Media Mix
Media Mix Modeling 2.0
The Fine Art of Blending and Mixing Paid & Earned Media to Build Brands
ARF RE-THINK 2010 DRAFT VERSION
Pete Blackshaw, Executive Vice President Nielsen, Digital Strategic Services pete.blackshaw@nielsen.com
Blackshaw “Media Mix Modeling 2.0” 1
Summary
Improvements in online measurement and the growing adoption of consumer listening platforms are laying foundation for a new framework for maximizing brand value through mixing and weighting “Paid” and “Earned” media online that we might refer to as “Media Mix Modeling 2.0.” Paid and earned media complement and reinforce one another, especially with correct levels of brand readiness, agility, advocacy and latency working in the background. This paper will provide marketing and research stakeholders with a framework and decision-guide for thinking about paid, earned, and blended media inputs using select examples of cross-platform integration, from Super Bowl advertising to Twitter’s echo effect on primetime television shows and advertising. We will discuss how this should inform key operational choices such as resource, media spend, and indirect marketing (e.g. CRM, customer service, social media engagement) decisions. Nielsen learned through in-depth analysis of both paid and earned media inputs during the 2010 Super Bowl that the interplay of the two made a significant difference for participating brands. Coordinated activity increased brands’ overall level of conversation and primed the ad buy for an ongoing annuity of free media through search results and site indexing, among other things. We also learned that it mattered for brands to be prepared and primed – we use the terms “brand readiness” and “brand agility” before a paid media investment. This paper will detail those learnings as well as high-level learning from the 2010 Olympics and Academy Awards.
Background: Marketing Dilemma in a Digital “Blended” Age
In recent months there has been a growing level of industry
The Fine Art of Blending and Mixing Paid & Earned Media to Build Brands
ARF RE-THINK 2010 DRAFT VERSION
Pete Blackshaw, Executive Vice President Nielsen, Digital Strategic Services pete.blackshaw@nielsen.com
Blackshaw “Media Mix Modeling 2.0” 1
Summary
Improvements in online measurement and the growing adoption of consumer listening platforms are laying foundation for a new framework for maximizing brand value through mixing and weighting “Paid” and “Earned” media online that we might refer to as “Media Mix Modeling 2.0.” Paid and earned media complement and reinforce one another, especially with correct levels of brand readiness, agility, advocacy and latency working in the background. This paper will provide marketing and research stakeholders with a framework and decision-guide for thinking about paid, earned, and blended media inputs using select examples of cross-platform integration, from Super Bowl advertising to Twitter’s echo effect on primetime television shows and advertising. We will discuss how this should inform key operational choices such as resource, media spend, and indirect marketing (e.g. CRM, customer service, social media engagement) decisions. Nielsen learned through in-depth analysis of both paid and earned media inputs during the 2010 Super Bowl that the interplay of the two made a significant difference for participating brands. Coordinated activity increased brands’ overall level of conversation and primed the ad buy for an ongoing annuity of free media through search results and site indexing, among other things. We also learned that it mattered for brands to be prepared and primed – we use the terms “brand readiness” and “brand agility” before a paid media investment. This paper will detail those learnings as well as high-level learning from the 2010 Olympics and Academy Awards.
Background: Marketing Dilemma in a Digital “Blended” Age
In recent months there has been a growing level of industry