The ARF presents:
360 Media & Marketing
New Directions in Marketing Simulation Scenario
Planning, Comms Planning and Targe...
Welcome & ARF Updates
Joel Rubinson
Chief Research Officer
Thank You to Our Sponsors
Don’t turn off your cell phones!
Follow The_ARF Ad Week events on
Twitter at #arfadweek
Upcoming ARF Event – Industry Leader Forum
Winning with Social Media
November 3, 2009 • New York Athletic Club
Social medi...
Upcoming ARF Events
TO FIND OUT MORE AND REGISTER – WWW.THEARF.ORG
Online Research Quality Council
A Special Meeting
SEPTE...
Welcome
Craig Gugel
SVP, Media Analytics
Mike Hess
EVP, Research Marketing
Science, and Consumer Insights
Keynote Speaker
Coalition for Innovative Media
Measurement (CIMM) Update
Alan Wurtzel
President of Research and Media Deve...
Continually Connecting with
Customers
Greet Your Consumers Everywhere
Matt O’Grady
President, Nielsen Claritas
Sensory Overload
The marketer’s dilemma
“We have done a lot of research and segmentation
studies to understand how they are using our
produ...
Painting
the Customer Portrait
Painters
Best Buy
“Buzz”
“Barry”
“Jill”
“Ray”
How Best Buy Catered to “Jill”
New store design,
more welcoming
Play areas for kids
Lots of educational
toys
Clerks traine...
First Tennessee Bank
First Tennessee Bank
How to Reach
the Right Customer?
Media Measured in SilosIntegrated Media Measurement
Traditonal
Age/Sex
Demo’s
BTA
Linking target 
audiences with the 
most...
Brand Target Audience
GRP = 1% of the demo 
Intended universe 
BRP = 1% of the marketing 
consumer universe
Similar Demographics, Different Value
PROGRAM NETWORK GENRE
A25‐54 
GRPs
Brand A 
A25‐54 
BRPs
Brand A 
A25‐54 
Index
Show...
PROGRAM NETWORK GENRE
A25‐54 
GRPs
Brand A 
A25‐54 
BRPs
Brand A 
A25‐54 
Index
Show 1 NBC General Drama 3.90% 4.90% 126
S...
Original Buy Optimized
Q2 2009 TV Spending as 
Reported by Nielsen 
Monitor Plus: $21 Million A25‐54 GRPs
Brand A 
BRPs
Br...
Original Buy Optimized
Q2 2009 TV Spending as 
Reported by Nielsen 
Monitor Plus: $21 Million A25‐54 GRPs
Brand A 
BRPs
Br...
Online Ad Targeting
Online - Challenges
Unstable, fragmented, unlimited data
How do you identify your best customer?
Are they in market for a ...
Online & Mobile
Visitors request weather information for their locality
Nielsen describes consumers by location through PR...
Online – Case Study
•STEP 1
Segment consumers to
identify meaningful target
group(s) with all-outlet
purchase behavior
•ST...
Thank You
New Directions in Marketing
Simulation & Scenario Planning
Bringing the Consumer Back into Focus
Damon Ragusa
President & ...
New Directions in Marketing Simulation, Scenario Planning, Communications
Planning and Targeting
Targeting has always been...
Build a strategy to greatly increase 2010 marketing spend.
Stop relying so heavily on TV advertising.
Look for ways to bes...
A single platform to look at detail marketing spend for
past, present and future plans
Efficiently winnow down the number ...
New capabilities arising from a
bottom-up simulation
vs.
vs.
See the impact of marketing at the
consumer demographic & seg...
Bring the consumer back into the
media model
This is a consumer to an ABM: This is a consumer to a mix model:
• Female, 47...
An agent-based approach to
media planning
Purchase Behavior
Demographics
Media Usage
Distribution of purchase frequency, m...
Process Steps:
• Investigates segmentation & brand purchase
• Generate agents
• Summarizes marketing for 2-year calibratio...
Actual historical marketing plans, media plans & sales uploaded
Marketing strength parameters (specific to media type & ta...
Media Impact by Segment
MM transactions
Compare Scenarios
1. Marketing turned off in 09 (Reference Point)
2. Continue 08 Plan in 09
3. Current 09 marketing plan
4. Shift 15% of TV ...
Compare Scenarios
MM transactions
112.8 MM
Transactions 
with no 
marketing
112.8 MM
Transactions 
with no 
marketing
Compare Scenarios
Up 28.1%Up 28.1% Down 1.5%Down 1.5%
Up 2.3%Up 2.3%
Down 1.2%Down 1.2%
19.3% 
of total
23.4% 
of total
23...
Compare Scenarios
Compare Scenarios
Up 4.7%Up 4.7%
Down 1%Down 1%
Up 0.8%Up 0.8%
Up 0.6%Up 0.6%
MM transactions
Compare Scenarios
Compare Scenarios
Compare Scenarios
Percent Change to Penetration
Percent Change to Frequency
Continue 08
Revert to prior year planRevert to prior year plan
28.1%
decrease in
media-driven
transactions
28.1%
decrease ...
Radio Shift 09
Shift 15% of TV to RadioShift 15% of TV to Radio
1.5% decrease
in media-driven
transactions
1.5% decrease
i...
Digital Shift 09
Shift 15% of TV to DigitalShift 15% of TV to Digital
1.2% decrease
in media-driven
transactions
1.2% decr...
A Fuller View of a Program’s
Value: Content Power Ratings
Ray Shynn
VP, Associate Research Director
Optimedia
Agenda
What is Content Power Ratings?
Methodology
Highlights & findings
What’s next?
What is Content Power Ratings?
Comprehensive multi-platform audience rating system
• Measures TV program audiences across ...
Why Content Power Ratings?
TV isn’t TV anymore
Agencies buy shows, not ratings
Involvement is a staple for advertisers
Content Power Ratings Methodology
Data Sources
• Optimedia’s primary research
• Nielsen Media Research’s NTI database
• Ni...
Content Power Ratings Methodology
Core Measures
• Audience Delivery - across TV, Web and Mobile
platforms
• Involvement – ...
Content Power Ratings Methodology
Audience Delivery (5) Involvement (4) Advocacy (3)
Traditional / linear television
• Nie...
62
CPR
2.0
Rank
Program Net Type
1 AMERICAN IDOL FOX Reality/Contest
2 LOST ABC Drama
3 OFFICE, THE NBC Sitcom
4 DANCING W...
63
63
CPR 2.0
Rank
Program Net Broadcast/
Cable
1 SATURDAY NIGHT LIVE NBC Broadcast
2 DAILY SHOW WITH JON STEWART, THE Cmd...
64
64
CPR Performance Not Dictated by
Ratings Performance
Prime Time Audience Rank vs. Overall CPR2.0 Rank
0
20
40
60
80
1...
Highlights
American Idol Reigns Supreme
Science Fiction = Strong Online Performer
Comedy Comeback
Politics Invite Viewers
...
American Idol Reigns Supreme
Dominates all 3 screens
in television
in website visits
1st
1st
1st
in mobile
67
67
Lost performs
Sci-Fi wins through
among Sci-Fi shows
best
online streaming
and
appointment viewing
Sci-Fi Programmin...
68
68
6
comedies
Top 20
Comedy Comeback
in
69
Sarah Palin
Tina Fey played
and search volume for
SNL quintupled
Political Firepower
70
60 Minutes &
The Daily Show
also benefited from the
election season
Political Firepower
71
71
Mad Men outperforms
all other cable programs
Cable Winners
72
72
But Showtime & HBO programs do well
despite low TV viewership
Cable Winners
73
73
Different
0
50
100
150
200
250
300
350
400
TVAud.
WebsiteAud.
StreamingAud.(i)
StreamingAudience(ii)
MobileAud.
Awar...
74
74
Gossip Girl was #118 in TV
delivery but #19 for Content
Power Ratings
One Tree Hill ranked #120
for TV and #37 for C...
Saturday Night Live Case Study
76
76
TV Delivery
Rank Program Network
1 TONIGHT SHOW WITH JAY LENO, THE NBC
2 LATE SHOW WITH DAVID LETTERMAN CBS
3 SATURD...
77
77
Awareness
Rank Program Network
1 SATURDAY NIGHT LIVE NBC
2 TONIGHT SHOW WITH JAY LENO, THE NBC
3 LATE SHOW WITH DAVI...
78
78
PR Mentions
Rank Program Network
1 SATURDAY NIGHT LIVE NBC
2 TONIGHT SHOW WITH JAY LENO, THE NBC
3 LATE SHOW WITH DA...
79
79
2009-2010 season reading to be issued early 4th Quarter
Will continue to expand our set of evaluated content
Will co...
80
80
Questions?
Raymond.Shynn@Optimedia-us.com
212 820 3176
Greg.Kahn@Optimedia-us.com
212 858 6248
Contextual Targeting in
Lean-Back Mode
Stacey Lynn Schulman
SVP, Ad Sales Research
Turner Broadcasting
Targeting
People
Message
Time
Place
What if the context of Lean-Forward
could be achieved in Lean-Back mode?
Effective placement of
advertising adjacent to
re...
Instances of Contextual Placement
Are Not Optimized on Television
CONSISTENT CONTEXTCONSISTENT CONTEXTONE-TIME ONLYONE-TIM...
SOURCE: MARCEL AJ (1983) CONSCIOUS AND UNCONSCIOUS PERCEPTION: EXPERIMENTS ON VISUAL MASKING AND WORD
RECOGNITION. COGNITI...
Behavioral
Effect
Behavioral
Effect
More likely to pick wine
from that country
in a dual display
SOURCE: AARTS, HENK (2005...
How It Works
CUSTOMIZED
PLACEMENT
INCREASED
RELEVANCE
3,000+ Title Library3,000+ Title Library
Create MetadataCreate Metadata
Identify ...
Range of Context
ExplicitExplicit CategoricalCategorical AttributiveAttributive
Priming examples include everything from
e...
Miller Brewing Company
Miller, MGD, Milwaukee’s Best
TBS, TNT
ExplicitAgent Musgrave meets Ethan at a convenience store an...
CategoricalFrank drinks from a ‘beer bong’ at a partyOld School
CategoricalFrank meets Frank Sr. in a barCatch Me if You C...
AttributiveCarl and Dupree talk about their friendship prior to Carl’s weddingYou, Me and Dupree
AttributiveGeorgia learns...
Test Cases
Contextual Ad Test Cases
Guess Who
MOVIE SCENE
PRIMED
Verizon
Ad
Wedding Planner
MOVIE SCENE
PRIMED
Payless
Ad
Hitch
MOVIE...
Research Results
The Wedding
Planner
The Wedding
Planner
Guess WhoGuess WhoGuess WhoGuess WhoHitchHitchMOVIE
PaylessPaylessGeicoGeicoVerizo...
Unaided Brand Recall
is Higher for Contextual Ads
31%
50% 49%
38%
33%
57%
62%
43%
Walgreens Verizon Geico Payless
Unaided ...
Strong Awareness
of Special Connection
Q13. In your opinion was there any special connection between this particular movie...
Q12. Please indicate
how much you agree
or disagree with
each of the following
statements about
the ad you just saw
for <B...
Among Those Who Were
Shown Primed Ads
Recognized a
Special Connection
Did Not Recognize
Special Connection
VS.
Q3. There were some commercials in the clip you just watched. What names of advertisers, companies, or brands do you remem...
Q8. How much did you like this ad? (Liked this ad a lot)
Q9. What did you like about this ad for [BRAND]?
8% 9% 8%
4%
16%
...
Q7. How likely would you be to consider <BRAND> if you were to use a <CATEGORY>? (Definitely would consider)
24% 23%
13%
2...
Ad Attributes:
Top 2 Box
78%
74%
77%
72%
48%
42%
42%
35%
Payless
Geico
Verizon
Walgreens
It was an appropriate ad to run d...
Contextual Targeting in a
Lean-Back Mode
Boosts viewer engagementBoosts viewer engagement with commercials by
putting the ...
Q & A
Summary & Adjournment
Craig Gugel
SVP, Media Analytics
The ARF
ARF 360 Media and Marketing Council - AdWeek 2009
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ARF 360 Media and Marketing Council - AdWeek 2009

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At Advertising Week 2009, the 360 Media and Marketing Council of the Advertising Research Foundation presents "New Directions in Marketing Simulation Scenario Planning, Communications, Planning and Targeting."

Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.

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ARF 360 Media and Marketing Council - AdWeek 2009

  1. 1. The ARF presents: 360 Media & Marketing New Directions in Marketing Simulation Scenario Planning, Comms Planning and Targeting September 2009 Teleconference Number: (888) 217.3982 Attendee Passcode: 416 916 27
  2. 2. Welcome & ARF Updates Joel Rubinson Chief Research Officer
  3. 3. Thank You to Our Sponsors
  4. 4. Don’t turn off your cell phones! Follow The_ARF Ad Week events on Twitter at #arfadweek
  5. 5. Upcoming ARF Event – Industry Leader Forum Winning with Social Media November 3, 2009 • New York Athletic Club Social media has provided brand advertisers and marketers, media and agencies with new ways of listening to consumers. Listening leads the way to engaging in conversations and uncovering new actionable insights. Chris Brogan, President of New Marketing Labs, co-author of The New York Times Best Seller Trust Agents, a blog in the top 10 of the Advertising Age Power 150 and in the top 100 on Technorati keynotes Google shows how to use search as a predictive listening tool IBM presents a model for integrating listening into an organization ESPN demonstrates how listening engages and serves fans Panelists from Crispin Porter + Bogusky, Meredith Corporation and Motivequest plus Networking, breakout sessions, meet the speakers and more!
  6. 6. Upcoming ARF Events TO FIND OUT MORE AND REGISTER – WWW.THEARF.ORG Online Research Quality Council A Special Meeting SEPTEMBER 29, 2009 Time Warner Building, NYC ARF Member Day OCTOBER 22 ARF Headquarters, NYC DECEMBER 4, 2009 Time Warner Building, NYC 360 Measurement Day Workshop
  7. 7. Welcome Craig Gugel SVP, Media Analytics Mike Hess EVP, Research Marketing Science, and Consumer Insights
  8. 8. Keynote Speaker Coalition for Innovative Media Measurement (CIMM) Update Alan Wurtzel President of Research and Media Development NBC Universal
  9. 9. Continually Connecting with Customers Greet Your Consumers Everywhere Matt O’Grady President, Nielsen Claritas
  10. 10. Sensory Overload
  11. 11. The marketer’s dilemma “We have done a lot of research and segmentation studies to understand how they are using our products. And the media companies understand the media consumption of segments. And our marketing agencies are conducting in-market analysis to look at how people respond to our messages. We have a ton of information. The challenge is how do we effectively combine all of that the information across all of the related players” —Director, large advertiser
  12. 12. Painting the Customer Portrait
  13. 13. Painters
  14. 14. Best Buy “Buzz” “Barry” “Jill” “Ray”
  15. 15. How Best Buy Catered to “Jill” New store design, more welcoming Play areas for kids Lots of educational toys Clerks trained to ease technology angst Same store sales growth increased 9%
  16. 16. First Tennessee Bank
  17. 17. First Tennessee Bank
  18. 18. How to Reach the Right Customer?
  19. 19. Media Measured in SilosIntegrated Media Measurement Traditonal Age/Sex Demo’s BTA Linking target  audiences with the  most effective  media types WHO? Identify Meaningful  Consumer  Segments/Insights •Demographics •Geographics •Need states/  consumption •Attitudes •Behaviors  WHERE? •TV •Internet •Print •Radio •Other (Outdoor,  OOH, Mobile, etc.)
  20. 20. Brand Target Audience GRP = 1% of the demo  Intended universe  BRP = 1% of the marketing  consumer universe
  21. 21. Similar Demographics, Different Value PROGRAM NETWORK GENRE A25‐54  GRPs Brand A  A25‐54  BRPs Brand A  A25‐54  Index Show 1 NBC General Drama 3.90% 4.90% 126 Show 2 CBS Situation Comedy 3.82% 3.62% 95
  22. 22. PROGRAM NETWORK GENRE A25‐54  GRPs Brand A  A25‐54  BRPs Brand A  A25‐54  Index Show 1 NBC General Drama 3.90% 4.90% 126 Show 2 CBS Situation Comedy 3.82% 3.62% 95 Similar Demographics, Different Value 31% difference for Brand A
  23. 23. Original Buy Optimized Q2 2009 TV Spending as  Reported by Nielsen  Monitor Plus: $21 Million A25‐54 GRPs Brand A  BRPs Brand A  Target Index Brand A  BRPs Brand A  Target Index Broadcast 292 310 106 332 114 Prime 114 116 102 137 120 Sports 178 194 109 195 110 Cable  275 278 101 303 110 Syndication 6 5 92 6 96 Grand Total 573 593 104 640 112 Initial Buy Optimized Buy 83% / 7.778% / 7.3Reach and Avg Frequency
  24. 24. Original Buy Optimized Q2 2009 TV Spending as  Reported by Nielsen  Monitor Plus: $21 Million A25‐54 GRPs Brand A  BRPs Brand A  Target Index Brand A  BRPs Brand A  Target Index Broadcast 292 310 106 332 114 Prime 114 116 102 137 120 Sports 178 194 109 195 110 Cable  275 278 101 303 110 Syndication 6 5 92 6 96 Grand Total 573 593 104 640 112 Initial Buy Optimized Buy 83% / 7.778% / 7.3Reach and Avg Frequency 8% gain means $1.7 million of incremental media value
  25. 25. Online Ad Targeting
  26. 26. Online - Challenges Unstable, fragmented, unlimited data How do you identify your best customer? Are they in market for a category purchase? What was the impact?
  27. 27. Online & Mobile Visitors request weather information for their locality Nielsen describes consumers by location through PRIZM Ads reach the right consumers High CTR, high campaign renewal
  28. 28. Online – Case Study •STEP 1 Segment consumers to identify meaningful target group(s) with all-outlet purchase behavior •STEP 2 Serve ads/promotions to target consumers as they travel through the Yahoo! Network •STEP 3 Conduct Sales Impact Analysis focusing on offline purchase behavior HEAVY CATEGORY BUYERS LOW LOYAL COMPETITIVE BUYERS YAHOO! NIELSEN OPT-IN PANEL 46000 HHs Difference $0.52 Percent Difference +14% 4.32 3.80 Advertised Brand Exposed Unexposed
  29. 29. Thank You
  30. 30. New Directions in Marketing Simulation & Scenario Planning Bringing the Consumer Back into Focus Damon Ragusa President & CEO ThinkVine Corporation
  31. 31. New Directions in Marketing Simulation, Scenario Planning, Communications Planning and Targeting Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal. To underscore the value of targeting in the Communications Planning process several industry leaders will provide us with strategic insights/case studies identifying how they addressed various client targeting issues and/or how they helped their clients arrive at better communications plans through “what-if” scenario planning. 10:05–10:35AM Simulation Technology: New Directions in Marketing Planning Damon Ragusa – CEO, ThinkVine Today’s Presentation
  32. 32. Build a strategy to greatly increase 2010 marketing spend. Stop relying so heavily on TV advertising. Look for ways to best increase spend while shifting into new areas such as digital media. Build in the capability to modify strategy as often as monthly or quarterly. Better understand the impact of alternative marketing & media – OOH, social networks, word-of-mouth. Client challenge
  33. 33. A single platform to look at detail marketing spend for past, present and future plans Efficiently winnow down the number of marketing plans Assess the performance of the media strategy against their consumer segment activation goals Test significant spend increases in digital media Arrive at an “optimal” strategy plan and go-to-market Re-calibration timed with re-evaluation of marketing plan offering fresh insight for mid-course decision making. Outcome
  34. 34. New capabilities arising from a bottom-up simulation vs. vs. See the impact of marketing at the consumer demographic & segment level Rules-based approach allows for a more efficient use of existing data sources Test how new media would perform that has not tried before Build a tool to explore the future not just extrapolate the past 2008 traditional MMM 2010
  35. 35. Bring the consumer back into the media model This is a consumer to an ABM: This is a consumer to a mix model: • Female, 47 Years Old • Caucasian • HH Income $36,000 • Above Average TV Watcher • Below Average Internet User • Price Sensitive • Purchase History = 2.2X/Mo. • Purchase Occasion = 4.1X/Mo. • Ad Resistance Factor = 2 Regression-based mix models tend to average away market heterogeneity. A bottom-up approach such as an agent-based model (ABM) directly incorporates consumer heterogeneity.
  36. 36. An agent-based approach to media planning Purchase Behavior Demographics Media Usage Distribution of purchase frequency, media consumption and promotion activity have known or discoverable distributive characteristics (needs arise with a pattern) Creating agents that are drawn from these distributions while maintaining the relationship to who the consumers are (demos/segments) An agent-based ecosystem can be generated that is highly representative of the individual behaviors within a marketplace.(that’s the goal) Average TV Usage (Hours per day) Promotion Spend Generate a sample of between 15,000 and 50,000 agents.
  37. 37. Process Steps: • Investigates segmentation & brand purchase • Generate agents • Summarizes marketing for 2-year calibration period • Calibration gauges effect of marketing on purchase (see next slide) • Preserve purchase propensities, model intermediate (validation) time • Preserve purchase propensities from intermediate (validation), seed Future Scenarios Client has access to model for Future scenarios • Media summary, upload • Simulations run in a few hours • Re-calibration with new data in under 24 hours Process
  38. 38. Actual historical marketing plans, media plans & sales uploaded Marketing strength parameters (specific to media type & target) are adjusted & model is rerun until error (Mean Absolute Percent Error) is sufficiently small ‘Best’ marketing strength parameters used in all future simulations Calibration & Validation Typical weekly MAPE* is between 3% and 9% depending on the product or service being simulated. * Mean Absolute Percent Error Calibrate Validate Use The model is built and calibrated using your segmentation, media and sales data. Track against hold out data Scenario planning 1 Quarter (8-12 weeks to build) 1-2 Quarters Future
  39. 39. Media Impact by Segment MM transactions
  40. 40. Compare Scenarios
  41. 41. 1. Marketing turned off in 09 (Reference Point) 2. Continue 08 Plan in 09 3. Current 09 marketing plan 4. Shift 15% of TV to radio in 09 5. Shift 15% of TV to trade promo in 09 6. Shift 15% of TV to digital in 09 Scenario Descriptions
  42. 42. Compare Scenarios MM transactions 112.8 MM Transactions  with no  marketing 112.8 MM Transactions  with no  marketing
  43. 43. Compare Scenarios Up 28.1%Up 28.1% Down 1.5%Down 1.5% Up 2.3%Up 2.3% Down 1.2%Down 1.2% 19.3%  of total 23.4%  of total 23.1%  of total 23.8%  of total 23.2%  of total MM transactions
  44. 44. Compare Scenarios
  45. 45. Compare Scenarios Up 4.7%Up 4.7% Down 1%Down 1% Up 0.8%Up 0.8% Up 0.6%Up 0.6% MM transactions
  46. 46. Compare Scenarios
  47. 47. Compare Scenarios
  48. 48. Compare Scenarios
  49. 49. Percent Change to Penetration
  50. 50. Percent Change to Frequency
  51. 51. Continue 08 Revert to prior year planRevert to prior year plan 28.1% decrease in media-driven transactions 28.1% decrease in media-driven transactions
  52. 52. Radio Shift 09 Shift 15% of TV to RadioShift 15% of TV to Radio 1.5% decrease in media-driven transactions 1.5% decrease in media-driven transactions
  53. 53. Digital Shift 09 Shift 15% of TV to DigitalShift 15% of TV to Digital 1.2% decrease in media-driven transactions 1.2% decrease in media-driven transactions
  54. 54. A Fuller View of a Program’s Value: Content Power Ratings Ray Shynn VP, Associate Research Director Optimedia
  55. 55. Agenda What is Content Power Ratings? Methodology Highlights & findings What’s next?
  56. 56. What is Content Power Ratings? Comprehensive multi-platform audience rating system • Measures TV program audiences across television, online and mobile • Factors in viewer “involvement” and “advocacy” First launched in March 2008 Three reports published
  57. 57. Why Content Power Ratings? TV isn’t TV anymore Agencies buy shows, not ratings Involvement is a staple for advertisers
  58. 58. Content Power Ratings Methodology Data Sources • Optimedia’s primary research • Nielsen Media Research’s NTI database • Nielsen Online’s VideoCensus • comScore’s Media Metrix 2.0 • E-Poll’s FastTrack™ Television • Dow Jones Factiva • Google Trends Evaluated Content • Primetime and Late Night • Broadcast, Cable and Pay Cable • Calendar Year 2008
  59. 59. Content Power Ratings Methodology Core Measures • Audience Delivery - across TV, Web and Mobile platforms • Involvement – overall awareness of and loyalty to program • Advocacy – overall levels of conversation and PR activity, plus personal recommendations
  60. 60. Content Power Ratings Methodology Audience Delivery (5) Involvement (4) Advocacy (3) Traditional / linear television • Nielsen Media Research national television ratings Website visits • comScore Media Metrix Video streams • Nielsen Online VideoCensus Online viewing as % of survey respondents • e-Poll FastTrack Mobile viewing • Nielsen Mobile Awareness of program • e-Poll FastTrack % of core viewers who rate the program as excellent • e-Poll FastTrack % of core viewers who make every effort to watch the next episode • e-Poll FastTrack Google search volume for the program • Google Trends # of articles mentioning the program (incl. print & online) • Dow Jones Factiva % of core viewers that recommend the program to others • e-Poll FastTrack % of core viewers who discussed the program with friends or family • e-Poll FastTrack
  61. 61. 62 CPR 2.0 Rank Program Net Type 1 AMERICAN IDOL FOX Reality/Contest 2 LOST ABC Drama 3 OFFICE, THE NBC Sitcom 4 DANCING WITH THE STARS ABC Reality/Contest 5 GREY'S ANATOMY ABC Drama 6 HEROES NBC Drama 7 FAMILY GUY FOX Adult Animation 8 CSI: CRIME SCENE INVESTIGATION CBS Drama 9 SURVIVOR CBS Drama 10 HOUSE FOX Drama 11 DESPERATE HOUSEWIVES ABC Drama 12 BONES FOX Drama 13 FRINGE FOX Drama 14 30 ROCK NBC Sitcom 15 60 MINUTES CBS News 16 SIMPSONS FOX Adult Animation 17 NCIS CBS Drama 18 UGLY BETTY ABC Sitcom 19 GOSSIP GIRL CW Drama 20 SCRUBS NBC Sitcom 21 MENTALIST, THE CBS Drama 22 BIG BROTHER CBS Reality/Contest 23 BIGGEST LOSER NBC Reality/Contest 24 PRISON BREAK FOX Drama 25 JERICHO CBS Drama The Top Performers: Primetime
  62. 62. 63 63 CPR 2.0 Rank Program Net Broadcast/ Cable 1 SATURDAY NIGHT LIVE NBC Broadcast 2 DAILY SHOW WITH JON STEWART, THE Cmdy Cable 3 COLBERT REPORT, THE Cmdy Cable 4 TONIGHT SHOW WITH JAY LENO, THE NBC Broadcast 5 LATE SHOW WITH DAVID LETTERMAN CBS Broadcast The Top Performers: Late Night
  63. 63. 64 64 CPR Performance Not Dictated by Ratings Performance Prime Time Audience Rank vs. Overall CPR2.0 Rank 0 20 40 60 80 100 120 140 160 180 200 0 20 40 60 80 100 120 140 160 180 200 Audience Rank CPR2.0Rank
  64. 64. Highlights American Idol Reigns Supreme Science Fiction = Strong Online Performer Comedy Comeback Politics Invite Viewers The Cable Story Rookies of the Year CW Shows are Alive and Kicking
  65. 65. American Idol Reigns Supreme Dominates all 3 screens in television in website visits 1st 1st 1st in mobile
  66. 66. 67 67 Lost performs Sci-Fi wins through among Sci-Fi shows best online streaming and appointment viewing Sci-Fi Programming Draws in Viewers
  67. 67. 68 68 6 comedies Top 20 Comedy Comeback in
  68. 68. 69 Sarah Palin Tina Fey played and search volume for SNL quintupled Political Firepower
  69. 69. 70 60 Minutes & The Daily Show also benefited from the election season Political Firepower
  70. 70. 71 71 Mad Men outperforms all other cable programs Cable Winners
  71. 71. 72 72 But Showtime & HBO programs do well despite low TV viewership Cable Winners
  72. 72. 73 73 Different 0 50 100 150 200 250 300 350 400 TVAud. WebsiteAud. StreamingAud.(i) StreamingAudience(ii) MobileAud. Awareness Rateexcellent ApptViewing SearchVol. PRMentions Reco'd WordofMouth of CPR performancedrivers Fringe’s top 25 rank reflects superior online audiences and better than average buzz (PR, search volume) and word of mouth The Mentalist did much better than average in terms of TV ratings Index vs Average Rookies of the Year
  73. 73. 74 74 Gossip Girl was #118 in TV delivery but #19 for Content Power Ratings One Tree Hill ranked #120 for TV and #37 for CPR Viewers search and watch online CW Wins Online Viewers online
  74. 74. Saturday Night Live Case Study
  75. 75. 76 76 TV Delivery Rank Program Network 1 TONIGHT SHOW WITH JAY LENO, THE NBC 2 LATE SHOW WITH DAVID LETTERMAN CBS 3 SATURDAY NIGHT LIVE NBC Website Visits Rank Program Network 1 SATURDAY NIGHT LIVE NBC 2 DAILY SHOW WITH JON STEWART, THE COMEDY 3 LATE LATE SHOW WITH CRAIG FERGUSON, THE CBS Online Streaming: Actual Rank Program Network 1 SATURDAY NIGHT LIVE NBC 2 DAILY SHOW WITH JON STEWART, THE COMEDY 3 LATE LATE SHOW WITH CRAIG FERGUSON, THE CBS Online Streaming: Self-Reported Rank Program Network 1 SATURDAY NIGHT LIVE NBC 2 DAILY SHOW WITH JON STEWART, THE COMEDY 3 COLBERT REPORT, THE COMEDY Audience Delivery
  76. 76. 77 77 Awareness Rank Program Network 1 SATURDAY NIGHT LIVE NBC 2 TONIGHT SHOW WITH JAY LENO, THE NBC 3 LATE SHOW WITH DAVID LETTERMAN CBS Rate Excellent Rank Program Network 1 DAILY SHOW WITH JON STEWART, THE COMEDY 2 COLBERT REPORT, THE COMEDY 3 SPORTS CENTER ESPN Appointment Viewing Rank Program Network 1 DAILY SHOW WITH JON STEWART, THE COMEDY 2 SPORTS CENTER ESPN 3 CHELSEA LATELY E! Search Volume Rank Program Network 1 SATURDAY NIGHT LIVE NBC 2 DAILY SHOW WITH JON STEWART, THE COMEDY 3 SPORTS CENTER ESPN Involvement
  77. 77. 78 78 PR Mentions Rank Program Network 1 SATURDAY NIGHT LIVE NBC 2 TONIGHT SHOW WITH JAY LENO, THE NBC 3 LATE SHOW WITH DAVID LETTERMAN CBS Most Highly Recommended Rank Program Network 1 COLBERT REPORT, THE COMEDY 2 DAILY SHOW WITH JON STEWART, THE COMEDY 3 CHELSEA LATELY E! Word of Mouth Rank Program Network 1 COLBERT REPORT, THE COMEDY 2 DAILY SHOW WITH JON STEWART, THE COMEDY 3 SATURDAY NIGHT LIVE NBC Advocacy
  78. 78. 79 79 2009-2010 season reading to be issued early 4th Quarter Will continue to expand our set of evaluated content Will continue to take advantage of improved technologies/vendors Will continue to help our planners and buyers identify and align with content that holistically meets client needs • High rating and high involvement What’s Next for Content Power Ratings?
  79. 79. 80 80 Questions? Raymond.Shynn@Optimedia-us.com 212 820 3176 Greg.Kahn@Optimedia-us.com 212 858 6248
  80. 80. Contextual Targeting in Lean-Back Mode Stacey Lynn Schulman SVP, Ad Sales Research Turner Broadcasting
  81. 81. Targeting People Message Time Place
  82. 82. What if the context of Lean-Forward could be achieved in Lean-Back mode? Effective placement of advertising adjacent to relevant content
  83. 83. Instances of Contextual Placement Are Not Optimized on Television CONSISTENT CONTEXTCONSISTENT CONTEXTONE-TIME ONLYONE-TIME ONLY HIGH LOW REACHREACH Oscars (SPECIAL EVENT)
  84. 84. SOURCE: MARCEL AJ (1983) CONSCIOUS AND UNCONSCIOUS PERCEPTION: EXPERIMENTS ON VISUAL MASKING AND WORD RECOGNITION. COGNITIVE PSYCHOLOGY, 15: 197-237. SOURCE: JUSTINE FOO, PH.D., 4/18/07 SOURCE: SANYAL A (1992) PRIMING AND IMPLICIT MEMORY: A REVIEW AND A SYNTHESIS RELEVANT FOR CONSUMER BEHAVIOR. ADVANCES IN CONSUMER RESEARCH, 19: 795-805 An unconscious, implicit memory process Exposure to certain stimuli (words, pictures, music, etc.) unconsciously influences the brain’s processing of subsequent stimuli • Priming occurs even when people do not consciously perceive contextual cues • It only takes 50 msec to prime an object • The effects of priming can last up to a year! • Priming effects are observable to the same degree in all age groups • Psychologists have studied and recognized priming for over 20 years Priming is the Foundational Concept
  85. 85. Behavioral Effect Behavioral Effect More likely to pick wine from that country in a dual display SOURCE: AARTS, HENK (2005), UTRECHT UNIVERSITY SOURCE: KAY, ALAN (2004), STANFORD UNIVERSITY SOURCE: NORTH AC, HARGREAVES DJ & MCKENDRICK J (1999) THE INFLUENCE OF IN-STORE MUSIC ON WINE SELECTIONS. JOURNAL OF APPLIED PSYCHOLOGY, 84(2): 271-276. SOURCE: ALPERT JI & ALPERT MI (1990) MUSIC INFLUENCES ON MOOD AND PURCHASE INTENTIONS. PSYCHOLOGY AND MARKETING, 7: 109-133. SOURCE: BONE PF & JANTRANIA S (1992) OLFACTION AS A CUE FOR PRODUCT QUALITY. MARKETING LETTERS 3(3): 289-296. SOURCE: SPANGENBERG ER, CROWLEY AE & HENDERSON PW (1996) IMPROVING THE STORE ENVIRONMENT: DO OLFACTORY CUES AFFECT EVALUATIONS AND BEHAVIORS? JOURNAL OF MARKETING 60(APRIL): 67-80. Context Has Proven Effects On Consumer Behavior …it primes a concept in your mind …it primes a concept in your mind “French” Listening to French music in a wine store When you are exposed to a Contextual Cue… When you are exposed to a Contextual Cue…
  86. 86. How It Works
  87. 87. CUSTOMIZED PLACEMENT INCREASED RELEVANCE 3,000+ Title Library3,000+ Title Library Create MetadataCreate Metadata Identify Targeting OpportunitiesIdentify Targeting Opportunities Custom Match Client Brands to Contextual Categories Custom Match Client Brands to Contextual Categories On-Air DeliveryOn-Air Delivery MeasureMeasure Proprietary Ad Placement Process
  88. 88. Range of Context ExplicitExplicit CategoricalCategorical AttributiveAttributive Priming examples include everything from explicit product placement to attributive characteristics Turner’s proprietary system can effectively deliver on each one of these opportunities, thereby optimizing contextualization
  89. 89. Miller Brewing Company Miller, MGD, Milwaukee’s Best TBS, TNT ExplicitAgent Musgrave meets Ethan at a convenience store and tries to convince him to accept a mission Mission Impossible III ExplicitCadets Fischer and Hodge go to a bar, talk about school, and then get in a fight Guardian, The ExplicitRicky returns to Talladega Speedway with…Talladega Nights ExplicitDespite Lucius’ warnings, Ricky drivesTalladega Nights 4 of 4 Client X Demonstration Metadata Context Search EXPLICIT
  90. 90. CategoricalFrank drinks from a ‘beer bong’ at a partyOld School CategoricalFrank meets Frank Sr. in a barCatch Me if You Can CategoricalDick and Jane host a birthday pool partyFun with Dick and Jane CategoricalEmily waits at a fancy restaurant for Fischer…Guardian, The CategoricalCadets are asked to leave the bar…Guardian, The ExplicitDespite Lucius’ warnings, Ricky drivesTalladega Nights CategoricalJulia’s sister makes a toast to Julia’s engagement. Everyone raises their glasses and cheers. A party ensues. Mission Impossible III CategoricalJohn misbehaves at parties, Jeremy proposes to Gloria, and Claire has melancholy Wedding Crashers CategoricalClaire makes a toast to the newlywedsWedding Crashers CategoricalJohn and Jeremy attend weddings, receptions and celebrationsWedding Crashers Miller Brewing Company Alcoholic beverages, Bars, Parties TBS, TNT 10 of 13 Client X Demonstration Metadata Context Search CATEGORICAL
  91. 91. AttributiveCarl and Dupree talk about their friendship prior to Carl’s weddingYou, Me and Dupree AttributiveGeorgia learns she is going to live. Everyone rejoicesLast Holiday AttributiveSam rescues Gracie. Sam and Gracie become friendsMiss Congeniality 2 AttributiveMitch, Frank, and Beanie meet in front of Mitch’s new houseOld School AttributiveJeremy tells John that it’s Wedding SeasonWedding Crashers AttributiveDupree finds Carl in a bar. Carl drinks heavily. Dupree tries to motivate Carl to find his ‘inner self’. You, Me and Dupree CategoricalFrank drinks from a ‘beer bong’ at a partyOld School CategoricalJulia’s sister makes a toast to Julia’s engagement. Everyone raises their glasses and cheers. A party ensues. Mission Impossible III CategoricalJohn misbehaves at parties, Jeremy proposes to Gloria, and Claire has melancholy Wedding Crashers CategoricalClaire makes a toast to the newlywedsWedding Crashers CategoricalJohn and Jeremy attend weddings, receptions and celebrationsWedding Crashers Miller Brewing Company Friendship, Fraternity, Buddy TBS, TNT 11 of 19 Client X Demonstration Metadata Context Search ATTRIBUTIVE
  92. 92. Test Cases
  93. 93. Contextual Ad Test Cases Guess Who MOVIE SCENE PRIMED Verizon Ad Wedding Planner MOVIE SCENE PRIMED Payless Ad Hitch MOVIE SCENE PRIMED Walgreens Ad Guess Who MOVIE SCENE PRIMED Geico Ad
  94. 94. Research Results
  95. 95. The Wedding Planner The Wedding Planner Guess WhoGuess WhoGuess WhoGuess WhoHitchHitchMOVIE PaylessPaylessGeicoGeicoVerizonVerizonWalgreensWalgreensBRAND Shoe StoreShoe StoreInsuranceInsuranceWirelessWirelessPharmacyPharmacyCATEGORY CONTROL TEST CONTROL CONTROLTESTTESTCONTROLTEST THE OTX STUDY WAS CONDUCTED FROM 12/17/07-01/07/08. Test – Primed Control – Not Primed CONTEXTUAL AD CUSTOM RESEARCH STUDY Objectives and Methodology Objective Turner partnered with OTX to determine whether placing an advertisement adjacent to relevant program content has a positive impact on key measures including unaided recall, favorability, consideration and awareness of the content connection. Methodology Respondents were invited via email to view a 20 minute video (containing movie content and commercials) within OTX’s online survey environment. Respondents within the test cell were shown a group of ads after a relevant clip in the movie while the control cell was shown the same commercials after a scene that was unrelated to the advertising. The test ad was always positioned first within the break. Sample 8 cells (300 each) n=2400 Based on A18-49 with an even distribution of males and females and ages 18-34 and 35-49.
  96. 96. Unaided Brand Recall is Higher for Contextual Ads 31% 50% 49% 38% 33% 57% 62% 43% Walgreens Verizon Geico Payless Unaided Recall (%) Q3. There were some commercials in the clip you just watched. What names of advertisers, companies, or brands do you remember? In all cases, unaided recall was higher among respondents who viewed the primed ads compared to those in the non-primed groups. PrimedNot Primed
  97. 97. Strong Awareness of Special Connection Q13. In your opinion was there any special connection between this particular movie and the commercial for <BRAND>? 12% 12% 16% 28% 58% 20% 50% 52% Walgreens Verizon Geico Payless With the exception of Verizon, at least half of the respondents who were shown the primed ads were able to make a connection between the ad and the movie. Awareness (%) PrimedNot Primed
  98. 98. Q12. Please indicate how much you agree or disagree with each of the following statements about the ad you just saw for <BRAND>? Scale of 1-5, where 1 is strongly disagree and 5 is strongly agree Ad Attributes: Top 2 Box Placing the ads in relevant content caused respondents to describe the ads as more appropriate and fitting for the particular movie. Contextual Ads Produced Higher Appropriateness and Fit Scores 65% 58% 49% 56% 55% 37% 47% 43% Payless Geico Verizon Walgreens It was an appropriate ad to run during this movie 59% 53% 34% 50% 47% 30% 31% 27% Payless Geico Verizon Walgreens The ad fit with this particular movie Primed Non-Primed
  99. 99. Among Those Who Were Shown Primed Ads Recognized a Special Connection Did Not Recognize Special Connection VS.
  100. 100. Q3. There were some commercials in the clip you just watched. What names of advertisers, companies, or brands do you remember? Q5/5a. What was the brand name of the <CATEGORY> featured in the ad? 22% 54% 44% 33% 41% 68% 80% 53% Walgreens Verizon Geico Payless Unaided Recall (%) Special Connection No Special Connection Among those in the test group who recognized a special connection, unaided brand recall was significantly higher. Unaided Brand Recall Is Significant
  101. 101. Q8. How much did you like this ad? (Liked this ad a lot) Q9. What did you like about this ad for [BRAND]? 8% 9% 8% 4% 16% 30% 25% 17% Walgreens Verizon Geico Payless Ad likeability was significantly higher among people who saw a connection between the movie they were viewing and the ad they were shown. Greater Likeability Among Those Making the Connection Ad Likeability (%) : Top Box Special Connection No Special Connection
  102. 102. Q7. How likely would you be to consider <BRAND> if you were to use a <CATEGORY>? (Definitely would consider) 24% 23% 13% 20% 36% 48% 15% 34% Walgreens Verizon Geico Payless Increased Brand Consideration was Evident Among Those Making the Connection Consideration (%) – Top Box Special Connection No Special Connection
  103. 103. Ad Attributes: Top 2 Box 78% 74% 77% 72% 48% 42% 42% 35% Payless Geico Verizon Walgreens It was an appropriate ad to run during this movie 78% 75% 67% 66% 38% 30% 25% 28% Payless Geico Verizon Walgreens The ad fit with this particular movie Q12. Please indicate how much you agree or disagree with each of the following statements about the ad you just saw for <BRAND>? Scale of 1-5, where 1 is strongly disagree and 5 is strongly agree Connection of Ad to Movie Results in Higher Appropriateness and Fit Scores Special Connection No Special Connection Placing the ads in relevant content caused respondents to describe the ads as significantly more appropriate and fitting for the particular movie.
  104. 104. Contextual Targeting in a Lean-Back Mode Boosts viewer engagementBoosts viewer engagement with commercials by putting the viewer in a category-relevant mindset before the commercial appears Increases recall and recognitionrecall and recognition Reinforces the brand as a member of a particularparticular categorycategory and thus strengthens its position within the viewer’s consideration set Aligns the brand with one or more desirable benefitsbenefits and/or attributesand/or attributes in viewers’ minds
  105. 105. Q & A
  106. 106. Summary & Adjournment Craig Gugel SVP, Media Analytics The ARF

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