ACNielsen MMS
Internet Advertising Monitoring
IPA
7th June 2001
Contents
ACNielsen MMS
Advertising Monitoring – our standards
Meeting the needs of clients
Setting high Internet monitoring standards
Q&A
ACNielsen MMS
A brief introduction…
The benchmark for media activity and expenditure
Used by agencies and media owners to analyse advertiser and media markets
A trading currency for advertising space
ACNielsen MMS
Presently monitor the six major media:
Cinema
TV
Direct Mail
Radio
Press
Outdoor
Advertising Monitoring
The ACNielsen MMS standards
The only robust method of reporting advertising expenditure/activity is to use the variables used to buy the space
Advertising Monitoring
TV
For TV we use the actual revenue figures from contractors, the BARB tapes and ratings figures
Dayparts are broken down by audience
Each TV brand is given a category that has an audience definition
We match the brands/category spends to calculate spot costs/impacts etc.
Advertising Monitoring
Radio
RAJAR ¼ hour figures received every quarter
Radio stations supply ACNielsen MMS with transmission data (. rules)
Station groups supply average CPTs verified by an agency working group
Simple calculation for spot costs
Advertising Monitoring
Press
Publishers define what areas of their titles they require to be coded in detail (100%)
Ratecard CPTs discounted by % factor supplied by the Advertising Association
New titles and supplements are added at the request of publishers
Verification of expenditure methodology reviewed by publishers (guidance only)
Advertising Monitoring
Cinema & Outdoor
All data reported by ACNielsen MMS comes directly from the industries
We make no expenditure, size or period adjustments to the data
Some brands are refined to fit the ACNielsen MMS brand structure
Advertising Monitoring
Direct Mail
A “secret” medium – advertising is not in the public domain
Use a panel of households to gauge activity
Estimation of DM value to within £ of the Post Office (£ vs £)
Endorsement of ACNielsen MMS by DM industry bodies
The Great Internet Challenge!
Advertising Monitoring
Internet
For cross media brand expenditure comparisons to be robust, data collection methodology has to be similar
Theoretically, similar methodologies are possible
Internet trading variables
The key trading variables for Banner advertisements are CPMs and impressions
Production of a software deliverable would also require creatives
At the time of asking, few deals were done against demographics
The ACNielsen MMS Methodology
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If only it was that simple!
There are three elements to the ACNielsen methodology
They match the criteria we use for traditional media
The result will be 100% of Internet advertising revenue readily comparable to 100% of TV, Press etc. revenue
100% Monitoring
The implications do not require much explanation
Brand expenditure tracking, media evaluation, transparent trading, media owner deal analysis, market share reports, entry cost by category, sales targeting, who’s got what, revenue development tracking, internet on the media map……
Three pronged approach
Collects creatives
images from
participant sites
Participant sites
provide advertiser
logs inc. impressions
Provide average
CPMs by site
category
Web
Crawler
Site
Data
Agency
Panel
Feedback
The methodology has been widely welcomed by the industry
Agencies have endorsed our approach
Each sales point we’ve asked has provided data or committed to doing so
Building up to launch
Require at least 50 of the top 100 sites providing data. Presently there are 33
Inclusion of additional sites ongoing
Development of web crawler ongoing
Internet expansion plans
The methodology used in the UK will need to be adopted across all ACNielsen Media markets for consistency
Expansion plans
Questions
