Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Vital Signs
Media measurement &
engagement
Eleanor Baird
Mídia Master Conference
June 1, 2008




                        ...
Purpose of this Presentation:
A case for change

• Show how changes in audience behavior create urgency to
  re-examine th...
How I Got Here: My two roles at MIT



                   MBA Candidate, Class of 2008
             Thesis on targeted onl...
The Challenge: finding the right metrics to ensure
sustainabillity in the face of rapid change

                           ...
The U.S. Market as a Case Study in Changing
Metrics and Shifting Dynamics

   shifts in                            “tradit...
The Argument: The reasons and the outcomes
need to connect to create value & align interests of
advertisers, publishers an...
Reasons for measuring media are interrelated,
address need to monetize, balance, understand
                • Generate rev...
Ways we measure capture one type of audience
  (re)action over another and assess the costs

                             ...
Industry definitions of “engagement” are more
focused on the consumer’s actions across media

          Consumption        ...
The Implication: Consumer voices are louder and
clearer in media measurement, messages become
more targeted, data improves...
Technology and certain marketing techniques
already facilitate data collection & targeting

• Coupons and promotional code...
Case studies: The Hills & American Idol




                                          12
The Challenges

• Protecting privacy and maintaining trust of consumers


• Gaining acceptance for a new metric as a “curr...
Creating a Single Engagement Metric: First steps

• Collaborate

• Select components for each category

• Determine weight...
The Incentive: Create new value and expand the
potential earnings of publishers and advertisers


• Targeting effectively ...
Future and Final Thoughts
• This is a long-term proposition, and may enhance rather than replace existing
  measures, depe...
Contact



 Eleanor Baird


 eleanor@sloan.mit.edu


 Skype: eleanor.baird




                         17
Appendix: Eggo example




                         18
Appendix: An attempt using the % change
model, single program against multiple
media forms
4 equally important “engaged”
 ...
Appendix: An attempt using the % change
model, single program against multiple
media forms

                              ...
Upcoming SlideShare
Loading in …5
×

Vital Signs: Media measurement & engagement (Midia Master 2008)

1,318 views

Published on

Presentation given in June 2008 at annual Midia Master conference near Sao Paulo, Brazil by Eleanor Baird

Published in: Business, Technology
  • Be the first to comment

Vital Signs: Media measurement & engagement (Midia Master 2008)

  1. 1. Vital Signs Media measurement & engagement Eleanor Baird Mídia Master Conference June 1, 2008 1
  2. 2. Purpose of this Presentation: A case for change • Show how changes in audience behavior create urgency to re-examine the measurements publishers and advertisers use • Argue that our reasons for measuring and our desired outcomes should be closely connected & align incentives for advertisers, publishers and audiences • Propose a framework for discussing “engagement” across platforms • Discuss early engagement metrics through case studies • Suggest steps for the future • Pose questions for future consideration and investigation 2
  3. 3. How I Got Here: My two roles at MIT MBA Candidate, Class of 2008 Thesis on targeted online advertising Graduate Student Researcher Work on metrics, social media, digital marketing 3
  4. 4. The Challenge: finding the right metrics to ensure sustainabillity in the face of rapid change balanced cost effective cross-platform timely fair meaningful protected consistent f l e x i b l e 4
  5. 5. The U.S. Market as a Case Study in Changing Metrics and Shifting Dynamics shifts in “traditional” audience’s “traditional” media outlets media media outlets propose consumption can’t offer alternative & same audience metrics; participation reach change value patterns proposition advertisers ? look for fragmentation alternative across multiple publishers channels, new publishers & outlets begin to technologies acquire emerge emerging companies 5
  6. 6. The Argument: The reasons and the outcomes need to connect to create value & align interests of advertisers, publishers and (ideally) audiences Reasons we measure Outcomes we want Monetizing Branding the right measure of Lead Engagement generation would align Balancing incentives and risks across platforms Direct response Purchase Understanding 6
  7. 7. Reasons for measuring media are interrelated, address need to monetize, balance, understand • Generate revenue from content Monetizing • Know what you are buying/selling • Differentiate offerings from competitors’ • Allocate risk and reward to advertisers, publishers Balancing • Determine content to advertising proportions • Establish value and price • Know the customer segment to target effectively Understanding • Map media usage, affinity, engagement 7
  8. 8. Ways we measure capture one type of audience (re)action over another and assess the costs Lead Direct Branding generation response Consumption: reach & Possibility: targeting & Replies: expressions of goal frequency opportunities interest & purchase Cost per click (CPC), currency Cost per thousand Cost per lead (CPL), Cost per sale (CPS) type impressions (CPM) Cost per interaction (CPI) risk Advertisers -> high Advertisers -> medium Advertisers -> low profile Publishers -> low Publishers -> medium Publishers -> high Degree of targeting possible reduces risk Conversion rate of other to advertiser, this, with leads generated, linked points scarcity, can increase assessments after the the price; brand recall lead is created surveys used ex-post 8
  9. 9. Industry definitions of “engagement” are more focused on the consumer’s actions across media Consumption Sharing time spent embedded content related content accessed forwarded content frequency of viewings posted content focus moves from consumption and Purchase stimulus response metrics to advocacy & Viewing Participation and interaction Advocacy metrics discussion with other satisfaction/liking consumers/fans recommendations related content created reviews interaction with producers 9
  10. 10. The Implication: Consumer voices are louder and clearer in media measurement, messages become more targeted, data improves incentive alignment • Measurement beyond what is watched and consumed, better sense of cause and effect in consumer behavior • Focus on data-driven decision making, competitive advantage in the speed, accuracy of analysis from volume of data over time, processing power • Targeting segments of like-minded consumers over broad demographic groups • Shifting assessments of CLV • Measurement of both costs and change over time • More data from more sources enhances both information quality and accountability 10
  11. 11. Technology and certain marketing techniques already facilitate data collection & targeting • Coupons and promotional codes • Consumer databases • (Online) Surveys • Census and other research data • Cookies • Profiles • Digital television 11
  12. 12. Case studies: The Hills & American Idol 12
  13. 13. The Challenges • Protecting privacy and maintaining trust of consumers • Gaining acceptance for a new metric as a “currency” • Managing and interpreting data efficiently and effectively; choosing the right segments • Determining which activities or groups to track, and focus on cost versus other, “softer” factors, assigning values • Researching the relationship between engagement with content and engagement with advertising and applying it in setting prices and communicating with audiences 13
  14. 14. Creating a Single Engagement Metric: First steps • Collaborate • Select components for each category • Determine weights • Determine measurement units (R$?, % change?/buzz, advertiser product sales?) • Choose segments, timeframes • Decide collectively if measuring engagement in content or advertising, or what the relationship between them could be • Start a dialog with the audience 14
  15. 15. The Incentive: Create new value and expand the potential earnings of publishers and advertisers • Targeting effectively reduces “wasted” advertising, increases value of relevant inventory • Maintaining relationships reduces cost of acquiring new consumers, builds loyalty and encourages word of mouth • Understanding consumers’ motivations can help improve both publishers’ and advertisers’ product development, operations, and the bottom line 15
  16. 16. Future and Final Thoughts • This is a long-term proposition, and may enhance rather than replace existing measures, depending on how the media system evolves • Relationship management over transaction management • Need to rethink how we link business objectives to media use • Inclusion of consumers in the conversation becomes critical - may move to an opt-in system • Increasingly global media could pose challenges in establishing meaningful metrics 16
  17. 17. Contact Eleanor Baird eleanor@sloan.mit.edu Skype: eleanor.baird 17
  18. 18. Appendix: Eggo example 18
  19. 19. Appendix: An attempt using the % change model, single program against multiple media forms 4 equally important “engaged” ...could translate to ...and be measured with Behaviors & Attitudes Share of media interaction In week share of demo(s)/ Nielsen ratings, census- time behavioral groups style viewing data Network site ad supported Views online streams % change in Purchasing patterns C3 rating Nielsen Ratings Sponsor product sales Nielsen, Retailers Retention/Repeat interaction Program content & merch. sales Billboard, Amazon, Studios Change in weekly rating Nielsen Ratings BuzzMetrics, Hey Nielsen, You Social interactions Conversation & buzz Tube, Facebook, MySpace 19
  20. 20. Appendix: An attempt using the % change model, single program against multiple media forms } In week share of demo(s)/ behavioral 0.125 * % change in share of demo groups 25% Views online 0.125 * % change in share of demo on site } 0.125 * % change in demo C3 rating C3 rating 25% 0.125 * % change in product sales Sponsor product sales } Program content & merch. sales 0.125 * % change in sales of DVDs (retail), downloads (iTunes, Amazon Unbox) and program merchandise (retail) 25% 0.125 * % change in weekly rating Change in weekly rating 0.05 * % change in blog activity Conversation & buzz } 25% 0.05 * % change in YouTube views of program clips 0.05 * % change in YouTube views of sponsor ad clips 0.1 * % change in top 5 fan group membership in Facebook, MySpace 20

×