Anyone Who Thinks The Media Landscape Is Complicated: The Five Questions Every Advertiser Wants Answered

The five questions every
advertiser wants answered
Anyone who thinks the

media landscape is complicated
Raise your hand.
What you need to know

about reach and ROI 1 /35
Now take that hand

and start scrolling
because we’re going to unpack
what to do about it, together.

Advertisers are expected to create strategies nimble

enough to keep up with the times, reach audiences
that are progressively more insular and niche,
navigate a cookieless world and—ultimately—
figure out what ROI everything’s driving.
As we said,
it’s complicated.

But you aren’t drifting in

the digital sea alone.
There are tools, like ROI measurement, that

help you realize impact. But what if you could
get an earlier indicator of success, too?

Unique reach is the ... letting you effectively identify brand-

new potential customers quickly. In fact,
unsung ROI hero ... over multiple studies, an average of
70%
of ROI variation was explained
by looking at the relative unique
audience reach of ad placements.

So, can you just push the

unique reach button
and call it a day? If only it were that easy.

This guide answers

the five most common questions
advertisers have about capturing online behavior and
how to use metrics to grow sales and justify media buys.

The first question every
01
How can I
prove my media spend’s ROI?

The first question: How can I
Keep
Especially when you’re talking to
non-marketing folks, you need to
explain how complicated metrics
it simple!
and micro-targeting contribute to
larger company goals.

What’s your company’s

primary goal?
We’ll take a wild guess: However, unless consumers are finding

you on their own and throwing money
increase revenue. your way, you’ve got to develop a
pipeline to convert them from passive
audience to active buyer ...
yep, that means
reach.

If your marketing isn’t reaching

fresh eyeballs, you’re repeating the
same message to the same people.
For this reason, unique reach is a

powerful proxy for new customer
acquisition, which is at the top of
any successful business pipeline.
Unique reach lets you:

Select the right media partners
Establish audience guarantees
Quickly and continuously optimize ad placements
Combined, these allow you

to communicate with new
customers and grow your brand
efficiently—and what’s the end
result of that process? Positive ROI.

With the labyrinth
of premium
At the very least,
you need to
track everywhere ... that means using analytics, like
you’re spending. publishers Nielsen Digital Ad Ratings (DAR),
that can follow nearly
to walled
gardens ...
90%
of your total digital spend and
100%
of your television spend.

Just because you know your money

is well spent doesn’t mean that’s
an easy story to tell succinctly,
especially to the many stakeholders
at your company.
Being able to see

in nearly
real-time what’s working
— and what isn’t—across platforms,
publishers and devices is a story that
anyone in your company can easily digest.

The second question every
02
How do I
know I’m reaching the right audience?

The second question: How do I know
I’m reaching the right audience?
Nearly everyone is diversifying

their digital footprint
across computers, smartphones,
tablets and connected TV (CTV).
Advertisers need deduplicated impression data

through direct publisher integrations in order to
target current audiences—and new ones, too.

Cookies, mobile advertising IDs (MAIDs) and other digital identifiers

that the advertising industry has relied on for years are on their way
out. In their absence, modern digital strategies should prioritize
first-party data and additional premium data assets, whether it’s
authenticated or unauthenticated.

For authenticated digital traffic:

triangulate hashed email addresses,
Unified ID 2.0 and verified
self-reported demographic labels.
For anonymous traffic, you need a
machine learning model that can
ingest multiple metrics—like time,
browser, content, device and platform
information—to build a profile of your
audience. Better yet: calibrate that
data against a representative,
people-based panel that can confirm
the accuracy of your algorithm.

Even the most basic internet users aren’t just browsing one site.
They’re ricocheting across the internet
from premium publishers to walled gardens to the open web
making it easy to count the same person multiple times. That means you need
to deduplicate your metrics, ideally using a tool like DAR, which runs on Nielsen’s
Identity System and contains two billion deduplicated identifiers.

Careful. Having first-party,

panel-approved, deduplicated data
is a major accomplishment, but what
good is it if every channel has its
own unique and siloed data?
To understand how your content’s performing

across the entire media landscape, you need
metrics that are analogous and interoperable.

The third question every
03
How much of
my media spend is wasted?

The third question: How much of
As media consumption becomes more tangled,

the risk of wasting your media spend continues to rise.
Reach is an early indicator of sales.
So if you don’t get that right, you risk losing out on
potential revenue.

The bad news: The internet is an ant colony

with billions of passageways, making it difficult
to use data to engage audiences in the right
place and the right time. In fact, brands waste
nearly 40% of their digital advertising on the
wrong audiences, and 29% of CTV ad spend
reaches off-target audiences.
The good news:

When used correctly, all of
this data can be translated
into a coherent, audience-first
strategy. The key is balance.

Casting a wide net with a mass buy ensures whereas targeted advertising means you
you’ll capture an unwanted audience might miss out on potential fans.
How do you strike the perfect blend?

You need to rethink the bedrocks of digital analytics:
reach and frequency.
Just because ads are going to the target demographic doesn’t
necessarily mean they’re building reach. The same is true if ads keep
going to people who have already seen them.

You need a holistic evaluation of your reach

and frequency. That means two things:
01. 02.
An on-target percentage Reach and frequency metrics
that tracks the impressions that that evaluate how well these
reach your target audience on-target impressions are
converted into reach

The math is simple
Higher reach
+
better frequency management
=
higher returns on ad spend.

The fourth question every
04
How should I
improve my campaign on the fly?

The fourth question: How should I
Trends, tastes and even words

evolve so quickly today
that you need immediate learnings.

That means a single tool that analyzes
reach, frequency and gross rating
points across platforms and delivers
data daily, regardless of the size of the
campaign, the platform or the device.

Using in-flight metrics and owning your data

are the best ways to spot and capitalize on advertising opportunities.
Data is the lifeblood of modern advertising, so controlling yours is one of the best ways
to maintain a ready stance for constant improvement. Twenty-one of the top 25 global
advertisers based on ad spend agree and choose to own their data, allowing them to see
across campaigns and identify opportunities as only they can—by acting in nearly real time.

And when your content spans

multiple platforms, you need to
know who saw an ad on their phone,

who saw it on their laptop and
who saw it both places
before allowing for strategic

duplication and incremental reach.
With these insights, you can more

accurately determine if your advertising
is meeting the mark. If not, you have
the tools to make in-flight adjustments
or to optimize for the next wave.
The fifth question every
05
Why should I
trust DAR’s accuracy?

The fifth question: Why should
I trust DAR’s accuracy?
If you’ve made it this far, you

know that DAR scratches nearly
every audience measurement
itch. The only big question left:
Why should you trust it
DAR relies on cutting-edge technology

and the industry’s best representative
truth panel. That human-machine
combo provides data that are far
more accurate than just big data sets,
phone surveys or metrics automatically
collected from digital devices.

l u s I trust DAR’s accuracy?
0-p
1 0
h a
w it
e r
a d
le
a l
l o b
a g rd.
n i s c o
s e re c ad e .
i e l a c k r a d e
N r tr fo r ove
a o l u t i o n
ye t r u s te d s
b e e n a
Allow us to toot D A R h a s
In 2020 alone, we measured over one trillion digital

impressions in 26 countries.
our own horn. We’re use

d by 21 of th
We e top 25 g
lobal adve
of ’re r tisers.
com the in
pu dus
ter t
, m ry le
ob ad
ile er
and on
con cove
ne rag
cte e, t
dT rac
Va kin
ds g8
pe
What you need to know nd 7%
.
I trust DAR’s accuracy?
But we aren’t satisfied with letting

machines do all the work. We combine our
coverage data with human insight, and
then we fill in the missing information with
other metrics: truth-set data, advanced
machine learning methodologies, third-
party identity solutions and sophisticated
statistical techniques.
The result is DAR.

The takeaway:
Everything you need to know, at a glance
01. Unique reach + better

frequency management =
less wasted ad dollars.
03. Using in-flight metrics and
owning your data are the best
ways to spot and capitalize on
05. DAR relies on cutting-
edge technology and
unbiased representative
ad ROI opportunities. truth panels to provide
solutions for all the above.
02. Advertisers need deduplicated

audience measurement to verify if
ads are reaching the right audiences
04. Advertisers need to track their
entire ad spend with comparable
metrics across platforms to get
once personal identifiers go away. the full performance picture.


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The five questions every

advertiser wants answered

Anyone who thinks the

Raise your hand.

What you need to know

Now take that hand

What you need to know

Advertisers are expected to create strategies nimble

What you need to know

But you aren’t drifting in

There are tools, like ROI measurement, that

What you need to know

Unique reach is the ... letting you effectively identify brand-

What you need to know

So, can you just push the

What you need to know

This guide answers

What you need to know

prove my media spend’s ROI?

What you need to know

What you need to know

What’s your company’s

We’ll take a wild guess: However, unless consumers are finding

What you need to know

If your marketing isn’t reaching

For this reason, unique reach is a

Unique reach lets you:

Combined, these allow you

What you need to know

With the labyrinth

What you need to know

Just because you know your money

Being able to see

What you need to know

know I’m reaching the right audience?

What you need to know

Nearly everyone is diversifying

Advertisers need deduplicated impression data

What you need to know

Cookies, mobile advertising IDs (MAIDs) and other digital identifiers

What you need to know

For authenticated digital traffic:

What you need to know

from premium publishers to walled gardens to the open web

What you need to know

Careful. Having first-party,

To understand how your content’s performing

What you need to know

my media spend is wasted?

What you need to know

As media consumption becomes more tangled,

What you need to know

The bad news: The internet is an ant colony

The good news:

What you need to know

How do you strike the perfect blend?

What you need to know

You need a holistic evaluation of your reach

What you need to know

The math is simple

What you need to know

improve my campaign on the fly?