Media Valuation and Optimization

Prove the real value of your content

How can I leverage the strength of all my platforms to arrive at just the right price point that results in a sale? How can I illustrate how my programming content reaches a desired audience category more completely than my competition, and justify a premium CPM? What’s the best way to package my inventory – across and within platforms - to reach my advertisers’ targets more efficiently and increase their brands’ ROI?

Helping advertisers reach their target, while optimizing the value of your inventory, doesn’t have to be an exercise in contradictions. By combining our industry-standard media measurement of TV, online, mobile, out-of-home, and cross-platform behavior with in-depth product purchasing profiles, Nielsen solutions enable you to maximize the value of your ad platforms to advertisers. In essence, you’ll be helping your clients meet their marketing objectives while simultaneously increasing the marginal revenue of your inventory.

Maximize the value of your platform relative to an advertiser’s marketing objective

Advertisers can improve advertising ROI by utilizing cross-media data assets that identify specific behavioral profiles within media audiences. Imagine the benefit of using the same data your clients use to understand their business to promote your platform? Your sales teams will be much more proficient at researching and packaging your inventory. And your clients will appreciate the value of ad packages meticulously crafted to match their targets with actual product purchasing or media usage behaviors.

We will enable you to advise your clients on how to reduce both their spending on unproductive advertising and their frustration with underutilized media investments.

Our range of data and software offerings include easy-to-use tools for planning within and across media as well as sophisticated analyses that eliminate the barrier between marketing and media targets.

The successful proposal begins with the most relevant information

Our Media Valuation and Optimization solutions deliver a comprehensive, multi-platform assessment of consumers’ media habits that leads to an insightful profile of not only your audiences, but of your competitors’ as well. We’ll work with you to:

Prove the value of your available assets, in terms of their individual strength and the synergy created when a marketer utilizes multiple platforms.
Arrive at the optimal price point for each element of your portfolio – TV, online, mobile, out-of-home, and more - positioned against your competition.
Develop strategic guidance for potential advertisers on the optimal mix of spending across each property within your portfolio, based on the advertiser’s brand marketing target.
Leverage your programming’s value to drive advertising sales revenues by capitalizing on Nielsen’s unparalleled leadership as the currency for media consumption measurement.

What effect do my promotions – across each type of media - actually have on program ratings? How should I allocate my budget across my campaign elements to maximize viewership? Am I using inventory on internal promotions that I’d be better off selling to outside advertisers?

Building a promotional campaign for a TV program to most effectively drive viewership begins with a smart allocation of your budget across campaign elements. Nielsen solutions arm you with an empirical understanding of the relationship between your audiences and your promotions, providing the foundation for developing optimal marketing plans going forward.

Build ratings by understanding the effect of your promotions on viewership

Optimizing your promotional marketing begins with a thorough understanding of the effect of your previous promotions on audience tune-in rates. Our Media Valuation and Optimization solutions decompose a program’s audience, into its component elements, so you can understand which elements of your promotional campaign are the most effective, and efficient, at influencing viewership.

Obtain accurate media landscape insights for positioning

Our Media Valuation and Optimization Solutions allow you to apply this knowledge to future promotional planning scenarios using advanced media mix simulation tools. You can evaluate your promotional spending options by understanding the effect of promotional plan options on incremental viewership. All media - TV, online, print and more - can be evaluated, so you can make the most of your inventory for promotions.

Nielsen delivers a comprehensive view of your promotional campaign so you can quantify effectiveness, streamline spending, and achieve the highest possible ROI. These insights come from our industry-standard TV ratings, commercial occurrence measurement, online usage databases, cross-platform planning capabilities, extensive modeling experience, and widely adopted data delivery tools and analysis systems.

Understand the impact of promotions by campaign channels

Our Media Valuation and Optimization solutions help you improve the success of your promotional marketing by determining the relationship between exposure to promotions and subsequent tune-in rates. We’ll work with you to:

Develop an optimized media mix that best positions your programming against the competition and makes the most of your budgets.
Simulate potential media mix scenarios, allowing for “what if” analysis and optimization of future campaigns across all platforms.
Better understand media consumption behavior and utilize that knowledge to develop more effective promotional strategies.

Contact us today to learn more about how Nielsen can help you improve promotional marketing efficiency and effectiveness.