0900 omma metrics seraj bharwani

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  • 1. Making User Choice Accountable
    • Seraj Bharwani, Chief Analytics Officer
    • OMMA Metrics & Research
    VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video
  • 2. Lin - Metrics VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video STATS MIN FG% REB AST BLK STL PF PTS This Game 33 0.333 7 8 0 3 5 13 Previous 10 Games 35.7 0.500 3.6 8.4 0.2 2.0 1.8 22.7 February 35.5 0.500 3.6 8.4 0.2 2.0 1.8 22.7 vs. New Jersey 36.0 0.526 5.0 7.0 0.0 2.0 3.0 25.0 In Wins 27.4 0.527 3.0 7.3 0.3 1.5 1.7 17.9 In Losses 12.3 0.364 1.3 2.2 0.0 0.8 1.3 7
  • 3. Brand Marketers Are Drowning in Data VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video
  • 4. Brands Have Metrics Envy VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video
  • 5. User Choice is a Pre-requisite to Social Video Viewership VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video Choice Share of Choice: The brands consumers choose to watch Interruption Share of Voice: The brands that spend the most
  • 6. Branded Video Content as Entertainment or Education VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video Apple: FaceTime Evian: Roller Babies Kotex Get Real Old Spice:  The Man Your Man Could Smell Like Gillette: Uncut, Will.I.Am Orbit: Dirty Shorts, Prom Date Frito-Lay: A Woman's World American Express Open: Richard Branson Betty Crocker: Dinosaur Birthday Cake Pantene: Stylish Short Hair Orabrush: Bad Breath Test Intel/Toshiba: Inside TV Commercial Creative - Short Form How-To Creative - Long Form Web-Only Entertainment/Creative
  • 7. Branded Content Within Editorial Spaces VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video Branded Content
  • 8. True Reach Aims to Simplify The Chaos of Choice in Video The Chaos of Choice in Video VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video True Reach accounts for Paid and Pass-Along Views Facebook Twitter Email IM
  • 9. Social Video Accountability – A Timeline VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video Year 1 In-Player Tracking Year 2 Relevant Metrics Year 3 Benchmarks Year 4 Impact Research Year 5 3 rd -Party Validation Census-Level Data
    • True Reach
    • Engagement
    Share-of-Choice
    • Reach Efficiency
    • Brand Effectiveness
    MRC Accreditation
  • 10. VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video Stage 1 On & Off-Network Tracking
  • 11. Patented Measurement Platform
    • Audience Engagement
      • In-Player Tracking
      • Play-through, Rewinds, Time-spent,
      • Unique views
    VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video EMBEDDED PLAYER
    • True Reach
    • Viral Reach Database
    • Placements, views, ratings,
    • comments (original, copies,
    • derivatives)
    VMC DATA WAREHOUSE
  • 12. VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video Stage 2 Engagement & True Reach
  • 13. Audience Engagement VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video Active behavioral measurement of audience retention and engagement with published content
  • 14. The Engine of True Reach: Video Discovery Across Hundreds of Sites Video Discovery Across Hundreds of Sites VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video Signature-Based Matching Exact Copies Partial Matches Derivative Content Meta Tagging
  • 15. Understanding True Reach VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video
  • 16. Visible Measures Analyst Desktop VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video
  • 17. Nike HyperDunks: True Reach True Reach VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video
  • 18. VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video Stage 3 Norms & Benchmarks
  • 19. Men’s Health and Beauty: Share of Choice Share of Choice VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video
  • 20. VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video Stage 4 Impact on Brand Outcomes
  • 21. Metrics Quantifiable into Advertiser-Relevant Outcomes (KPIs) Advertiser-Relevant Outcomes (KPIs) VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video Media Behaviors Outcomes (KPIs) Paid Traditional and Digital Paid Social
    • Engage (Time Spent)
    • Create (UGC Content )
    • Share (Pass-along)
    • Vote
    • Watch (Counter on YouTube)
    • Likes (Counter on Facebook)
    • Endorse
    • Comment
    • Tweet
    • Blog/vlog
    • Brand Performance
    • Awareness
    • Sentiment
    • Favorability
    • Preference
    • Purchase Intent
    • Traffic
    • Web
    • Stores/Super-market/Dealers
    • Transactions
    • Promotion Effectiveness
    • Test Drive/Sampling
    • Purchase
    Paid PR Benchmarks
  • 22. True Reach and Aided Awareness for Blockbuster Films Blockbuster Films VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video True Reach Aided Awareness Aided Awareness True Reach
    • Conflicting variables make true correlations challenging
  • 23. But There Was No TV Media Running with this Automotive Campaign Automotive Campaign VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video +20%
  • 24. VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video Stage 5 Validation: MRC Accreditation
  • 25. MRC Accreditation Lessons VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video
    • Holding oneself up to industry leaders like Nielsen and Arbitron is hard work  12 month process
    • Knowing how to do something ≠ teaching an auditor how to do something
    • Great suggestions come from scrutiny and testing
    • Industry experts will invest time and energy to get reliable metrics
  • 26. VisibleMeasures.com | © Copyright 2012. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE. Visible Measures Corporation – The Analytics & Advertising Platform for Social Video Q&A Is Jeremy Lin a flash in the pan or a legend?