BIG DATA: The Data-Driven Media Plan

Transcription

1 BIG DATA: The Data-Driven Media Plan

2 Helen Katz SVP, Director of Research Starcom Mediavest Group Dan Stein Senior Vice President Crossix Solutions Andrew Ward Group Vice President Comcast Media 360

3 Dan Stein Crossix Solutions What is Big Data?

4 How are marketers using Big Data to make campaigns more effective? Helen Katz Starcom Mediavest Group

5 Can you give us examples of third party data? Dan Stein Crossix Solutions

6 What is addressable advertising and its relationship to big data? Helen Katz Starcom Mediavest Group

7 How can data be used to identify high-propensity zones? Andrew Ward Comcast Media 360

8 Single Source CPG Ad Effectiveness Partnership Model 1 Name/Address File (24MM HH s) Trusted 3rd Party ROI Insights (3rd Party Analytics Provider) HH Level Commercial Ad Exposure Data

9 Single Source CPG Ad Effectiveness Partnership Model 1 Name/Address File (24MM HH s) Trusted 3rd Party ROI Insights (3rd Party Analytics Provider) 2 Catalina Shopper Data (60MM HH s) HH Level Commercial Ad Exposure Data

10 Single Source CPG Ad Effectiveness Partnership Model 1 Name/Address File (24MM HH s) Trusted 3rd Party 3 Targeted Delivery of TV/Online messages to Brand Geography ROI Insights (3rd Party Analytics Provider) 2 Catalina Shopper Data (60MM HH s) HH Level Commercial Ad Exposure Data

11 Single Source CPG Ad Effectiveness Partnership Model 1 Name/Address File (24MM HH s) 3 Targeted Delivery of TV/Online messages to Brand Geography Trusted 3rd Party ROI Insights (3rd Party Analytics Provider) 4 2 Catalina Shopper Data (60MM HH s) HH Level Commercial Ad Exposure Data

12 Single Source CPG Ad Effectiveness Partnership Model 1 Name/Address File (24MM HH s) 3 Targeted Delivery of TV/Online messages to Brand Geography Trusted 3rd Party ROI Insights (3rd Party Analytics Provider) 4 2 Catalina Shopper Data (60MM HH s) 5 HH Level Commercial Ad Exposure Data

13 Single Source CPG Ad Effectiveness Partnership Model 1 Name/Address File (24MM HH s) Trusted 3rd Party 3 Targeted Delivery of TV/Online messages to Brand Geography 6 ROI Insights (3rd Party Analytics Provider) 4 2 Catalina Shopper Data (60MM HH s) 5 HH Level Commercial Ad Exposure Data

14 Andrew Ward Comcast Media 360

15 In 2001, Google s Eric Schmidt claimed that, From the dawn of civilization until 2003, humankind generated five exabytesof data. Now we produce the same amount every o500 years odecade oyear otwo Days Poll Question: Hint: One exabyte=1,000,000,000,000,000,000 bytes

16 Do consumers benefit from receiving hypertargeted commercials? Helen Katz Starcom Mediavest Group

17 How do Consumer Health Portraits help Crossixclients plan their media and messaging? Dan Stein Crossix Solutions

18 Helen Katz Starcom Mediavest Group

19 Many questions about cross-platform Consumers increasingly in control of their media

20 Challenge for audience measurement Consumers moving across screens/media Audience measurement still works largely in silos TV Digital Online Mobile Tablet Print Etc. Need more insight into ad impact across platforms

21 SMG undertook 3 trials to assess cross-platform impact In partnership with Comcast Media SMG advertisers Multi-screen program Targeted Interactive Measurable Customized research program with each trial

22 Worked with multiple research companies Company Role Allant Bluefin comscore TRA/dunnHumby Vision Critical + Experian Commercial exposure Social commentary Digital measurement/roi Shopper measurement/roi Attitudinal impact Data matching

23 1. Consumer Packaged Goods

24 The Big Questions Can TV s actual impact on sales be quantified? Can targeted TV drive better results than network TV alone? What is the sales impact of TV + digital? Is there a cross-platform impact on consumer attitudes?

25 Methodology Shopper data matched to Comcast subscribers (at HH level) 3.4 million HHs matched 88 ad zones selected based on higher CDI/BDI indices for brand 735,000 HHs matched within zones Cable TV ads and xfinity.com ads only delivered in these zones Pre-post campaign analysis

26 Campaign specs 1 TV ad, 2 digital ads Pre-period: 52 weeks prior to exposure 5 week campaign 4 week post-campaign 16 networks Pre-roll video/in Banner video

27 Sales results were impressive Sales lift highest among HHs exposed to both TV and digital Campaign produced + 20% uplift in sales in first 4 weeks among those exposed +51% incremental sales through 15 weeks after last ad exposure

28 Differential media impact on sales 100% 90% 80% 70% 60% More from new customers 50% 40% 30% 20% More from current customers 10% 0% TV only Digital only Existing buyer New to category New to brand

29 Conducted survey to assess attitudinal response Pre-post test vs. control design Survey sent to Comcast Advisors panel 18,000 panelists randomly recruited from Comcast ISP subscribers Panelists geographically and demographically representative of Comcast Internet customers Panelists opt-in to participate in marketing research studies (online surveys) and are compensated for their participation (monthly raffle) Test: 972 completes Control: 990 completes

30 Consumer Package Goods Among those exposed to brand s ads.. Significant increase in ad recall Significant increasein Brand affinity (Love/Like a Lot) No change for other competitive brands Similar Pre to Post lift in likelihood to recommend brand to a friend among both the Test and Control cells Significant increase in Pre-to-Post Intent to purchase (Top 2 box) Not seen for competitive brands

31 Poll Results: In 2001, Google s Eric Schmidt claimed that, From the dawn of civilization until 2003, humankind generated five exabytesof data. Now we produce the same amount every o500 years odecade oyear otwo Days

32 According to a recent Digital Advertising Alliance poll of 1000 consumers, what percent say they d like at least some ads to be tailored to their interests? o34% o52% o70% o96% Poll Question:

33 How can data be used in the backend analysis of a campaign? Dan Stein Crossix Solutions

34 What impact do you see multiplatform campaigns having on campaign results? Helen Katz Starcom Mediavest Group

35 Will we one day be able to target by household? Andrew Ward Comcast Media 360

36 Is the industry going to see increased use of big data for media planning in the next few years? Dan Stein Crossix Solutions

37 Poll Results: According to a recent Digital Advertising Alliance poll of 1000 consumers, what percent say they d like at least some ads to be tailored to their interests? o34% o52% o70% o96% Source: Ad Week, Targeted Advertising is Not the Bogeyman, April 18, 2013

38 BIG DATA: The Data-Driven Media Plan

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40 Mad Men 2013: How agencies are adapting to the times and trends of a multi-screen world Wed., October 30, 2PM ET