NEW YORK--(EON: Enhanced Online News)--Nielsen Catalina Solutions (NCS), a leader in driving return on ad spend (ROAS) for the CPG industry using purchase-based data and measurement, in collaboration with Moat, a SaaS analytics and measurement company focused on delivering products for marketers and publishers, is working to help marketers understand the relationship between viewability and attention metrics and in-store sales. This is the first project of the NCS Learning Lab, which is aimed at advancing the industry by mapping emerging themes against sales effectiveness. Kellogg and Yahoo also collaborated with NCS and Moat to design the first study as part of this new initiative.
“The power of programmatic video is not only efficiency and scale, but also having the ability to optimize against very specific campaign metrics to measure your success, such as offline sales.”
Viewability and attention metrics, measured by Moat and others, have become a standard on which digital advertising is bought and sold and the industry is increasingly looking at ways to link these metrics to business outcomes. Now, based on 90 million households of shopper data that have been calibrated to be nationally representative, CPG brands will be able to understand how these metrics relate to ad effectiveness. For nearly ten years, NCS has been measuring the effect of advertising on in-store sales, and we’ve found creative, reach and context to be the critical elements for driving the highest sales response. As the industry moves beyond simple viewability metrics, towards measures of attention and brand effectiveness, advertisers will be able to understand and predict the sales impact of their advertising consistently across media channels.
"Many advertisers now transact based on MRC standards for viewability, like the two-second standard for video," said Andrew Feigenson, Chief Revenue Officer, Nielsen Catalina Solutions. "These standards were critical for establishing confidence in the digital advertising industry. To take that a step further, we’ve created the NCS Learning Lab on Viewability and Attention, and are currently working on our first project with a prestigious group of advertisers and publishers to understand which elements of context are most predictive of success in driving actual sales.”
To determine which metrics are most predictive of sales, NCS and Moat are undertaking an analysis of multiple digital campaigns run by CPG brands. As the first advertiser to participate in this Learning Lab, the companies have analyzed several video campaigns from Kellogg Company brands that ran through the BrightRoll DSP, Yahoo’s programmatic advertising platform, with ads appearing on Yahoo properties and additional sites. Findings show that the two-second standard for video advertising is just the beginning of the story for advertisers that are optimizing for sales. There are peaks and valleys throughout the span of a video, though, emphasizing the need for insights on how audiences pay attention, as well as on campaign context and creative. Other metrics that are being studied include AVOC (Audible and Visible on Complete), viewable time, audible time and player size. In addition, NCS studied creative quality metrics from Ace Metrix on behalf of Kellogg to understand the relationship between creative metrics such as likeability, attention, information and polarity to in-store sales.
“As we see more and more marketers transacting on viewability, time spent, and attention, they’re eager to better understand how these signals impact their businesses,” said Jonah Goodhart, CEO and Co-Founder of Moat. “As an industry we are working to connect viewability and attention metrics to direct revenue impact, which will enable marketers to draw a straight line between their campaigns and business outcomes, and ultimately make smarter decisions about their investments.”
“It is extremely important we continue to improve the impact of our brand building investment. Participating in custom research with key partners like Moat, NCS and Yahoo allow Kellogg Company to begin to unpack key drivers of offline sales,” said Chris Osner-Hackett, Senior Director KNA Media and Experience Planning, Kellogg Company. “In partnership with our agency, Starcom, Kellogg has been optimizing viewability and attention metrics since 2013. The ability to optimize our plans in an agile manner - based on which of these metrics drive the most sales for our brands - will only increase the effectiveness of our marketing efforts. While creative effectiveness is an extremely important driver of ROI, we believe more stringent in-view minimums, customized to the format of delivery, are required. The Kellogg Company is committed to continued learning on OLV effectiveness including KPIs specific to device, creative type and length.”
“Yahoo is focused on advancing digital advertising measurement and partnering with top brands like Kellogg to make data more actionable and meet their KPIs,” said Tom Schmidt, Vice President, Advertising Products, Yahoo. “The power of programmatic video is not only efficiency and scale, but also having the ability to optimize against very specific campaign metrics to measure your success, such as offline sales.”
Kellogg, NCS and Yahoo will present the first findings from the project at the ARF’s Annual Conference today at 12:30pm ET.
About Nielsen Catalina Solutions
NCS (Nielsen Catalina Solutions) is a purchase-based ad targeting and ROAS measurement firm serving the CPG industry. NCS integrates in-store purchase data from nearly 90 million households with media exposure data from TV, online, mobile, print, radio and CRM to help consumer packaged goods advertisers, agencies and media companies define their most valuable audience, reach them with advertising and measure incremental sales from the campaign. The joint venture between Nielsen and Catalina has helped over 200 advertisers and 450+ brands optimize ad performance to drive revenue growth and increase return on ad spend. Visit us at www.ncsolutions.com to learn more.
About Kellogg Company
At Kellogg Company (NYSE: K), we are driven to enrich and delight the world through foods and brands that matter. With 2016 sales of more than $13 billion, Kellogg is the world's leading cereal company; second largest producer of cookies and crackers; a leading producer of savory snacks; and a leading North American frozen foods company. Every day, our well-loved brands nourish families so they can flourish and thrive. These brands include Kellogg's®, Keebler®, Special K®, Pringles®, Kellogg's Frosted Flakes®, Pop-Tarts®, Kellogg's Corn Flakes®, Rice Krispies®, Kashi®, Cheez-It®, Eggo®, Coco Pops®, Mini-Wheats®, and many more. To learn more about our responsible business leadership, foods that delight and how we strive to make a difference in our communities around the world, visit www.kelloggcompany.com.
Moat is a New York-based SaaS analytics company focused on building products for brand advertisers and premium publishers. Their offerings include Moat Analytics, an attention measurement platform that provides analytics and insights on ad campaigns and website inventory for publishers and advertisers, and Moat Pro, a real-time ad intelligence platform for marketers, publishers, and agencies. Moat is the first company to be accredited by the Media Rating Council (MRC) to measure viewable ad impressions across online display, video, and mobile (web and in-app). The company was founded by Jonah Goodhart, Noah Goodhart and Michael Walrath. The serial entrepreneurs had previously partnered to launch Right Media, which was acquired by Yahoo! in 2007. For more information on Moat, please visit http://www.moat.com.
About Ace Metrix
Ace Metrix provides data and insight to enable marketers and creative teams to produce more impactful work, test and adjust creative executions in real-time, and understand what creative drivers impact their brand KPIs. The Company is privately held and is backed by leading venture capital firms and industry leaders including Hummer Winblad Venture Partners, Palomar Ventures, Leapfrog Ventures and WPP. For more information on Ace Metrix, visit www.acemetrix.com.
Yahoo is a guide to digital information discovery, focused on informing, connecting, and entertaining users through its search, communications, and digital content products. By creating highly personalized experiences, Yahoo helps users discover the information that matters most to them around the world -- on mobile or desktop. Yahoo connects advertisers with target audiences through a streamlined advertising technology stack that combines the power of Yahoo's data, content, and technology. Yahoo is headquartered in Sunnyvale, California, and has offices located throughout the Americas, Asia Pacific(APAC) and the Europe, Middle East and Africa (EMEA) regions. For more information, visit the pressroom (pressroom.yahoo.net) or the Company's blog (yahoo.tumblr.com).