Niq Global Intelligence Plc · NYSE:NIQ

Niq Global Intelligence — GfK (An NIQ Company) — Investor Presentation (November 2023)

33 slides from Niq Global Intelligence's investor presentation, Nov 6, 2023

  1. Slide 1: Cross Media: Measure, Understand, Grow

    Cross Media: Measure, Understand, Grow The full effect of your brand-building campaign and its cross-media spend

  2. Slide 2: Agenda

    1 Cross Media Challenges in Brand Building Agenda 2 Review EMEA Campaign Studies by Meta 3 Methodology 4 Results Campaign Amplifier ◼ Reach & Frequency ◼ Brand Impact 5 Q&A and Wrap up © GfK 2

  3. Slide 3: Who is here today?

    Who is here today? Sonja Wedekin Ulla Worringen Marketing Science Partner Senior Director | Meta Marketing Intelligence GfK Tristan Helmreich Client Business Partner | Media Measurement GfK © GfK 3

  4. Slide 4: Cross Media Challenges in Brand Building

    Cross Media Challenges 01 in Brand Building © GfK 4

  5. Slide 5: Cross Media Challenges in Brand Building

    Cross Media Challenges in Brand Building There are broadly two types of advertising A multi-channel advertising world – without separated responsibilities as Sales Activation triggers to the long and the short an immediate behavioural response. Brand Building strengthens the The need to measure the

  6. Slide 6: Review EMEA Campaign Studies by Meta

    Review EMEA Campaign 02 Studies by Meta © GfK 6

  7. Slide 7: How do advertisers leverage the digital opportunity

    CROSSMEDIA BRAND STUDY How do advertisers leverage the digital opportuniiay With 72% of time and 67% of budget spent with digital channels globally this question has never been more important. Source: Global Web Index, online as proportion of all media time spent %, EMEA Q4 2022

  8. Slide 8: Crossmedia Opportunities in Brand Building

    Crossmedia Opportunities in Brand Building CROSSMEDIA BRAND STUDY 2023 OS Meta

  9. Slide 9: Research on role of Linear TV, Facebook, Instagram, YouTube

    CROSSMEDIA BRAND STUDY The research 28 leading brands partnered with us to evaluate the role of Linear TV, Facebook and Instagram, and YouTube in driving brand equity.

  10. Slide 10: Study approach

    CROSSMEDIA BRAND STUDY Approach 17 campaigns in 2022 7IN Brand uplift measured through online survey in access panels e Campaign exposure based on passive measurement or survey based (individual data) e Brand-focused, video-led campaigns Sy) 8) > Verticals Automotive, beauty, CPG, finance, luxury, r

  11. Slide 11: What this study measures

    CROSSMEDIA BRAND STUDY This study measures BRAND EQUITY How do digital and traditional media channels contribute to building brand equity REACH How effective are the different media channels in driving reach in different audiences

  12. Slide 12: Key takeaways

    CROSSMEDIA BRAND META STUDY EMEA // GfK Key takeaways 1 Both TV and digital media channels were found to be effective in building brand equity. Ads on Meta technologies drove brand equity across the whole marketing funnel at efficient cost, brand desirability was driven with a lift of 3.1 percentage

  13. Slide 13: Methodology

    Methodology 03 © GfK 13

  14. Slide 14: Unique insights into the campaign impact on your brand!

    Unique insights into the campaign impact on your brand! AUDIENCE INSIGHTS BRAND INSIGHTS HOLISTIC VIEW © GfK 14

  15. Slide 15: A fusion of human and exposure data brings truth

    A fusion of human and exposure data brings truth Scientifically linking ad exposure to mental states Exposure Data Human Data Understand your campaign performance Have a full view on your brand and campaign across all channels (single source and performance based on GfK’s comprehensive passively mea

  16. Slide 16: GfK Crossmedia Link: The principle of data collection

    GfK Crossmedia Link: The principle of data collection Single Source Media Individual Exposure Consumer Purchase TV Measured on individual level* Internet@home Measured on individual level Radio/Print/ Flyer MA like Internet Mobile questionnaire Measured on individual level** InHome Scanning*** * TV:

  17. Slide 17: Monitors 360° Campaign Performance

    Monitors 360° Campaign Performance GfK Crossmedia Link Germany: Panel Structure (Average month 2022) TV Sample 7,500* Desktop Sample GfK Consumer Panels GfK Crossmedia Link − ConsumerScan 16,000 total actives Mobile Sample 9,000 − Mobility monitor/TravelScope Panelists 14+ years 6,000** − MediaScope

  18. Slide 18: Media channels covered by GfK

    Media channels covered by GfK GfK Crossmedia Link Germany Passive Measurement OTS (based on survey) eOTS – Ad Prediction Model (APM) (passive measurement + questionnaire)* Linear TV Radio*** YouTube Mobile/ App Print TikTok Online Other Pinterest Display/ Video € Leaflets OTT and Meta – FB + IG OOH/

  19. Slide 19: Data Fusion: Contacts are merged via an overlap of variables

    Data Fusion: Contacts are merged from GfK Crossmedia Link Panel via an overlap of variables Brand & Ad exposure on Data Fusion via overlap of variables Communication CrossMedia individual level Access Link Panel survey Panel ◼ Demographics ◼ Geographical Data ◼ Media Usage Behavior ◼ Consumer Attitu

  20. Slide 20: Results Campaign Amplifier

    Results Campaign 04 Amplifier © GfK 20

  21. Slide 21: Facebook and Instagram drive substantial reach in the media mix

    CROSSMEDIA BRAND META STUDY EMEA ior DE, ES. IT, NL, PL Facebook and Instagram drive substantial reach in the media mix compared to its investment, especially among 18-34 years old. @v Caen EB ve 61.4% Net reach 24.7% 21.6% ‘Target reach Index: net reach TG / net reach 18+ 18+ 18-34 18+ 18-34 18-34

  22. Slide 22: Total 18+ reach average

    Total 18+ Reach average 71.5% 24.7% 16.4% Universe Linear TV Eacenpoeend Youtube Instagram smedia Opportunities in Brand Building, Meta Marketing Science 2023 | GfK Crossmedia Link mpaigns from 2022. Analysis commissioned by Meta

  23. Slide 23: Digital channels generate substantial incremental reach

    GFK oe.es, ir. mee CROSSMEDIA BRAND STUDY Digital channels 23% ofall Facebook and Instagram contacts generate su On ge 65% ofalTV ae incremental reach Ay 5 eet a over Linear|TV; a with Facebook and Instagram y y y contributing6% 18% otal YouTube contacts exclusivereseh cums ' re Index: 87 Ne US rer

  24. Slide 24: Digital channels drive reach

    Campaign Efficiency: Cost per GRP Digital channels drive reach cost- efficiently. Crossmedia Opportunities in Brand Building, Meta Marketing Science 2023 | GfK Crossmedia Link | Base 18+: Extrapolated to the total population 18+ (Germany: 67.9 Mio.) | Based on 5 campaigns from 2022 ( Linear TV: 5 ca

  25. Slide 25: The survey covers brand metrics plus also campaign topics

    The survey covers brand metrics plus also campaign topics Understand the what and the why Go beyond reach – Brand Campaign Cover creative quality as a key driver of campaign success ◼ Brand Awareness (prompted/unprompted) ◼ Campaign recognition ◼ Ad Awareness (prompted/unprompted) ◼ Campaign appeal

  26. Slide 26: Brand Uplift – which specific KPIs do we provide?

    Brand Uplift – which specific KPIs do we provide? Channel Uplift 1 Uplift% e.g. Uplift Facebook and 45% 49% Impact on Brand metrics Instagram = 4ppt for exposed persons exposed Without Facebook With Facebook and and Instagram ad Instagram ad 2 Contribution% TV Facebook and YouTube Weighted by channe

  27. Slide 27: Brand Uplift by single channel and by channel mix

    1. Brand Uplift by single channel and by channel mix selected metrics, anonymised results Uplift on Brand Awareness Uplift on Preference The outcome: Brand uplift per channel 11% 9% plus 8% 8% 6% 6% 8% 5% Synergies of channels KPI Uplift (%) Brand Awareness +9% +8% +11% +8% Preference +6% +6% +8% +5

  28. Slide 28: Brand Uplift by single channel and by channel mix

    1. Brand Uplift by single channel and by channel mix Example from CROSSMEDIA BRAND STUDY Facebook and Facebook and Facebook and Linear TV YouTube Instagram & Instagram & Instagram Linear TV YouTube Source: Crossmedia Opportunities in Brand Building, Meta Marketing Science 2023 | GfK Campaign Amplifi

  29. Slide 29: Contribution and ROI by single channel and by channel mix

    2. + 3. Contribution and ROI by single channel and by channel mix Contribution by channel – Selected metrics The outcome: Contribution per channel Contribution of each Baseline performance Total Campaign Contribution Channel contribution share Post campaign performance channel to the total Reach 72%

  30. Slide 30: A creative assessment adds to the full picture of your campaign's performance

    A creative assessment adds to the full picture of your campaign’s performance Message take-out amongst recognizers Unaided message take-out Aided message take-out Creative: A B C D Besides a prompted main message Stands for a modern way of life 66% 67% 68% 60% 55% assessment, the Creative recognitio

  31. Slide 31: Challenges accepted!

    Challenges accepted! There are broadly two types of advertising A multi-channel advertising world – without separated responsibilities as Sales Activation triggers to the long and the short an immediate behavioural response. Brand Building strengthens the The need to measure the campaign's relation

  32. Slide 32: Thank you

    AnNIQ Company Thank you gfk.com

  33. Slide 33: Thank you very much

    Thank you very much Your contacts META GFK Sonja Wedekin Ulla Worringen Marketing Science Partner Senior Director | Marketing Intelligence +49 152 074 892 61 +49 40 5561 5922 sonjawe@meta.com ulla.worringen@gfk.com GFK Tristan Helmreich Client Business Partner | Media Measurement +49 40 55 61 59 79

GfK (An NIQ Company) — Investor Presentation (November 2023) on 6ix