Transcription
2021 INFORMATION KITCONSUMER &MEDIA VIEW (CMV)Connecting audiences to outcomesCopyright 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.At Nielsen, data drives everything we do—even art. That’s why we used real data to create this image.Copyright 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.1
CONTENTSCONNECTING AUDIENCES TO OUTCOMES. . .3CMV EVERYWHERE . . . .5METHODOLOGY . . . .6NIELSEN CMV BRINGS YOURCONSUMER TO LIFE . . .7CMV ENABLES PUBLISHERS TO . . .8CMV ENABLES AGENCIES TO . . .9CMV ENABLES ADVERTISERS TO . . .10CMV ENABLES RETAILERS TO . .11CMV ENABLES SPORTS BODIES TO .12CMV ADVANCED APPLICATIONS .13FLEXIBLE ACCESS TO DATA . . 14SURVEY DELIVERY SCHEDULE . 15FAST FACTS NEWSLETTER . .16Copyright 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.2
CONNECTING AUDIENCES TO OUTCOMESCONSUMER & MEDIA VIEW:TARGETED INSIGHTS FROM 21 MILLION CONSUMERS 14 ACROSS AUSTRALIAUnderstand the many facets of Australia'sever-changing consumers with Nielsen's powerfulConsumer & Media View (CMV) solution. CMVprovides a wide range of demographic andlifestyle data, detailed information on purchasingbehaviours and attitudes, and extensive reportingand comparisons on media habits. Marketers andplanners can use this to define highly-specificaudience segments, and discover valuable andactionable insights to leverage in marketing andadvertising planning. With all this in one place,CMV has everything you need to succeed inbrand, advertising and marketing strategies.For over 20 years, Nielsen’s CMV has surveyedconsumers across Australia capturing an array ofinsights that help businesses tackle marketingand media challenges. Whether you are involvedin the planning, buying or selling of advertising, orare responsible for brand strategy, Nielsen CMVinsights provide the power to create effectivemarketing strategies and, ultimately, achievestrong business and marketing goals.Measuring 30,000 consumers annually, CMVprovides detailed insights into the mediahabits, attitudes, lifestyle, product ownershipand purchase intentions of Australianaudiences. CMV also incorporates both ourown segments and market traded Thirdparty segments as required.Nielsen has a rich history of fusing mediaaudiences that connect media currencieswith CMV. Some of the existing currencyfusions include a metro database withOzTAM TV Ratings, CRA Radio Ratings andIAB endorsed Nielsen Digital Ratings, aregional database including Regional TVRatings, as well as a national digital databaseincluding the IAB endorsed Nielsen DigitalRatings.ENHANCED BY FUSIONCONSUMER & MEDIA VIEW Demographics Lifestyle Interests Activities Product usageand purchasing Media lsen DigitalFUSIONCopyright 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.3
MORE THAN JUST A DATABASEMORE THAN JUST A DATABASECMV powers new data-driven capabilities that optimise profiling, media engagement and activation todrive better ROI.RespondentLevel DataMarketingCloud (DMP)CONNECTEDPartner with, and expandrelevant datasetsMODULARGeoActivationLinkedCustomSurveysCMV Flexible structures toimport and exportpartner dataACTIONABLEFanlinks(Sports)CRMMatchingFocused on drivingdecisions that optimisemarketing investmentAN END-TO-END TOOLAcross Australia, consumer behaviours and media preferences are changing rapidly. You need toknow who your consumer is, their unique behaviours and what motivates them. CMV’s consumerinsights provide the detailed knowledge needed to understand today’s evolving consumers, nomatter the industry or market.CONSUMERPROFILING/INSIGHTS& ANALYTICSMEDIA BUYING& ACTIVATIONMARKETING &COMMUNICATIONSMEDIA STRATEGY/PLANNINGCREATIVE MESSAGEDEVELOPMENTAPPLY INSIGHTS ACROSS YOUR PROMOTIONSMARKETINGBRANDCROSS-PLATFORMCopyright 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.4
CMV EVERYWHEREMORE THAN JUST A DATABASECMV is a versatile source of information that supports practical data driven decision OWNEDBY OZTAM)MODULARCONSUMER &METRORADIOMEDIA VIEW(OWNEDBY CRA)Partner with, and expandrelevant datasetsEXPERIANMOSAICFlexible structures toimport and exportpartner dataUSEFULDIGITAL(ENDORSEDBY IAB,OWNED BYNIELSEN)FANLINKSNIELSENMARKETINGCLOUDFocused on drivingdecisions that optimisemarketing investmentAN END-TO-END TOOLAcross Australia, consumer behaviours and media preferences are changing rapidly. You need toknow who your consumer is, their unique behaviours and what motivates them. CMV’s consumerinsights provide the detailed knowledge needed to understand today’s evolving consumers, nomatter the industry or market.CONSUMERPROFILING/INSIGHTS& ANALYTICSMEDIA BUYING& ACTIVATIONMARKETING &COMMUNICATIONSMEDIA STRATEGY/PLANNINGCREATIVE MESSAGEDEVELOPMENTAPPLY INSIGHTS ACROSS YOUR PROMOTIONSMARKETINGBRANDCROSS-PLATFORMCopyright 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.5
METHODOLOGYWe take care to ensure that the sample we use for Nielsen CMV accurately represents Australians 14 .100% Online10 X updates p/a30,000 respondents14 Nationally48 weeks per yearMedia Audiences(based on actualusage)Results weightedusing ABS toaccurately reflect theAustralian populationFused TV, radioand digitalSERCHANTPUWHO THEYAREWHAT THEYTHINKMEDIAUSAGEKnowing the unique behavioursof your consumers will give you abetter understanding of themarketplace and PPINGMONEYTECHNOLOGYHEALTH & BEAUTYTHEIRHOMEWHAT THEYEAT & DRINKENCREFEEPRThese insights can help you todevelop strategies that highlightyour strengths in relation to yourtarget consumers’ needs andpreferences while ensuring youreach the right audiences.With CMV, you can examineconsumer motivations and habitsin a breadth of areas such as:TEINBREADTHOF INSIGHTSCopyright 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.EDTUTIAT6
BRING YOUR CONSUMER TO LIFEWHO THEY ARE.TECHNOLOGYAge, gender, location,income, family, nationalityMobile devices, usage, locations,music, telecommunicationsMOTOR VEHICLESLIFESTYLEWhat car are they driving?What do they intend on purchasing?Interests, sports, travel,short-trips/weekends awayPURCHASING BEHAVIOURSTHEIR HOMERetailers, shopping, supermarkets,food, health and beautyRenovations, householditems, utilitiesMEDIA, ADVERTISING & ENTERTAINMENTWHAT THEY THINKTV, radio, print, digital, outdoor, mobileAttitudes to media, advertising, shopping,travel, finance, career, family, cars, health, foodCopyright 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.7
PUBLISHERSCMV ENABLES PUBLISHERS TO.MONETISE YOUR ASSETS PROVIDE REACH & ENGAGEMENT STRATEGIES.By understanding the big picture, you can identify and evaluate opportunities to build bettersales stories. Measuring 30,000 consumers annually, CMV provides detailed insights into themedia habits, product ownership, purchase intentions as well as attitudes and lifestylepreferences of Australian audiences.AUDIENCE PROFILINGUNIQUE AUDIENCE ROIGain deeper knowledge of your audience byprofiling or segmenting them based on theirdemographics, lifestyle activities, attitudes,purchase intention and media consumptionpatterns. CMV includes essential advertisingcategories to drive insight into consumers andthe way they engage with automotive, shopping,technology, banking, insurance, fast food,telecommunications, FMCG and much more.This allows you to more effectively sell yourmedia assets, ensuring engagement with the rightcategories and brands.With CMV you not only have the ability toprofile audiences for your own assets butalso those of your direct competitors. Thisallows you to have robust and real insightsthat showcase your unique reach andaudience for greater return on investmentfor advertisers. CMV insights will also help tosubstantiate your media assets beingincluded on agency media plans.PURCHASE INTENTIONAs well as demographics, CMV allows you toprofile your audience against product ownership,intention to purchase or desire to switch. There isnothing more powerful than delivering youradvertising message to a consumer with realbuying potential. CMV can bring to life the peopleengaging with your content who are intending tobuy cars or homes, or those that are travelplanners or coffee drinkers.GENERATION OF CONTENT & CREATIVE MESSAGESBy better understanding the passions andinterests of your audience, you can ensurethat your content and environment providesadvertising partners with more effectiveaudience engagement, awareness andresonance.Copyright 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.8
AGENCIESCMV ENABLES AGENCIES TO.ENSURE EFFECTIVE CHANNEL PLANNING AND STRATEGYCMV gives a level of detail across consumer media consumption, product ownershipand intent to buy, as well as lifestyle data that is unmatched. With data from 30,000consumers each year, agencies can deep dive to better understand target consumersand develop better campaigns for your clients’ brands.CHANNEL PLANNINGCMV insights provide deeper knowledge of specifictarget audiences by profiling key characteristicsagainst their media consumption patterns. CMVincludes essential advertising categories to driveinsight into consumers and the way they engage withautomotive, shopping, technology, banking, insurance,telecommunications, fast food, FMCG and more. Thisallows you to more effectively substantiate yourrecommended client media plans with relevantinsights.PURCHASE INTENTIONCMV allows you to profile your priority audiencesagainst product ownership, intention to purchase ordesire to switch. There is nothing more powerful thandelivering your advertising message to a consumerwith real buying potential. CMV can bring to life yourtarget audience - including how, where and when theyare consuming content. These may be consumers whoare intending to buy cars or homes, or those that aretravel planners or telco switchers.ACTUAL MEDIA USAGE USINGENDORSED MEDIA CURRENCIESWith the fusion of media currency, you canbuild a strategy and a plan with theconfidence of an industry endorsed, superiorquality data set. This fusion draws on theexact same data set used for trading andpost-analysing your campaigns.We currently have the capability to fuse CMVwith OzTAM TV ratings, GFK Radio Ratingsand Nielsen Digital ratings.These powerful media audience data setsenable you to reliably develop the bestmedia plans for your clients, by knowingexactly which media their target audience isengaging with on a day to day basis.SEGMENTATIONSNielsen CMV national datasets also include leadingindustry segmentation models and market partnersincluding RDA’s geoTribes and Experian’s Mosaicsegments. CMV data can also be used to createcustomised segmentations for a variety of categories.Copyright 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.9
ADVERTISERSCMV ENABLES ADVERTISERS TO.SHAPE END TO END CONSUMER TARGETED STRATEGIESIncreasing brand engagement and creating the right media strategies starts with acomprehensive understanding of your target consumers. CMV provides actionable insightsinto product ownership, purchase intent, lifestyle, attitudes, preferences and mediabehaviours - all in one place.Understand what motivates consumers to watch what they watch and buy what they buy.CMV’s national insights help unlock WHY, WHO, WHAT, HOW and WHERE.CONSUMER PROFILINGTARGETED CONSUMERS MESSAGINGCMV data allows you to gain deeper knowledge ofyour specific consumers by profiling orsegmenting them on their demographics,lifestyle, attitudes, purchase intention and mediaconsumption patterns. CMV includes essentialadvertising categories to drive insight intoconsumers and the way they engage withbanking, insurance, telecommunications,automotive, technology and much more. Thisallows you to more effectively understand acomplete picture of your consumers and howbest to reach and engage them.Better understand your current customersand prospective customers so you canmarket to them with tailored messages andproducts using customised CMV segments.Nielsen CMV national datasets also includesegmentation models from market partnersincluding Experian’s Mosaic and RDAResearch’s geoTribes segments.PURCHASE INTENTIONAs well as demographics, CMV allows you toprofile your audience against intention and/ordesire to switch financial institutions. There isnothing more powerful than delivering youradvertising message to a consumer with a greaterpropensity to be actively in market for yourservices.Copyright 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.10
RETAILERSCMV ENABLES RETAILERS TO.ENRICH AND ENHANCE CONSUMER INSIGHTSUsing CMV, you can build and enhance profiles of your consumers thatfeed into brand planning, marketing and media strategies.CMV can create new profiles or enrich your existingcustomer profiles and segmentation data withattitudinal and behavioural insights. This deeperunderstanding of what makes them tick drives moreeffective messaging and targeting - thereforeenhancing return on marketing investment.TAILORED INSIGHTSUsing CMV to tailor your own insights allowsyou to: CMV can also map out a path to reach theseconsumers via above the line media, based on actualaudience data for TV, Radio and Digital currencies. BRAND PLANNING PROFILINGIdentify unique attributes of yours andyour competitors’ shoppersAugment your existing segmentations andtarget audience profilesImprove accuracy of creative and mediabriefsIdentify the optimal media mix for marketsegments based on actual media usageGain deeper knowledge of your consumers byprofiling their demographics, lifestyle activities,attitudes, and media consumption patterns. Evaluateconsumer segments and essential advertisingcategories such as automotive, shopping, technology,banking, insurance, telecommunications, fast food,FMCG, and more.Copyright 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.11
SPORTS BODIESCMV ENABLES SPORTS BODIES TO.ENRICH AND ENHANCE FAN INSIGHTSSports fans are unique and highly engaged audiences. With CMV’s comprehensivemeasurement you can create in-depth profiles to further understand how fans preferto engage with their favourite sport or participate in the sports themselves.CMV also allows you to gauge levels of fandomfrom listening and viewing behaviours across TV,subscription TV, Radio, Social Media or Out ofHome. CMV’s breadth of category data alsoprovides sporting bodies with robust insights for:SPONSOR PROSPECTINGIdentify consumer categories to target understanding the value proposition of yourconsumer base to prospective brands Build convincing pitch materials for brandsbased on highly robust and actionable data sets Estimate the potential returns for prospectivepartners utilising behavioral and revenuecategory modelling SPONSOR RETENTION Identify positive stories about consumer'sbehavior and attitudes towards a brand asa result of sports partnershipsDevelopment of scorecard tracking understanding key partnership impactsover timeRevenue modelling & projections as aresult of positive partnership impactsCopyright 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.12
CMV POWERS ENHANCEDDATA APPLICATIONSCMV brings advanced capabilities forenrichment and integration with other datasets.CMV STANDARDPLUS*PROFILINGADVANCED AUDIENCESSEGMENTATIONPRIVACY COMPLIANT RLDCONNECTINGAUDIENCES TOOUTCOMESDATA FUSIONAUDIENCE ACTIVATIONMEDIABEHAVIOURCRM ENHANCEMENTPURCHASINGBEHAVIOURCUSTOM SURVEY ENHANCEMENT* Currently excludes media currency data connectionCMV data is collected in acohesive series of modulesenabling versatility for the CMVrespondent experience and easeof use for our Clients: Helps decision makers betterunderstand consumers Enables better informed marketing, sales& communication decisions Delivers respondent level data (RLD) forbespoke audience segmentations Use within your own analytics platform Common audience language fromidentification to activationCopyright 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.13
ADVERTISERSFLEXIBLE ACCESS TO CMV DATAINSIGHTS ON DEMAND, AVAILABLE AT ALL LEVELSADHOC SERVICESSUBSCRIPTIONSDATA EXTRACTSDATABASE SUBSCRIPTION One-off Data extractsAggregated Data to feed into datavisualisation toolsRespondent Level Data (RLD de-identified) to feed into analyticsplatforms REPORTING SUBSCRIPTION CUSTOMER PROFILES or SEGMENTATIONS Access to the data and/or insights via adesignated CMV analystReports delivered in Excel or PowerpointformatIn-house data & software accessFull access to all data collectedPartial access to specific categories Regular updates and access to the data via adesignated CMV analystReports delivered in Excel or PowerpointOnline dashboards also availableDATA ENHANCEMENT CRM Enhancement - tagging CRMdatabases with a selection of CMVvariables across Attitudes, Lifestyle,Category Intentions and MediaConsumptionCustom Survey Enhancement - taggingcustom surveys run by Nielsen with aselection of CMV variables acrossAttitudes, Lifestyle, Category Intentionsand Media ConsumptionCopyright 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.14
SURVEY DELIVERY SCHEDULESURVEYMARKET RELEASE DATETIMEFRAMESURVEY 116 April 2021Mar 20 - Feb 21SURVEY 221 May 2021Apr 20 - Mar 21SURVEY 324 June 2021May 20 - Apr 21SURVEY 422 July 2021Jun 20 - May 21SURVEY 517 August 2021Jul 20 - Jun 21SURVEY 624 September 2021Aug 20 - Jul 21SURVEY 721 October 2021Sep 20 - Aug 21SURVEY 817 November 2021Oct 20 - Sep 21SURVEY 916 December 2021Nov 20 - Oct 21SURVEY 104 February 2022Jan 21 - Dec 22Copyright 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.15
UNLOCK THE POWER OF A RICH DATA SET THATINTEGRATES WITH AND SUPPORTS EVERY PART OFYOUR STRATEGY, IMPLEMENTATION AND EVALUATION.CMV FAST FACTS NEWSLETTER - SIGN UP NOW!Each month, we present a brief snapshot on a particular topicthrough our Fast Facts Newsletter. Check out some of ourprevious snapshots and subscribe to our Newsletter if youwould like ongoing access to these insightsNIELSEN'S CMV - YOUR INSIGHTS & DATA PARTNERCopyright 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.16
YOUR SUPPORT AND RESOURCESYOUR NIELSEN ACCOUNTMANAGERTHE NIELSEN CONSUMER &MEDIA VIEW SUPPORT TEAMCopyright 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.THIS INFORMATION KIT ANDTHE CMV DATA DICTIONARY17
ABOUT NIELSENNielsen Holdings plc (NYSE: NLSN) is a leading global data and analyticscompany that provides a holistic and objective understanding of the mediaindustry. With offerings spanning audience measurement, audienceoutcomes and content, Nielsen offers its clients and partners simplesolutions to complex questions and optimizes the value of theirinvestments and growth strategies. It is the only company that can offerde-duplicated cross-media audience measurement. Audience isEverythingTM to Nielsen and its clients, and Nielsen is committed toensuring that every voice counts.An S&P 500 company, Nielsen offers measurement and analytics service innearly 60 countries. Learn more at www.nielsen.com orwww.nielsen.com/investors and connect with us on twitter.com/Nielsen,linkedin.com/company/nielsen, facebook.com/Nielsen andinstagram.com/lifeatnielsen.AUDIENCE IS EVERYTHING Copyright 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.18
brand, advertising and marketing strategies. For over 20 years, Nielsen's CMV has surveyed consumers across Australia capturing an array of insights that help businesses tackle marketing and media challenges. Whether you are involved in the planning, buying or selling of advertising, or are responsible for brand strategy, Nielsen CMV
