Nielsen Catalina Solutions and Moat Help Marketers Study How Viewability and Attention Metrics Relate To Offline Sales

Kellogg Company and Yahoo are first to Participate in the NCS
Learning Lab on Viewability and Attention

NEW YORK–(BUSINESS WIRE)–Nielsen
Catalina Solutions
(NCS), a leader in driving return on ad spend
(ROAS) for the CPG industry using purchase-based data and measurement,
in collaboration with Moat, a SaaS analytics and measurement company
focused on delivering products for marketers and publishers, is working
to help marketers understand the relationship between viewability and
attention metrics and in-store sales. This is the first project of the
NCS Learning Lab, which is aimed at advancing the industry by mapping
emerging themes against sales effectiveness. Kellogg and Yahoo also
collaborated with NCS and Moat to design the first study as part of this
new initiative.


Viewability and attention metrics, measured by Moat and others, have
become a standard on which digital advertising is bought and sold and
the industry is increasingly looking at ways to link these metrics to
business outcomes. Now, based on 90 million households of shopper data
that have been calibrated to be nationally representative, CPG brands
will be able to understand how these metrics relate to ad effectiveness.
For nearly ten years, NCS has been measuring the effect of advertising
on in-store sales, and we’ve found creative, reach and context to be the
critical elements for driving the highest sales response. As the
industry moves beyond simple viewability metrics, towards measures of
attention and brand effectiveness, advertisers will be able to
understand and predict the sales impact of their advertising
consistently across media channels.

“Many advertisers now transact based on MRC standards for viewability,
like the two-second standard for video,” said Andrew Feigenson, Chief
Revenue Officer, Nielsen Catalina Solutions. “These standards were
critical for establishing confidence in the digital advertising
industry. To take that a step further, we’ve created the NCS Learning
Lab on Viewability and Attention, and are currently working on our first
project with a prestigious group of advertisers and publishers to
understand which elements of context are most predictive of success in
driving actual sales.”

To determine which metrics are most predictive of sales, NCS and Moat
are undertaking an analysis of multiple digital campaigns run by CPG
brands. As the first advertiser to participate in this Learning Lab, the
companies have analyzed several video campaigns from Kellogg Company
brands that ran through the BrightRoll DSP, Yahoo’s programmatic
advertising platform, with ads appearing on Yahoo properties and
additional sites. Findings show that the two-second standard for video
advertising is just the beginning of the story for advertisers that are
optimizing for sales. There are peaks and valleys throughout the span of
a video, though, emphasizing the need for insights on how audiences pay
attention, as well as on campaign context and creative. Other metrics
that are being studied include AVOC (Audible and Visible on Complete),
viewable time, audible time and player size. In addition, NCS studied
creative quality metrics from Ace Metrix on behalf of Kellogg to
understand the relationship between creative metrics such as
likeability, attention, information and polarity to in-store sales.

“As we see more and more marketers transacting on viewability, time
spent, and attention, they’re eager to better understand how these
signals impact their businesses,” said Jonah Goodhart, CEO and
Co-Founder of Moat. “As an industry we are working to connect
viewability and attention metrics to direct revenue impact, which will
enable marketers to draw a straight line between their campaigns and
business outcomes, and ultimately make smarter decisions about their
investments.”

“It is extremely important we continue to improve the impact of our
brand building investment. Participating in custom research with key
partners like Moat, NCS and Yahoo allow Kellogg Company to begin to
unpack key drivers of offline sales,” said Chris Osner-Hackett,
Senior Director KNA Media and Experience Planning, Kellogg Company. “In
partnership with our agency, Starcom, Kellogg has been optimizing
viewability and attention metrics since 2013. The ability to optimize
our plans in an agile manner – based on which of these metrics drive the
most sales for our brands – will only increase the effectiveness of our
marketing efforts. While creative effectiveness is an extremely
important driver of ROI, we believe more stringent in-view minimums,
customized to the format of delivery, are required. The Kellogg Company
is committed to continued learning on OLV effectiveness including KPIs
specific to device, creative type and length.”

“Yahoo is focused on advancing digital advertising measurement and
partnering with top brands like Kellogg to make data more actionable and
meet their KPIs,” said Tom Schmidt, Vice President, Advertising
Products, Yahoo. “The power of programmatic video is not only efficiency
and scale, but also having the ability to optimize against very specific
campaign metrics to measure your success, such as offline sales.”

Kellogg, NCS and Yahoo will present the first findings from the project
at the ARF’s
Annual Conference
today at 12:30pm ET.

About Nielsen Catalina Solutions

NCS (Nielsen Catalina Solutions) is a purchase-based ad targeting and
ROAS measurement firm serving the CPG industry. NCS integrates in-store
purchase data from nearly 90 million households with media exposure data
from TV, online, mobile, print, radio and CRM to help consumer packaged
goods advertisers, agencies and media companies define their most
valuable audience, reach them with advertising and measure incremental
sales from the campaign. The joint venture between Nielsen and Catalina
has helped over 200 advertisers and 450+ brands optimize ad performance
to drive revenue growth and increase return on ad spend. Visit us at www.ncsolutions.com
to learn more.

About Kellogg Company

At Kellogg Company (NYSE: K), we are driven to enrich and delight the
world through foods and brands that matter. With 2016 sales of more than
$13 billion, Kellogg is the world’s leading cereal company; second
largest producer of cookies and crackers; a leading producer of savory
snacks; and a leading North American frozen foods company. Every day,
our well-loved brands nourish families so they can flourish and thrive.
These brands include Kellogg’s®, Keebler®, Special K®, Pringles®,
Kellogg’s Frosted Flakes®, Pop-Tarts®, Kellogg’s Corn Flakes®, Rice
Krispies®, Kashi®, Cheez-It®, Eggo®, Coco Pops®, Mini-Wheats®, and many
more. To learn more about our responsible business leadership, foods
that delight and how we strive to make a difference in our communities
around the world, visit www.kelloggcompany.com.

About Moat

Moat is a New York-based SaaS analytics company focused on building
products for brand advertisers and premium publishers. Their offerings
include Moat Analytics, an attention measurement platform that provides
analytics and insights on ad campaigns and website inventory for
publishers and advertisers, and Moat Pro, a real-time ad intelligence
platform for marketers, publishers, and agencies. Moat is the first
company to be accredited by the Media Rating Council (MRC) to measure
viewable ad impressions across online display, video, and mobile (web
and in-app). The company was founded by Jonah Goodhart, Noah Goodhart
and Michael Walrath. The serial entrepreneurs had previously partnered
to launch Right Media, which was acquired by Yahoo! in 2007. For more
information on Moat, please visit http://www.moat.com.

About Ace Metrix

Ace Metrix provides data and insight to enable marketers and creative
teams to produce more impactful work, test and adjust creative
executions in real-time, and understand what creative drivers impact
their brand KPIs. The Company is privately held and is backed by leading
venture capital firms and industry leaders including Hummer Winblad
Venture Partners, Palomar Ventures, Leapfrog Ventures and WPP. For more
information on Ace Metrix, visit www.acemetrix.com.

About Yahoo

Yahoo is a guide to digital information discovery, focused on informing,
connecting, and entertaining users through its search, communications,
and digital content products. By creating highly personalized
experiences, Yahoo helps users discover the information that matters
most to them around the world — on mobile or desktop. Yahoo connects
advertisers with target audiences through a streamlined advertising
technology stack that combines the power of Yahoo’s data, content, and
technology. Yahoo is headquartered in Sunnyvale, California, and has
offices located throughout the Americas, Asia Pacific(APAC) and the
Europe, Middle East and Africa (EMEA) regions. For more information,
visit the pressroom (pressroom.yahoo.net)
or the Company’s blog (yahoo.tumblr.com).

Contacts

Nielsen Catalina Solutions
Leanne Pinault, 617-834-7521
leanne.pinault@ncsolutions.com
or
Moat
press@moat.com
or
Yahoo
Maya
Komadina, 925-200-2469
mkomadina@yahoo-inc.com