Brand Media Monitor VIII

Transcription

1 Edition The fastest way to understand your brand

2 1 What makes Brand Media Monitor unique?

3 Brand Media Monitor : The USP s The BMM starts where the CIM surveys end : richer descriptions of people (>< CIM : merely socio-demographics) relevant segmentations of brands (>< no brands in CIM TGM) A 360 and 3D approach of media and touchpoints (>< still no roof above tactical surveys CIM) A unisource combination of people, brands and media A solid data collection method : single source (two waves), self-administered online questionnaire, large representative sample (n=4800+) A long term project : bi-annual, stability and innovation Integration of internationally validated research tools : Semiometrie, Connected Life, TGI attitudes, that offer exclusivity and insight A differentiated offer for all industry parties : media owners, sales houses, media agencies, advertisers, agencies, researchers, Member survey of the international TGI network (Kantar) 5

4 Als je de BMM in één beeld wil vatten, dan is het een driehoek. Een driehoek die de drie pijlers verbindt waar onze industrie op steunt : de mensen, de merken en de media. Depuis sa quatrième édition, nous avons transformé notre triangle en lui donnant un aspect tridimensionnel. Pour symboliser le fait que l étude a gagné en profondeur. Et permet des analyses plus riches que le croisement à deux dimensions d une marque avec une cible, d un média avec une marque, d une cible avec un média 6

5 The three pillars for any effective communication strategy 1. Can I define The Target group? Who? 3. Where can I touch the target group? The Contacts? Where can we touch? 2. Do I understand the Target group? The Message? How does it feel? 7

6 BMM : The Concept COMMERCIAL STRATEGY : How big is my market? How many clients and potential clients does my brand have? How do they behave? MEDIA STRATEGY : Through which media,channels, devices and touchpoints can I reach my clients and my propects? CREATIVE STRATEGY : Who are my clients and prospects? What drives and moves them? 8

7 BMM : The Content 100 / 45 SECTORS Usage & Purchase Frequency Shopping location Motivations Touchpoints in Path to Purchase Word of Mouth BRANDS Awareness Usage Attitude Recommendation (NPS) STRATEGICAL media types TACTICAL titles & frequencies SOCIO-DEMOGRAPHICS SEMIOMETRY ATTITUDES (TGI) SHOPPER TYPOLOGY INNOVATION & EARLY ADOPTERS THE DIGITAL CONSUMER CONTEXT EQUIPMENT, DEVICES & ACCESS POINTS 9

8 BMM VIII ( ): The method Eighth wave of the study ( 2001), launched April Sample N = Representative of the Belgian population aged years Method: Online Self Completion (TNS OAP panel + preferred suppliers) Period of fieldwork Media questionnaire: November 2015 January 2016 (45 min.) Brands & People questionnaire: January February 2016 (41 min.) 3 shortened versions of each questionnaire, linked together in one database through a validated ascription Reweighing towards the CIM Golden Standard (Sex, Age, Education, Profession, Social Group, Region, Language) 10

9 Brand Media Monitor : The Novelties Methodology : Larger sample (+ 20%) : n= (BMM VII : n= 4.082) Shorter questionnaires (- 40%) per respondent (better response rate, less respondent fatigue, more valid responses) no fixed split runs products & brands questionnaire but single source with abbreviated versions (media and products/brands) per respondent Merger of different versions through validated ascription Database : One complete database in stead of 3 partial versions > uniformity of results / all data can be cross-analysed. (under study) Introduction of a probabilized media database for planning purposes (optional) 11

10 Brand Media Monitor : The Novelties People : Socio s : Out : lifestages & equipment TGI Typo s : Digital Life & SOM typologies replaced by one Connected Life segmentation TGI Attitudes : update Dimensions Brands : Updated list of categories and brands Distinction between main (45) and sub categories (99) of products Main Categories : Larger list of purchase locations New : Use of information sources ( touchpoints ) in different stages of the path to purchase : inform / compare / buy / after sales service Specific categories : New questions Durables : Purchase intention Budget : supermarket / clothing / car / holiday Cars : Fuel actual / future car Tobacco : Smoker? / Frequency of tobacco products Use of Light products Brands : Awareness question as first separate filter 12

11 Brand Media Monitor : The Novelties Media : All : Recency questions added to calculate AIR figures Mediatypes : Audio- and videostreaming added as separate media categories Print : Dailies : Distinction digital reading between website on PC and on smartphone/tablet Magazines : Out : Reach per device Out : International titles Shorter lists of topics of interest TV /Radio : Shorter lists of programme formats and music styles Extra : VOD services and audiostreaming (reach per brand) Digital provider : moved to Brands Reach station websites per device Extra : simultaneous use of radio + Internet / attitudes radio Outdoor : Longer list of billboards / locations Appreciation of advertising on public transport 13

12 Brand Media Monitor : The Novelties Media Internet : Out : categories of activities Digital Life Update list of internet activities Extra : use of ad-blockers / interest in dedicated apps in points of sale SOM : out : questions SOM-typology / in : reach indicators per brand Extra : Connected Life attitudes Direct Mail : Paper vs Touchpoints & Events : Out : Fairs & Exhibitions Out : Visit (last week) types of shops Out : Sports Touchpoints : Frequencies Mobile Devices : Game consoles : out : activities Smartphone / tablet : update list of activities Extra : possession of a smartwatch 14

13 General Overview Media 97

14 Media : Strategical Media types General use of media types (16) Above : Parameters : Dailies Magazines (general vs specialized) Television / video streaming / view on demand Radio / audio streaming Internet (sites, ) Cinema Free regional press Unaddressed Mail (folders) Direct (e-)mail Outdoor (affichage) Total Usage Frequency Duration Segmentation : Density CIM (HML) Quintiles TGI

15 Media: Strategical Communication Channels General use of media types Below / other touchpoints : Parameters : Mobile phone & tablet Game Consoles Events Other advertising touchpoints (instore advertising, promotion, boomerang cards, mobile, sponsoring, product placement, samples, free trials, gadgets, coupons, recommendations, pop up stores, ) Total Usage Frequency

16 Media: Tactical Media titles Titles (filter per language) 16 dailies (8 Fr, 8 Nl) + 21 supplements (9 Fr, 12 Nl) + digital versions 108 magazines (51 Fr, 57 Nl) + digital versions 52 TV stations (32 Fr, 20 Nl) 14 view on demand services (6 Fr, 8Nl) 25 radio stations (13 Fr, 12 Nl) 9 audio streaming services 198 media-sites (102 Fr, 96 Nl) + 74 other websites 15 social online media 4 regional free papers (2Fr, 2 Nl) 17 types of billboards Information Reach (all vs non) Frequency (regular vs irregular) Recency Preference (TV, radio) 100

17 Media: Context Content Qualitative questions (preferences / usage) Dailies Magazines TV Radio Internet Types of info (15) Types of info (15) Types of movies (15) Program types (15) Digital TV Services (13) Program types (14) Music genres (15) Activities on the internet (34) Purchases on the Internet (14) Free Regional Press Mail (Direct/Unaddressed) Mobile phone / Tablet Touchpoints Events Types of info (13) Product categories (13) Activities (27) Touchpoints (16) Type of events (15) 101

18 Media: Equipment, Devices & Access points Media equipment TV : number of TV-sets / cable TV / satellite dish / digital decoder / PVR / Smart-tv / videorecorder / DVD / Blu-Ray / game console / chromecast Radio : number of radiosets / Wifi / DAB / MP3 or Ipod / streaming radio Internet : number of desktop PC, laptop PC, tablets, smartphones Mailbox Media : anti-advertising sticker Gameconsoles (with multimedia): portable vs non portable Mobile : GSM / smartphone / tablet / Android vs ios vs Windows 102

19 Media: Equipment, Devices & Access points Devices and access points (frequency) Dailies : paper / PC / smartphone or tablet (websites or mobile apps) Magazines : paper / PC / smartphone or tablet (websites or mobile apps)/ TV : PC / hometheater or mediacenter / GSM or smartphone / TV-set / ipad or tablet / game console or other electronical device Radio : PC / hometheater or mediacenter / GSM or smartphone / ipad or tablet / game console / mp3-player / podcasts / streaming radio / auto radio Internet : Devices : PC / GSM or smartphone or iphone / smart or connected TV / ipad or tablet / game console / other electronical device Locations : home / work / school / outdoor / library or cybercafé / elsewhere 103

20 BMM VIII: Access Different possibilities according to client s priorities : Access to data in the Galileo software (standard B-band for media centers) Brand Report / Sector Report (Excel or PPT) Media Report (tactical or strategical) (Excel or PPT) 119

21 Edition The fastest way to understand your brand Contact: Jan Drijvers Client Service Manager