GfK Crossmedia Link, Unlocking new insights

Transcription

1 GfK Crossmedia Link, Unlocking new insights Helsinki, February 5 th 2015 GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

2 Changing Consumer Behaviour GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

3 Consumers used to face simple choices TV SHOW NEWS MAG GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

4 But today they have access to an increasing amount of content available anytime anywhere TV SHOW NEWS MAG Flexibility of access GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

5 This digital revolution leads to dramatic changes in consumers behavior Online Mobile Shopping Price Today technology is an integral part of everyday life and has a dramatic impact on consumers shopping behavior, the way they interact with and what they expect of brands. Network Social Media Media owners, agencies and advertisers need to understand consumers media usage across all media (paid, earned and owned) to help optimize advertising space and maximize the reach (impact) of consumers experience points with the brand for highest ROI. GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

6 So Brands need to have a clear understanding of consumers cross-platform journey Watch morning sports news on web Tuning to sports radio en route Watching the big game live in a pub And highlights of other games on catch-up TV Catch the big match preview Check train timetable in pub Re-tweeting players predictions On social media, planning to meet with friends Research soccer tickets on train home Buy tickets for next week s game to maximise the impact of their campaign and their ROI GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

7 GfK s heritage in audience measurement GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

8 GfK. Growth from Knowledge We turn research into smart business decisions INNOVATION Delivering smart data through innovation WINNING STRATEGIES Understanding market dynamics and consumer behaviors to enable clients to create winning strategies EXPERTISE Passion, creativity, and expertise at service for our clients TRUST Active protectors of consumer privacy with longstanding customer relationships GfK makes research matter by delivering the future. In a digitized world, we are the trusted source of relevant market and consumer information that empowers our clients to make smarter decisions. As thought leaders in our industry, we have a deep understanding of consumer experiences and choices. We are 13,000 passionate experts with more than 80 years of data science experience and German heritage. We deliver globally with vital insights into local markets in 100 countries. We turn research into business opportunities. Through innovative systems and partnerships, we integrate on- and off-line data to support Growth from Knowledge. Our goal is simple: Enable our clients to create winning strategies to enrich consumers lives. GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

9 GfK Audience Measurement is speeding up its global pace Strong Worldwide Player from Europe GfK is No 3 audience measurement player in the world. European leader in Audience Measurement and Market Research. Strong position in the US market thanks to GfK-MRI (Study on American Consumer, Starch). Intensive business development activities. Focus on New Markets Focus on BRIC, LatAm, Middle East and Africa. Win in APAC, Latam, MENA Developing global digital panel capabilities. Networked Expertise Our strong presence in most advanced EU markets gives us solid ground for ongoing innovation. Innovative pilot projects like hybrid radio research, media efficiency panel and mobile solutions. This knowledge is made available to new countries via internal competence centers and business development teams. GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

10 As an end to end provider, GfK develops its own technologies to measure media. GfK has 25 years heritage of audience measurement system development. We have a range of solutions to measure exposure and experience of broadcast, IP streaming, mobile media on behalf of our clients. UMX TV Logger LEOtrace Best in class currency meter To measure: digital broadcasting, incl. Time-Shift. To measure: TV (second homes or simpler TV configurations). Simplified installation with microphone To measure: user-centric measurement of online behaviour MediaWatch Evogenius SW Suite Mobile & Location Insights To measure: Exposure to radio, audio To measure: server-centric measure of all location and mobile use across all platforms SENSIC stream agent To measure: Census based number and duration of streams. Integration with cookie panel for profiling EMT (OOH) To measure: GPS tracking to measure OOH media STB Agent and RPD Management To measure: - Census level digital TV activity - Permission based panel to integrate viewer profiles GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

11 GfK s view on the new world GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

12 The below three trends offer each their opportunities, it is however the combination that holds the answer Efficiency & effectiveness of media Increasing need for measuring media effects Big data Increasing possibilities of data federation Media reach Increasing need to measure audiences across different media GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

13 GfK Crossmedia Link is the platform for unlocking these new insights Increase the possibility of effect analysis of media & digital client interaction Digital transaction data Advertising effectiveness GfK Consumer Panel Loyalty card data GfK Crossmedia Link, enabling cross media measurement Cross-media exposure Incremental reach Digital journey Advertising Reach 3 rd party data Network centric data Agency planning data Enhance the value of big data by linking the right data via data federation GfK Crossmedia Link will be introduced by a phased approach which is different by country GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

14 GfK Crossmedia Link set-up Example Turkey Exact panel sizes to be determined by media concentration and penetration of top brands Mobile measurement share grows as mobile advertising grows GfK Consumer Panel Online Measurement 4,000 individuals with nurago meters GfK Crossmedia Link Mobile 1,000 nurago meters TV measurement 2,000 households 3,400 TV meters 3,000 nurago meters GfK Crossmedia Link can be set up independent of Consumer Panel, but will use Consumer Panel where ever possible nurago metering is a unique GfK digital technology. GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

15 GfK Crossmedia Link is available in 7 countries, Brazil and Indonesia are in roll-out phase. Available In roll out phase Under investigation GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

16 GfK uses best in class and innovative measurement processes and technology to ensure high data quality Our audience measurement solutions are adapted Our single source cross media panels offer unique source to each device of media ensuring robust data measurement collection with minimal human interaction Devices Vector 1 2 LATAM Bulgaria META APAC Our central and regional operational and coding hubs allow scaling of our services across the globe 3 4 Collect Process Code Monitor Report Query Our workflow and data management software platform supports data quality & accountability, increases automation and allows rapid turnaround of data delivery GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

17 GfK Crossmedia Link services Audience understanding In flight campaign optimization Campaign efficiency and effectiveness Data service Cross Media Landscaping Report Crossmedia Visualizer: Audience Profiles Delivery Check Real-time Effects Campaign Performance Analysis Marketing Mix Evaluator Enrichment of third party tools Enrichment of third party data sets Web Usage Profiler Mobile Usage Profiler Homepage Usage Profiler Strategic Cross Media Planning Social Media Intelligence Mid-term Analysis Exposure Effects Social Media Intelligence Facebook Impact Analyser Experience optimization Site Experience Purchase Journey Cross Media Touchpoints Market Experience Social Media Intelligence Consumer Journey GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

18 Ways of delivery of Crossmedia Link insights GfK Dashboard 1 GfK Case studies 2 Respondent data 3 Entry level incremental reach data for strategic insight Customizable for product managers to specific target groups Case studies and reports prepared for clients Example: Financial services purchase journeys in the Netherlands Respondent level data for media planning applications, for example digital platforms or agencies Used to create new data products for the market, such as online metrics comparable to TV GRP Also available to fuse with purchasing and other data GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

19 Example online planning software GfK Probe Overlap analyses: added reach% of mobile on fixed GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

20 Learnings from Crossmedia Link GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

21 Since 2008, 115 campaign evaluations conducted at leading FMCG companies and retailers GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

22 General Learnings from GXL projects Characteristics of Successful Campaigns Positive interaction effects of TV & digital video ads Digital video ads compensate diminishing TV reach 1 2 Customer Value (Brand Affinity) of consumers reached online is above average 3 Ad placement within relevant content is more efficient than reach portals Content which attracts attention is key: Impression works! Bigger brands achieve more attention and higher ROI Online ROI is less driven by budget level. Format, message and placement are more important Online impact is NOT limited to younger consumers Online sells better among loyal buyers analog media is better for customer recruitment GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

23 Cross Media Contacts TV / Online show superior uplifts 1 Average uplift factors from studies in benchmark database with significant interaction Additional Interaction Effect 0,54 Uplift is much higher than expected = advertising effect for free Expected Uplift TV & Online 1,26 Example: On average, a combined TV and online contact results in an uplift of 1,8 (vs. no contact), while expectation would be 1,26 only Source: GXL campaign Evaluations in Germany, , Number of cases: Total (115), TV (115), Print (93), Banner (72), Video (68), Youtube (13), SEM (22), Facebook (7) GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

24 Additional consumers can be reached online (fill TV gaps) 2 % average incremental reach vs. TV 27,2 27,4 25,1 27,7 27,3 Online total Banner only Video incl. You Tube You Tube only Google Ads Example: 27% of all contacts with banners were not in contact with TV campaign = exclusive contacts Source: GXL campaign Evaluations, , Number of cases: Total (115), TV (115), Print (93), Banner (72), Video (68), Youtube (13), SEM (22), Facebook (7) GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

25 Online channels offer better targeting 3 Average brand affinity (brand penetration of consumers reached vs. total universe) TV Print Online (Banner & Video) You Tube Google Ads Homepage Example: Consumers reached by online channels are more often buying the brand higher customer value of reached audience Source: GXL campaign Evaluations, , Number of cases: Total (115), TV (115), Print (93), Banner (72), Video (68), Youtube (13), SEM (22), Facebook (7) GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

26 Conclusion GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

27 To succeed in the crossmedia world companies need to Gain a full picture market view and granular consumer insights to understand consumers demand and media consumption behavior, today and tomorrow Connect and integrate data from multiple sources to make your data smarter and generate insights and business decisions not possible before Translate Smart Data and industry insights into action Apply proven market research approaches in innovative ways GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,

28 GfK 2015 Intro GfK Crossmedia Link Helsinki, February 5 th,