NIELSEN’S ROADMAP FOR CROSS-PLATFORM RATINGS: INNOVATION TO SUPPORT LINEAR & DIGITAL AD MODELS Copyright ©2014 The Nielsen Company. Confidential and proprietary. 2 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 3 Copyright ©2014 The Nielsen Company. Confidential and proprietary. WHY IS MEASURING ACROSS PLATFORMS IMPORTANT? Watching Video on Smartphone Cross Platform Campaign Spend to Reach In 2013 Within 3 Years 25% Source: Nielsen Cross-Platform Report Q4 2013, table 3; ??? 50% 4 MULTIPLE FACETS OF CROSS PLATFORM MEASUREMENT BY ADVERTISING MODEL Copyright ©2014 The Nielsen Company. Confidential and proprietary. BY DELIVERY TYPE BY DEVICE TYPE BY USAGE 5 THE 6 IMPORTANT THINGS Common, Single-Source, Highly Representative Panel True Comparability to TV Mobile Measurement Copyright ©2014 The Nielsen Company. Confidential and proprietary. Viewability MRC Accreditation and Constant Auditing Digital Coverage and Sample Size 6 HIGH QUALITY PANELS ARE KEY Critical for gold standard measurement & precise Cross Platform calibrations TODAY ~ MID ‘14 – MID ‘15 20,550HH’s Copyright ©2014 The Nielsen Company. Confidential and proprietary. NATIONAL/LOCAL PEOPLE METER HOMES ~ 9,800HH’s TV & PC HOMES ~ 3,200HH’s NEW PEOPLE METER HOMES 1,500HH’s ~15,000HH’s ~ NEW TV & PC HOMES TABLET & MOBILE PANELISTS 7 A HIGH QUALITY REPRESENTATIVE PANEL ANCHORS ALL MEASUREMENT TWO TYPES OF VIDEO CONTENT COMPARABLE OVERNIGHT RATING Native Digital Content SOFTWARE METER Digital Video Ratings Copyright ©2014 The Nielsen Company. Confidential and proprietary. BIG DATA ENABLED MEASUREMENT ONE CLIENT-SIDE IMPLEMENTATION Cross Platform ONE ENCODING PROCESS GOLD STANDARD PROCESS UNIVERSAL MRC ACCREDITED TV Ratings TV Originated Content Nielsen Online Campaign Ratings is accredited by the Media Rating Council (MRC). Featured elements including DMA, verification and viewability are not currently accredited, but are undergoing review by MRC. 8 TIMING—MEASUREMENT FOOTPRINT 2014 Linear TV (C3/7) Digital Dynamic AD MODEL Copyright ©2014 The Nielsen Company. Confidential and proprietary. TV SET CONNECTED DEVICES PC TABLET SMARTPHONE PROGRAMS Fall 2014 Fall 2014 ADS Fall 2014 Fall 2014 CONTENT 2015 DPR Q2 2014 Q2 2014 ADS 2015 OCR Q3 2014 Q3 2014 De-duplicated audience across ad models DEVICE De-duplicated audience across screens In currency (C-3) or where comparable Digital Ratings are provided 9 DE-DUPLICATION COMES FROM KNOWING WHO’S AT THE SCREEN Copyright ©2014 The Nielsen Company. Confidential and proprietary. NIELSEN CROSS-PLATFORM HOMES PANEL LINEAR RATINGS DIGITAL RATINGS TV Individuals determined from Nielsen Households Digital Individuals identified by 180MM person panel and validated by TV Panel CROSS-PLATFORM REACH 10 FLEXIBILITY IN MONETIZATION AND GROWTH OPPORTUNITIES • Broadcasters can now get C3 Ratings for eligible content viewed on mobile devices Copyright ©2014 The Nielsen Company. Confidential and proprietary. • Broadcasters can now be flexible outside of the C3 window knowing that they’ll get comparable ratings • Advertisers can feel confident in the quality of the numbers that they receive • Advertisers get validation that their video ad was viewed by the demographic they paid for • Digital publishers can compete against TV for Video ad dollars • Digital benefits from the same quality and rigor as traditional TV 11