Bienvenidos al II Seminario Anual de la TV Cable

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Bienvenidos al II Seminario Anual de la TV Cable
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LAMAC

• Formada y financiada por 29 Canales miembros

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Misión

• Facilitar el entendimiento de la TV Cable y su
  lugar en el panorama de medios en Chile y América
  Latina.
  
• Desarrollar la inversión publicitaria en TV
  Cable, superando los obstáculos de la industria.
  
• Promover una distribución equitativa de la
  inversión publicitaria.

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Objetivo

• Compartir cifras actualizadas de la televisión de
  Paga.
  
• Discutir nuevos conceptos de mercadeo.

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Los medios tradicionales ERAN la fuente princi
pal de entretenimiento
Revolución de la información y los medios
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Los consumidores tienen muchas alternativas
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A tan solo 6 clicks y 2 segundos
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Los consumidores tienen el control
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El mundo de hoy es diferente

• Necesitamos redefinir nuestros esquemas de
  comunicación y mercadeo
  

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Diferenciar las marcas es cada vez más difícil
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Hoy todos los productos se pueden duplicar
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Entonces

• cómo podemos diferenciar nuestras marcas?

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A través de

• Mensaje publicitario
• Los medios

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Pero los medios han recibido menos importancia
como herramienta para la diferenciación de marcas
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Históricamente
Quiero más alcance!
Quiero CPMs más bajos!
Quiero estar en el canal de la Universidad
Católica!
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Las personas buscan algo para ellos, y no para
todos
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• Hacia dónde va la TV Cable?

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La penetración muestra una tendencia de
crecimiento
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Fuente IBOPE Media (Chile). Tablas de universos
2004-2007
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La TV Cable tiene una penetración del 35
Fuente IBOPE Media (Chile). Tablas de universos
2007
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La TV Cable fragmenta la audiencia de TV Abierta
-42
Fuente IBOPE Media (Chile). Media Workstation.
Rating promedio anual 2006 Total personas,
lunes a domingo, 0600 a 3000 hrs.
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Lo que representa un 16 del share de audiencia
Fuente IBOPE Media (Chile). Media Workstation.
Share promedio anual 2006 de TV Cable.
Total personas, lunes a domingo, 0600 a
3000 hrs.
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Porque nos debemos ajustar a la realidad

• Los shares de la TV abierta ha disminuido de 84
  a 81
  

Fuente IBOPE Media (Chile), Media Work Station,
share trimestral Enero 2005-Diciembre 2006. Total
día, lunes a domingo, target total personas.
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El share en las personas ABC1 ha mantenido un
crecimiento constante
33.9
31.8
31.7
13
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Fuente IBOPE Media (Chile). Media Workstation.
Share promedio anual 2003-2006 En personas
ABC1, lunes a domingo, 0600 a 3000 hrs.
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La inversión mínima en la TV Cable debe ser de 16
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No hacerlo es obviar el ritmo del mercado!
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Por eso estamos aquí
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Al Ries Hay que alcanzar a la gente que cuenta
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Frans Kok, MarketResponse
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Frans demostró
ratings ? efectividad
efectividad apreciación
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Frans Kok también concluyó

• Existe la transferencia
• Buscar congruencia entre el medio ambiente y la
  marca
  
• Los medios transfieren sus cualidades a las
  marcas que ahí se anuncian

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Dr. Edward C. Malthaouse Northwestern University

• Profesor de integrated marketing
  communications.
  
• Especialidad en medios y minería de datos.
• Autor de publicaciones como Journal Consumer
  Psychology
  
• Co-editor en The Journal of Interactive
  Marketing
  

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Media Engagement and Advertising Congruence

• EDWARD C. MALTHOUSESills Distinguished Associate
  Professor of Integrated Marketing Communications
  
• Senior Researcher, Media Management Center
• MEDILL SCHOOL OF JOURNALISMNORTHWESTERN
  UNIVERSITYecm_at_northwestern.edu

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Overview

• What is engagement?
• Why does engagement matter?
• Engagement causes advertising effectiveness (in
  addition to execution factors)
  
• Experiential congruence between ads and
  advertising vehicles make ads even more
  effective
  
• How can cable TV leverage its focused, relevant
  content to attract advertisers?
  
• As time permits, which medium is most engaging?

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Two Views of Media

• Traditional view of Media
• Advertising effectiveness depends on the product
  and creative execution of the ad
  
• Media is about optimizing exposure to the ad
• The New View of Media Advertising effectiveness
  depends on
  
• The media context of the ad
• As well as the product and ad execution

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What is Engagement?

• Marc (1966) How disappointed a person would be
  should the magazine stop publication.
  
• Davina Kent, TiVo Engagement is the average
  time spent in a branded experience.
  
• Mark McLaughlin, Yahoo! Operationally, Yahoo!
  defines Engagement on two dimensions Loyalty
  (retention of unique users, new visitors per
  month, average properties/channels per user) and
  usage (average minutes per day ? average days per
  month, average page views per visit ? visits per
  month, share of minutes spent online). .

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Engagement ? Usage

• Instead, Engagement causes usage and me to
• Be attentive
• Regard it as one of my favorites
• Be very satisfied with it or parts of it
• Recommend it to a friend
• Think I would miss it if it were no longer
  published
  
• The absence of Engagement causes me to stop using
  it
  
• Engagement is more fundamental (and actionable)
  than its consequences. It more actionable
  because it is more directly under the control of
  content producers

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What is Engagement?

• MI4 Committee Working Definition Engagement is
  turning on a prospect to a brand idea enhanced by
  the surrounding context.
  
• Mike Pardee, Scripps Networks Scripps defines
  viewer engagement in terms of four factors ad
  receptivity, life enhancing, trusted source, and
  Near Dear TV.

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What is Engagement?
The collective experiences with
contentExperiences are the thoughts, feelings
and beliefs of readers about their program
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Engagement The collective experiences with
content
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Our Research Approach

• (Exploratory Research) Qualitative interviews
  with consumers generate descriptive statements
  (items)
  
• Watching this TV program gives me something to
  talk about.
  
• (Descriptive Research) Survey (agree-disagree
  with items)
  
• Exploratory factor analysis to identify latent
  dimensions and purify scales
  
• Social talk-about-it experience, also indicated
  by
  
• I bring up things I have seen on this program in
  conversations with many other people.
  
• I use things I have seen on this program in
  discussions or arguments with other people I
  know.
  
• A big reason I watch it is to make myself more
  interesting to other people.
  
• I give advice and tips to people I know based on
  things Ive seen
  
• Confirmatory survey and factor analysis (CFA)
• Higher-order CFA models identify Engagement
• Evaluate effects on readership and advertising

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Published Engagement Studies
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ESPN Ad
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I am a better person for using this site/watching
this show
I like for other people to know I watch this show
Self-Esteem Experience
Reading this newspaper/magazine/site makes me
feel good about myself
Watching this news program makes me feel like a
better citizen
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I lose myself in the pleasure of watching this
program
Its an escape
Going to this site improves my mood, makes me
feel happier
It takes my mind off other things that are going
on
Timeout Experience
Its a quiet time
I like to kick back and wind down with it
I like to go to this site when I am eating or
taking a break
Reading/Watching is my time alone
It is my reward for doing other things
I feel less stress after reading it
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I look at the pictures in it and think Wow!
Its an escape
I can picture myself at the scene of the events
and places described
I like to picture things in my own mind while I
am reading it
Visual / Transportation Experience
I sometimes show a picture in it to someone else
I like to look at the pictures even if I dont
read the story
I like to look at the pictures for a while
Most often I look at the pictures before reading
the article
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Timeout and Visual Experiences in Country Home
Magazine
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The stories in the news affect me emotionally
When watching the news, I want to learn how
stories end
Some stories on the news touch me deep down
Positive Emotional Experience
I find myself wondering how things could have
turned out differently
It features people who make you proud
It helps me to see that there are good people in
the world
Bold items measure positive emotional experience
for TV news
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This newspaper has columns that give good advice
I learn about things to do or places to go in
this newspaper
It shows me how to do things the right way
I really like the tips in the magazine
Utilitarian Experience
You learn how to improve yourself from this site.
It helps me make up my mind and make decisions
I look at the magazine as educational. I am
gaining knowledge
This site provides information that helps me make
important decisions
I get good ideas from this web site
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It addresses issues or topics of special concern
to me
I look at it as educational. I am gaining
something
Its important I remember later what I have read
Makes Me Smarter Experience
It updates me on things I try to keep up with
Even if I disagree with information on this site,
I feel I have learned something valuable
This program stimulates my thinking about things
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It always has something that surprises me
It often makes me laugh
Entertainment Experience
It is definitely entertaining
I like stories about the weird things that can
happen
Once you start surfing around this site, its
hard to leave
I really do have a lot of fun visiting this site
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Im as interested in input from other users as I
am in the regular content on this site.
A big reason I like this site is what I get from
other users.
On-Line Community Experience
Overall, the visitors to this site are pretty
knowledgeable about the topics it covers.
This site does a good job of getting its visitors
to contribute or provide feedback.
Ive gotten interested in causes I otherwise
wouldnt have because of this site.
Id like to meet other people who regularly visit
this site.
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Watching the news makes a difference in my life
Watching the news makes me feel like a better
citizen
It makes me feel more a part of my community
Civic Experience
Our society would be much weaker without TV news
/ NP
I count on this NP to investigate wrongdoing
I think people who do not read this NP or one
like it are at a disadvantage in life
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I tend to watch TV news at the same time or times
each day
I always go through the same routine when I read
it
It helps me get my day started in the morning
Routine Experience
Its part of my daily routine
I use TV news to get my news for the day
This is one of the sites I always go to when Im
surfing the web
I know the layout well and where to find things
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Disengagement Experiences

• Negativity Experience
• There is so much sad and scary news that it is
  hard to watch.
  
• Too much time is spent on negative things.
• Not enough effort is made to cover the good
  things that happen.
  
• They are always trying to catch people or tear
  them down.
  
• Hype Experience
• The local news that I watch covers accidents and
  crimes way too much.
  
• I wish they would talk less and show me more.
• Too much of what they do is done mainly to try to
  get more people to watch.
  
• The same stories on the news are repeated day
  after day.
  

• All-the-Same Experience
• The different news programs I watch are all very
  similar in the way they do the news.
  
• The different news programs all have the same
  stories.
  
• Selective Surfer Experience
• When watching the television news I try to see
  what stories are coming up so I can catch the
  ones I want to see and avoid the ones I dont.
  
• I always wonder what the other news programs are
  covering when I am watching the news.
  
• I pick and choose what I pay attention to on the
  news.
  
• I often turn on the news to see if there is
  anything going on.
  
• Background Experience
• I like to have the television news on in the
  background while I am doing other things.
  
• When I watch the news I prefer to sit and focus
  on it. (negative loading)
  
• While Im watching, usually the activity going on
  in the room around me is on my mind.

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Engagement The collective experiences with
content
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Does Media Engagement affect Usage and Reactions
to Advertising?

• Engagement predicts usage across TV News,
  magazines, web sites and newspapers based on
  correlations and multiple regressions see
  papers for details
• Engagement-Advertising studies
• Magazines Pure Water ad (n3654, 100 mags)
• Newspapers Pure Water ad (n4100, 101 NPs)
• Web iPod Orbitz banner ads (n11541, 7 sites)
• Magazines Affinity ad copy-testing study
  (n25000, 5,000 ads executions, 72 mags)
  
• Magazines Meredith Study (n1511, 5 ads, 4
  mags)
  

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Design of Ad Studies

• Measure experiences with a specific publication
• Measure confounding variables, e.g., product
  usage, ad receptivity
  
• Show ad that either appeared or tell respondents
  it will appear in their publication
  
• Measure reactions to ad
• Pure Water copy test
• Web intent to click, copy test
• Affinity recall, actions taken
• Mag and Web studies context-free control groups

Affinity study experiences measured after ad
measures, no confounding variables measured
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Effect of Some Magazine Experiences on Pure Water
Ad
Timeout
Credibility
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Pure Water Ad, 101 Newspapers, 4,100 Respondents
Credibility
Timeout
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Orbitz Ad, 7 Web Sites, 11,541 Respondents
Timeout
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iPod Ad, 7 Web Sites, 11,541 Respondents
Timeout
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5,000 ads, 72 Magazines, 25,000 Respondents
Timeout
Timeout
Engaged readers are those with an average of 3.5
or more on the scale. Results hold across ads and
magazines after controlling for characteristics
of execution
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Meredith Congruency Study
http//www.medill.northwestern.edu/faculty/malthou
se/congruence.pdf
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Meredith Congruency Study

• Magazines evaluated on Visual, Timeout, Positive
  Emotional, Utilitarian, and Inspirational
  Experiences
  
• Ads evaluated on Transportation
• The ad took my mind off of other things
• An ad like this is a bit of an escape
• I could picture myself in the scene of the events
  in the ad
  
• I felt I was right there in the ad experiencing
  the same thing
  
• We compute the experiential congruence between
  each ad and each magazine

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Average Experience Levels
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Visual Distances Between Ads and Magazines
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Does Media involvement Affect Advertising?

• Conclusion we have shown that involvement with
  web sites, newspapers, and magazines affects
  reactions to many different ads and vehicles
  
• See papers for multivariate hierarchical linear
  model analysis conclusions hold across
  
• Hundreds of Publications in different media
• Thousands of Ads
• Multiple effectiveness measures (recall, copy
  test measures, intention to click, attitude
  toward ad and product),
  
• Even after controlling for general ad liking and
  product category interest, and comparing with a
  context-free control group
  
• The more congruent the experiences between the ad
  and magazine are, the more effective the ad is

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How can cable TV leverage its focused, relevant
content to attract advertisers?

• Identify a set of experiences that your network
  delivers and support with data
  
• Improve ad effectiveness by
• Evaluating fit of an ad in a program using our
  Contextual Fit Index. (Ad Experiences determined
  through copy testing)
  
• Encouraging advertisers to create experiential
  versions

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Cross-Media Experience and Involvement Comparisons

• Which medium is most engaging?
• Compute engagement measures for large samples of
  web sites, magazines and newspapers (measure
  average over respondents)
  
• Compare distributions of engagement measures
  across publications within a medium and across
  media

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Engagement
Credibility / Trust
Timeout
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Cross-Media Conclusions

• There are many ways that media can be engaging.
  Different vehicles within a medium can be
  stronger or weaker on delivering specific
  experiences.
• For each experience, there is substantial
  variation across titles within a medium.
  
• While there are differences in the median
  engagement/experiences levels across media, there
  tends to be more variation across titles within a
  medium.
• For magazines and to a lesser extent for web
  sites, there is substantially more variation
  across titles in experiences than for overall
  engagement.

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Efectividad publicitariaContexto del medio
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Efectividad publicitariaContexto del medio
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Buscando la afinidad entre
Consumidor
Marca
Medio
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Algunos ejemplos
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Ejemplos de Anuncios Locales
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Práctico Económico
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Cámaras Digitales - Chile -
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Quién es el comprador de cámaras digitales?
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Perfil demográfico
Fuente TGI Latina 2006 W III. Base personas en
Chile
Total Chile
Cámaras Digitales
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Perfil demográfico
Fuente TGI Latina 2006 W III. Base personas en
Chile
Total Chile
Cámaras Digitales
Más del 60 se concentra en NSE ABC1C2
La mitad se concentra entre los 12 y 29 años
Concentraciones demográficas más importantes para
cámaras digitales
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Perfil demográfico
Fuente TGI Latina 2006 W III. Base personas en
Chile
Total Chile
Cámaras Digitales
TV Abierta
La TV Abierta no se concentra en ningún segmento
específico de la población
arriba del total poblacional de Chile
Concentraciones demográficas más importantes para
cámaras digitales
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Perfil demográfico
Fuente TGI Latina 2006 W III. Base personas en
Chile
Total Chile
Cámaras Digitales
Radio
La radio tampoco
arriba del total poblacional de Chile
Concentraciones demográficas más importantes para
cámaras digitales
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Perfil demográfico
Fuente TGI Latina 2006 W III. Base personas en
Chile
Total Chile
Cámaras Digitales
OOH
OOH tiene ligeras concentraciones en jóvenes y
gente de NSE medio-alto, pero éstas no son
significativas
arriba del total poblacional de Chile
Concentraciones demográficas más importantes para
cámaras digitales
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Perfil demográfico
Fuente TGI Latina 2006 W III. Base personas en
Chile
Total Chile
Cámaras Digitales
TV Paga
Congruencia en NSE
Congruencia en edades
arriba del total poblacional de Chile
Concentraciones demográficas más importantes para
cámaras digitales
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Perfil demográfico
Fuente TGI Latina 2006 W III. Base personas en
Chile
Total Chile
Cámaras Digitales
TV Abierta
TV Paga
Radio
OOH
Los medios selectivos, como la TV Paga
ofrecen una audiencia demográficamente
similar a los consumidores de cámaras digitales
arriba del total poblacional de Chile
Concentraciones demográficas más importantes para
cámaras digitales
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• Y no solo demográficamente

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Perfil psicográfico
Opiniones y actitudes Top 2 Box. Top 15 de
opiniones generales más representativas para los
consumidores de cámaras digitales.
Fuente TGI Latina 2006. Base personas de Chile
Cámaras Digitales
Total Chile
Index vs. Total Chile
Preocupadas por el cuidado de su higiene
personal. Interesados en cuestiones internaciona
les como viajes, culturas y comida extranjera.
Tratan de estar al día en los avances
tecnológicos. Son buscadores de calidad y valor p
or su dinero
Opiniones más representativas de los consumidores
de cámaras digitales
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Perfil psicográfico
Opiniones y actitudes Top 2 Box. Top 15 de
opiniones que diferencian a los poseedores de
cámaras digitales del resto de la población
Chilena. Fuente TGI Latina 2006. Base personas
de Chile
Categoría vs. Total Chile
Prefiere Canales de TV Abierta
Prefiere Canales de TV Paga
Opiniones de los consumidores de cámaras digitales
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Perfil psicográfico
Opiniones y actitudes Top 2 Box. Top 15 de
opiniones que diferencian a los poseedores de
cámaras digitales del resto de la población
Chilena. Fuente TGI Latina 2006. Base personas
de Chile
Categoría vs. Total Chile
Prefiere Canales de TV Abierta
Prefiere Canales de TV Paga
Las personas que prefieren canales de TV Paga
tienen una psicografía más cercana
a los consumidores de cámaras digitales.
Index vs. total Chile
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Qué canales de televisión son más congruentes
con la categoría?
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Perfil demográficoCanales preferidos de TV
Abierta
Fuente TGI Latina 2006 W III. Base personas en
Chile
Preferencia Opinion acerca del canal Uno de
mis favoritos Muy bueno
Universidad Catolica TV
Cámaras Digitales
Total Chile
Tlevisión Nacional
Red Televisión
Chilevision
Megavision
Ningún canal de TV Abierta tiene una
configuración demográfica similar a los consumido
res de
cámaras digitales
arriba del total poblacional de Chile
Concentraciones demográficas más importantes para
cámaras digitales
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Perfil psicográficoCanales preferidos de TV
Abierta
Preferencia de los canales Uno de mis favoritos
Muy bueno Opiniones y actitudes Top 2 Box.
Fuente TGI Latina 2006 W III. Base personas en
Chile
Categoría vs. Total Chile
Universidad Catolica TV
Tlevisión Nacional
Red Televisión
Chilevision
Megavision
Tampoco psicográficamente
Index vs. total Chile
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Y los canales de la TV Paga?
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Perfil demográficoCanales preferidos de TV Paga
Fuente TGI Latina 2006 W III. Base personas en
Chile
Preferencia Opinion acerca del canal Uno de
mis favoritos Muy bueno
Cámaras Digitales
Total Chile
TV Cable I
TV Cable II
TV Cable III
TV Cable V
TV Cable VI
TV Cable IV
En la TV Paga podemos encontrar canales
que son demográficamente congruentes con los
consumidores de cámaras digitales
arriba del total poblacional de Chile
Concentraciones demográficas más importantes para
cámaras digitales
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Perfil psicográficoCanales preferidos de TV Paga
Preferencia de los canales Uno de mis favoritos
Muy bueno Opiniones y actitudes Top 2 Box.
Fuente TGI Latina 2006 W III. Base personas en
Chile
Categoría vs. Total Chile
TV Cable I
TV Cable II
TV Cable III
TV Cable V
TV Cable VI
TV Cable IV
También psicográficamente
Index vs. total Chile
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Los variedad en los canales de TV Paga nos ofrece
distintos vehículos de comunicación que tienen
alta afinidad hacia los consumidores de ciertas
categorías.
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Los consumidores son DifEreNtes
Chile debe seguir los nuevos ritmos del mercado
Lo más contraproducente es mantener el status quo

• Recordemos que el panorama de medios es diferente

Por lo que se necesitan estrategias diferentes