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© 2015 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written.

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Presentation on theme: "© 2015 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written."— Presentation transcript:

1 © 2015 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. February 2015 Presented by: Ilse Peeters (Research Manager – De Persgroep Publishing) Antoon Van der Steichel (Research Manager – Ipsos) DAILYMETRIE: A daring approach for news brand audience measurement

2 BACKGROUND 2

3 PRINT & DIGITAL Newspapers TRADITIONAL & MOBILE Digital 3 News brands are multimedia

4 Use of different touchpoints during the day morningon the move 4 office

5 5 MEDIA HAVE EVOLVED BUT MEASUREMENT HAS ONLY PARTIALLY EVOLVED

6 Our challenge 6 We are a daily medium and want to see this reflected in our reach parameters. 1 2 We are multi-platform and we want to provide insights on the different touchpoints and their consumers. 3 We want to demonstrate the performance of the advertisements through all of our platforms in a single campaign report, based on net reach, GRP, OTS, …

7 We are a daily medium and want to see this reflected in our reach parameters. 1 2 We are multi-platform and we want to provide insights on the different touchpoints and their consumers. 3 We want to demonstrate the performance of the advertisements through all of our platforms in a single campaign report, based on net reach, GRP, OTS, … Our challenge 7 And budget friendly, user friendly for respondents

8 8 SMS data collection An SMS approach was preferred: Mobile phone penetration is close to 100% Respondent friendly No impact on measured behaviour Budget friendly

9 An SMS approach was preferred: Mobile phone penetration is close to 100% No or only minor barriers Respondent friendly No impact on measured behaviour Budget friendly BUT 9 SMS data collection

10 An SMS approach was preferred: Mobile phone penetration is close to 100% No or only minor barriers Respondent friendly No impact on measured behaviour Budget friendly 10 SMS data collection BUT never used for MULTIMEDIA AUDIENCE MEASUREMENT

11 SMS a day limited to characters CHALLENGE

12 Recruitment through various methods Study overview panel respondents FIELDWORK PERIOD: 2014 QUOTA SET ON: AGE GENDER PROVINCE SOCIAL CLASS

13 Follows publication dates newspaper Average daily response 85% Study overview 13 SMS What have you read yesterday? MORE GRANULAR DATA: DAILY READERSHIP DATA MULTI MEDIA READERSHIP LONGITUDINAL DATA MORE ACCURATE DATA

14 UNIQUE OUTPUT 14

15 Daily reach of news brands 15 1 Total Brand

16 Insights in multi media readership 16 NEWS 2 28% 8% 37% 2% 8% 15% 44 47% 60%40% 33 55% 61%39% 41 66% 57%43%

17 Perfomance in terms of coverage and media reach /12/1424/12/ /12/1431/12/14 Het Laatste Nieuws X XX X X X De Morgen, Het Nieuwsblad, De Standaard, Gazet van Antwerpen, Het Belang van Limburg X XX X X NEWS MEDIAPLAN REACH ACCUMULATION NEWS NET REACH %GRP TOTAL CAMPAIGN REPORT Net Reach %73,9% GRP288,1 OTS3,9 CPT/touchpoint€ 8,65

18 Performance in terms of coverage and media reach 18 3 IMPACT OF THE DIFFERENT CARRIERS/TOUCHPOINT HET LAATSTE NIEUWSDE MORGENHET NIEUWSBLADDE STANDAARDGAZET VAN ANTWERPENHET BELANG VAN LIMBURG NEWS

19 IN SUMMARY 19

20 Dailymetrie = DARING? 20 DAILY DATA on MULTIMEDIA newsconsumption, with almost real time delivery of results DAY Delivering UNIQUE insights in the Belgian news brand landscape, going beyond the existing reach currencies TRANSFORMING a commodity such as SMS into a data collection method capable of capturing multimedia readership

21 21 THANK YOU ILSE PEETERS Research Manager De Persgroep Publishing ANTOON VAN DER STEICHEL Research Manager Ipsos


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