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(Lucky) Seven Years

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Nielsen Admosphere Bulgaria - presentation for clients, 19/11/2019

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(Lucky) Seven Years

  1. 1. (Lucky) Seven Years
  2. 2. Copyright © 2019 The Nielsen Company. Confidential and proprietary. THE MEDIA LANDSCAPE / THE VIEWER ONE MEDIA TRUTH / THE NIELSEN SOLUTION LET´S HAVE LOOK AT TAM IN BULGARIA RESEARCH PROJECTS • DIGITAL AND CROSS MEDIA • BULGARIAN NATIONAL PANEL • LIFESTYLE PROJECT AD INTEL ADWIND KITE PRICING POLICY 2020
  3. 3. 3 IVAN GENCHEV Managing Director Nielsen Admosphere Bulgaria MAGIDA SUKKARI Business Development Director Nielsen Admosphere TANYA GEORGIEVA Head of Client Service and Business Development Department Nielsen Admosphere Bulgaria ELKA PETROVA Head of Ad Intel Department Nielsen Admosphere Bulgaria TEREZA ŠIMEČKOVÁ Chairwoman Nielsen Admosphere
  4. 4. Copyright © 2019 The Nielsen Company. Confidential and proprietary. THE MEDIA LANDSCAPE / THE VIEWER
  5. 5. 5 Copyright©2019TheNielsenCompany.Confidentialandproprietary. A PORTRAIT OF THE CHANGING CONSUMER: Consumer viewing & measurement statistics
  6. 6. 6 Copyright©2019TheNielsenCompany.Confidentialandproprietary. THE MEDIA UNIVERSE P18+ WEEKLY REACH (IN MILLIONS) AUDIO THE CONSUMER SOCIAL MEDIA MOBILE & COMPUTERS TELEVISION 22M PC Audio 26M Tablet Audio 103M Smartphone Audio 228M AM/FM Radio 73M Social Media on a PC 75M Social Media on a Tablet 180M Social Media on a Smartphone 218M Live+DVR Time-Shifted TV 117M TV-Connected Devices 128M Smartphone Video 75M PC Video 46M Tablet Video 204M Smartphone App + Web 125M Internet on a PC 93M Tablet App + Web
  7. 7. 7 Copyright©2019TheNielsenCompany.Confidentialandproprietary. AVERAGE TIME SPENT – ADULTS 18+ / DAY Based on Total U.S. Population
  8. 8. 8 Copyright©2019TheNielsenCompany.Confidentialandproprietary. AVERAGE TIME SPENT PER DAY BY AGE Based on Total U.S. Population, Q1 2018 - 2019
  9. 9. 9 Copyright©2019TheNielsenCompany.Confidentialandproprietary. EUROPE: BIG FIVE + CZECH REP. + BULGARIA Similarities and differences Source: Eurodata One TV World 2019 / Nielsen Admosphere (figures based on official currency in each country) 4+ 15–34 ITALY FRANCE CZECH REP. SPAIN UK GERMANY 3+ BULGARIA 2016 4:08 3:43 3:31 3:53 3:32 3:43 4:16 2017 4:04 3:42 3:31 4:00 3:23 3:41 4:11 2018 4:08 3:36 3:30 3:54 3:12 3:37 4:14 ITALY FRANCE CZECH REP. SPAIN15-25 UK 16-34 GERMANY 15-29 BULGARIA 2016 2:26 2:19 2:03 2:04 2:18 1:59 2:39 2017 2:18 2:11 1:56 2:02 2:03 1:45 2:41 2018 2:19 1:56 1:55 1:51 1:46 1:34 2:39
  10. 10. 10 Copyright©2019TheNielsenCompany.Confidentialandproprietary. OVERALL MEDIA USAGE IS INCREASING Source: Nielsen Total Audience Report and Audience Insights Analysis
  11. 11. 11 Copyright©2019TheNielsenCompany.Confidentialandproprietary. ONE MEDIA TRUTH / THE NIELSEN SOLUTION
  12. 12. 12 Copyright©2019TheNielsenCompany.Confidentialandproprietary. Sources: eMarketer, Statista, Polar – values for US TRADITIONAL/ REACH ADVERTISING Linear Buys TARGETED ADVERTISING Audience Buys BRANDED INTEGRATION Product Placement NO ADVERTISING SVOD 2017 to 2022 $70B $68B 2017 to 2019 Linear:$2.4B $6.8B Digital: $47B $73B 2017 to 2022 $9B $13B 2017 to 2021 $6B $20B TRADE MARKETING 2018 $1T Globally $500B US/CA/UK/ D/F/E/I MEDIA SPENDMEDIA SPEND A HUGE OPPORTUNITY FOR MEDIA TRADE SPEND
  13. 13. 13 Copyright©2019TheNielsenCompany.Confidentialandproprietary. MARKETERS: Do I have reliable metrics to allocate my Media spend? MEDIA OWNERS: How can I make sure I measure & monetize all of my audiences? Daily Time Spent consuming TV and Video content INDUSTRY PLAYING CATCH UP TO THE CONSUMER
  14. 14. 14 Copyright©2019TheNielsenCompany.Confidentialandproprietary. WITHOUT COMPARABLE METRICS WITHOUT COMPARABILITY… EVERYONE IS A WALLED GARDEN
  15. 15. 15 Copyright©2019TheNielsenCompany.Confidentialandproprietary. COMPARABLE METRICS TO MONETIZE
  16. 16. 16 Copyright©2019TheNielsenCompany.Confidentialandproprietary. INCREASED COVERAGE = INCREASED RATINGS & REVENUE Program’s Average Audience Live DVR (1-7 days) C3/C7 32% 45% Example of a Broadcast Drama (Episode Level) Total Audience Connected TV (1-35 days) Additional viewing not currently in ratings 6% Digital Devices (1-35 days) 7% 8% 2% VOD (1-35 days) DVR (8-35 days)
  17. 17. 17 DIGITAL TV VIEWING IN CZECHIA IN DETAIL Average Czech person watches 2.2 minutes online TV per day Source: ATO – Nielsen Admosphere. TTS for TV video content and embedded videos. Jan – Sep 2019
  18. 18. 18 TOTAL VIEWING (TG 4+) (D)Rating000 Source: ATO – Nielsen Admosphere. Rating 000 TG 4+, D rating 000
  19. 19. 19 TOTAL VIEWING – AGE GROUPS (D)Rating000 Source: ATO – Nielsen Admosphere. Rating 000, D rating 000. Average of 8 episodes
  20. 20. 20 Since 2018, site centric measurement is delivering census volumetrics Technology: Nielsen SDK Devices: PC + Smartphone + Tablet + Smart TV (HbbTV) Platforms: Browser + Mobile App + HbbTV Measured: Programs + Ad spots + Static content (in HbbTV) Viewing: VOD + Live Reporting: Adwind Kite using „contingency tables“ Metrics: Views (# views) + TTS (Total Time Spent) + derived Dimensions: date, device type, medium, content type, content description… DIGITAL TV CENSUS IN CZECH TAM
  21. 21. 21 SINCE 2014 WE ARE PART OF NIELSEN CONNECT MEDIA
  22. 22. 22 Copyright©2019TheNielsenCompany.Confidentialandproprietary. NIELSEN’S TOTAL AUDIENCE MEASUREMENT Comprehensive, low cost, high quality & designed to blend into the home environment People Meter TV Measurement Streaming Meter Single Source Panel SDK Digital Census Big Data Digital Ratings Data Science Data Integration STATE OF THE ART TECHNICAL SOLUTIONS …
  23. 23. 23 Copyright©2019TheNielsenCompany.Confidentialandproprietary. An ideal companion with Nano allowing to monitor passively all streaming activities via home Internet network on TV (OTT) and digital devices in broadband panel households Nielsen Streaming Meter An “All‐in‐one” unobtrusive meter for modern TV viewing environments designed to appeal to panelists and leveraging all of the latest Nielsen technologies for best of breed measurement (Nano) People Meter TOTAL AUDIENCE MEASUREMENT TV & VIDEO
  24. 24. 24 Copyright©2019TheNielsenCompany.Confidentialandproprietary. Ad Intel Belgium Croatia Germany Italy Luxembourg Netherlands Norway Poland Switzerland UK Czech Republic (JV) Bulgaria (JV) Television Audience Measurement Bosnia (TP) Bulgaria (JV) Croatia Cyprus Czech Republic (JV) Finland (JV) Greece Hungary Ireland Italy Macedonia Moldova (TP) Poland Serbia Slovenia Sweden Ukraine Digital Measurement Belgium Bulgaria (JV) Czech Republic (JV) France (JV) Germany Greece Hungary Ireland Italy Netherlands Norway Poland Spain UK NIELSEN MEASUREMENT – EUROPE
  25. 25. 25 LET´S HAVE LOOK AT TAM IN BULGARIA
  26. 26. 26 MAIN PARAMETERS Panel of 1,300 households 1,100 net panel rotation approx. 25% per year Audit Summer 2014 Audiomatching All TV platforms Satellite, cable, IPTV, terrestrial Live and timeshifted TV audience Results representativeness 11 control standards 46 categories Continual Survey 6,600 households/year Data up to the level of seconds Regular Quality Check by Nielsen All TVs in households Data available next morning until 9:00 a.m. Real Time Data Measurement of guests
  27. 27. 27 MEASUREMENT TECHNOLOGY TV meter (peoplemeter) Installed to each TV set in the household Automatic detection of the viewed content Detection of present HH members + guest Data transfer via GSM network Audiomatching technology 100% non-invasive technology Independent on the TV signal reception (DTT, Satellite, Cable, IPTV, ready for DTT-2, IPTV delivered with apps in Smart TV, and all the others) Measuring of time-shifted viewing Measuring the defined set of TV channels
  28. 28. 28 MEASUREMENT TECHNOLOGYAll types of signal are measured Also IPTV is measured and the IPTV viewership is part of the data All households remain using the functionalities of their TV sets (of all types) as if not measured (before becoming part of TV panel) Nielsen’ technology is in no way influencing behaviour of the households MEASUREMENT TECHNOLOGY
  29. 29. 29 ACCESS TO TAM DATA Data available DAILY Primary analytical and planning SW: ADWIND KITE Possibility to deliver data in OTHER SWS TOO Alternative SWs currently used in BG: AdvantEdge Reporter 5.0
  30. 30. 30 Sex (2 categories) Age (9) Education (3) Economic activity (3) Settlement size (6) Region (8) Household size (5) No. of active TV sets (2) Cable/IPTV signal reception (2) Satellite signal reception (2) Declared TV audience (4) 11 Norms, 46 Categories= PANEL NORMS
  31. 31. 31 Villages up to 999 Villages from 1,000 to 2,999 Towns from 3,000 to 24,999 Towns from 25,000 to 99,999 Cities from 100,000 except Sofia Sofia city 203 153 226 253 197 226 Burgas 120 Stara Zagora 118 Varna 140 Pleven 157 Ruse 171 Plovdiv 169 Sofia region 151 Sofia capital 232 Turkey Greece Romania Serbia Black see Number of households in the panel, Nett panel, average per period 1.4.2019 - 30.9.2019 PANEL STRUCTURE – SETTLEMENT SIZE & REGION
  32. 32. 32 PANEL STRUCTURE – SEX & AGE Percentage of panel members/population, Nett panel, average per period 1.4.2019 - 30.9.2019
  33. 33. 33 PANEL STRUCTURE – EDUCATION & ECONOMIC ACTIVITY Percentage of panel members/population, Nett panel, average per period 1.4.2019 - 30.9.2019
  34. 34. 34 PANEL STRUCTURE – SETTLEMENT SIZE & REGION & HOUSEHOLD SIZE Percentage of households in the panel/in population, Nett panel, average per period 1.4.2019 - 30.9.2019
  35. 35. 35 PANEL STRUCTURE – NO. OF ACTIVE TV SETS & DECLARED TV AUDIENCE Percentage of households in the panel/in population, Nett panel, average per period 1.4.2019 - 30.9.2019
  36. 36. 36 PANEL STRUCTURE – CABLE/IPTV & SATELLITE SIGNAL RECEPTION Percentage of households in the panel/in population, Nett panel, average per period 1.4.2019 - 30.9.2019
  37. 37. 37 Sex (2 categories) Age (9) Sex x Age (10) Education (3) Economic activity (3) Settlement size (6) Region (7) Household size (5) Cable/IPTV signal reception (2) Satellite signal reception (2) No. of active TV sets (2) PANEL WEIGHTING The panel structure precisely reflects the population (weights in [0.6, 1.8], efficiency > 95 %) 11 Weighting variables, 51 Categories =
  38. 38. 38 PUT 4+ (LIVE VIEWING) 4+
  39. 39. 39 TIMESHIFT 4+ TARGET GROUPS – 2019
  40. 40. 40 RESEARCH PROJECTS • DIGITAL AND CROSS MEDIA • BULGARIAN NATIONAL PANEL • LIFESTYLE PROJECT
  41. 41. 41 Age/gender demographics Daily reporting of Unique audience / Audience reach% / AVG frequency / Impressions / On-target% / GRPs Deduplicated (viewable) campaign data COMPUTER MOBILE (SMARTPHONE & TABLET) CONNECTED DEVICE (US only) NIELSEN DIGITAL AD RATINGS transparent and actionable audience measurement across digital screens
  42. 42. 42 A TOTAL DIGITAL VIEW Your Digital Campaign LOCAL PUBLISHERS
  43. 43. 43 HOW DIGITAL AD RATINGS WORKS TAG COUNT MATCH CALIBRATE REPORT Nielsen tag Nielsen server 3rd-party data providers Nielsen panel & mobile surveys Nielsen MediaView UI & Reporting API Facebook Age/gender demographics Experian Demographics for Roku connected devices & Hulu app across connected devices *Also available via open viewability providers (DoubleVerify, IAS, Moat) Optional in-view demographics can be enabled via Qualified Ad Audience or by combining tags with your preferred viewability provider. *Viewable Demographics via Nielsen’s NEW Qualified Ad Audience Solution
  44. 44. 44 GLOBAL INDUSTRY STANDARD FOR DIGITAL MEASUREMENT Deduplicated digital audience measurement by age & gender for cross-platform ad campaigns Digital Ad Ratings + Total Ad Ratings/Cross Media Australia Belgium Brazil Bulgaria Canada China Czech Republic Germany Greece Hong Kong Hungary India Ireland Israel Japan Malaysia Netherlands New Zealand Norway Poland Puerto Rico Singapore South Africa Spain Taiwan Turkey UAE Bulgaria Czech Republic France Indonesia Italy Mexico Philippines Thailand United Kingdom United States
  45. 45. 45 Solution ready to be used (available from January 2020) Web pages & applications Intended as measurement of impression & audience share for each particular campaign (provides the client with information of what percetage of audience & impressions were delivered to desired TG) Robust methodology used by Nielsen around the world Accepted also by global players – Facebook, Google NIELSEN DIGITAL AD RATINGS (DAR)
  46. 46. 46 Reporting of the audience coverage for all platforms: • TV live, TV time-shifted, digital video and static content • Across all devices like PCs, laptops, smartphones and tablets, for both web pages and apps • Report the audience exposed to campaign only online (all devices and platforms), only on TV, and de-duplicated across both online and TV Special analysis in the software Adwind Kite CROSS–MEDIA ADVERTISING
  47. 47. 47 REPORTED METRICS Universe = number of people in the target group in the whole population (incl. non-TV households) Unique Audience = total reach 1+ (number of people) Reach = Unique Audience / Universe in % Impressions = number of contacts with campaign TRP = Impressions / Universe OTS = Impressions / Unique Audience All available for: • TV • internet • only TV • TV and internet (logical AND) • only internet • TV + internet (logical OR)
  48. 48. 48 Incremental, duplicated and total reach – displayed as stacked bar chart EXAMPLE OF CROSS ANALYSIS IN KITE – GRAPH Note: displayed results are artifical, not based on real campaign
  49. 49. 49 BULGARIAN NATIONAL PANEL A digital panel built within the network of Current size about 10,000 panellists and continuously increasing Different recruitment means (online and offline) Double opt-in and offline verification of all new respondents by a phone call Unreliable respondents are being excluded High response rate Follow industry quality standards: ESOMAR, SIMAR Key external ENP Clients: Dynata, Kantar, Norstat, Toluna, Ipsos, Netquest, Rakuten
  50. 50. 50 BULGARIAN NATIONAL PANEL 166 criteria in 12 areas – possibility to precisely pre-target, efficiently invite relevant respondents and find hard-to-get target groups in a short time
  51. 51. 51 LIFESTYLE? LIFESTYLE! No TGI on Bulgarian market No 360°description of what we buy and consume, what we read and watch, how we think Inspiration from around the world (Nielsen‘ studies, clients‘ needs) Continuation of already started path toward in-depth understanding to Bulgarian consumers • Psychographic profiles • Media Consumption Segmentation • Lifecycle Typology • ABCDE S M A R T Shopping, Media, Attitudes, fRee Time
  52. 52. 52 SMART First data available 1st half 2020 – reports Data collection in waves – first demography and media In the future – possibility to access data in Adwind Kite Detailed demography Equipment Media Advertising Auto-moto Finance Shopping habits Travel Free time, attitudes, statements
  53. 53. 53 AD INTEL
  54. 54. 54 INTERNET AD MONITORING Cooperation with Banner Monitoring More than 400 sites monitored Available in Ad Intel • Formal Parameters
  55. 55. 55 INTERNET AD MONITORING Description of the advertisement content Methodology common for all media types in Ad Intel Motive – represents the ad campaign For all formats in Internet data Across all media types
  56. 56. 56 Monthly data publications along with monthly publications of all the rest media types Full version in Ad Intel since Q1 2020 Testing period for all clients for free INTERNET AD MONITORING
  57. 57. 57 AD INTEL – NEW VARIABLES New Variables – Better Analyzes
  58. 58. 58 AD INTEL – NEW VARIABLES
  59. 59. 59 AD INTEL – NEW VARIABLES Existing variables New Variables Possibility to rename the variables according to personal preferences Available from November 26th
  60. 60. 60 PROGRAMME DATA Optimization of description of Football competitions Added names of the competitions in the titles of the Studios Opportunity for better analyzes – available at the beginning of 2020
  61. 61. 61 ADWIND KITE
  62. 62. 62 ADWIND KITE Top quality analytical and planning SW Over 1 200 active users in gradually rising number of countries In Bulgaria… • More than 25 000 analyses computed monthly • Average computation time less than 10 seconds • Most used type Pivot analysis • Busiest month October • Busiest day of week Tuesday • Busiest hour 2pm – 3pm
  63. 63. 63 Cross-media advertising Enhanced plan module Reach curves based on exact channel and daypart split • Possibility to estimate reach even for non-standard channels and dayparts split Inverse reach curves • To estimate needed level of TRPs to achieve desired reach level Bundles combination optimization • For example to find best ratio between Nova and BMG commercial bundles ONGOING DEVELOPMENT
  64. 64. 64 OPTIMIZED PLAN WITH INVERSE REACH CURVES
  65. 65. 65 VIDEOANALYSIS Better video quality Updated layout Time intervals easily created from videos
  66. 66. 66 RADIO DATA 201920182015 20172016 ?
  67. 67. 67 PRICING POLICY
  68. 68. 68 OVER TO YOU… DO YOU HAVE ANY QUESTIONS FOR US?
  69. 69. Thank you for your attention.

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