1215 revision george shababb

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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? . . . . . 
  • 1215 revision george shababb

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

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