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1 VALUE WHICH MEASUREMENT OF DIGITAL RATING BRING TO ADVERTISERS デジタルの視聴計測が 広告主にもたらす価値とは March Toni Petra 宮本淳
2 1 日あたりのメディア接触時間TIME SPENT WITH MEDIA IS INCREASING BY DIGITAL デジタルがメディア接触を増やしている 60 分増加 主要メディア 1 日あたりの接触時間 394 分 335 分 200 分 100 分 雑誌新聞ラジオテレビ タブレット スマホ パソコン Source: 博報堂 DY メディアパートナーズメディア環境研究所メディア定点調査 2016 より加工 ( 時系列東京 ) *2014 年から タブレット端末 を追加
3 Today s Topics 本日お話しすること Accountability and Transparency for Digital Ad デジタル広告に対する アカウンタビリティ 透明性 Market Standard Metrics for Digital Ad デジタル視聴計測指標の標準化
4 WHAT IS ACCOUNTABILITY? アカウンタビリティとは 説明報告責任のこと
5 WHAT IS THE FIRST STEP FOR ACCOUNTABILITY? アカウンタビリティの第一歩は 正確な数値を知ること
6 4 RISKS IN DIGITAL AD MEASUREMENT デジタル広告に潜む 4 つのリスク 6
7 1. AD FRAUD 1. そのインプレッション ロボットではないですか? 日本のデジタル広告の アドフラウド *1 は 全インプレッションの 6% *2 *1 ボットやソフトウェアプログラムによるネットアクセスのこと広告不正や広告詐欺と呼ばれている *2 Integral Ad Science (IAS) Japan の Media Quality Report 2015 年 Q4(10 月 ~12 月 )
8 2. VIEWABILITY 2. その広告 人に見える場所に表示されてますか? 日本のキャンペーンの ビューアビリティ *1 は 平均で 48% *2 *1 US の Media Rating Council (MRC) が規定したビューアビリティの条件は ディスプレイ広告では その広告の半分以上が 1 秒間以上 視聴可能な位置に表示されていること *2 Integral Ad Science (IAS) Japan の Media Quality Report 2015 年 Q4(10 月 ~12 月 )
9 3. UNIQUE AUDIENCE 3. 同じ人を ダブルカウントしていませんか? 各デバイスのユニーク ブラウザ ごと 人 ごと 3 個の消費者と認識 1 人の消費者と認識
10 4. ON TARGET 4. その広告 ターゲットに届いていますか? 全インプレッションのうち ターゲット層に届いたインプレッションの割合 例えば ) 30 代女性 属性ターゲティング 1,500 万 imp 30 代女性その他 結果 500 万 imp 1,000 万 imp 出稿額の 3 分の 2 をどう評価するのか?
11 WHAT ARE THE BENEFITS WHEN THOSE RISKS ARE REMOVED? リスクが取り払われることで 正確な数値 アカウンタビリティ リスク アカウンタブル 1. アドフラウド人が見た広告のみ 2. ビューアビリティ表示された広告のみ 3. ダブルカウント 人 ベースのリーチ & フリークエンシー 4. オンターゲット届けたい 人 に
12 IAB での P&G Chief Brand Officer, Marc Pritchard 氏のスピーチ 1.MRC のビューアビリティ標準の採用 2.MRC に認定された第三者機関による計測検証の導入 ( 加えて 全てのメディアおよび計測ベンダーに MRC 認定の第三者による検証を求める ) 3. エージェンシー契約の見直し ( 透明性 ) 4. アドフラウド対策 デジタルメディアに対するタグベースでの認定要求 5. 上記を兼ね備えているメディアサプライチェーンと取引する
13 IT IS IMPORTANT TO USE PEOPLE BASED METRICS MEASURED BY 3RD PARTIES アカウンタビリティで大切なこと 中立な第三者による 人 ベースで正確に計測されたデータ
14 NIELSEN DIGITAL AD RATINGS OFFER PEOPLE BASED MEASUREMENT 人 ベースの計測を行う ニールセンデジタル広告視聴率 (Nielsen Digital Ad Ratings) 14
15 Today s Topics 本日お話しすること Accountability and Transparency for Digital Ad デジタル広告に対する アカウンタビリティ 透明性 Market Standard Metrics for Digital Ad デジタル視聴計測指標の標準化
16 WHAT KIND OF VALUES DOES MARKET STANDARD METRICS BRING TO ADVERTISERS? デジタル計測指標の標準化が 広告主にもたらす価値 16
17 CURRENT SITUATION EACH PUBLISHER USES DIFFERENT METRICS いままでは バラバラの指標 20 代女性に広くリーチするには? 媒体 A: マンスリーユーザ 1,000 万人 媒体 B: 500 万 imp 保証 マンスリーユーザー imp 媒体 C: 300 万 UB 女性ターゲティング可能 媒体 D: Viewable な視聴 50 万 View 保証 UB 視聴回数 17
18 STANDARD METRICS ENABLES YOU TO EVALUATE EACH PUBLISHER IN SAME CRITERIA 標準指標があれば 同一基準で各媒体を評価可能 媒体 A: 媒体 B: リーチ リーチ 300 万人 300 万人 200 万人 200 万人 100 万人 100 万人 0 万人 0 万 250 万 500 万 750 万 1000 万 imp 0 万人 0 万 250 万 500 万 750 万 1000 万 imp 媒体 C: 媒体 D: リーチ リーチ 300 万人 300 万人 200 万人 200 万人 100 万人 100 万人 0 万人 0 万 250 万 500 万 750 万 1000 万 imp 0 万人 0 万 250 万 500 万 750 万 1000 万 imp 18
19 STANDARD METRICS ENABLES YOU TO EVALUATE EACH PUBLISHER IN SAME CRITERIA 標準指標があれば 同一基準で各媒体を評価可能 各媒体の imp ごとの獲得リーチ数 リーチ 300 万人 200 万人 100 万人 媒体 D: 媒体 A: 媒体 B: 媒体 C: 0 万人 0 万 250 万 500 万 750 万 1000 万 imp 19
20 SET SAME METRICS BETWEEN TV AND DIGITAL テレビでもデジタルでも テレビ デジタル リーチ フリークエンシー = GRP リーチ フリークエンシー = GRP 20
21 KEY REQUIREMENT TO SET MARKET STANDARD METRICS デジタルで標準化指標を作る上でどのようなことが重要でしょうか? 1. メディア視聴の分散化に対応 2. 代表性のある正確なデータ 21
22 PEOPLE BASED MEASUREMENT ACROSS AND DEVICES 人 ベースで計測することで 重複を除いたユニークなリーチ算出 自宅 PC タブレット 職場 PC メディア視聴 の分散化 スマホ 22
23 REPRESENTATIVE REPORT WITH SMALL ERROR 代表性パネルのみ から 全数データ + 代表性パネル へ Facebook ユーザー約 2,500 万人をパネルデータとして使用 代表制を確保したパネルで属性情報等を較正日本全体へ拡大推計 誤差 ±1% 以内の正確なデータ 10 万 imp(1 人あたりフリークエンシー 2 と想定 ) の 50% が 女性に当たっていたと推計した時の統計誤差をシミュレーション 23
24 NIELSEN TOTAL AUDIENCE MEASUREMENT 24
25 ニールセントータルオーディエンスフレームワーク NIELSEN TOTAL AUDIENCE FRAMEWORK NIELSEN TOTAL AUDIENCE PLANNING ACTIVATION MEASUREMENT NIELSEN CONSUMER ACTIVATION NIELSEN ADINTEL NIELSEN MEDIA IMPACT NIELSEN DATA MARKETPLA CE NIELSEN DATA MANAGEMEN T PLATFORM NIELSEN EFFECTIVEN ESS SUITE NIELSEN RATINGS SUITE Consumer Lifestyle & Behavioral Segmentation Competitive Intelligence for Cross- Media Advertising Cross-Media Insights + Impact-based Planning Audience Segments for Targeted Advertising Cross-Media Targeting and Optimization Platform Ad Campaign & Performance Measurement Cross- Platform Audience Measurement NIELSEN MARKETING CLOUD 25
26 ニールセントータルオーディエンスフレームワーク NIELSEN TOTAL AUDIENCE FRAMEWORK NIELSEN TOTAL AUDIENCE PLANNING ACTIVATION MEASUREMENT NIELSEN CONSUMER ACTIVATION NIELSEN ADINTEL NIELSEN MEDIA IMPACT NIELSEN DATA MARKETPLA CE NIELSEN DATA MANAGEMENT PLATFORM NIELSEN EFFECTIVEN ESS SUITE NIELSEN RATINGS SUITE Consumer Lifestyle & Behavioral Segmentation Competitive Intelligence for Cross- Media Advertising Cross-Media Insights + Impact-based Planning Audience Segments for Targeted Advertising Cross-Media Targeting and Optimization Platform Ad Campaign & Performance Measurement Cross- Platform Audience Measurement NIELSEN MARKETING CLOUD 26
27 ニールセントータルオーディエンスが計測する 2 つのもの NIELSEN AUDIENCE RATINGS SUITE TOTAL CONTENT RATINGS TOTAL AD RATINGS Linear TV Ratings (Program Minutes)* Digital in TV Ratings (Program Minutes) Digital Content Ratings*** VOD Content Ratings** Linear TV Ratings (Commercial Minutes) Digital Ad Ratings Linear VOD & Connected Devices**** Who is consuming video content and on what devices? How did ad campaigns perform against desired demographics? Providing a complete picture of ads and content *Includes contribution from Connected Devices, DVR, VOD in TV Ratings, and Beyond 7 **Previously named Cross-Platform VOD ***Non-tagged and partially-tagged content contribute to monthly brand reporting and utilize Fusion for deduplication ****Linear VOD/Connected Device viewing is included in TV campaign metrics if the VOD/Connected Device stream contains the same encoding as the linear TV airing 27
28 トータルオーディエンス計測において鍵となる領域 KEY COMPONENTS OF TOTAL AUDIENCE RATINGS TOTAL CONTENT RATINGS TV CONNECTED DEVICE/VOD PC TABLET SMARTPHONE Linear Dynamic Programs & Ads Content Ads TV PROGRAM RATINGS TV COMMERCIAL MINUTE RATINGS DIGITAL CONTENT RATINGS DIGITAL AD RATINGS TOTAL AD RATINGS 28
29 DIGITAL MEASUREMENT IN JAPAN 29
30 デジタル領域における戦略的な提携 STRATEGIC PARTNERSHIP IN DIGITAL 30
31 日本でのデジタル領域における標準計測 STANDARD DIGITAL MEASUREMENT IN JAPAN TV CONNECTED DEVICE/VOD PC TABLET SMARTPHONE Dynamic Linear Programs & Ads Content Ads TV PROGRAM RATINGS TV COMMERCIAL MINUTE RATINGS DIGITAL CONTENT RATINGS DIGITAL AD RATINGS LAUCH IN Q IN MARKET 31
32 DIGITAL AD RATINGS - FACT & BENEFIT -
33 米国では 広告を売る側も買う側もデジタル広告視聴率が業界標準になっている DIGITAL AD RATINGS HAS BECOME AN INDUSTRY STANDARD IN THE US AMONG MEDIA BUYERS & SELLERS Cumulative number of Digital Ad Ratings campaigns through Q ,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 0 ~ 68,000 Campaigns Sep 11 Dec 11 Mar 12 Jun 12 Sep 12 Dec 12 Mar 13 Jun 13 Sep 13 Dec 13 Mar 14 Jun 14 Sep 14 Dec 14 Mar 15 Jun 15 Sept 15 Dec 15 Mar 16 Jun 16 Sept 16 DAR はメディア企業に力をあたえていると思う We think Digital Ad Ratings empowers us and media companies Rob Master VP Media, Unilever DAR は我々のクライアントに対してオンラインビデオのオーディエンスの価値の理解をもたらしている Digital Ad Ratings helps our clients better understand the audience value of online video Geri Wang President, ABC Sales 95% 以上を保証 DAR を通じて目標を達成する > 95% of commitments we will make this year will be guaranteed via Digital Ad Ratings Donnie Williams CDO, Horizon Media 広告主は クロスデバイスソリューションを求めているが DARはまさにそれだ Advertisers are clamoring for a solution that reaches across all devices and Nielsen Digital Ad Ratings is that solution Keith Eadie CMO, TubeMogul マーケターとキャンペーンチェックを進めていると いかにニールセンのキャンペーン計測ツールが 広告費の多くを占める大手ブランドのキャンペーンに浸透しているかがわかる Our ongoing checks with marketers convey to us that Nielsen s campaign measurement tools continue to dominate the preferences of the largest brands, likely capturing a greater share of spending Brian Weiser Wall Street Analyst
34 どのようにデジタル広告視聴率は使われているか HOW THE MARKET IS USING DIGITAL AD RATINGS オーディエンスの保証 Audience Guarantees CPM の適用 An agreement used to align media buyers and sellers by establishing a level of campaign delivery within a specific audience demographic segment. Commonly see 3 types of guarantees 1) On Target Impression 2) On Target Percentage 3) Target Ratings Point Facilitate make good agreements Set CPM Media sellers value difficult to reach audiences and reflect these in agreed CPM s with media buyers キャンペーンの最適化 Optimize In Flight Media sellers can improve performance by adjusting future strategy based on past campaign results
35 Appendix: VIEWABILITY MEASUREMENT IS AVAILABLE IN NIELSEN DIGITAL AD RATINGS NIELSEN DIGITAL AD RATINGS は ビューアビリティ の計測も可能 (MRC 認定 )* 見える位置にある広告 Viewable 見えてない広告 Media Rating Council(MRC) は メディア調査会社の監査や認定審査を行なう米国の業界団体 モバイルの計測は順次対応 Non-Viewable
36 ニールセンデジタル株式会社 東京都港区赤坂 赤坂溜池タワー 11 階セールス & アナリティクス直通 :
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デジタル広告のパズルを解く : 成功の秘訣とは? ターゲットリーチ率 キャンペーンを成功へ導く クロスプラットフォームパフォーマンス ビューアビリティ キャンペーンを成功へ導く 効果的なキャンペーンを実践するために近年 デジタル視聴者へのリーチはこれまでにないほど難しくなっ ています ワンクリックで様々なプラットフォームや仮想店舗へアクセス可能な消費者はあらゆる場所に存在し 広告主は自社広告がリーチした視聴者を分析するための指標を求めています
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