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  • 1. Apply Media Analysis & Processing Tools BSBADV407ATable of ContentsTable of Contents...................................................................................................................................1OzTam / Nielsen Television Audience Measurement............................................................................2Out of Home - MOVE.............................................................................................................................3Commercial Radio - Nielsen On-Line Radio Companion........................................................................4Consumer Survey Data - Roy Morgan - Asteroid...................................................................................5BCC AdSystems - Media Desktop...........................................................................................................6Bibliography...........................................................................................................................................7Jaddan Bruhn Page 1
  • 2. Apply Media Analysis & Processing Tools BSBADV407AOzTam / Nielsen Television Audience MeasurementWhat is itOzTam provides television audience measurement data on free to air television viewing in the metropolitanmarkets (Sydney, Brisbane, Melbourne, Adelaide & Perth); and for all subscription television channels acrossAustralia.How does it impact the media processThe data generated by OzTam provides the media industry with audience share and program performancefigures, that, from an advertising perspective, facilitates the construction of relevant costing models foradvertising slots for all day-parts, and the data that underpins the target audience ratings point (TARP) criticalto the media buying process (in expected viewing projections, and to reconcile variances in actual viewingfigures).How does it functionOzTam data is processed in the early hours of the morning following each day surveyed, and is available to endusers the same day.The data is collected from a set of households (FTA data comes from 3035 homes: Sydney 765, Melbourne705, Brisbane 615, Adelaide 475 and Perth 475; Subscription TV data comes from 1,200 homes across themetro and regional market) deemed statistically most representative (within two percentage points) of theAustralian television viewing population. Households are selected following participation in the EstablishmentSurvey, with approximately 10% of survey participants being selected. The Establishment survey provides thedemographic and psychographic context through which the ratings information is subsequently analysed.OzTam audience measurement data is broken up into 10 survey periods during the year, covering a period of40 weeks.Whilst the television audience measurement data is owned by OzTam, the process of household selection, thehardware to capture and send data and the requisite software required for this is owned and operated byNielsen TV Audience Measurement Australia (formerly AGB Nielsen Media Research). The infrastructurerequired to collect the relevant data from the large number of devices participating individuals use to viewtelevision (including devices that facilitate delayed viewing), is equipment Nielsen uses called “Peoplemeters”,and it manages the ongoing data collection and data matching and authentication functions through their“Pollux” proprietary software.Benefits, Advantages & DisadvantagesOzTam data is critical to the media planning and buying process by providing the information to determinemedia consumption habits of target audience segments, facilitating the most cost effective media placementand allocation of a media budget.Though the OzTam data is able to pinpoint what participants had their television (or associated PVR device)turned onto (tuned into) at a given moment in time, it is unable to measure a level of audience engagementwith what is being watched, does not record whether participants are “multitasking” (i.e. on the internet, onthe phone, talking, cooking etc), and cannot determine whether a device has been turned on, with no-onewatching at all.Jaddan Bruhn Page 2
  • 3. Apply Media Analysis & Processing Tools BSBADV407AOut of Home - MOVEWhat is itMOVE (Measurement of Outdoor Visibility and Exposure) is an audience measurement system for out of homeadvertising sites, accessible to media buyers and outdoor media operators via the internet. It is the onlyoutdoor measurement system that is endorsed by the Outdoor Media Association, the Media Federation ofAustralia and the Australian Association of National Advertisers. The MOVE system currently containsapproximately 60,000 individual advertising “faces” in roadside, transport and retail/lifestyle locations. MOVEcovers the five metropolitan markets of Sydney, Brisbane, Melbourne, Adelaide and Perth, with the geographic“Primary Coverage Areas” measured are the same as the areas measured for television ratings (metropolitanmarkets). The media companies with inventory in the MOVE system are currently: Adshel, APN Outdoor,Bailey Outdoor Advertising, Bishopp Outdoor Advertising, EYE, GOA Billboards, iOM, JCDecaux, MetrospaceOutdoor Advertising, oOh!media, Outdoor Systems, Savage Signs and TorchMedia.How does it functionThe MOVE measurement system is built on “The Zenith Travel Modelling System”, a traffic simulation / traveldemand tool comprising a four step process (Trip Generator, Trip Distribution, Travel Mode & Trip Assignment)to predict a defined set of behaviours based on a set of variables. In the context of MOVE, Zenith models thelikelihood specific demographics will have an “Opportunity to See” an out of home advertisement. In additionto this information, MOVE contains specifically commissioned survey data and applies a “Visibility Index” scoreto rate the individual characteristics of the advertising space.How does it impact the media processThe value MOVE assigns as the “Opportunity to See” an out of home advertisement, multiplied by theadvertising space’s location and visibility factors defined “Visibility Index”, assign each “face” in MOVE’sinventory a “Likelihood to See” value. As the software models differing behavioural patterns defined bydemographic sets, the same advertising space may attract a different “Likelihood to See” score in differentdemographic sets, reflecting differing viewing and behavioural patterns in different locations tracked betweenthe demographic sets.Benefits, Advantages & DisadvantagesSplicing the data contained in the MOVE system, users can generate reports to project the reach andfrequency anticipated outcomes for their advertising campaign against 100 different demographic profiles,making effective outdoor media buying decisions for “faces” contained in the MOVE inventory of sites.The effectiveness and comprehensiveness of this system is limited by its inclusion of only a defined set ofmedia operators’ “faces”, and only within 5 cities (excluding smaller cities and all regional areas). MOVE hasalso undertaken to only update the data it uses for modelling a minimum of once per year.Jaddan Bruhn Page 3
  • 4. Apply Media Analysis & Processing Tools BSBADV407ACommercial Radio - Nielsen On-Line Radio CompanionWhat is itThe Nielsen Company uses the Sticker Diary Method to collect radio ratings data from a minimum sample sizeof the metropolitan radio market comprising a participant set distributed approximately: Sydney andMelbourne 2,400; Brisbane 2,000; Adelaide 1,750; Perth 1,850.How does it functionSurvey participants are categorised according to their responses to a Lifestyle Questionnaire. The sampleselected to participate is representative of the radio listening population, and the data Nielsen records fromthis process, matched against responses from the Lifestyle Questionnaire, comprise the predictive modellingdata sets contained in Nielsen’s On-Line Radio Companion software.Benefits, Advantages & DisadvantagesThe Radio Advisor feature of the software allows users to run query analysis against a predefined set ofdemographic categories, across single, multiple or a combination of markets, to determine reach andfrequency values across station schedules to test and propose effective placements for a media buyer’s client’sadvertising campaign.Although regional radio markets are purported to be surveyed on an ad-hoc basis, the functionality of theanalysis software is focused almost exclusively on demographics and data sets from the 5 metropolitanmarkets of Sydney, Melbourne, Brisbane, Adelaide and Perth.This software is useful for analysis only and cannot be used by media buyers to book media placementsdirectly.Jaddan Bruhn Page 4
  • 5. Apply Media Analysis & Processing Tools BSBADV407AConsumer Survey Data - Roy Morgan - AsteroidWhat is itAsteroid is an integrated software system for querying large consumer survey data responses (either from RoyMorgan Research or a licensed service provider) at high speed.How does it functionThe value of the database is in the strength in the quality of data contained within it – in Asteroid there is noaggregation of data; every answer to every question by every respondent is held within it, allowing for multiplequery types to be run (with the ability to run subsequent filter queries on data sets already extracted foranalysis), using complete variables, individual groups or using ad-hoc definitions. Asteroid also supportsstatistical querying and supports export of data reports to other programs including Excel (though, as adatabase, Asteroid functions in a similar manner to Access).How does it impact the media processThe speed of analysis and the very large capacity of the database makes Asteroid a useful tool in testinghypotheses against the data set’s demographic and psychographic variables, providing the user with a rich veinof data to mine, to find out more detailed information on a proposed target audience, providing an enhancedpicture of their lifestyle and behaviour and for results to be compared against data sets for the wholepopulation.Benefits, Advantages & DisadvantagesWith the inclusion of the media consumption section of the data set, Asteroid is a tool for media buyers toselect the most accurate media vehicles to reach their target audience, and to detect alternative targetaudiences for their client, based on the data available for analysis in Asteroid.The results of data queries can be presented in a variety of formats (data reports, charts).It is not clear how representative the “Regions” covered are, whether this data pertains mainly to respondentsin capital city areas, or if it covers regional and rural centres also, and it is not clear how refined the data onregions can be drilled into (whether it is by city, suburb, postcode). It is also not clear how often this data isupdated / refreshed (resurveyed), and when the data that is included in Asteroid was actually captured.Jaddan Bruhn Page 5
  • 6. Apply Media Analysis & Processing Tools BSBADV407ABCC AdSystems - Media DesktopWhat is itMedia Desktop is an integrated media software program that facilitates the uploading, querying, booking,tracking, client invoicing and media buying for television, with tv schedules, ratings and advertising bookingslots (it is primarily used for television, but there is functionality for other media types to be included in thissystem).How does it functionMedia Desktop contains data loaded from external sources (though data sets may also be manually uploaded),that includes day-part schedules, survey ratings data and booking rates. How this data is uploaded and viewedis all customisable by the end user to suit their requirements and client needs (i.e. certain clients may havelegal restrictions on when they may advertise during the day, so data covering inappropriate day-parts may be“Masked” to restrict access to its content in planning and buying their media).How does it impact the media processThe media planning process is driven by the need to meet campaign reach and frequency targets. Thecombination of scheduling and costing data, with ratings survey data and demographic data (from sourcessuch as OzTam, and Nielsen’s Arianna), allows the user to put together client media booking proposals thathighlight TARP (target audience rating point) and CPT (cost per tarp) for a campaign, over a defined timeperiod. The strength of Media Desktop is that then facilitates the media buying process, tracking of bookings,and client invoicing. The associated finance module facilitates the actual payment, and covers the actions ofthe transaction through to the general ledger. Media Desktop also provides data on trend analysis andcomparison analysis to concurrently test projected outcome variables against a set of available criteria, todetermine alternative booking options and how they will impact your cost and target audience objectives.Benefits, Advantages & DisadvantagesMedia Desktop integrates all aspects of media planning and buying, for television, and meets the needs andexpectations of all users involved in the process. Its long-term functionality is based solely on the software’sability to interface seamlessly with all associated data providers and their requisite data sets, and it is not clearwhether this is ensured by contractual arrangement, or other arrangement (a material issue, as failure tointerface with critical data sets would limit the relevance of Media Desktop).Although it appears possible for Media Desktop to integrate all facets of all media planning and buying for allmedia types, it appears that it is mainly used for television. Harnessing the capabilities of the software acrossall media types would provide a strengthened ability to effectively propose and book advertising campaigns ina faster, more effective and more comparable environment.Jaddan Bruhn Page 6
  • 7. Apply Media Analysis & Processing Tools BSBADV407ABibliographyhttp://adsystems.com.au/?a=25http://agbnielsen.net/system/analysis.asphttp://agbnielsen.net/system/peoplemeters.asphttp://agbnielsen.net/system/pollux.asphttp://au.nielsen.com/site/index.shtmlhttp://bcc.com.au/index.php?a=5http://campaignbrief.com/2009/07/bcc-adsystems-partners-with-ne.htmlhttp://commercialradio.com.au/http://commercialradio.com.au/files/uploaded/file/2009RadioSurvivalKit.pdfhttp://mediafederation.org.au/users/bcc-adsystemshttp://moveoutdoor.com.au/http://mumbrella.com.au/about/the-mumbrella-media-metrics-masterclasshttp://roymorgan.com.au/resources/pdf/historyRoymorgan.pdfhttp://roymorgan.com/downloads/ASTEROID_Introductory_Manual.pdfhttp://roymorgan.com/products/asteroid/asteroid.cfmhttp://roymorgan.com/products/asteroid/faq.cfmhttp://roymorgan.com/products/single-source/single-source_home.cfmhttp://valmorgan.com.au/fileadmin/data/PDFs/Other/Optimum_Weights.pdfhttp://youtube.com/user/BCCAdSystemsJaddan Bruhn Page 7