Kvantum helps Integrated Media Planning team optimize their investments in various Nielsen metrics by identifying campaign metrics that truly drives the commercial metrics such as ROI.
Finding the Right Metrics
In the age of digital advertising measurement, the key indicators of a successful campaign include reach and on-target percentage,
or the percentage of impressions delivered within the target audience out of the total served during the entire campaign. However,
despite advances in targeting methods, it remains highly unlikely that a campaign will achieve 100% on-target percentage due to
consumer behaviors such as misrepresenting age/gender online, sharing digital devices with family and friends, and limitations
with cookie-based targeting. Nielsen Digital Ad Ratings (DAR) focuses on the people viewing, not the devices, and measures and
reflects these consumer behaviors in our metrics of on-target performance.
Over the past five years, Nielsen Digital Ad Ratings has become an industry standard for buying and selling digital media. For a
leading CPG company, buying decisions had been primarily based on Nielsen’s DAR and standard media metrics such as cost per
thousand impressions (CPM), cost per click (CPC) and click through rate (CTR).
The media planning team engaged Kvantum to assess:
1. If the media team had selected the right and should they keep on investing in Nielsen’s Digital Ad Ratings?
2. Understand which fast moving metrics (DAR and media metrics) are predictors of ROI for trading desk tactics.
3. Optimize trading desk tactics based on the best fast moving metrics for optimal ROI.
“Kvantum helped us reduce the media waste by prescribing the ranges for key metrics to optimize the key conversion outcomes for campaigns. Kvantum is truly providing guidance to our Agency in terms of how to better optimize media.”
Senior Director, Integrated Media Planning
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