Prepared by - PowerPoint PPT Presentation

1 / 36
About This Presentation
Title:

Prepared by

Description:

This presentation is NOT about media research in far-flung and exotic places ... Bernhard Glock. Manager of Global Communications, P&G. Research Marketing Ltd. 5 ... – PowerPoint PPT presentation

Number of Views:109
Avg rating:3.0/5.0
Slides: 37
Provided by: mrg6
Category:
Tags: glock | prepared

less

Transcript and Presenter's Notes

Title: Prepared by


1
Plenty of Currenies But Whats
the Exchange Rate?
  • Prepared by
  • Manfred Mareck
  • Research Marketing Ltd
  • on behalf of the

Sponsor
October 12 2005
2
This presentation is NOT about media research in
far-flung and exotic places (but yes there is
audience research in Mongolia) It is an attempt
to provide a snapshot of how changes in the media
offerings and advertisers expectations are
influencing how we measure media consumption
3
The World of Advertising in 2005
  • more communications channels fragmentation of
    audiences content via digital mobile
    platforms

Media
  • Better educated and demanding actively choose
    media content different attitude toward
    advertising

The Consumer
  • Legal barriers technical
    options financial
    alternatives mental
    switch-off

Ad Avoidance
4
Changing Focus of Media Research
  • The major weakness (of audience research) is the
    lack of consumer focus and the silo approach
  • Research must start with the consumer and look
    where and when they are receptive across all the
    different communications channels.
  • Bernhard Glock
  • Manager of Global Communications, PG

5
Its not about more precise counting Its about
more Insight and better understanding of consumers
6
Media Planning Today
Media planning today is no longer just about
media and the counting of readers, viewers or
listeners. It is about consumers and their
relationship with media and marketing
channels. It is about identifying those
communication channels that can deliver consumer
attention through compelling content. It is about
identifying where and when consumers are
receptive to commercial messages
7
What Advertisers Want to Know
  • When/where/how we consume media
  • Media usage a single or shared activity
    (multi-tasking)
  • Frame of mind when consuming media
  • Relationship between consumers and their media
  • Receptivity of advertising messages
  • The optimum frequency one, two or three plus
    exposures
  • Multi-media scheduling
  • .
  • and standard measurements, such as net reach,
    audience profile, duplication and CPM as an
    accepted trading currency between vendors and
    buyers

8
Changing Media Research
  • Passive vs. Active measurement
  • Developments in Print
  • Online and emerging channels
  • JICs can they be drivers of change?

9
TV und Radio Audience Measurement
Arbitron Portable People Meter (US TV and Radio
Measurement)
IHA/GfK Radio Control (Swiss Radio Measurement)
Other Suppliers NOP/Eurisko (Italy) pager-type
meter
Ipsos (UK) possible use of mobile
phones
10
Passive Portable Data Collection
Household panel using meters with on/off button
for each household member
Television
Passive and portable meters carried by panel of
individuals (PPM)
Weekly diary or by telephone (day after recall)
based on random sample
Radio
11
TV und Radio Audience Measurement
  • Passive, Portable People Meter

Overnight download to base station
Phone Line
Internet/PC
Radio Sets
Transmitter
Signal from TV or Radio Station
Meter
TV Sets
Satellite Link
Car Radio
Cable Head
12
Passive Portable Data Collection
Household panel using meters with on/off button
for each household member
Television
Passive and portable meters carried by a panel of
individuals (PPM)
Weekly diary or by telephone (day after recall)
based on random sample
Radio
Passive measurement electronic navigation systems
(GPS)
Travel statistics, route selection with or
without Visibility Adjustments
Outdoor
13
Passive Audience Measurement
  • Perceived Benefits
  • Not memory based
  • Less respondents overload
  • Easier multi-channel/multi-platform measurement
  • Better understanding of audience duplication
    between channels
  • Better capture of out-of-home media consumption

14
Passive Measurements
  • Does not rely on respondents memory
  • Implementation initially for Television, Radio
    and Outdoor measurement
  • Ability to measure the increasingly important
    out-of-home media usage
  • Drive-time radio
  • In-store radio/TV
  • Bars/Pubs for TV sports programmes
  • Ability to measure distribution via different
    platforms
  • conventional TV/Radio set
  • Digital sets
  • Online
  • Recorded and time-shifted viewing
  • Multi-media evaluation

15
Passive Measurement Reality Check!
  • Provides a different currency
  • Measures passive rather then active media usage
  • Automatically picks-up audio signals
  • Winners and Losers
  • Smaller, less frequently used media tend to gain
  • Significant difference in performance between
    meter technologies
  • UK RAJAR test
  • Financial considerations

16
Passive Measurement Reality Check!
TV/Radio
Australia, Belgium, Brazil, Canada (Quebec),
Chile, France, Island, Colombia, Mexico, The
Netherlands, Norway, Poland, Portugal, Russia,
Singapore, Switzerland, Spain, USA (Philadelphia,
Houston)
Outdoor
Switzerland, USA (Chicago), Canada (Toronto)
South Africa, Italy, Germany
17
Alternative Data Integration
  • Media-specific surveys still dominate (Silo
    approach)
  • True Single Source
  • Switzerland, Sweden, South Africa, TGI Surveys
  • Data Integration involving Currencies
  • Belgium, Denmark, Germany, France (Newspapers),
    UK (BARBTGI), Japan, New Zealand, Austria,
    Portugal, Latin America (TVTGI)
  • Total Integration
  • Canada (Project Unity)
  • UK (TouchPoints)
  • USA (Project Apollo)

18
Project Apollo (USA)
(Multi)media Usage
Electronic Media PPM Print Media Online Study
30,000 Households 69,000 People (6)
(2006/07)
Lifestyle Information
Purchase Behaviour
Via Online studies and geodemographic data
Via HomeScan, PPM and special surveys
Arbitron 2005
19
Project Apollo
1330 lunch with daughter at local McDonalds
0700 McDonalds radio Spot
20
Changing Media Research
  • Passive vs. Active measurement
  • Developments in Print
  • Online and emerging channels
  • JICs can they be drivers of change?

21
What About Print?
  • Print still measures exposure to the carrier
    (magazine, newspapers, section) and NOT the
    advertisement
  • It measures OPPORTUNITIES to see, not actual
    exposure
  • Global Standard (recent reading) says nothing
    about message delivery
  • Passive measurement still difficult

22
Weekly Print Ratings
  • US (MRS), UK (NRS), Netherlands (NOM), Belgium
    (Sanoma Magazines)
  • Supports the concept of recency planning, where
    when is more important than how many
  • Prints is speaking the language of Television

23
Weekly GRPs
NOM 2002/PointLogic
24
Issue Specific Readership
  • Sweden
  • MediaPulse (24,000 Telephoninterviews pro Jahr)
  • Fluctuation in daily readership
  • Integrated with Orvesto
  • Netherlands
  • Intomart/GfK Issue Specific Reading Test
  • Online survey for weekly titles (last 6 issues)
  • Poss. integration with new NRS

25
Changing Methodologies?
  • Personal Interviewing still dominates, with more
    use CAPI or DS-CAPI
  • Product/brand/lifestyle data usually measured
    with self completion questionnaire
  • CATI not as widely used as previously anticipated
  • Usage of online access panels and other forms
    (SMS) likely to increase

26
Changing Media Research
  • Passive vs. Active measurement
  • Developments in Print
  • Online and emerging channels
  • JICs can they be drivers of change?

27
Online/Internet
  • No intl standard definition of Internet Use
  • Site-centric measurement (standard counts of page
    traffic - ABC)
  • User-centric measurements (NielsenNetRatings,
    comScore)
  • Ad-Server measurement (US IAB)
  • Emergence of JICs to provide acceptable standards
    of RF scores
  • Belgium (CIM Web)
  • Germany (AGOF)
  • Italy (AudiWeb)
  • Netherlands (STIR)

28
Word of Mouth Marketing
  • Aka Consumer Generated Media (CGM)
  • Blogs, Chatrooms, Forums, Online diaries,
    personal Websites etc..
  • Buzzmetrics, Intelliseek
  • Youth market, Food and Pharmaceutical Industry,
    political parties

29
Branded Entertainment
  • Aka Product Placement, Product Integration etc..
  • Key channels are Television and Film
  • Sponsorship (dominates Europe)
  • Branded Entertainment (strong in USA, India)
  • Emerging metrics such as Q Ratio (quality of
    product placement vs. 30 commercial), viewer
    impact
  • Beyond mere delivery of eyeballs
  • Example Penta-Gration

30
Extending Standard TVRs
  • Penta-Gration (TAM Media Research India)
  • 13,000 brands use 250 TV channels
  • Increasing evidence of ad avoidance
  • Additional TV measurements
  • TV ratings (200 channels, 73 cities,
    minute-by-minute ratings)
  • Programme and Commercial Logs (number/lengths of
    breaks, programme credits, sponsor credits etc..)
  • Content Diagnostics (impact of celebrities,
    events or storylines on TV Ratings)
  • Placement Monitor (frame-by-frame capture of
    product placements)
  • Recall values for standard commercials and
    product placement

31
Gaming
  • 35 billion market
  • GameVision 2005
  • Five major European markets
  • Platforms (console, online, mobile etc)
  • Type of game and time spent
  • Demographics of gamers
  • Brand exposure (product placement)
  • Emotion and Impact

32
Changing Media Research
  • Passive vs. Active measurement
  • Developments in Print
  • Online and emerging channels
  • JICs can they be drivers of change?

33
Organisation
  • Europe
  • JICs or similar (tri-partite) organisations
    dominate
  • Research Company selling subscriptions (TGI)
  • Controlled by media owners (e.g. France, Poland)
  • Asia/Pacific
  • Joint initiatives of agencies and media owners
  • Research Company selling subscriptions (TGI)
  • Latin America
  • Research Company selling subscriptions (TGI and
    others)
  • North America
  • Canada JICs or similar
  • USA Research Company selling subscriptions

34
Managing Change
JIC or similar
  • AGMA (Germany)
  • WEMF (Switzerland)
  • PMB (Canada)
  • Netherlands (Print, Online)
  • South Africa (Print)
  • Switzerland (Radio)
  • Italy (Outdoor)

Status quo
innovative
  • ORVESTO (Sweden)
  • Arbitron (USA)
  • China (CTR/TNS
  • USA (Nielsen TV)
  • Japan (Video Research Inc)

Commercial
35
The Future?
  • Demand for more ROI and multi-channel planning
    tools
  • Demand for single source data continues to grow
  • Demand to be met either through
  • Passive measurement TV, Radio, Outdoor, Internet
  • Fusion/Xmedia analysis software will continue to
    evolve but without the emergence of a single
    industry standard
  • Move toward multi-channel planning tools not
    replicated by move toward multi-country planning
    tools (national standards will prevail)
  • Emerging channels acknowledge the need for
    currencies and ROI measurement but industry
    standards are still in the future
  • JICs and commercial organisation will play an
    equal part
  • Advertisers will play a more prominent part

36
  • Manfred Mareck
  • Research Marketing Ltd
  • T 020 8995 7057
  • E mmareck_at_publicitas.com
  • E mmareck_at_research-marketing.co.uk
Write a Comment
User Comments (0)
About PowerShow.com