Presentation is loading. Please wait.

Presentation is loading. Please wait.

MAURICIO LEON COMMERCIAL DIRECTOR PERFORMICS SIMON NUDDS DIRECTOR OF UK MEDIA ANALYTICS NIELSEN DORON WESLY HEAD OF MARKET STRATEGY TREMOR VIDEO.

Similar presentations


Presentation on theme: "MAURICIO LEON COMMERCIAL DIRECTOR PERFORMICS SIMON NUDDS DIRECTOR OF UK MEDIA ANALYTICS NIELSEN DORON WESLY HEAD OF MARKET STRATEGY TREMOR VIDEO."— Presentation transcript:

1 MAURICIO LEON COMMERCIAL DIRECTOR PERFORMICS SIMON NUDDS DIRECTOR OF UK MEDIA ANALYTICS NIELSEN DORON WESLY HEAD OF MARKET STRATEGY TREMOR VIDEO

2 IS VOD WITH BENEFITS?

3 VOD IS A LEAN-FORWARD MEDIUM WITH LESS CLUTTER THAT CAN: AMPLIFY AWARENESS GENERATE MORE EFFICIENT & EFFECTIVE CAMPAIGNS COMPLEMENT A TV BUY

4 OBJECTIVE: HOW DOES VOD COMPLEMENT

5 PHASE ONE: VOD CONTRIBUTION TO TVS INCREMENTAL REACH PHASE TWO: VOD CONTRIBUTION TO TV'S AWARENESS AND MESSAGE ASSOCIATION

6 PHASE ONE: VOD CONTRIBUTION TO TVS INCREMENTAL REACH OCT. 2011 - DEC. 2011

7 TV + VOD INCREMENTAL REACH a. FMCG Beverage Alcohol 1.33% b. FMCG Beverage 0.33% c. Finance 0.44% d. Retail (ce) 0.19% e. Tech 0.45% a. FMCG Beverage Alcohol A16-34 ~41% b. FMCG Bev ABC1 Women ~14% c. Finance ABC1 ~20% d. Retail (ce) ABC1 ~10% e. Tech A16-34 ~15% 10-41% OF PEOPLE ONLINE WERE NOT EXPOSED TO TV

8 METHODOLOGY FUSION OF TV AND VOD (ONLINE) PANELS MEASURE REACH AND FREQUENCY ACROSS SINGLE CAMPAIGN MEASUREMENT PERIOD: OCT. 2011 – DEC. 2011 5 BRANDS ACROSS 4 CATEGORIESFMCG BEVERAGE (x2)RETAILFINANCETECH

9 STEP 1 TAG STEP 2 VISUALISE STEP 3 EXTRACT STEP 4 COMBINE METHODOLOGY

10 BARB Respondent Level Data Nielsen Online Respondent Level Data To isolate the impact of online activity when combined with TV, we utilize Nielsen-IMS CampaignRF fusion tool METHODOLOGY

11 BARB Respondent Level Data Nielsen Online Respondent Level Data We link respondents from one dataset to another by using the common variables (i.e. demos, geo demos, etc.) that exist on the BARB panel, Nielsen NetView panels and a hub where the reach results are reported. On-the-fly fusion Using common demo variables METHODOLOGY

12 These linking variables were validated by a series of statistical tests and analyses to ensure they closely match to produce an accuracy level of 95% or higher. BARB Respondent Level Data Nielsen Online Respondent Level Data On-the-fly fusion Using common demo variables Fused result of TV and online viewing METHODOLOGY

13 64.6% 65.93% FMCG BEVERAGE ALCOHOL A16 TV OnlyTV + VOD VOD Effect Incremental to Base of Campaign % Reach 70% 25150 +1.33 Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011

14 FMCG BEVERAGE ABC1W 15+ 87.56% 87.89% TV OnlyTV + VOD VOD Effect Incremental to Base of Campaign % Reach 90% 50550 +0.33 Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011

15 % Reach FINANCE ABC1 ADULTS 78.46% 78.9% TV OnlyTV + VOD VOD Effect Incremental to Base of Campaign 80% 50250 +0.44 Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011

16 RETAIL (CONSUMER ELECT) ABC1 15+ 89.72% 89.91% TV OnlyTV + VOD VOD Effect Incremental to Base of Campaign % Reach 90% 50600 +0.19 Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011

17 TECH 16-34S 87.38% 87.83% TV OnlyTV + VOD VOD Effect Incremental to Base of Campaign % Reach 90% 50550 +0.45 Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011

18 UK DIGITAL VIDEO VIEWERS Digital Viewers (millions) –% change –% of internet users –% of population 2012 32.6 8.9% 69.9% 51.4% 2013 34.4 5.5% 71.7% 53.8% 2014 36.3 5.8% 74.1% 56.4% 2015 37.8 4.1% 75.6% 58.3% 2016 39.1 3.3% 76.7% 59.7% 2017 40.0 2.4% 77.4% 60.6% Digital Viewers (millions) 32.634.436.337.8 39.1 40.0 Source: eMarketer, Feb 2013 VOD PENETRATION

19 PHASE TWO: VOD CONTRIBUTION TO TV'S AWARENESS AND MESSAGE ASSOCIATION

20 VOD AMPLIFIES

21 VOD INCREASE RETURN ON BRANDING +

22 VOD EXTENDS IMPACT

23 METHODOLOGY EXPERIMENTAL DESIGN (TEST VS. CONTROL) NATIONAL REP. SAMPLE FOR ABC1 TARGET TV EXPOSURE (OTS) BASED ON MEDIA CONSUMPTION REPORTING (12 MIN. SURVEY) VOD EXPOSURE BASED ON COOKIE FILE AVIVA MEASUREMENT PERIOD: AUG.-NOV. 2012

24 MEDIA CONSUMPTION QUESTIONS Do you watch commercial TV?

25 Thinking about your commercial TV viewing habits, on average, what time of day do you watch TV?

26 On average, how many hours of commercial TV do you watch a day?

27 Which, if any, of the following TV shows have you watched since 1st of Sep. 2012? Source: Nielsen, Tremor Video Wave 1 = Last month, Wave 2 since Sep 1 2012 SPOT SCHEDULE ITV / ITV+1 Downton Abbey Coronation Street X-factor StationDayTimeSecProgramme ITV London Sun9:45:00 PM :30Downton Abbey

28 Before Campaign Sep.-Oct. TV Sep.-Oct. TV + VOD Nov. No VOD Nov. VOD Nov. Carry Over 33% 39% 37.7% 35.9% 41.4% 2.6% Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug-Nov 2012 VOD AMPLIFIES TV DOMINANT STRATEGY VOD Effect Incremental to Base of Campaign TV is off-air: VOD sustains and increases viewers brand awareness (Unaided Awareness) +5.5%

29 Before Campaign Sep.-Oct. TV Sep.-Oct. TV + VOD Nov. No VOD Nov. VOD Nov. Carry Over 29.2% 43.6% 48% 26.1% 31.7% -3.1% Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012 VOD AMPLIFIES TV DOMINANT STRATEGY VOD Effect Incremental to Base of Campaign +5.6% TV + VOD (vs. TV alone): A higher percentage of viewers connected the core message with the brand (Message Association)

30 Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week Cost to Raise Awareness per Person (Index) RETURN ON BRANDING INVESTMENT TVTV + VOD Unaided Awareness100171 Message Association100101.1 It appears that TV + VOD are less cost efficient at increasing awareness and message association. But the story is very different for light TV viewers (1/4 of ABC1 Target).

31 Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week; *Calculated % x TV Pop; **Calculated based on nationally rep data; ***Light TV Viewers x % Exposed to VOD ABC1 Aviva TV: Heavy, Medium, Light 39.5% Aviva TV Light 48.4% Aviva VOD 55.5% Heavy, Medium, and Light TV Viewers TV + VOD REACH OVERLAP Even though light TV viewers are ¼ of ABC1 Target, they only compromise 15% of TV viewing. 26M VIEWERS ABC1 hrs./day LIGHT 0 – 1.5 LIGHT-MED 1.6 – 2.2 MEDIUM 2.3 – 3.6 MED-HEAVY 3.7 – 5 HEAVY 5.1 – 5.7 14.9% of TV viewing55.5% of TV viewing EFFECTIVE REACH

32 Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week; *Calculated % x TV Pop; **Calculated based on nationally rep data; ***Light TV Viewers x % Exposed to VOD ABC1 Aviva TV: Heavy, Medium, Light 71% Aviva TV Light 31.5% Aviva VOD 77.7% Heavy, Medium, and Light TV Viewers TV + VOD REACH OVERLAP Even though light TV viewers are ¼ of ABC1 Target, they only compromise 15% of TV viewing. TOTAL REACH 26M VIEWERS ABC1 hrs./day LIGHT 0 – 1.5 LIGHT-MED 1.6 – 2.2 MEDIUM 2.3 – 3.6 MED-HEAVY 3.7 – 5 HEAVY 5.1 – 5.7 14.9% of TV viewing55.5% of TV viewing

33 TV Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week/>2 hours per day, TV light = <14 hours/week/<2 hours/day RETURN ON BRANDING INVESTMENT: TV HEAVY/MEDIUM VS. TV LIGHT Cost to Raise Awareness per Person (Index) Unaided Awareness10058.7108.6 Message Association10063.8528.3 TV Heavy/Medium + VOD TV Light + VOD

34 PHASE 2: MESSAGE ASSOCIATION Decay ON AIR WK 1WK 2WK 3WK 4 TV VOD Message Association +2.5 -3.1 Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012

35 TV OFF-AIR VOD ON-AIRON AIR WK 1WK 2WK 3WK 4 TV VOD WK 5WK 6WK 7WK 8 Message Association +2.5 -3.1 y = -22.81ln(x) + 48.202 R 2 = 0.86996 PHASE 2: MESSAGE ASSOCIATION Decay Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012

36 HYPOTHESIS VOD is a lean-forward medium with less clutter that can: Amplify awareness and reach Generate more efficient and effective campaigns Complement a TV buy TV + VOD = TV WITH BENEFITS Incremental Reach: VOD + TV increases by up to 1.33% When TV goes dark: VOD bolsters brand awareness by 5.5%, extending campaign Light TV Viewers: TV + VOD (vs. TV alone) delivers almost 2x the return on branding Brand Performance: TV + VOD drive higher brand performance FRIENDS WITH BENEFITS INDEED

37 MAURICIO LEON mauricio.leon@performics.co.uk @mozleon SIMON NUDDS simon.nudds@nielsen.com DORON WESLY dwesly@tremorvideo.com @sabredutch THANK YOU


Download ppt "MAURICIO LEON COMMERCIAL DIRECTOR PERFORMICS SIMON NUDDS DIRECTOR OF UK MEDIA ANALYTICS NIELSEN DORON WESLY HEAD OF MARKET STRATEGY TREMOR VIDEO."

Similar presentations


Ads by Google