B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
17%
17% -- brand engagement increase for brand advertising (2013)
According to Nielsen research in the US, shifting part of a TV advertising budget to PC, mobile video, and tablet video increases brand engagement by 17% compared to spending 100% on TV advertising with the same budget.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
17%
Unit
Percentage
Data Vintage
2013
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
75
Source
Nielsen
Primary
Tier A
http://www.199it.com/archives/169382.html ↗
Source Article
MAGNA GLOBAL：2013年美国通过程序化购买广告花费达74亿美元
程序化购买（Programmatic Buying）的革命已经在美国打响。根据MAGNA GLOBAL最新的调研显示，在2013年通过程序化购买的广告花费将会达到74亿美元，占所有展示广告的53%；而74亿美元里，通过实时竞价（RTB或Real-time Bidding）交易的金额占39亿美元（53%），非实时竞价（Non-RTB）的金额达到35亿美元（47%）。MAGNA GLOBAL并预计，通过程序化购买交易的金额，在2017年将会达到169亿美元，占所有展示广告的83%。
在2012-13年这两年里，大部分通过DSP投放的活动都是有一定的效果需求，比如说要求点击后的转化等。但随着越来越多…
Original Research
Nielsen
· Original study ↗
Methodology
Nielsen research
Methodology documented
Segmentation
Channelcommon_crawl
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brand advertising: 17% brand engagement increase. Source: Nielsen (2013). Via Lighthouse Intelligence -- https://lighthousedata.io/data/brand-engagement-increase
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<blockquote cite="https://lighthousedata.io/data/brand-engagement-increase" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>17%</strong> -- brand engagement increase for brand advertising<br><small>Source: Nielsen (2013) · <a href="https://lighthousedata.io/data/brand-engagement-increase" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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