Advertising monitoring - Nielsen Admosphere Bulgaria

Advertising monitoring - Nielsen Admosphere Bulgaria

Advertising monitoring
– experiences
Ad Intel
Content
1. Update
2. Ad Intel
3. What you can get from the data
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1. Update
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Nielsen and TAM in Europe
38
23
19
38 years of
TAM experience in
Europe
Over 23,000 homes
metered
19 countries where
Nielsen is the TAM
provider
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Nielsen and Ad Intel
Nielsen measures more than half of the world’s total broadcast, print and
online advertising
• specific approach in each country
Nielsen Admosphere is leader in the realization and delivery of continuous
advertising monitoring in the Czech Republic, Slovakia and Bulgaria
cooperation with JICs
still looking for new ways
• 2015 merger with Australian company Pathmatics
• capturing advertising activity online
• will be harmonized with Nielsen’s ad spend database and classified into advertiser categories
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2. Ad Intel
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Methodology
Combination of three approaches
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Continual independent monitoring, own data collection
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Technology audio-matching
Technology picture-matching
Data declaration
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Technology video-matching
Processing of data supplied by the entities involved
Audit
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Supervisory and control mechanisms
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Data content
Ad expenditure monitoring = Complex information on campaign
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Who invested
Which brands were communicated
How the brands were communicated
Rate card prices of the ad expenditure
Additional 30+ attributes
Data, expertise, analyses
Creative monitoring
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all media types
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Advertising Monitoring in CZE and SK
TV
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All kind of advertising – spots, TV shopping, tags, product placement,
sponsorship,…
Independent monitoring of vast majority of advertising content
Print
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Space advertising and marked PR articles
Independent monitoring of vast majority of advertising content
Internet
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Monitoring of Czech web sites within the AdMonitoring project, based on
declaration – covers display and video advertising
Independent monitoring of Slovak Internet
Radio
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Radio spots from national and regional radio stations, only spot advertising
Independent monitoring of vast majority of advertising content
Outdoor
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Monitoring based on declaration from OOH companies (incl. cinema)
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3. What you can get from the
data
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Creatives
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previews of advertisement creatives available directly in Kite – bought and
downloaded full creatives can be played and exported
analysis of premiere ads on cars in March
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Multiple brands and categories in advertisement
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Filtering through any brand in the advertisement
Brands and Categories over whole motive
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Data re-coding
• Possibility to create your own brand groups, segments, product details etc.
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Comparison of expenditures through media types
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How the brand is spending in single media type
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How the category is spending in single media type
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Thank you for your
attention!
Magida Sukkari | International Business Development Director
Magida.Sukkari@admosphere.eu
Magida.Sukkari@Nielsen.com
Nielsen Admosphere, a.s. | Ceskobratrska 2778/1 | 130 00 Prague 3 | Czech Republic | www.nielsen-admosphere.eu
Nielsen Admosphere Bulgaria JSC | 81-A Bulgaria boulevard | 1404 Sofia | Bulgaria | www.nielsen-admosphere.bg