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Nielsen BuzzFeed Case MMM Case Study

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Copyright © 2019 The Nielsen Company (US), LLC. All Rights Reserved. NIELSEN MARKETING MIX MODELING NIELSEN HELPS BUZZFEED QUANTIFY THE IMPACT OF ITS ADVERTISING As a leading independent digital media company, BuzzFeed leverages data and innovation to reach hundreds of millions of people around the world. The company made a name for itself with a cross-platform distribution model that largely ushered in the era of "viral media." Since then, the platform has grown in popularity among millennial audiences and now reaches 83% of millennials per month. To help consumer packaged goods (CPG) companies and more tap into this large and powerful generation of buyers, BuzzFeed has continued to expand its catalog of advertising options. Offerings now range from lists and quizzes, to custom native content, branded videos, standard and programmatic display, commerce offerings and more. SITUATION CPG marketers are under more pressure than ever before to prove the business impact of their efforts. That means spending more on what's working and spending efficiently for the best outcomes. Many of these marketers rely on third-party measurement providers to assess the impact of their advertising – including their investments in BuzzFeed. BuzzFeed wanted access to insights and learnings about how its campaign executions performed, but lacked the transparency into performance it needed to support advertising recommendations with objective data. In an effort to deliver maximum value to CPG advertisers, BuzzFeed decided to commission its own marketing mix modeling study to understand how its campaigns are driving value and return on investment. Nielsen, known for its leading statistical approaches and extensive datasets, was a perfect fit for the role. CHALLENGE Leverage data to customize campaigns for CPG advertisers and create the ideal mix to maximize their ROI in the BuzzFeed platform. GOALS Nielsen's Marketing Mix Modeling (MMM) solution provided BuzzFeed with clear and actionable performance insights it needed to demonstrate the effectiveness of its platform and deliver optimized plans for CPG advertisers. SOLUTION CUSTOMER TESTIMONIAL "CPG brands rely on Nielsen for its currency-quality data and trusted, independent measurement. By commissioning our own MMM analysis, we were able to pull back the veil to see how BuzzFeed's cross-platform approach compares to other marketing channels. Leveraging a trusted third party like Nielsen allowed us to do this without bias or guesswork. The findings have been invaluable and given us the data we need to recommend the best possible product mix to meet our advertisers' goals. We're proud to be able to showcase how BuzzFeed is driving stronger ROI for our clients compared to many traditional tactics including TV, print, OOH and radio." Josh Peters Director - Data Partnerships BuzzFeed

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