Matching media exposures to sales data shows that while creative and reach are the first two main drivers of purchases, respectively, context is a solid third. Which means that within the digital realm, there’s much work to be done understanding all the contextual permutations.
These were key takeaways from observations shared by Nielsen Catalina Solutions Chief Revenue Officer Andrew Feigenson at the Beet.TV Leadership Summit titled Outcomes and presented by Eyeview. With a background at Nielsen and having most recently joined the joint venture that is NCS, Feigenson offered some perspective on today’s media landscape.
Television, he noted, has long been a mainstay for marketers and “great, very predictable, very effective.” However, audience migration to various platforms has upset this scenario. “The problem is we have this crisis of confidence right now,” Feigenson said.
While the reasons include viewabilty, fraud issues and the shortcomings of the digital supply chain, “Part of it also is that I think to some extent we’ve forgotten some of the basics.”
Comparing the effectiveness of TV versus digital shows that TV is typically about 50 to 80 percent more effective on average, according to Feigenson. This prompted moderator Joanna O’Connell of MediaMath to observe “That’s probably super controversial to the people in this room. So say more!”
Feigenson cited research from last year involving NCS and CBS spanning nine years of mapping media exposures to actual sales. “Not surprisingly, creative was number one. Number two was reach, but specifically involving the purchase occasion. “If someone’s going to the market today, you don’t want to get them tomorrow right? You want to get them before they go,” Feigenson said.
The third factor was context. “When we come back to why things do or don’t work, that’s the one I think we’re going to be doing a lot of deep dives into is context,” he said. “Because in digital there’s so many varieties of that pie, how you can target, the kind of formats and devices that I don’t think we fully understand right now.”