NIELSEN ON LOCATION MEASUREMENT
MEASURING PEOPLE IN PLACES AND SPACES
Understand The Value Of Place-based And Cinema Audiences
In today’s media-driven age, there’s no shortage of screens for people to engage with. In addition to those in our homes and in our hands, screens surround us when we’re on the go: in movie theaters, airports, bars, fitness centers, medical offices and restaurants, just to name a few. This system of screens make up what the media market refers to as place-based or location-based networks. These networks have their own content lineups and ad schedules, and while we know that consumers see the content on these screens, it’s not as easy to find out how many consumers see the content, how often they see it or for how long. And what do we know about these consumers?
We make it our business to understand these place-based and cinema audiences. Nielsen On Location Measurement measures the viewing behavior of millions of people every day across a variety of networks and thousands of locations.
If there’s a screen to be seen, Nielsen can measure it. We strive to understand not just the size and scale of these networks, but also the attitudes and drivers of the consumers viewing them. Our goal is to provide invaluable insights to those involved with the planning, buying and selling of place-based and cinema media. In addition to providing trusted third-party measurement, we provide metrics that are comparable to TV and digital ratings, allowing place-based and cinema networks to maximize the value of their inventory and be a part of the total audience picture.
Nielsen’s suite of solutions for place-based and cinema clients includes audience measurement, custom brand/ad impact studies and access to Nielsen’s proprietary tools, including Ad Intel, Media Impact and Nielsen Scarborough.
Places and Spaces Measured
Bars and Restaurants
Fitness Centers and Gyms
Health and Wellness Facilities
Office Buildings and Spaces
Audience Measurement For Digital Place-based And Location-based Networks
In today’s data-driven market, few marketing campaigns, media plans or ad buys are executed without substantial data behind them. To increase your network’s chances of being part of the consideration set, Nielsen offers you the ability to quantify the size of your audience, because we know that your networks are delivering valuable consumers at important moments, and we’ve got the numbers to prove it.
Nielsen On Location Measurement offers trusted third-party measurement of network audiences so that your advertisers and agencies can plan and purchase with confidence. Using online and mobile methodologies in conjunction with location-based data, we survey real consumers who were recently exposed to your network’s screens, content and branded advertising. The metrics derived from this data are comparable to TV and online video impressions, and are consistent with the Digital Place-Based Advertising Association’s Audience Metrics Guidelines.
All measured networks are reported in Nielsen’s quarterly Place-Based Video Reports as well as our monthly Network Audience Reports. The result of this comprehensive measurement and industry wide transparency is a complete picture of digital place-based network audiences and the ability to plan and buy media more effectively.
90% OF FREQUENT FLYERS HAVE SHOPPED BRICK-AND-MORTAR LOCATIONS AFTER SEEING AIRPORT ADS.
2017 NIELSEN AIRPORT INSIGHTS STUDY
118 MILLION ADULTS 18+ HAVE SEEN A DIGITAL PLACE-BASED SCREEN IN THE PAST 30 DAYS.
SCARBOROUGH USA+ 2018 R1
The Leading Provider Of Cinema Advertising Currency
From who’s filling theater seats to what previews they recall, Nielsen On Location Measurement provides an in-depth view into today’s cinema experience for those involved in the buying and selling of cinema advertising.
We are the only data provider to offer cinema audience estimates that are comparable with TV and digital metrics. This data is reported in the Nielsen Cinema Audience Reports (NCARs), and along with movie title, genre and behavioral data, is used to support the planning and buying of cinema advertising, as well as post-campaign analysis.
Released both monthly and quarterly, the NCARs include the reporting of impressions by MPAA rating and key age/sex demographics of U.S. audiences. These syndicated reports also include gross cinema points, which are consistent with TV and digital gross rating points (GRPs), allowing for a direct comparison of cross-media audience engagement.
Nielsen’s hybrid methodology calculates attendance estimates by film title and date for thousands of U.S. movie theaters. We merge these detailed estimates with national audience demographic and behavioral profiles that are week and film title specific. In addition, we collect audience profile data through a proprietary online survey conducted on a weekly basis and completed by over 20,000 movie-goers annually. The result is a comprehensive data set that offers key insights into the movie-goer consumer journey and cinema experience.
Making Digital Place-based And Cinema Networks A Part Of The Total Audience
Nielsen takes digital place-based networks and cinema network data to the next level through Nielsen’s Total Media Fusion, a cross-platform data set that includes data from TV, smartphone, tablet, computer, magazine, cinema and digital place-based media. With Total Media Fusion, users can compare the reach and frequency of digital place-based and cinema advertising against these other media, thus enabling advertisers and agencies to make more effective decisions about where and when to engage audiences in their campaigns. Total Media Fusion users can also create custom segments for insights, planning and analytics using a multitude of variables from the GfK MRI Survey of the American Consumer merged with cross-platform media behavior.
“For more than a decade, Outdoor Advertising Association of America (OAAA) has worked with Nielsen to demonstrate the effectiveness of out of home (OOH) advertising. Nielsen’s meticulous approach to media research coupled with consistently solid results has produced an impressive body of work that underscores the power of the medium. Nielsen is one of OAAA’s trusted partners with a long history of success.”
– Stephen Freitas, Chief Marketing Officer, Outdoor Advertising Association of America (OAAA)
“When three different ad agencies requested that we demonstrate the reach extension provided from cinema when included into their pre-existing media mix plans, Nielsen came to the rescue. Nielsen Media Impact (NMI), their multi media audience evaluation system, was an enormous boon to elevating the conversation between us and agencies who needed to quantify the inclusion of cinema into their plans. Additionally, because the NMI system marries GfK/MRI consumer behavior data with Nielsen audience measurement, it enables the end-user to run countless ‘what if’ cross-platform media scenarios before determining the best plan that targets their consumers beyond the traditional buying and planning constraints of age and gender.”
– Doug Pulick, Senior Vice President, Strategic Insights and Analytics, National CineMedia (NCM)
Advertising Campaign Metrics
Given the amount of ad dollars spent on out-of-home screens ($7.7 billion in 2017, according to the Outdoor Advertising Association of America), it’s no surprise that media companies, marketers and brands are calling for greater understanding of the effectiveness of their advertising campaigns. As a digital place-based or location-based network, you know your network delivers tremendous value to advertisers—now let Nielsen help you prove it.
Nielsen’s advertising campaign solutions provide valuable insights into a campaign’s performance including top-of-mind recall, brand awareness and lift, purchase intent, consideration and demographic profiles. By measuring the media platform, the advertising creative and the campaign’s effectiveness, we can help you show brands that consumers aren’t just exposed to your network’s advertising, but that they’re engaged as well.
Measures both media platform and advertising creative.
Answers the Questions:
Did viewers recall the ad they just saw?
Was the media platform successful in getting the brand’s message in front of the target consumer?
Was the creative successful in communicating the brand message?
Measures campaign effectiveness.
Answers the Questions:
Did the campaign improve brand awareness?
Do consumers view the brand more positively after the campaign?
Are consumers more likely to consider purchasing the brand?
Custom Research Solutions
At Nielsen, we know that our clients are unique in the places and spaces that they operate, and the measurement of their audiences is often unique as well. With our expert teams of researchers, data scientists and operational specialists, we pride ourselves on working with our clients to fulfill their measurement needs while upholding rigorous standards for research methodology, and data collection and quality. If there is a place or space that you are seeking to quantify, Nielsen On Location Measurement can help.