"Social" TV: How Marketers Can Best Capitalize

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The Advertising Research Foundation's Audience 2014 Measurement Conference NYC included a presentation June 9th by Brad Fay, COO of the Keller Fay Group and Graeme Hutton, SVP at Universal McCann on how the Nielsen TV/Talktrack® Data Fusion system of measure can determine commercial advertisement placement which will best reach target audiences, priming word of mouth advocacy.

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"Social" TV: How Marketers Can Best Capitalize

  1. 1. @The_ARF #ARFAM2014 “Social” Television – How Marketers Can Best Capitalize Graeme Hutton SVP Universal McCann @graemehutton Brad Fay COO Keller Fay Group @kellerfay
  2. 2. @The_ARF #ARFAM2014 WOM Drives Results WOM is predictive of over 10% of new sales, only ad expenditure data is more predictive (~30%). -AT&T and Accenture “The most disruptive force in marketing” -McKinsey “A significant driver of sales” -MarketShare 10%+
  3. 3. @The_ARF #ARFAM2014 Talktrack® Survey Shows WOM Is Impactful 57% 46% 48% 35% Credibility/Believability of What Was Heard Likely to Pass Along to Others Likely to Purchase Likely to Seek More Info % of WOM Rated Highly Credible/Highly Likely to Take Action (9 or 10 on a 0-10 Scale) About half of conversations are highly likely to lead to purchase intent
  4. 4. @The_ARF #ARFAM2014 Consumers Cite Marketing & Media Sources in Brand Conversations 2.9% 2.9% 3.0% 3.0% 3.6% 3.9% 4.3% 4.7% 4.8% 4.9% 5.3% 6.1% 6.4% 6.4% 7.8% 11.1% Magazine Ad Direct Mail Billboard Ad Sports/Concert/Event Newspaper Ad Product Sample Online Consumer Reviews Social Media Other Website Internet Ad Product Package Coupon/Circular Company Website In Store Display Or Video Television Program Television Ad TV should be included in definition of “social media” Information Sources Referenced in Brand WOM: % of past day brand WOM citing selected marketing or media
  5. 5. @The_ARF #ARFAM2014 Awareness is fine, but advocacy will take your business to the next level. Joe Tripodi, CMO, Coca-Cola In the Harvard Business Review
  6. 6. @The_ARF #ARFAM2014 What Is the Nielsen TV/Talktrack® Data Fusion? “TalkTrack is to word of mouth what the Nielsen ratings panel is to television.” Greg Pharo, AT&T, Director Market Research & Analysis • Fuses Nielsen TV viewing data (Nielsen People Meter) and Keller Fay Word of Mouth activity (TalkTrack®) • Links WOM activity around brands and categories with TV viewing • Unique as a dedicated WOM tracker by encompassing • Both online AND offline WOM activity, • Robust demographics • Unambiguous sentiment
  7. 7. @The_ARF #ARFAM2014 Simple Data Fusion Example How many people watch the game AND engage in credit card WOM? Nielsen People Meter Panel How many people watch a game TalkTrack® How many people engage in WOM about credit cards
  8. 8. @The_ARF #ARFAM2014 Relevant Behavior Sourced from Each Panel Nielsen People Meter Panelists TalkTrack® Respondents Watched the game Did not watch the game “Credit Card Talker” Not a “Credit Card Talker”
  9. 9. @The_ARF #ARFAM2014 Fusion Matches Similar Respondents Each consumer pictured represents DIFFERENT COMBINATIONS OF CHARACTERISTICS e.g. age, occupation, race, income, media usage, that are collected on both panels
  10. 10. @The_ARF #ARFAM2014 New Approach to Media Planning • Another way to go beyond today’s paradigm of Reach, Frequency and Impressions based on Demographics • Other “Beyond demographics” approaches include planning based on engagement, psychographics, and social media overlay such as Nielsen Twitter TV Ratings • In this session, we focus on an overlay using WOM-based planning • Today we will demonstrate a method to take WOM into account with the top 100+ cable stations/channels • Equally applicable to broadcast networks
  11. 11. @The_ARF #ARFAM2014 A New Way of Using TV for “WOM” • Until now, WOM marketing on TV, has typically focused on: 1. Tentpole events, e.g. Super Bowl, Oscars 2. Larger scale reality shows, e.g. American Idol, The Voice 3. Two gender-specific genres • Sports, such as basketball, football • Younger female drama, e.g. Teen Wolf, Pretty Little Liars • The Keller Fay/Nielsen Fusion unlocks untapped audience value: • Focus on TV audiences rich in relevant brand & category talkers • Advertisers extend reach of paid media through earned WOM
  12. 12. @The_ARF #ARFAM2014 Wireless Product Influence Investment Company Influence Wireless & Investment Influence Different Categories Can Suggest Highly Differentiated Station Solutions NFL FOX Sports 1 H2 NBC Sports Network ESPNU MSNBC ESPN2 Biography CNBC FOX News Destination America Travel Military BBC America ESPN CNN Nat Geo Wild ESPNEWS Sundance Esquire Food FXX Discovery Animal Planet Science TNT History HLN Spike IFC Weather Reelz HGTV Hallmark CMT USA Nat Geo VH1 TV Land Comedy TRUTV TBS A&E FX ABC Family Disney XD SYFY Fuse ID OWN BET AMCTLC Lifetime GSN Bravo Disney E! The Hub WGN America Oxygen Nick-at-Nite MTV2 MTVCartoon WE Nickelodeon Adult Swim TVGN 80 85 90 95 100 105 110 115 120 125 130 135 80 85 90 95 100 105 110 115 120 125 130 135 140 145 150 Telecom:WirelessProductBrandTalkers Finance: Investment Company Brand Talkers Correlation across categories: r2 = 5% % of Viewers Talking about Category, Indexed to Total Public Custom analysis by UM/Keller Fay.
  13. 13. @The_ARF #ARFAM2014 Athletic Influence Discount Store Influence Athletic & Discount Store Influence Complementary Categories Still Retain a High Level of Differentiation Golf G4 NFL FOX Sports 1 NBA-TV NBC Sports ESPNU MSNBC ESPN2 Biography CNBC FX Movie FOX News Travel Military TeenNick BBC America ESPN CNN Nat Geo Wild Sundance Esquire Food FXX Discovery Animal PlanetScience TNT DIY History HLN Spike IFC TV NickToons Weather Reelz Cooking HGTV CMT USANat Geo Disney Junior VH1 TV Land Nick JRComedy TRU TBS FX ABC Family Disney XD SyFy FUSE ID OWN BET AMC TLC Lifetime GSN Bravo Disney E! LMN Oxygen Nick-at-Nite MTV2 MTV Great American Country Cartoon WE Nickelodeon UP Adult SwimMLB TVGN 80 90 100 110 120 130 140 90 95 100 105 110 115 120 125 130 AthleticStores&BrandsTalkers Discount Store Talkers Correlation across categories: r2 = <1% % of Viewers Talking about Category, Indexed to Total Public Custom analysis by UM/Keller Fay.
  14. 14. @The_ARF #ARFAM2014 Oral Health Influence Oral Health & Cosmetic Influence Cosmetics Influence ...A Pattern Mirrored across Various Market Sectors of the U.S. TBS TNT FX AMC A&E ESPN USA ABC Family Comedy Spike History Disney Lifetime Discovery SyFy E! TLC Food Network Animal Planet HGTV VH1 Bravo MTV Weather Nickelodeon CartoonTravel ESPN2 TRUTVCNN Nat Geo CMT TV Land Nick-at-Nite Hallmark Channel MSNBC NBC Sports BET FOX News Oxygen WGN HLN CNBC Adult Swim Disney XD MTV2 85 90 95 100 105 110 115 120 125 130 135 140 145 85 90 95 100 105 110 115 120 125 OralHealthProductsBrandTalkers Cosmetics Brand Talkers Correlation across categories: r2 = 4% % of Viewers Talking about Category, Indexed to Total Public Custom analysis by UM/Keller Fay.
  15. 15. @The_ARF #ARFAM2014 Foreign Auto Influence Domestic Auto Influence Foreign & Domestic Auto Influence Foreign Auto Influence Domestic Auto Influence Foreign & Domestic Auto Influence Furthermore, Pinpoint Specific Shows within a Channel & Category 24 Hours of a Xmas Story American Dad The Big Bang Theory Conan Everybody Loves Raymond Family Guy Four Christmases Fred Claus Fresh Prince of Bel Air Friends Full House Ground Floor King of Queens Married with Children My Name is Earl The Office Seinfeld TBS Late Movie TBS Movie Sunday TBS Prime Movie Sat. AM Movie Sun. AM Movie Trust Me I'm a Game Show Host Wipeout 90 95 100 105 110 115 120 125 130 135 140 90 95 100 105 110 115 120 125 130 135 140 ForeignAutoBrandTalkers Domestic Auto Brand Talkers AMC Movie AMC Movie with Story Notes AMC Premiere Event Breaking Bad Marathon Christmas Movie Marathon Christmas with The Duke Godfather After- Christmas Home Alone Marathon Home Alone-a- Thon Rifleman Talking Dead Walking Dead Walking Dead Marathon 90 95 100 105 110 115 120 125 130 135 140 90 95 100 105 110 115 120 125 130 135 140 ForeignAutoBrandTalkers Domestic Auto Brand Talkers TBSAMC r2 = 11%r2 = 32% % of Viewers Talking about Category, Indexed to Total Public Custom analysis by UM/Keller Fay.
  16. 16. @The_ARF #ARFAM2014 What Does ALL This Mean for Marketers? 1. Nielsen TV/TalkTrack® fusion provides compellingly different solutions for TV stations and program selection beyond the usual and obvious 2. Solutions are highly differentiated by market category 3. The fusion provides targeting insights at the category, sub category, or specific program level • Enables marketers to structure specific WOM and social TV strategies in ways not previously imaginable or quantifiable
  17. 17. @The_ARF #ARFAM2014 A Three Way Win-Win for All Nielsen TV/TalkTrack® Fusion Provides TV Station and Program Differentiation and Selectivity Which Is Replicable and Scalable Marketers have WOM marketing distinctive strategies for brands within their portfolio and versus competitors Agencies can develop unique WOM-centric solutions that can boost campaign reach Media owners can offer diverse added-value solutions for each of their TV properties Key Benefits are:

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