Media Research

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Presented at TMKedu in June 2014 by Ludmila Palasin.

This presentation provides an overview of media research tools including both survey tools (e.g. Nielsen, MRI, Simmons, MMR) and research studies (e.g. Iconoculture, Forrester, and eMarketer) and goes through some real examples of how these tools can be used to deliver important information and insights for clients.

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Media Research

  1. 1.   tmk.edu:    Research  
  2. 2. Agenda   •  Provide  an  overview  of  the  suite  of  research   tools  available  at  TMK:   – Basic   – Survey   – Research  Studies   – Planning  
  3. 3.   Basic  Tools  
  4. 4. Print  
  5. 5. TV  and  Radio  GRP  EsAmaAng  
  6. 6. The  Internet  of  Things  (IoT)   •  In  2008  the  number  of  Internet-­‐connected   devices  first  outnumbered  the  human   populaAon.    In  2013  there  were  13B  devices,  and   they  are  projecAng  there  will  be  50B  by  2020   –  Phones   –  Chips   –  Sensors   –  Implants   –  ?????   Source:    Cisco,  Pew  Research  Center  “The  Internet  of  Things  will  Thrive  by  2025”  
  7. 7.   Survey  Tools  
  8. 8. Simmons  OneView  uses  custom  and  syndicated   research  to  provide  target  audience  insights,   including  demographics,  behavioral,  and  media   usage.    Studies  include  Adults  18+  and  Teens  11-­‐17.   Scarborough  is  the  best  resource  for  understanding   the  target  audience  at  the  local  level   Mendelsohn  provides  in-­‐depth  informaAon  about   the  demographics,  psychographics,  media  usage   and  spending  habits  of  affluent  consumers  
  9. 9. Reading  Crosstabs   Unweighted:    Actual   number  of  respondents   Weighted:    Projected   populaAon  for  the  row   and  column   Ver?cal  Percent:    Percent   of  the  column  that  will  be   reached  by  the  row   Horizontal  Percent:     Percent  of  the  row  that   will  be  reached  by  the   column   Index:    ComposiAon  in   relaAon  to  the  base.    Over   100  is  the  percentage  the   column  is  more  likely  to   do  what  is  in  the  row  
  10. 10. It  is  Important  to  Understand   Millennials   •  The  Millennial  generaAon,  roughly  defined  as   young  adults  ages  18  to  33,  represents  25%  of   the  US  populaAon  and  holds  $1.3  trillion  in   spending  power.  
  11. 11.   Research  Studies  
  12. 12. eMarketer  
  13. 13. Digital  Video  is  Huge   •  100  million  people  are  going  to  watch  more   than  1  billion  online  videos  today   •  The  Zach  Galifianakis  interview  of  Barack   Obama  on  “Between  Two  Ferns”  drove  more   impressions  than  an  episode  of  the  #1  comedy   “The  Big  Bang  Theory”   Source:    eMarketer  
  14. 14. Forrester  
  15. 15. Iconoculture  
  16. 16. Social  Media  Insight   •  While  87%  of  blogs   post  Monday  –   Friday,  sharing  is   highest  on  Saturday   and  Sunday.     Brands  may  be   hurAng  their  reach   by  not  posAng  more   on  the  weekends   Source:    eMarketer  
  17. 17.   Planning  Tools  
  18. 18. Stradegy   •  Detailed  compeAAve  informaAon  and   adverAsing  trends  across  21  different  media   channels   – AdverAsing  spend,  placement,  and  creaAve   – Top  level  overview  or  highly  granular  detail   – Customized  reports  
  19. 19. comScore   •  The  best  research  tool  for  understanding  how   to  reach  target  audiences  online   – Provides  website  analyAcs  and  reporAng  that   delivers  insights  on  what  people  are  doing  online   •  Media  rankers/audience  analysis   •  Campaign  R/F   •  Lifestyle  and  product  ownership  insights   •  DMA-­‐specific  research  
  20. 20. Something  for  Combe   •  In  a  report  on  the  male  grooming  sector  by   Mintel:   – 52%  of  men  said  they're  loyal  to  the  brands  of   toiletries  and  grooming  products  they  use   – 34%  report  preferring  to  smell  a  grooming  or   personal  care  product  before  purchasing  it   – 20%  admit  to  favoring  2-­‐in-­‐1  products  to  save   Ame.  
  21. 21. Workhorse  Media  Tools  
  22. 22. Pointlogic   •  CommunicaAon  planning  tool  for  mulAmedia   campaigns   –  Data  is  generated  from  proprietary  consumer  and   media  planner  surveys,  and  enhanced  by  fusion  with   MRI,  Simmons  and  PRIZM  segments   •  Takes  into  account  different  abiliAes  of  media   channels,  costs,  reach  and  campaign  objecAves   •  Produces  opAmal  channel  rankings  and   suggested  budget  allocaAons  
  23. 23. The  DefiniAon  of  Happiness  Has   Changed   •  Consumers’  definiAon  of  happiness  has  changed   and  been  reprioriAzed  post-­‐recession  —  it’s  less   about  the  short-­‐term  acquisiAon  of  products  and   more  about  long-­‐term  purpose  and  hope.   •  This  dematerializaAon  of  happiness  is  making  it   tougher  for  brands  to  legiAmately  leverage  it  as  a   concept,  but  the  smartest  brands  are  finding   ways  to  make  the  right  connecAons  to   consumers’  right-­‐now  values.   Iconosphere  2014  
  24. 24.   THANK  YOU!  

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