Reach
Resonance
Reaction
Our recipe for successful marketing and media strategies
Overview
Forget the secret sauce, at Nielsen we have the entire recipe for successful marketing and media strategies.
We call it the 3Rs – Reach, Resonance and Reaction. Simply put, effective marketing and advertising is that which reaches your target audience, influences their opinion, and ultimately affects their buying behavior. Advertisers who accomplish this maximize the return on their marketing investment, and media companies who can help advertisers accomplish this on their properties, maximize their sales.
In today’s complex multi-device world, however, it’s increasingly difficult for advertisers and media companies to measure the performance of advertising consistently across media. In fact, up to 30 percent of marketing dollars around the world are wasted because the message doesn’t reach or resonate with the intended audience.
Our solutions allow marketers, agencies and media companies to decipher how exposure to marketing and media interact with the target audience to shape brand perception and purchase behavior, and thus understand and influence consumers’ path to purchase. Using reach, resonance, and reaction data, our customers confidently allocate budgets and inventory, develop superior creative and content, and plan, measure, and optimize individual programs – across any platform, device, and advertising model. Trusting in technology built on real data science, our customers are able to develop the best strategy to connect content with consumers and, ultimately, consumers with commerce to maximize sales.
From TV to tablets, we help you reach the right audience and measure that reach. We identify, quantify and compare the audience your advertising campaigns engage across all platforms, providing a true understanding of your return on investment (ROI) – and we provide these insights, before and throughout the campaign, to enable you to optimize your reach.
We know you need precise, consistent measurements of who sees your advertising across TV and digital to understand the true impact of your campaign, create new marketing plans, and elevate your ROI. Nielsen Digital Ad Ratings delivers daily unique reach, frequency, and Gross Rating Points (GRPs) for online advertising, all with one tag. Nielsen Total Ad Ratings builds on this to reveal the total unduplicated audience and the unique overlap between TV and online advertising.
Our audience measurement data shows you how, when, and where your consumers are connecting with content and advertising, across all screens and devices. We also measure how consumers engage with all of these devices together, taking the guesswork out of who and how many people watch your shows and see your commercials across TV, radio, mobile, and digital media.
Social media is re-energizing live TV, creating a digital dialogue we’ve come to know as social TV. This has sparked some of the most influential conversations out there – so much in fact that TV programmers are integrating hashtags and social conversations directly into their shows. Nielsen Social Content Ratings help you measure, understand and act on the total social impact of TV.
By combining consumer online activity with actual online and offline purchase activity, we can show you the reach and frequency of your ads layered with real consumer shopping behavior – bringing you an unprecedented understanding of your audience and enabling the activation and measurement of online advertising campaigns based on what people buy.
In-depth understanding of your consumers is critical for accurate and effective media planning. Our unique approach combines consumer insights and media currency data in the same place, enabling consistency between strategy, planning and, ultimately, media buying.
Resonance
Advertising effectiveness isn’t just about reaching the right audience, your message must also resonate with them – influence their attitude, affect their propensity to buy, or provoke another desired action.
Whether you want to prove your brand-building potential or improve the performance of your advertising campaign, we know you don’t want to wait weeks for post-campaign analysis. That’s why we provide creative pre-testing, plus in-flight, simple, but relevant, metrics on audience and impact to give you the flexibility to adjust your creative and media mix throughout your campaign.
Your brand is your business, and we know how critical it is to ensure that you receive timely feedback on interaction from new and existing customers. Our Brand Effect suite shows where campaign tactics are meeting brand goals and where they’re falling short, providing in-motion campaign optimization and delivering superior results.
Our proprietary technology applies traditional neuroscience techniques to marketing research, enabling us to measure the effectiveness of every aspect of your marketing campaign. Real-time responses to collateral are measured at both the conscious and subconscious level, allowing us to produce specific and actionable recommendations that can be implemented immediately.
Achieving and sustaining brand growth requires understanding how your brand impacts purchase intent and sales performance. By directly correlating our proprietary measure of brand equity with market share and customer loyalty, we can show you which category attributes your consumers value most, how your brand compares with competitors’, and which tactics will cultivate stronger brand equity to realize revenue growth.
There’s no one-size-fits-all model when it comes to reputation management. We have proven frameworks, approaches and knowledge of your industry so that we can act quickly when it matters most. We combine this with a customized strategy so that you’re equipped with insights and recommendations to enhance credibility, establish thought leadership and exert greater influence on the stakeholders and issues that impact your business.
We can give you differentiated insights about your audience, increasing demand for your assets and growing your revenue. We uncover these actionable insights by first understanding your goals and then customizing a solution for you that analyzes and connects data in interesting ways to extract insights.
Reaction
Once a consumer is reached and engaged with a message that resonates, the ultimate goal is to create a consumer reaction that increases sales and maximizes your return on investment.
We can gauge consumer reaction and determine if, and how, advertising resulted in a consumer behavior change. Our analytics show you the critical connection between media exposure and purchase activity, identify relevant messages and impactful channels, and clearly determine advertising effectiveness.
We use the power of single source ‘watch’ and ‘buy’ data to reach actual buyers on a network and measure the sales impact of that reach. Nielsen Buyer Insights and Nielsen Catalina Solutions connect what people watch on TV or view online and what they buy, giving you the ability to plan, activate, and measure advertising based on actual sales across a comprehensive set of purchase categories.
We look at the historical relationships between marketing spending and business performance in order to help you determine your business drivers and how much you should spend—along with the best allocation across products, markets, and marketing programs.
Our marketing mix solutions measure the efficiency and ROI for every type of marketing spend, on every product, in every market. No two markets are the same, and our global insights into even the slightest variances can help you optimize your spending in every corner of the world.
Moving consumers down the path from watch to buy is no longer a dream, but reality. Multi-Touch Attribution links consumers’ person-level digital media exposures with their household-level purchases in brick-and-mortar stores. This allows marketers to capture real returns on investment for multiple marketing touch points, optimize their marketing mix in real time and connect the right messages more precisely to the right consumers.