Nielsen has taken a few hits recently on the integrity of their data - undercounting web traffic and losing accreditation for their diary-only markets being chief among them. But even setting those issues aside, there are key areas where social data outperforms the traditional metrics that drive media planning and buying - getting you a minimum of 10% more efficiency in your media spend.
Here are five ways that social data gives you an edge:
- Finds "Diamonds in the Rough"
Let's start with the essential value. We look for shows with low Target Rating Points (TRPs), according to Nielsen, and high social engagement. We call those shows Diamonds in the Rough, because Nielsen sets the price according to their TRPs. And we find value in shows featuring large amounts of social conversation. We measure engagement to track real-time fan interest. Engagement offers depth because each post represents a viewer reacting directly to a show's content. In the delta between Nielsen's low pricing of a show and our high valuation, there are tremendous efficiencies to be gained in a buy. - Finds promising new shows even before they air
Nielsen provides ratings for shows after they air. Social conversation can take off well before the first episode airs. And that points the way to a smart buy before the market has had a chance to put a high price on it. - Hyper-segments audiences to maneuver around media lockouts
When a brand is locked out of advertising around an event - for instance, when a competitor is the primary sponsor of a major sporting event - social data can find that same premium audience at non-premium prices. Where are those desirable fans gathering before the game, or at halftime, or after? Social conversation points the way. - Coordinates paid, earned, and owned assets for optimum efficiency
How do you make a $100 million dollar media spend act like $110 million? Or $150 million? Place your spend so that the ads are a catalyst to leverage owned assets and drive earned engagement on top of the spend. When your media spend is optimized in this way, we see "social lift." For instance, social conversation can help find and shape opportunities for smart, creative branded integration plays. That's how those efficiencies of 10% or more really take off. - Provides a new source of data your competition doesn't have
If everyone is dealt the same hand, it's hard to win. We track 450 million users and over 2 billion interactions per month. Insights from that social conversation are quickly becoming the key differentiators to help brands and agencies get ahead.
If you'd like to know more, sign up for our webinar "The Walking Dead: A Media Buying Guide for Brands." On 1/19/2011, I'll give in-depth examples, many drawn from AMC's new hit show, to illustrate the points above.