early 2023. 

Download the case study to learn how Liberty Global and Gracenote are aggregating metadata to deliver the next chapter in immersive, content-led visual experiences. 

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Quantifying the impact of TikTok advertising https://www.nielsen.com/insights/2022/case-study-quantifying-the-impact-of-tiktok-advertising-2/ Fri, 15 Apr 2022 06:11:43 +0000 https://www.nielsen.com/?post_type=insight&p=1038566 With its immersive full-screen, sound-on formats and diverse video content, TikTok has struck a chord with creators and...

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The popular video-sharing platform TikTok has exploded onto the scene in the last few years. Now available in over 155 countries, the platform has seen tremendous growth within the Middle East region for engaging entertainment and inspirational content.

In this case study, TikTok commissioned a syndicated Market Mix Model (MMM) study with Nielsen to investigate what impact its full-funnel immersive ad solutions have on driving sales and ROAS across the CPG category. Using Nielsen’s Marketing Mix Modeling solution, TikTok uncovered data-driven insights on how brands can maximize ROAS. Here is what Jorge Ruiz, TikTok’s Head of Measurement had to say:

+10%

Additional ROAS by running > 1 ad formats

$1.83

TikTok Total ROAS

Retail Sales Revenue Per Dollar Spent

+16%

Higher ROAS when running in-feed ads for higher no. of weeks on air

Methodology: The syndicated MMM solution methodology utilizes “Ad Intel” data sourced via a third party supplier to provide estimate spends for the other publishers to be used within the model. Ad-Intel captures the data through: own registration, media declaration and crawler technology. The model leverages multivariate regression, aligning the media and other drivers to define how sales change based on fluctuations of each driver.  A ‘lift factor’ is mathematically ascribed to each of these drivers (aka coefficients or elasticities) and define how much sales change as a result of each individual driver. Nielsen measured the ROAS & Effectiveness of TikTok Ad spend at a granular level. 

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Uncover the complex customer journey with modern attribution measurement https://www.nielsen.com/insights/2022/uncover-the-complex-customer-journey-with-modern-attribution-measurement/ Mon, 07 Mar 2022 09:00:00 +0000 https://www.nielsen.com/?post_type=insight&p=1032620 Hotel Barceló Group leverages Nielsen ID Resolution System for Attribution Measurement to optimise marketing spend and...

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As the media ecosystem is moving toward a cookieless future, all brands and advertisers are searching for sustainable multi-touch attribution solutions to understand their customers’ journey and make smart media decisions. To optimise marketing investments, how can Barceló leverage first-party data to deterministically make sense of customer journeys? Barceló and Nielsen went through a thorough process of discovery and design testing and retesting, involving analysts, technical and product experts from both companies.

Nielsen ID resolution system utilizes persistent, device-agnostic identifiers, enabling Nielsen to verify demographic characteristics and media exposure over time across all media. With Nielsen’s attribution solution, Barceló was able to uncover unattributed conversations and redistribute the credit across paid and organic channels. Barceló is able to effectively monitor campaigns daily, test unlimited budget allocation scenarios, optimize its advertising spend and activation strategy across media channels.

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Communiquer sur le « Brand Purpose » https://www.nielsen.com/insights/2022/communiquer-sur-le-brand-purpose/ Wed, 23 Feb 2022 17:36:00 +0000 https://www.nielsen.com/?post_type=insight&p=1032726 Au cours de ces dernières années, les spécialistes du marketing ont de plus en plus misé sur l'attrait du « Brand...

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Quel impact sur les ventes ?

Au cours de ces dernières années, les spécialistes du marketing ont de plus en plus misé sur l’attrait du « Brand Purpose Advertising » pour attirer l’attention des consommateurs, mais quels sont réellement les résultats de cette nouvelle façon de communiquer ?

Cette tendance publicitaire s’explique par les préoccupations croissantes des consommateurs en matière d’éthique ainsi que de leurs attentes sur le fait que les marques soient socialement responsables. Selon une enquête de NielsenIQ France, plus de 75 %* des consommateurs ont déclaré que le packaging écoresponsable, le bien-être des animaux et la responsabilité sociale des entreprises sont des facteurs importants dans leurs décisions de consommation.

C’est pour ces raisons, que les marques veulent intégrer ces valeurs dans leur communication. Par conséquent, le nombre de publicités faisant référence au « Brand Purpose » ou à la responsa-bilité sociale a augmenté de près de 250%** au cours de ces 5 dernières années, l’année 2020 connaissant la plus forte accélération.

Alors, quel est l’impact sur les ventes ? Quelle est l’efficacité de cette nouvelle tendance ? Comment se compare-t-elle à la publicité conventionnelle axée sur les caractéristiques du produit ?

Téléchargez notre document pour obtenir des réponses à ces questions. Vous souhaitez en savoir plus sur le Brand Purpose Advertising ? Nos experts se feront un plaisir de vous répondre !

*Source : NielsenIQ France – Panel View basé sur le panel de consommateurs HomeScan | 9 932 réponses du 11 au 22 déc. 2020
**Source : Nielsen Ad Intel – France, juillet 2016 – juin 2021, catégories PGC, médias traditionnels (TV, affichage, radio, presse)

Methodology

Pour répondre à cette question, Nielsen a exploité une base de données comprenant 15 modèles de marketing mix (MMM). Dans chaque étude réalisée entre 2017 et 2020 pour le compte de marques de Grande Consommation en France, des campagnes dites « Purpose » et d’autres axées sur le produit ont été modélisées. Un MMM est par ailleurs une régression bayésienne qui permet de décomposer les ventes par magasin et par semaine, à travers des leviers commerciaux, mar-keting et d’autres facteurs externes, mesurant ainsi précisément l’efficacité (ventes / exposition media) et le ROI (ventes par euro investi dans les médias) de chaque campagne étudiée.

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Case study: Quantifying the impact of TikTok advertising https://www.nielsen.com/insights/2022/case-study-quantifying-the-impact-of-tiktok-advertising/ Wed, 23 Feb 2022 00:43:10 +0000 https://www.nielsen.com/?post_type=insight&p=1031011 With its immersive full-screen, sound-on formats and diverse video content, TikTok has struck a chord with creators and...

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Brands in Southeast Asia (SEA) knocked it out of the park on TikTok in 2021. With more than 240 million users in the region creating over 800 million videos and generating over one trillion views, the platform saw marketers lean into the opportunity to boost brand awareness and engagement.

In this case study, we look at how TikTok for Business’ suite of full-funnel, immersive ad solutions delivers a positive return on advertising spend (ROAS) of up to US$2.6. Using Nielsen’s Marketing Mix Modeling solution, TikTok uncovered data-driven insights on how brands can maximize ROAS. Here is what Jorge Ruiz, TikTok’s Head of Measurement had to say:

+12%

Additional ROAS by running > 1 ad format

+14%

Additional ROAS by running sustained campaigns

+20%

ROAS by running 2-3 HTC campaigns

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Case study: Marketing Cloud takes FOX Next to the next level https://www.nielsen.com/insights/2022/case-study-marketing-cloud-takes-fox-next-to-the-next-level/ Thu, 10 Feb 2022 17:56:00 +0000 https://www.nielsen.com/?post_type=insight&p=1029969 The combination of premium data and cross-platform audience targeting added up to success for Fox Next with a 90% new...

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With connected TV (CTV) reaching close to 142 million U.S. adults weekly in 2021, it’s no surprise thatCTV ad spending is on the rise (1). CTV ad spending in the U.S. increased by $2.6 billionyear-over-year from 2019 to 2020. In 2020, U.S. advertisers spent more than $9 billion on CTV (2).

Understanding the opportunity, FOX’s challenge was to address the growing advertiser demand forcross platform audience targeting—especially CTV—at scale.

Source: (1) Nielsen Total Audience Report, 2021 (2) eMarketer, Connected TV Ad Spending, U.S., 2021-2025

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