Jane ClarkeManaging DirectorCoalition for Innovative Media Measurement                         Jim Spaeth                 ...
Why We’re Here          1.  CIMM’s USA TouchPoints !              Proof of Concept Pilot Study          2.  Field Results ...
Coalition for Innovative Media Measurement                                                                                ...
CIMM Mission•  Explore and identify new media measurement   methodologies through collaborative pilot studies   and/or whi...
CIMM’s Cross-Platform Focus     Syndicated                Syndicated             Communications   Planning Tools          ...
USA TouchPoints "CIMM Proof of Concept Study                     •  Test MBI’s eDiary cross-media                        m...
USA TouchPoints 10-Day eDiaryWhere   With Whom   Activities           Media            Emotions                      iPhon...
CIMM Proof of Concept Study                               8!
How Well Did ConsumersKeep the eDiary?                         9!
90 Seconds to Enter Data … "   Consistent Across 10 Days                      Average Number of Seconds per Entry Seconds ...
8 Questions Answered per Entry … "       Consistent Across 10 Days                                  Average Number of Ques...
15 Data Entries Each Day …"    Consistent Across 10 Days                                  Average # of Data Entries# of Ba...
Most Participants Found the TaskEnjoyable                 Post-eDiary Perceptions   100%    80%                   96%     ...
Next Steps:  Third Party Processors     Case Studies                 Fusion                                           Talk...
How Can USA TouchPoints Deliver New Insights "for Media?                           15!
Introducing Life Context     Who they’re with                              Where they are                                 ...
Daily Lives of Moms Millennials    Gen X       Baby Boomers   Age 18-32    Age 33-46      Age 47-64                       ...
The Day in the Life of Mom                  Activities That Make Her Mom                   •  Basic Duty (Meals, Chores)  ...
Mom’s Weekday Locations               Moms 25-54                                                                          ...
Mom’s Weekday Activities                                                                                                  ...
Daily Reach!                                         0%                                               20%                 ...
Mom’s Weekday Media Landscape                                                                                             ...
The Evolution of Mom’s Daily Life   “Millennials”                                        “GenX”                           ...
Digging Deeper "into 2 Aspects of Moms’ Lives"               •  Meal Prep               •  Connecting                     ...
Weekday Meal Prep "               Boomers Do Breakfast, Gen Xers Do Dinner                                  % of Moms Prep...
Meal Prep Mindset"        Very Small Number of Moms Are Happy!               20%               15%Daily Reach             ...
Weekday Media & Meal Prep" TV Strong but So Are Mobile and Radio                          Daily Reach of Media Using Durin...
Weekday Connecting "               Socializing Builds Throughout "               the Day                             % of ...
Socializing at Night Makes Moms Happiest                                                  % of Moms who Are Happy         ...
Weekday Connecting & Media"          Mobile Phone and TV Part of the Scene                                Media in Use Whi...
The Value of USA TouchPoints                           Advertising ROI Moments of Receptivity       Life Context          ...
THANK YOU!              Jane Clarke              Managing Director              Coalition for Innovative Media Measurement...
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Insights from CIMM

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Insights from Coalition for Innovative Media Measurement (CIMM) were presented at Advertising Research Foundation’s (ARF) AM 6.0 conference, held in 2011. Through the use of eDiaries and the example of moms, a presentation was given on the value of USA touchpoints to increase ROI. Presenters included Jane Clarke-Managing Director of Coalition for Innovative Media Measurement & Jim Spaeth-Partner at Media Behavior Institute.

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Insights from CIMM

  1. 1. Jane ClarkeManaging DirectorCoalition for Innovative Media Measurement Jim Spaeth Partner Media Behavior Institute 1!
  2. 2. Why We’re Here 1.  CIMM’s USA TouchPoints ! Proof of Concept Pilot Study 2.  Field Results 3.  Unique Life Context Insights 2!
  3. 3. Coalition for Innovative Media Measurement 3!
  4. 4. CIMM Mission•  Explore and identify new media measurement methodologies through collaborative pilot studies and/or whitepapers with independent companies. •  Initial focus on two key areas: •  TV measurement through set-top-box data •  Cross-platform media measurement 4!
  5. 5. CIMM’s Cross-Platform Focus Syndicated Syndicated Communications Planning Tools Verification Tools Effectiveness/ ROI  Understand cross   Monitor delivery of   Identify best practices media & concurrent usage and users in ROI and ROMO media behavior in during campaigns analysis context of life for verification and activities for target course correction   Measurement of audiences communications   Post campaign effectiveness across  Estimate verification of platforms unduplicated reach unduplicated reach and frequency and frequency across platforms across platforms 5!
  6. 6. USA TouchPoints "CIMM Proof of Concept Study •  Test MBI’s eDiary cross-media measurement system and currency database fusion –  Methodologically –  Logistically •  Demonstrate how TouchPoints can add new insights for media planning and buying 6!
  7. 7. USA TouchPoints 10-Day eDiaryWhere With Whom Activities Media Emotions iPhone App is now being adapted for other smartphones 7!
  8. 8. CIMM Proof of Concept Study 8!
  9. 9. How Well Did ConsumersKeep the eDiary? 9!
  10. 10. 90 Seconds to Enter Data … " Consistent Across 10 Days Average Number of Seconds per Entry Seconds by Day 120100 80 60 40 20 0 1 2 3 4 5 6 7 8 9 10 Day 10!
  11. 11. 8 Questions Answered per Entry … " Consistent Across 10 Days Average Number of Questions # of Questions per Day10.0 9.5 9.0 8.5 8.0 7.5 7.0 1 2 3 4 5 6 7 8 9 10 Day 11!
  12. 12. 15 Data Entries Each Day …" Consistent Across 10 Days Average # of Data Entries# of Batches per Day201510 Participants Enter 3 Half-Hours " at a Time 5 0 1 2 3 4 5 6 7 8 9 10 Day 12!
  13. 13. Most Participants Found the TaskEnjoyable Post-eDiary Perceptions 100% 80% 96% 99% 60% 40% 20% 0% Found task extremely or Believed they provided fairly easy complete and accurate information always/most of the time 13!
  14. 14. Next Steps: Third Party Processors Case Studies Fusion Talk " comScore Track Nielsen" Rentrak Online GfK MRI Respondents USA " Nielsen" TouchPoints©" Diary Nielsen" TV Homescan 14!
  15. 15. How Can USA TouchPoints Deliver New Insights "for Media? 15!
  16. 16. Introducing Life Context Who they’re with Where they are Media How they feel What they’re doing When they are doing it What" What kind "they buy, own, use of people they are 16!
  17. 17. Daily Lives of Moms Millennials Gen X Baby Boomers Age 18-32 Age 33-46 Age 47-64 17!
  18. 18. The Day in the Life of Mom Activities That Make Her Mom •  Basic Duty (Meals, Chores) •  Care-giving •  Making A Living •  Connecting •  Exploring Her Own Interests •  Down Time 18!
  19. 19. Mom’s Weekday Locations Moms 25-54 Other place 120% Airport Hotel or motel 100% School or college 80% Someone elses workplace Gym or health 60%Daily Reach! club Outdoors away from home 40% Someone elses home Car or other 20% traveling Any Store 0% Any Restaurant 6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM Any Workplace My home or yard 19!
  20. 20. Mom’s Weekday Activities Sleeping or napping Moms 25-54 160% Relaxing Commercial services 140% Community organizations or clubs 120% Religious or spiritual activity Studying or education 100% Shopping 80%Daily Reach! Hobbies or pastimes Sports or exercise 60% Care of elderly or others 40% Childcare Washing or dressing 20% Traveling or commuting 0% Housework or chores 6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM Socializing Food Prep Or Eating Working 20!
  21. 21. Daily Reach! 0% 20% 40% 60% 80% 100% 6:00 AM Moms 25-54 7:00 AM 8:00 AM 9:00 AM 10:00 AM On my own 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM With Immediate Family 4:00 PM 5:00 PM 6:00 PM 7:00 PM Mom’s Weekday Social Context 8:00 PM With Spouse Only 9:00 PM 10:00 PM 11:00 PM21!
  22. 22. Mom’s Weekday Media Landscape eBook Moms 25-54 100% Print (News,Mag) Radio Mobile Apps/ 80% Web Mobile Text Mobile Talk 60% Trad Media OnlineDaily Reach! Social Network 40% Email Internet 20% Videogames DVD/Video 0% DVR 6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM Live TV 22!
  23. 23. The Evolution of Mom’s Daily Life “Millennials” “GenX” “Boomers” Age 18-32 Age 33-46 Age 47-64 7% 7% 7% 10% 20% 10% 5% 12% 10% 28% 29% 28% 14% 17%15% 14% 33% 15% 13% 26% 16% 23% 15% 26% Basic duty Connecting Make a living Down time Care-giving Outside interests 23!
  24. 24. Digging Deeper "into 2 Aspects of Moms’ Lives" •  Meal Prep •  Connecting 24!
  25. 25. Weekday Meal Prep " Boomers Do Breakfast, Gen Xers Do Dinner % of Moms Preparing Food/Cooking in Any Given Half-Hour 40% 30%Daily Reach 20% 10% 0% 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P 12A 6A 7A 8A 9A Millennial Mom Genx Mom Boomer Mom 25!
  26. 26. Meal Prep Mindset" Very Small Number of Moms Are Happy! 20% 15%Daily Reach 10% 5% 0% 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P 10A 11A 12A 6A 7A 8A 9A Millennial Mom, Happy Genx Mom, Happy Boomer Mom, Happy 26!
  27. 27. Weekday Media & Meal Prep" TV Strong but So Are Mobile and Radio Daily Reach of Media Using During Meal Prep 140% 120% 4% 12% Print (News,Mag) 100% 10% 4% Radio 13% 12% 22%Daily Reach Social Network 80% 11% Mobile Talk/Text 60% 21% 17% 12% Email 40% 10% Internet 20% 39% 43% DVD/Video 24% Live TV 0% Millennial Mom GenX Mom Boomer Mom 27!
  28. 28. Weekday Connecting " Socializing Builds Throughout " the Day % of Moms Socializing in Any Given Half-Hour 40%Daily Reach 20% 0% 6A 7A 8A 9A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P 10A 11A 12A Millenial Mom GenX Mom Boomer Mom 28!
  29. 29. Socializing at Night Makes Moms Happiest % of Moms who Are Happy While Socializing Weekday 25% 20% 15%Daily Reach 10% 5% 0% 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P 10A 11A 12A 6A 7A 8A 9A Millennial Mom, Happy Genx Mom, Happy Boomer Mom, Happy 29!
  30. 30. Weekday Connecting & Media" Mobile Phone and TV Part of the Scene Media in Use While Socializing 140% 120% 21% Radio 100% 16% 16% Social 8% NetworkDaily Reach 80% 33% 14% Mobile Talk/ 24% 8% Text 60% 16% Email 40% Internet 20% 30% 23% 24% Live TV 0% Millennial Mom GenX Mom Boomer Mom 30!
  31. 31. The Value of USA TouchPoints Advertising ROI Moments of Receptivity Life Context 31!
  32. 32. THANK YOU! Jane Clarke Managing Director Coalition for Innovative Media Measurement jane.clarke@cimm-us.org Jim Spaeth Partner Media Behavior Institute jim@mediabehavior.com

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