GLOBAL TRUST IN ADVERTISING

Transcription

1 GLOBAL TRUST IN ADVERTISING WINNING STRATEGIES FOR AN EVOLVING MEDIA L ANDSCAPE SEPTEMBER 2015 Copyright 2015 The Nielsen Compny 1

2 START WITH REACH, END WITH REACTION AROUND THE WORLD Brnded websites re the second-most-trusted dvertising formt, behind recommendtions from friends nd fmily. Two-thirds trust consumer opinions posted online the third-mosttrusted formt. The prolifertion of online d formts hs not eroded trust in trditionl pid dvertising chnnels. Roughly six-in-10 sy they trust ds on TV (63%), in newsppers (60%) nd in mgzines (58%). Millennils show the highest levels of trust in 18 of 19 dvertising formts/chnnels, including TV, newsppers nd mgzines. Humor resontes most strongly in Western mrkets; helth-themed ds re rted highest in Ltin Americ, nd ds depicting rel-life situtions re most ppeling in Asi-Pcific nd Afric/Middle Est. 2 GLOBAL TRUST IN ADVERTISING REPORT

3 Three fctors form the foundtion of successful d cmpign: Rech, resonnce nd rection. Rech the right udience, nd ensure your dvertising resontes positively so you cn generte the desired rection. Simple right? Wrong. The dvertising lndscpe is evolving t n extrordinry pce s medi prolifertion nd technology dvnces crete new wys of connecting with consumers. We wtch videos on phones, strem music on lptops nd red newsppers on tblets sometimes ll t once. Needing to rech, resonte with, nd get rection from the right udience in world of choice cn mke it difficult to decide where to llot one s dvertising dollrs. While there isn t one simple rule for mximizing dvertising effectiveness in such sturted mrket, understnding how consumers feel bout the ds served on the vrious medi pltforms they use every dy is good plce to strt. While dvertisers hve strted to follow consumers online, bout third of online dvertising cmpigns don t work they don t generte wreness or drive ny lift in purchse intent, sid Rndll Berd, president, Nielsen Expnded Verticls. As consumers re in control of how they consume content nd interct with brnds more thn ever, understnding d resonnce cross screens is the only wy to successfully drive memorbility nd brnd lift tody. The Nielsen Globl Trust in Advertising Survey polled 30,000 online respondents in 60 countries to guge consumer sentiment bout 19 pid, erned nd owned dvertising mediums. The results identify the d formts resonting most strongly with consumers nd those tht hve room to grow. Importntly, consumers round the world weigh in on the pltforms most effective in driving ction. Consumers lso tell us the types of messges they most enjoy nd not surprisingly, they differ by genertion. ABOUT THE GLOBAL SURVEY METHODOLOGY The findings in this survey re bsed on online respondents in 60 countries. While n online survey methodology llows for tremendous scle nd globl rech, it provides perspective only on the hbits of existing Internet users, not totl popultions. In developing mrkets where online penetrtion is still growing, udiences my be younger nd more ffluent thn the generl popultion of tht country. In ddition, survey responses re bsed on climed behvior rther thn ctul metered dt. Copyright 2015 The Nielsen Compny 3

4 THE CIRCLE OF INFLUENCE IS WIDE The most credible dvertising comes stright from the people we know nd trust. More thn eight-in-10 globl respondents (83%) sy they completely or somewht trust the recommendtions of friends nd fmily. But trust isn t confined only to those in our inner circle. In fct, two-thirds (66%) sy they trust consumer opinions posted online the third-most-trusted formt. The power of digitl d formts cnnot be underestimted, s they offer mny dvntges for chieving effective rech, sid Berd. But few brnds hve mstered online word-of-mouth mrketing techniques, the results of which cn go virl very quickly. Pssionte brnd dvoctes cn be powerful llies to mplify your messge, but you need to give them reson to tlk. Evolve the reltionship from one-wy sles pitch to two-wy converstion. And be trnsprent nd ccountble. Online brnd dvoctes cn quickly become dversries with the power to dmge credibility nd reputtion if things go wrong. Owned (brnd-mnged) online chnnels re lso mong the most trusted dvertising formts. In fct, brnded websites re the second-mosttrusted formt, with 70% of globl respondents sying they completely or somewht trust these sites. In ddition, more thn hlf of respondents (56%) trust emils they signed up for. EARNED AND OWNED MEDIA REMAIN THE MOST TRUSTED AD FORMATS PERCENT OF GLOBAL RESPONDENTS WHO COMPLETELY OR SOMEWHAT TRUST ADVERTISING FORMAT EARNED 2015 Recommendtions from people I know DIFFERENCE FROM 2013 OWNED 2015 Brnded websites DIFFERENCE FROM % -1% 70% +1% Consumer opinions posted online Brnd sponsorships 66% -2% 61% 0% Editoril content, such s newspper rticles Emils I signed up for 66% -1% 56% 0% Source: Nielsen Globl Trust in Advertising Survey, Q nd Q GLOBAL TRUST IN ADVERTISING REPORT

5 TRUST IN TRADITIONAL ADVERTISING IS STILL STRONG Despite continued medi frgmenttion, the prolifertion of online formts hs not eroded trust in trditionl (offline) pid chnnels. TV, newsppers nd mgzines remin trusted dvertising formts. More thn six-in-10 globl respondents sy they completely or somewht trust TV ds (63%), up one percentge point from Slightly fewer trust ds in newsppers (60%) nd mgzines (58%), which fell one nd two percentge points, respectively, from two yers go. Trust in pid online nd mobile ds hs styed reltively consistent since Almost hlf of globl respondents sy they completely or somewht trust online video ds (48%, no chnge from 2013), ds served in serch engine results (47%, down one percentge point) nd ds on socil networks (46%, down two percentge points). About fourin-10 globl respondents trust online bnner ds (42%, no chnge) nd mobile dvertising (43%, down two percentge points). Just over onethird sy they trust mobile text ds (36%, down one percentge point). Brnds hve been stedily incresing their digitl d spend s they get incresingly comfortble with digitl dvertising nd mesurement, but TV formts still deliver the highest unduplicted rech (i.e., the d reches ech udience member only once) of 85%-90%, sid Berd. While digitl ds cn offer considerble benefits such s precision-focused cmpigns, in-flight djustments nd more cretive options moving from TV to n ll-disply digitl pln is bold move for ny mrketer. Consider mix of both offline nd online chnnels for the best ROI. Copyright 2015 The Nielsen Compny 5

6 TRUST IN TRADITIONAL AND DIGITAL AD FORMATS REMAINS STABLE PERCENT OF GLOBAL RESPONDENTS WHO COMPLETELY OR SOMEWHAT TRUST ADVERTISING FORMAT Ads on TV PAID - TRADITIONAL 2015 DIFFERENCE FROM 2013 Online video ds PAID - ONLINE/MOBILE 2015 DIFFERENCE FROM % +1% 48% 0% Ads in newsppers Ads served in serch engine results 60% -1% 47% -1% Ads in mgzines Ads on socil networks 58% -2% 46% -2% Billbords nd other outdoor dvertising Ads on mobile devices 56% -1% 43% -2% TV progrm product plcements Online bnner ds 55% 0% 42% 0% Ads on rdio Text ds on mobile phones 54% -3% 36% -1% Ads before movies 54% -2% Source: Nielsen Globl Trust in Advertising Survey, Q nd Q GLOBAL TRUST IN ADVERTISING REPORT

7 ONLINE FORMATS MAKE IT EASY TO TAKE ACTION Trust is one thing. Action is nother. Trust nd ction re clerly linked, but is credibility prerequisite to purchsing? The dt suggests not lwys: Even lower-trust formts cn be extremely effective in driving consumers to the point of purchse. The sme percentge of globl respondents tht trust the opinions of friends nd fmily sy they tke ction on these opinions t lest some of the time (83% ech). Similrly, self-reported trust nd ction re the sme for brnded websites (70% ech). For mny pid dvertising formts, however, self-reported ction ctully exceeds trust. Tht is, more consumers sy they tke ction thn find the d trustworthy. This is prticulrly true for online nd mobile formts. Self-reported ction exceeds trust by more thn double digits for ds served in serch engine results (47% trust; 58% tke ction), ds on socil networks (46% trust; 56% tke ction) nd text ds on mobile phones (36% trust; 46% tke ction). The formts where ction exceeds trust by the gretest mrgin shre common ttribute: Esy ccess to products/services, sid Berd. You like it, you buy it. Online nd mobile formts mke it exceptionlly esy for consumers to live in the moment nd tke quick ction on the dvertisement. Often, consumers simply click link nd they re directed to plce where they cn receive more informtion or purchse the item. Copyright 2015 The Nielsen Compny 7

8 ACTION EXCEEDS TRUST FOR MANY ADVERTISING FORMATS PERCENT OF GLOBAL RESPONDENTS WHO COMPLETELY OR SOMEWHAT TRUST ADVERTISING FORMAT PERCENT WHO ALWAYS OR SOMETIMES TAKE ACTION ON FORMAT TRUST ACTION ACTION EXCEEDS TRUST CONSUMER OPINIONS POSTED ONLINE ADS ON TV ADS IN NEWSPAPERS S I SIGNED UP FOR 66% 69% 63% 69% 60% 63% 56% 63% BRAND SPONSORSHIPS ADS IN MAGAZINES TV PROGRAM PRODUCT PLACEMENTS BILLBOARDS AND OTHER OUTDOOR ADVERTISING 61% 62% 58% 62% 55% 59% 56% 58% ADS SERVED IN SEARCH ENGINE RESULTS ADS ON SOCIAL NETWORKS ONLINE VIDEO ADS ONLINE BANNER ADS 47% 58% 46% 56% 48% 53% 42% 50% ADS ON MOBILE DEVICES TEXT ADS ON MOBILE PHONES 43% 50% 36% 46% ACTION IS CONSISTENT WITH TRUST RECOMMENDATIONS FROM PEOPLE I KNOW BRANDED WEBSITES ADS ON RADIO ADS BEFORE MOVIES 83% 83% 70% 70% 54% 54% 54% 54% TRUST EXCEEDS ACTION EDITORIAL CONTENT, SUCH AS NEWSPAPER ARTICLES 66% 63% Source: Nielsen Globl Trust in Advertising Survey, Q GLOBAL TRUST IN ADVERTISING REPORT

9 TRUST AND ACTION LEVELS ARE HIGHEST IN DEVELOPING REGIONS Around the world, trust levels for ech type of dvertising formt re highest in developing mrkets. Ltin Americ leds the wy, demonstrting the highest levels of trust for 10 of 19 dvertising formts, with mny of these representing trditionl formts. Afric/ Middle Est shows the highest reported levels for seven of 19 formts, with these representing mix of both online nd offline formts. Finlly, Asi-Pcific reports the highest levels of trust for three formts, including both ds on mobile devices nd mobile text ds. Respondents in these regions were lso more likely to sy they tke ction on dvertising formts t lest some of the time. Europen respondents re most skepticl bout dvertising, with the lowest reported levels of trust for ll 19 formts. They re lso lest likely to sy they tke ction on nerly ll (18 of 19) dvertising formts. In North Americ, the results re mixed. While respondents in the region report trust levels below the globl verge for nine of 19 dvertising formts including, most notbly, brnded websites they ctully exceed the globl verge for nerly s mny chnnels (eight of 19). And this is the only region where trust is consistently (nd considerbly) higher thn self-reported ction. Copyright 2015 The Nielsen Compny 9

10 REGION WITH HIGHEST LEVEL OF TRUST IN SPECIFIED ADVERTISING FORMAT FORMAT ASIA- AFRICA/ LATIN PACIFIC MIDDLE EAST AMERICA RECOMMENDATIONS FROM PEOPLE I KNOW BRANDED WEBSITES CONSUMER OPINIONS POSTED ONLINE EDITORIAL CONTENT, SUCH AS NEWSPAPER ARTICLES ADS ON TV BRAND SPONSORSHIPS ADS IN NEWSPAPERS ADS IN MAGAZINES BILLBOARDS AND OTHER OUTDOOR ADVERTISING S I SIGNED UP FOR TV PROGRAM PRODUCT PLACEMENTS ADS ON RADIO ADS BEFORE MOVIES ONLINE VIDEO ADS ADS SERVED IN SEARCH ENGINE RESULTS ADS ON SOCIAL NETWORKS ADS ON MOBILE DEVICES ONLINE BANNER ADS TEXT ADS ON MOBILE PHONES Source: Nielsen Globl Trust in Advertising Survey, Q GLOBAL TRUST IN ADVERTISING REPORT

11 TRUST IS HIGHEST IN DEVELOPING REGIONS PERCENT OF RESPONDENTS WHO COMPLETELY OR SOMEWHAT TRUST ADVERTISING FORMAT BY REGION RECOMMENDATIONS FROM PEOPLE I KNOW ASIA- PACIFIC EUROPE AFRICA/ MIDDLE EAST LATIN AMERICA NORTH AMERICA 85% 78% 85% 88% 82% BRANDED WEBSITES 78% 54% 76% 75% 61% EDITORIAL CONTENT, SUCH AS NEWSPAPER ARTICLES CONSUMER OPINIONS POSTED ONLINE 71% 52% 71% 74% 63% 70% 60% 71% 63% 66% ADS ON TV 68% 45% 70% 72% 63% BRAND SPONSORSHIPS 67% 43% 73% 70% 57% ADS IN NEWSPAPERS 63% 44% 69% 72% 65% ADS IN MAGAZINES 62% 43% 65% 70% 62% BILLBOARDS AND OTHER OUTDOOR ADVERTISING 60% 40% 64% 63% 57% S I SIGNED UP FOR 60% 41% 59% 65% 64% TV PROGRAM PRODUCT PLACEMENTS 60% 35% 64% 64% 53% ADS BEFORE MOVIES 59% 38% 57% 62% 56% ADS ON RADIO 54% 41% 62% 68% 60% ONLINE VIDEO ADS 53% 33% 55% 52% 47% ADS ON MOBILE DEVICES 50% 26% 49% 48% 39% ADS ON SOCIAL NETWORKS 50% 32% 57% 54% 42% ADS SERVED IN SEARCH ENGINE RESULTS 50% 36% 52% 58% 49% ONLINE BANNER ADS 48% 27% 49% 46% 41% TEXT ADS ON MOBILE PHONES 42% 22% 41% 39% 37% Source: Nielsen Globl Trust in Advertising Survey, Q Copyright 2015 The Nielsen Compny 11

12 TRADITIONAL FORMATS RESONATE STRONGLY WITH MILLENNIALS How does ge impct trust nd willingness to tke ction? Not in the wys you might expect. Not surprisingly, Millennils (ge 21-34), who cme of ge with the Internet, hve the highest levels of trust in online nd mobile formts, followed closely by Genertion X (ge 35-49). But it s not just online nd mobile dvertising formts where Millennils exceed the verge. They lso show the highest levels of trust in 18 of 19 dvertising formts/chnnels, including TV, newsppers nd mgzines, nd they re lso the most willing to tke ction on 16 of 19 formts. Millennils consume medi differently thn their older counterprts, exercising greter control over when nd where they wtch, listen nd red content nd on which device, sid Berd. But even if they rely less hevily on trditionl chnnels, their trust nd willingness to ct on these formts remins high. While n integrted, multichnnel pproch is best cross ll genertions, it crries even more importnce when reching Millennils. 12 GLOBAL TRUST IN ADVERTISING REPORT

13 MILLENNIALS HAVE HIGHEST LEVEL OF TRUST IN NEARLY ALL ADVERTISING FORMATS PERCENT OF RESPONDENTS WHO COMPLETELY OR SOMEWHAT TRUST ADVERTISING FORMAT BY GENERATION RECOMMENDATIONS FROM PEOPLE I KNOW GEN Z (AGES 15-20) MILLENNIALS (AGES 21-34) GEN X (AGES 35-49) BOOMERS (AGES 50-64) SILENT GEN (AGES 65+) 83% 85% 83% 80% 79% BRANDED WEBSITES 72% 75% 70% 59% 50% CONSUMER OPINIONS POSTED ONLINE EDITORIAL CONTENT, SUCH AS NEWSPAPER ARTICLES 63% 70% 69% 58% 47% 68% 68% 66% 60% 55% ADS ON TV 58% 67% 64% 55% 48% BRAND SPONSORSHIPS 62% 66% 62% 52% 42% ADS IN MAGAZINES 57% 62% 61% 50% 46% ADS IN NEWSPAPERS 57% 62% 62% 55% 53% ADS BEFORE MOVIES 54% 60% 55% 42% 31% BILLBOARDS AND OTHER OUTDOOR ADVERTISING 59% 60% 57% 46% 38% TV PROGRAM PRODUCT PLACEMENTS 51% 60% 56% 42% 39% S I SIGNED UP FOR 54% 57% 56% 53% 54% ADS ON RADIO 51% 55% 57% 49% 42% ONLINE VIDEO ADS 45% 53% 50% 37% 27% ADS SERVED IN SEARCH ENGINE RESULTS 43% 52% 50% 41% 33% ADS ON SOCIAL NETWORKS 45% 51% 47% 35% 26% ADS ON MOBILE DEVICES 42% 48% 45% 31% 20% ONLINE BANNER ADS 36% 47% 43% 34% 25% TEXT ADS ON MOBILE PHONES 32% 41% 38% 27% 18% Source: Nielsen Globl Trust in Advertising Survey, Q Copyright 2015 The Nielsen Compny 13

14 ADS THAT DRIVE EMOTION MAKE AN IMPACT Successful mrketing cmpigns require more thn identifying the right chnnel for reching consumers. It s lso bout delivering the right messge. Nielsen Consumer Neuroscience reserch shows highly successful ds score well on three dimensions: ttention, conversion to long-term memory nd emotionl enggement. How cn mrketers ensure their ds stnd out on these fctors? A key element is knowing how to connect their udience with messges tht resonte most. HUMOR RESONATES MOST STRONGLY IN DEVELOPED MARKETS, REAL-LIFE SITUATIONS AND HEALTH THEMES ARE MORE APPEALING IN DEVELOPING REGIONS ADVERTISING THEMES THAT RESONATE MOST ASIA - PACIFIC AFRICA/MIDDLE EAST NORTH AMERICA EUROPE LATIN AMERICA REAL-LIFE SITUATIONS Ads depicting rel-life situtions resonte most powerfully, selected by 44% of globl respondents. Consumer neuroscience reserch on lerning nd memory shows tht employing fmilir themes is extremely useful in driving memorbility. 45% 41% 44% 50% 35% Best-in-clss ds shre severl chrcteristics: they re reltble, follow n upbet nd simple storyline, use novel nd striking imgery nd mke n emotionl connection, sid Berd. These chrcteristics provide strong foundtion for cretive development, but there s no one-size-fits ll formul. Wht s effective in one country or region won t necessrily work well in others. A deep understnding of locl preferences is vitl. HUMOROUS 51% 50% Indeed, there re notble regionl differences in how messges resonte cross the world. Humor resontes more strongly in Western mrkets. It tops the list of most ppeling messge types in Europe nd North Americ, cited by 51% nd 50% of respondents, respectively, yet doesn t rte higher thn third in ny other region (respondents in Asi-Pcific nd Ltin Americ rte it fourth). Helth-themed ds resonte strongly in Ltin Americ in fct, they top the list. Ads focusing on fmily lso hve strong ppel in Ltin Americ s well s Afric/Middle Est. 32% 44% 38% 33% HEALTH-THEMED 52% 34% 26% 24% Source: Nielsen Globl Trust in Advertising Survey, Q GLOBAL TRUST IN ADVERTISING REPORT

15 ADVERTISING THEME APPEAL DIFFERS AROUND THE WORLD ADVERTISING THEMES THAT RESONATE MOST ASIA - PACIFIC EUROPE AFRICA/MIDDLE EAST LATIN AMERICA NORTH AMERICA REAL-LIFE SITUATIONS HUMOROUS HEALTH- THEMED FAMILY- ORIENTED 45% 41% 44% 50% 35% 32% 51% 38% 33% 50% 44% 26% 34% 52% 24% 37% 29% 42% 47% 33% VALUE- ORIENTED HIGH-ENERGY/ ACTION ASPIRATIONAL KIDS- CENTERED 37% 20% 32% 37% 38% 30% 22% 20% 17% 26% 17% 20% 23% 13% 17% 24% 30% 13% SENTIMENTAL PETS/ANIMALS- CENTERED SPORTS-THEMED COMPETITIVE 18% 14% 19% 23% 15% 10% 21% 14% 23% 27% 12% 13% 18% 23% 12% 12% 10% 25% 10% CAR-THEMED CELEBRITY ENDORSEMENTS SEXUAL ATHLETE ENDORSEMENTS 10% 11% 14% 6% 14% 7% 14% 9% 8% 9% 9% 12% 11% 8% 6% 10% 9% 5% Source: Nielsen Globl Trust in Advertising Survey, Q Copyright 2015 The Nielsen Compny 15

16 SOME THEMES RESONATE WELL ACROSS GENERATIONS, WHILE OTHERS APPEAL TO A SMALLER NICHE Trying to connect with consumers emotionlly? Strt by considering whom you re trying to rech. Some messges resonte well cross every genertion. Ads depicting rel-life situtions re good exmple they ppel to roughly four-in-10 respondents in every ge group. Nielsen TV Brnd Effect reserch in the U.S. hs lso shown tht reltble chrcters re importnt to both older nd younger consumers. And while humor resontes well cross the genertions, the preferred style of humor cn differ drmticlly. Older consumers prefer clever, light-herted humor, while younger consumers prefer offbet, srcstic nd slpstick humor. Helth- nd vlue-oriented ds re lso rted highly by ll five genertions. Other messges, however, hve niche ppel. High-energy/ction, spirtionl themes nd celebrity endorsements resonte more strongly with Genertion Z (ges 15-20) nd Millennil (ges 21-34) udiences. Menwhile, pet-centered ds hve greter ppel mong older consumers. The importnce of understnding your udience nd ctering to their tstes cnnot be overestimted, sid Berd. Regrdless of the delivery formt, the most successful ds re those tht spek to the sentiment of the udience. 16 GLOBAL TRUST IN ADVERTISING REPORT

17 ADVERTISING THEME APPEAL DIFFERS BY GENERATION ADVERTISING THEMES THAT RESONATE MORE WITH YOUNGER OR OLDER RESPONDENTS HIGH-ENERGY/ ACTION PETS/ANIMALS- CENTERED GEN Z (Ages 15-20) 28% 13% 28% MILLENNIALS (Ages 21-34) 14% 21% GEN X (Ages 35-49) BOOMERS (Ages 50-64) 23% 8% SILENT GEN (Ages 65+) 24% Source: Nielsen Globl Trust in Advertising Survey, Q Copyright 2015 The Nielsen Compny 17

18 SOME THEMES RESONATE ACROSS GENERATIONS; OTHERS HAVE NICHE APPEAL GEN Z (AGES 15-20) MILLENNIALS (AGES 21-34) GEN X (AGES 35-49) BOOMERS (AGES 50-64) SILENT GEN (AGES 65+) REAL-LIFE SITUATIONS HUMOROUS HEALTH- THEMED VALUE- ORIENTED 44% 45% 43% 44% 40% 46% 46% 38% 37% 37% 40% 42% 38% 37% 31% 39% 37% 33% 32% 31% HIGH-ENERGY/ ACTION ASPIRATIONAL FAMILY- ORIENTED SENTIMENTAL 8% 21% 28% 28% 13% 20% 25% 25% 32% 39% 42% 35% 24% 8% 15% 17% 18% 17% CELEBRITY ENDORSEMENTS SPORTS- THEMED COMPETITIVE PETS/ANIMALS- CENTERED 2% 7% 8% 14% 10% 12% 14% 14% 9% 10% 11% 14% 13% 24% 23% 14% 13% SEXUAL KIDS- CENTERED ATHLETE ENDORSEMENTS CAR-THEMED 3% 7% 9% 12% 13% 12% 23% 19% 9% 4% 6% 6% 8% 8% 9% 9% 11% 12% 8% Source: Nielsen Globl Trust in Advertising Survey, Q GLOBAL TRUST IN ADVERTISING REPORT

19 MAKE DIGITAL AN INTEGRAL PART OF YOUR ADVERTISING STRATEGY Reching the right udience, hving your messge resonte positively nd driving the desired customer rection is required for dvertising success no mtter the medium. There is considerble upside potentil to using digitl strtegy, but using it effectively is criticl to success: Don t retrofit n offline strtegy. Digitl mediums offer vstly more cretive options thn liner TV ds. Mtch your brnd nd mrketing strtegy nd your cretive choices to the medium ll of which might be different from your offline strtegy. Crete precision-focused cmpigns. Digitl dvertising hs the dvntge of reching udiences bsed on lmost ny vrible demogrphics, buyer behvior, intent, etc. You cn even use your firstprty customer dt to build look like models tht will llow you to find similr (nd therefore promising) digitl udiences. Get udience gurntees. About 50% of digitl d impressions ren t viewble (i.e., less thn 50% of their pixels re in view for minimum of one second or two seconds for video). Most digitl publishers offer udience gurntees to ensure your digitl d buy is relly reching your intended udience. Don t go ll-digitl without udience gurntees. Mtch your metric to your key performnce indictor. Ensure tht your success metric ppropritely mesures the ctul objective tht you re trying to chieve. If your cmpign is ll bout driving wreness, mesure brnd lift in wreness, not click-through rtes. If you re trying to rech new buyers, mesure sles lift mongst new buyers, not totl buyers. Even the most perfectly constructed medi pln will suffer if you re using the wrong metrics. Mke in-flight djustments. Mesure brnd lift or sles performnce or both in flight (while cmpigns re in process), nd mke djustments to optimize performnce before the cmpign ends. Rotte cretive units bsed on performnce, cp exposure frequency where response flttens out, nd focus spending on sites tht drive higher lift. Mximize brnd impct with mix of digitl nd trditionl. Crosspltform d exposure (the sme person seeing both your TV nd digitl ds) drives greter memorbility nd brnd lift thn single pltform exposure, even when djusted for frequency. Copyright 2015 The Nielsen Compny 19

20 COUNTRIES IN THE STUDY EUROPE MARKET INTERNET PENETRATION Austri 87% Belgium 90% Bulgri 59% Croti 71% Czech Republic 78% Denmrk 97% Estoni 83% Finlnd 97% Frnce 83% Germny 87% Greece 60% Hungry 75% Irelnd 79% Isrel 76% Itly 59% Ltvi 75% Lithuni 69% Netherlnds 96% Norwy 95% Polnd 67% Portugl 65% Romni 51% Russi 61% Serbi 65% Slovki 82% Sloveni 76% Spin 75% Sweden 95% Switzerlnd 89% Turkey 57% United Kingdom 90% Ukrine 42% MARKET ASIA-PACIFIC INTERNET PENETRATION Austrli 94% Chin 47% Hong Kong 81% Indi 20% Indonesi 28% Jpn 86% Mlysi 67% New Zelnd 95% Philippines 41% Singpore 80% South Kore 92% Tiwn 80% Thilnd 30% Vietnm 44% MARKET LATIN AMERICA INTERNET PENETRATION Argentin 75% Brzil 54% Chile 67% Colombi 62% Mexico 49% Peru 42% Venezuel 50% MARKET MIDDLE EAST/AFRICA INTERNET PENETRATION Egypt 53% Pkistn 15% Sudi Arbi 67% South Afric 52% United Arb Emirtes 96% NORTH AMERICA MARKET INTERNET PENETRATION Cnd 95% United Sttes 87% Source: Internet World Stts, June 30, GLOBAL TRUST IN ADVERTISING REPORT

21 ABOUT THE NIELSEN GLOBAL SURVEY The Nielsen Globl Trust in Advertising Survey ws conducted between Feb. 23 nd Mrch 13, 2015, nd polled more thn 30,000 consumers in 60 countries throughout Asi-Pcific, Europe, Ltin Americ, the Middle Est, Afric nd North Americ. The smple hs quots bsed on ge nd sex for ech country bsed on its Internet users nd is weighted to be representtive of Internet consumers. It hs mrgin of error of ±0.6%. This Nielsen survey is bsed only on the behvior of respondents with online ccess. Internet penetrtion rtes vry by country. Nielsen uses minimum reporting stndrd of 60% Internet penetrtion or n online popultion of 10 million for survey inclusion. The Nielsen Globl Survey, which includes the Globl Consumer Confidence Index, ws estblished in ABOUT NIELSEN Nielsen N.V. (NYSE: NLSN) is globl performnce mngement compny tht provides comprehensive understnding of wht consumers Wtch nd Buy. Nielsen s Wtch segment provides medi nd dvertising clients with Totl Audience mesurement services cross ll devices where content video, udio nd text is consumed. The Buy segment offers consumer pckged goods mnufcturers nd retilers the industry s only globl view of retil performnce mesurement. By integrting informtion from its Wtch nd Buy segments nd other dt sources, Nielsen provides its clients with both world-clss mesurement s well s nlytics tht help improve performnce. Nielsen, n S&P 500 compny, hs opertions in over 100 countries tht cover more thn 90 percent of the world s popultion. For more informtion, visit Copyright 2015 The Nielsen Compny. All rights reserved. Nielsen nd the Nielsen logo re trdemrks or registered trdemrks of CZT/ACN Trdemrks, L.L.C. Other product nd service nmes re trdemrks or registered trdemrks of their respective compnies.15/9217 Copyright 2015 The Nielsen Compny 21

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