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  • So why should we care about next generation TV advertising? What we have seen over the past few years is a softening in ad budgets for traditional media. Over the last five years ad spending for traditional media – TV, Radio, Print – has shown an average annual decline of 3%.If we break out television we see that it has done relatively better than radio and print - averaging an annual decline of less than 1% or basically flat –certainly nothing to write home about .And now looking at online we see it has shown a very robust annual average growth rate of 14% - and for 2009 online ad spending reached $23 billion dollars or nearly 17% of the market . So why the shift in US ad budgets to online? . . . . . 

Transcript

  • 1. RPD and Data Integration
  • 2. Trends In Advertising Expenditures
    Average Annual Growth
    2006-2010
    Traditional Media . . . -3%
    Television . . . . . . . . . <1%
    Online . . . . . . . . . . . +14%
    Source: Kantar Media Intelligence 2010; IAB April 2010
    2
  • 3. The Rationale for RPD Data Integration
    • For TV to compete more effectively for advertising budgets, it needs to enable marketers to:
    Plan Better…
    • Identify the right audience
    • 4. Show how to reach them
    • 5. Inform on the right message to use
    Measure and Assess ROI…
    • Quantify what they are worth
    3
    © 2011 Kantar Media
  • 6. Kantar Media RPD Data Integration Services
    4
    • Experian HH Characteristics
    • 7. Income – Age – Gender - Children – Occupation –Education
    • 8. Behavioral Characteristics
    • 9. Packaged Goods
    • 10. RapidView Retail
    CPG data from Kantar Shopcom
    © 2011 Kantar Media
  • 13. RapidView Retail: Yogurt Case Study
    Yogurt data are based on tuning behavior between March 7-13, 2011 from 5,417 DIRECTView households who are identified as yogurt purchasers.
    Summary of Key Findings
    Yogurt households do not display different tuning levels for TV in general or by daypart.
    Yogurt households do not exhibit atypical time-shifting behavior.
    Yogurt households’ tuning levels do vary significantly by network.
    5
    © 2011 Kantar Media
  • 14. Highest Indexing Ad-insertable Networks for Yogurt HHs
    Index of Primetime Tuning: Yogurt Consumer HHs vs. All HHs
    0.1 Minimum Household Rating
    Source: Kantar Media Audiences DIRECTView; March 7-13, 2011 ; Primetime Tuning; In-tab = 5,417 HHs Purchasing Yogurt
    6
    © 2011 Kantar Media
  • 15. Lowest Indexing Ad-insertable Networks for Yogurt HHs
    Index of Primetime Tuning: Yogurt Consumer HHs vs. All HHs
    0.1 Minimum Household Rating
    Source: Kantar Media Audiences DIRECTView; March 7-13, 2011 ; Primetime Tuning; In-tab = 5,417 HHs Purchasing Yogurt
    7
    © 2011 Kantar Media
  • 16. Brand X Households are More Likely to tune to Brand Y Commercials than Brand X Commercials
    8
    © 2011 Kantar Media
    Commercial/Program Rating Ratio: Index for Yogurt HHs vs. All HHs
    Source: Kantar Media Audiences DIRECTView; March 7-13, 2011; Whole Day; In-tab = 5,417 HHs Purchasing Yogurt
  • 17. The Benefits of RPD Data Integration
    New analysis tools that leverage RPD strengths
    Ability to go beyond age/sex demographics for
    Improved TV planning
    ROI Accountability
    Provides true understanding target audiences and how to engage with them
    9
    © 2011 Kantar Media