Bridging Digital with Television Measurement Presentation to the BRC

Transcription

1 Presentation to the BRC May 28, 2013 Rebecca Shropshire, VP Digital Chris Herlihey, VP Research

2 Bridging digital with television measurement Why it s important TV hours / 11 internet hours per week 71% penetration and 24 hours a month in online video 90% of videos viewed online are short form content 1 in 5 Canadians have a connected TV Highest spend channels (est. $3.7 billion) 3 out of 5 Canadians watch TV and access the internet at the same time regularly Combination of TV and Digital is more effective than TV alone Source: comscore 2013, Media Technology Monitor 2

3 Bridging digital with television measurement Too many gaps in measurement methodology What was the actual reach and frequency of my digital campaign against my target demographic? What is the combined reach/frequency of my campaign across platforms? How much money should I be allocating to online video from my existing television buy? CPM Men CPM 3

4 Bridging digital with television measurement Who s in the game? Panel Size Facebook audience 40,000 panel Data Frequency daily daily Data Segmentation age, gender age, gender, household size, presence of children Tagging Limitations No Google None (ex. YouTube masthead) Access Point Live dashboard Live dashboard 4

5 Bridging digital and television measurement Benefits Common Currency Trouble shoot and optimize campaigns as they are in market More meaningful reporting for clients and richer discussions with publishers Evaluate quality of media partners for future planning Drive new compensation models for digital advertising Increase campaign efficiency and effectiveness 5

6 Bridging digital with television measurement The long term view Reach x Frequency 6

7 Bridging digital with television measurement The long term view Reach x Frequency x attention paid viewability, engagement across platforms 7

8 Bridging digital with television measurement Global experience with online campaign ratings In successful Beta trials for both Nielsen OCR and comscore AdEffx trialed 3 campaigns to date with OCR not promoting the work with clients yet as they are working to understand the full impact of the results allow the planners to optimize on the fly and hold media owners more accountable the goal is to have better online GRPs to use in planning tools online GRPs have been smaller than expected UM is part of Nielsen s XCR Beta trials that fuse OCR with BARB TV currency 8

9 Global Experience with Online Campaign Ratings Started piloting OCR in late 2011 Using it on major CPG brands for premium video content - Hulu Can now buy on guaranteed audiences and helps direct which sites deliver best on which audiences Clients love it Working to integrate the GRPs into the planning tools Focus is now turning to viewability metric UM is involved with the 3MS Initiative for creating digital measurement solutions UM 2012 Client Name Project Name 16 January

10 Developments We Would Like to See Viewability OCR as a planning tool More reporting standards UM 2012 Client Name Project Name 16 January

11 Integrating TV and Online GRPs in Multimedia Campaign Plans How do we bring all of these different sources of audience data together into multi-media planning? UM 2012 Client Name Project Name 16 January

12 Integrating TV and Online GRPs in Multimedia Campaign Plans Question #1: At what rate does each channel accumulate audience? UM 2012 Client Name Project Name 16 January

13 Integrating TV and Online GRPs in Multimedia Campaign Plans Question #2: How much cross-media duplication is there? Have the people who have seen our TV ad also seen our online pre-roll? UM 2012 Client Name Project Name 16 January

14 Integrating TV and Online GRPs in Multimedia Campaign Plans Question #3: How do we equate GRP s across channels? Impact Equivalency Using 3 Methods: Expert opinion Relative cost Consumer data TV 100 Radio Print OOH Equivalency Range Cinema Internet UM 2012 Client Name Project Name 16 January

15 Integrating TV and Online GRPs in Multimedia Campaign Plans With all of these factors we are able to come up with an estimate of multimedia reach UM 2012 Client Name Project Name 16 January

16 Integrating TV and Online GRPs in Multimedia Campaign Plans Awareness Modeling and with additional data we can move beyond reach to model client KPI s. Sales Modeling UM 2012 Client Name Project Name 16 January

17 Integrating TV and Online GRPs in Multimedia Campaign Plans Are there better methods for understanding multimedia campaign exposure? Fusion UM 2012 Client Name Project Name 16 January

18 Integrating TV and Online GRPs in Multimedia Campaign Plans Moving beyond Reach to Effectiveness Cross Media Effectiveness Research Econometric analysis UM 2012 Client Name Project Name 16 January

19 Where we are today + TV is catching up + Current TV panels aren t reliable enough to capture minute by minute exposure + Set top box data? + BBM is catching up with non-linear video measurement + Online video measurement looks to moving toward TV-like metrics + It should increase the comfort level among advertisers unsure about digital video + Mobile video measurement is in its infancy + We believe tablet video viewing is significant, but measurement is still experimental + We are getting closer to tracking video assets across screens

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