{"id":1582,"date":"2017-07-11T12:51:54","date_gmt":"2017-07-11T16:51:54","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1582"},"modified":"2017-12-21T15:39:55","modified_gmt":"2017-12-21T20:39:55","slug":"the-top-five-findings-from-nielsens-digital-white-paper","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2017\/the-top-five-findings-from-nielsens-digital-white-paper\/","title":{"rendered":"The Top Five Findings From Nielsen&#8217;s Digital White Paper"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft size-full wp-image-18989\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/07\/pexels-photo-450035.jpeg\" alt=\"The Top Five Findings From Nielsen's Digital White Paper\" width=\"600\" \/><\/p>\n<p><em>Nielsen recently released the 4<sup>th<\/sup> edition of its Digital White Paper, which provides insights and best practices to maximize media investment. Dale King,\u00a0Director of Client Services at Nielsen Canada and her colleague Josh Hopson will lead a deep dive into the data July 12 at an <\/em><a href=\"http:\/\/www.acaweb.ca\/en\/webinars\/\"><em>ACA Webinar<\/em><\/a><em>.<\/em><em> Here, Dale provides the top five takeaways from the research.<\/em><\/p>\n<p><!--more--><\/p>\n<ol>\n<li><strong>On-Target rates increased year-over-year<\/strong> \u2013 This trend was particularly prominent on the direct publisher purchase side.\u00a0 However, Nielsen data shows there is still room for improvement. On average, 59% of impressions are hitting their target. That falls to just 38% of impressions for more narrowly-defined targets (less than fifteen years in age span).<\/li>\n<li><strong>Display continues to outperform Video &#8211; <\/strong>When it comes to On-Target rates, display ads were more likely to reach their intended audience than video ads. However, the performance gap was closer for more narrow demos, where the Video On-Target rates are equal to or more efficient to those of Display ads.<\/li>\n<li><strong>Measuring Reach Efficiency is a critical component of any campaign \u2013 <\/strong>Mobile On-Target and Reach Efficiency rates are higher than Desktop; however, the highest Reach Efficiency is achieved by using both Mobile and Desktop together.<\/li>\n<li><strong>Wider Consumer Acceptance for Digital Campaigns \u2013 <\/strong>There were not only more digital campaigns measured this year than last for resonance that showed a positive brand lift but the overall lift was higher \u2013 leading to the belief that digital has become an accepted medium by consumers.<\/li>\n<li><strong>Putting it all together in real terms <\/strong>\u2013 Nielsen? conducted a case study looking at the awareness for multivitamin brand Centrum. The study utilized Nielsen measurements to evaluate On-Target, reach and resonance for the brand. Amongst its findings, the case study illustrated that not all publishers on the media plan had the inventory to fully optimize on Reach Efficiency \u2013 a key metric with an Awareness KPI. Nonetheless, post-optimization results brought a decrease in the cost per unique of 24%.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_17429\" aria-describedby=\"caption-attachment-17429\" style=\"width: 100px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-17429 size-thumbnail\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2009\/12\/Headshot-Dale-King-150x150.jpg\" alt=\"Dale King\" width=\"100\" height=\"100\" \/><figcaption id=\"caption-attachment-17429\" class=\"wp-caption-text\">Dale King<\/figcaption><\/figure>\n<p><em>Hear more July 12 at 11:30 a.m. during the ACA Webinar &#8211; <\/em><a href=\"http:\/\/www.acaweb.ca\/en\/webinars\/\" ><em>Nielsen 2017 Digital White Paper<\/em><\/a><em>.<\/em><\/p>\n<p>Dale King, Director of Client Services at Nielsen Canada<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nielsen recently released the 4th edition of its Digital White Paper, which provides insights and best practices to maximize media investment. Dale King,\u00a0Director of Client Services at Nielsen Canada and her colleague Josh Hopson will lead a deep dive into the data July 12 at an ACA Webinar. Here, Dale provides the top five takeaways [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[97],"tags":[616,617,699],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Top Five Findings From Nielsen&#039;s Digital White Paper | Association of Canadian Advertisers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/en\/2017\/the-top-five-findings-from-nielsens-digital-white-paper\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Top Five Findings From Nielsen&#039;s Digital White Paper | Association of Canadian Advertisers\" \/>\n<meta property=\"og:description\" content=\"Nielsen recently released the 4th edition of its Digital White Paper, which provides insights and best practices to maximize media investment. Dale King,\u00a0Director of Client Services at Nielsen Canada and her colleague Josh Hopson will lead a deep dive into the data July 12 at an ACA Webinar. Here, Dale provides the top five takeaways [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/acaweb.ca\/en\/2017\/the-top-five-findings-from-nielsens-digital-white-paper\/\" \/>\n<meta property=\"og:site_name\" content=\"Association of Canadian Advertisers\" \/>\n<meta property=\"article:published_time\" content=\"2017-07-11T16:51:54+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-12-21T20:39:55+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/07\/pexels-photo-450035.jpeg\" \/>\n<meta name=\"author\" content=\"Dale King\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ACA_tweets\" \/>\n<meta name=\"twitter:site\" content=\"@ACA_tweets\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dale King\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" 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