Heading towards a total video currency Pirjo Svedberg, MMS pirjo@mms.se 1
Cómo poner en marcha y mantener una moneda de medios totalmente aceptada que cubra toda la televisión y la visualización de vídeo en todas las plataformas, pantallas y situaciones. 2
The MMS vision ATAWAD (Any Time, Any Where, Any Device) To launch and maintain a fully accepted media currency covering all video consumption on all platforms, screens and situations
The MMS road map towards a total video currency 2014 2015 2016 2017 total video (GfK) online panel, big online panel, mobile online panel, desktop census commercials/video ads (Adobe) census content. programs and clips (ComScore) TAM-panel (Nielsen)
MMS Road Map improving the TV currency Improvements: Meters in Secondary Homes Consolidation 28 days Netsight meter in all new homes Netsight meters in Non-TV homes Tests: MediaCell TV-measure Ipsos MediaCell OOH and second homes Ipsos RPD PPM to measure OOH viewing TNS/Kantar RFP future measurement new contract April 2017
MMS Road Map the online currency Improvements: Tests: Site centric, census, SDK measurement: Change to one vendor Ensuring full accessibility of data in external tools Ad sales networks in test, not tagging solution Adding platform info, full screen and complete in reports Expanding the currency: Large national publishing houses in the currency online ads first publisher launched last week
Building an Online Video Trading Currency Content Top 100 7
Building an Online Video Trading Currency Content daily data 8
Building an Online Video Trading Currency Content program data 9
Building an Online Video Trading Currency Content long tail 10
Building an Online Video Trading Currency online.mms.se 11
Building an Online Video Trading Currency Campaign report 12
Building an Online Video Trading Currency Market share 13
Building an Online Video Trading Currency Share among advertisers 14
Building an Online Video Trading Currency Share among agencies 15
Next Step: From Devices to People Using panel to follow the user, not only the content 16
What we want to receive? Online panel Time spent on Online video Share & Reach per channel and site Who? Target groups R&F, GRP for campaigns R&F, Rating for programs/clips 17
Online panel total consumption Viewing on sites with video content Sept 28-Oct 4 2015 Average daily reach 15-64 Facebook 34,2% Aftonbladet 17,5% Youtube 14,9% Expressen 12,3% SVT 7,6% Msn 5,9% Yahoo 4,3% SVD 4,3% TV4 3,8% DN 3,6% Netflix 2,7% MTG 2,1% Nyheter24 1,7% Newsner 1,7% Discovery Networks 0,5% UR 0,2% *Note MMS onlinepanel, only desktop Not launched figures 3000 panelists Today desktop Test in mobile devices, IOS Measure all sites including Netflix, Youtube URL Will be launched in separate tool 18
Online panel next step - detailed No of valid sites No of valid sites Reach & Frequency, GRP for campaigns Reach & Frequency, rating for programs/clips Panel size really matters! Finding new ways, new solutions, new partners Panel size
A Final step : Total Video Ratings From todays silos to... 20
MMS setup: data sources TAM Panel Daily, Event Granularity Metadata: Program Daily Census: Commercials Online Daily, Event Granularity Total Video Currency Metadata: Commercials Daily Census: Programs/Clips Online Daily, Aggregated Granularity Online Panel Daily, Event Granularity
A Final step : Total Video Ratings... an integrated trading currency 22
The MMS Road Map Finally, the Total Video Currency Partnership with GFK: GFK delivers core metric functions Totally flexible process for different measurements No black box, transparent Built in Sweden for MMS Netsight meter as a bridge/hook Weighting and modelling included in the hub Will be embedded in MMS calculation engine 23
Step by step to a Total Video Currency Phases of the project: 1 2 3 Prep-phase Development phase Test phase Production phase Quality Assurance and Data Cleaning Production Environment Handover 9 Milestones: Hybrid Introduction Final Evaluation Daily Production Transformation Setup Production Integration
Total video currency - MMS model
Learnings, further developments of the online trading currency Census: From two to one vendor for census Delivering over night Demographics incl. all devices and levels
Conclusion - Challenges Technical: Create measurements with overlaps: TV-panelist, Netsight meter Non-TV panelists, Netsight meter Online panels find panelists in the census measurement Market: Political issues: Help the broadcasters to widen their perspective Online clients and publishers need to learn how to deal with the data transparency and openness Change of the golden rules, tools and harmonizing the metadata Create a flow and a system for advertising codes online Challenge with the deliveries Online clients also need to adopt the same coding used Deal with the needs for different markets in the same measurement different perspectives 27
Thank you for your time! Questions? Pirjo@mms.se 28