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Perspectives on New Media Measurement PAMRO CONFERENCE – DAKAR August 2011 © 2011 Kantar Media Laurence Chausson International Marketing Director.

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Presentation on theme: "Perspectives on New Media Measurement PAMRO CONFERENCE – DAKAR August 2011 © 2011 Kantar Media Laurence Chausson International Marketing Director."— Presentation transcript:

1 Perspectives on New Media Measurement PAMRO CONFERENCE – DAKAR August 2011 © 2011 Kantar Media Laurence Chausson International Marketing Director

2 Preamble Has photography killed painting? © 2011 Kantar Media

3 Has TV killed the Cinema Industry? Preamble BOLLIWOODNOLLYWOODHOLLYWOOD

4 © 2011 Kantar Media Have s killed the art of writing? Preamble

5 © 2011 Kantar Media Will “New Media” kill the “Old Media”?

6 Media proliferation and fragmentation © 2011 Kantar Media

7 Have a complete view of the media world … © 2011 Kantar Media

8 Off line & Online Newspapers (1) © 2011 Kantar Media

9 Off line & Online Newspapers (2) © 2011 Kantar Media

10 Off line - Online Newspapers & Apps (3) © 2011 Kantar Media

11 Have a complete view of the media world … © 2011 Kantar Media

12 ANALYZING iPAD USAGE User demographics User satisfaction Feedback Application name and version Operating system version Hardware setup Device capabilities Content discovery Geographics Mobile access points Usage activity Loyalty status Segments Behaviour patterns Content consumed Frequency/ Recency BehaviourEnvironment OpinionsCapabilities CASE STUDY IPAD Measurement in Finland © 2011 Kantar Media

13 HS.fi IS #1 MOBILE CONTENT IN FINLAND WE MEASURE VARIOUS DELIVERY PLATFORMS iPad application iPhone applications -Both Safari-based and native app Android application m.hs.fi © 2011 Kantar Media

14 TOTAL MOBILE REACH IS MEASURED THROUGH THE PLATFORMS WE MERGE DATA FROM DIFFERENT TECHNOLOGIES iPad application iPhone applications -Both Safari-based and native app Android applications m.hs.fi HS Mobile Total mobile reach Week 31/2011: unique visitors © 2011 Kantar Media

15 Sample reports from iPad services 1/2: iPad usage times: CASE STUDY IPAD Measurement in Finland © 2011 Kantar Media

16 Sample reports from iPad services 2/2: iPad visit length segments: Access points used by iPad users: CASE STUDY IPAD Measurement in Finland © 2011 Kantar Media

17 Have a complete view of the media world … © 2011 Kantar Media

18 Virtual Meter Minute by minute persons viewing data in usual TAM format for consolidation back onto ratings Deals with ‘live’ and time-shift viewing, or listening. Identifies the source of the video (e.g. iPlayer, YouTube, etc.) by cross-analysing against URL data Measures all video - online and offline Internet Audience measurement reports hits / downloads / streams accessed by PCs © 2011 Kantar Media CASE STUDY – Broadcast content & Online viewing VirtualMeter measurement

19 Demo

20 Some results Better panel performance when Peoplemeter and Virtualmeter task is done in conjunction (for both recruitment and compliance) Very little guest viewing The vast majority of viewing is done by one individual. But most PCs are used by more than one person. Compliance at the same level as for Peoplemeter. CASE STUDY – Broadcast content online viewing VirtualMeter measurement © 2011 Kantar Media

21 Some results (cont.) CASE STUDY – Broadcast content online viewing VirtualMeter measurement © 2011 Kantar Media

22 BBC Study: BBC iPlayer Performance Internet and TV Usage Patterns © 2011 Kantar Media

23 Online media consumption vs traditional TV - scaled to 1 CASE STUDY – Broadcast content viewing online VirtualMeter measurement © 2011 Kantar Media

24 Have a complete view of the media world … © 2011 Kantar Media

25 an involved audience… South Africa - 4 of top 5 audiences since Final three times audience for 2006 final Spain - 2 nd highest ever audience Netherlands - highest ever audience Figs from FIFA audience reports compiled by getty images, fifa.com © 2011 Kantar Media

26 streaming… 50% increase in UK net traffic ENG v SVN Image: warrenski via Flickrwarrenski BBC live online streams ESPN3.com live streams to 6.9m uu biggest live event ever on ESPN3.com © 2011 Kantar Media

27 social media on side… 3,283 tweets per second (Vs 750 on average) © 2011 Kantar Media At the end of Japan VS Denmark

28 not forgetting facebook… 20% update status pre-game 12% during 25% after Src: IAB/ ESPN © 2011 Kantar Media

29 smartphone use, 1 st half, eng v usa Image: Reuters © 2011 Kantar Media

30 Have a complete view of the media world … © 2011 Kantar Media

31 The power of social media was clearly demonstrated in Africa © 2011 Kantar Media

32 Mobile is a necessary way of life in Africa… Global 50% SSA 8% SA 13% (‘10: 18%) Fixed lines decreasing year on year in Africa Tier 1 Emerging 50% © 2011 Kantar Media

33 The social communication… 80% 83%94% (‘10: 96%) 90% SMS is still the most widely used communication feature in Africa. With the phone still being used for more basic functionality. access growing at a fast rate in SA. 31% 18%25% (‘10: 25%) 40% WWW browsing: 22% 15%23% (‘10: 14%) 21% via www site: Global SSA SA Tier 1 Emerging © 2011 Kantar Media

34 Accessing www via mobiles Global 37% SSA 22% SA 58% Tier 1 Emergin g 43% % of mobile users who access www via phone: Almost 60% of South Africans access the world wide web via mobile – are brands mobi ready? © 2011 Kantar Media

35 Are tablets the next big thing? 3%0.4%0.7%2% % ownership: Global SSA SA Tier 1 Emerging © 2011 Kantar Media

36 Mobile is leapfrogging PC in emerging markets SA and Kenya have the highest proportion of internet users who access internet via mobile phone, globally Global n= SSA n=3812, SA n=1000 Accessed the internet in last 4 weeks

37 …and the future of the web is mobile Accessed the internet in past 4 weeks… 56% 82% 83% 39% n=1000

38 Have a complete view of the world media… © 2011 Kantar Media

39 How to be ready to measure possible future audience behaviors? © 2011 Kantar Media

40 Thank You 40

41 Annexes © 2011 Kantar Media

42 Images Sources © 2011 Kantar Media Lascaux Palaeolithic cave paintings Nicephore Niepce - The oldest known photograph in the world (1825) of a 17th century Flemish engraving Eadweard Muybridge (1830 – 1904 ) - Photography's Pablo Picasso - Three Musicians 1921 Jean-Michel Basquiat - Untitled Skull 1981 Iba N'Diaye (1928 – 2008) – painting “L'arrivée d'un train en gare de La Ciotat ” – Auguste and Louis Lumière Star Trek TV Series – created by Gene Roddenberry Avatar James Cameron On line Newspaper pictures taken from following websites: Flipboard App video taken from: GOAB.TV experience video taken from:

43 iPADs cases study in Finland: TNS Gallup and CEM4 Mobile World Cup case study: - Figures from FIFA audience reports compiled by KantarSport - figures from research conducted by the IAB/ ESPN during the World Cup - figures from research conducted by KantarMedia Custom UK during the World Cup Social Media in Africa: -TNS Mobile Life survey - - TNS Digital Life - Survey Sources © 2011 Kantar Media


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