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Digital Landscape and Social Tv Bocconi Marzo2016

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Digital Landscape and Social Tv Bocconi Marzo2016

  1. 1. NIELSEN GLOBAL OVERVIEW @NielsenItaly stefano.russo@nielsen.com
  2. 2. AGENDA NIELSEN FOOTPRINT AND SOLUTIONS SOCIAL TV DEFINITIONS, PLAYERS, METRICS, BEST PRACTICES SOCIAL CONTER RATINGS THE FIRST HOLISTIC SOLUTION FOR SOCIAL TV
  3. 3. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 3 I valori riportati si riferiscono a dati Nielsen Company con range temporale dal 11 gennaio al 17 gennaio 2016 (Nielsen Linear Time). NIELSEN FOOTPRINT AND MISSION Founded in 1923, today in +100 countries around the wrold …We study consumers in more than 100 countries to give you the most complete view of trends and habits worldwide. … we’re constantly evolving, not only in terms of where we measure, or who we measure, but in how our insights can help you drive profitable growth.
  4. 4. THE MARKETPLACE IS INCREASINGLY COMPLEX Linear vs non linear Fragmentation Real Time Always On ROPO RTBSocial Media THE HUMAN FACE OF BIG DATA
  5. 5. DRIVERS OF CHANGE OVER THE LAST 20 YEARS Technology/ Digital Economy Globalization
  6. 6. Copyright©2013TheNielsenCompany.Confidentialandproprietary. PRE-STORE IN-STORE PURCHASEDEMAND/NEEDS LOYALTY THE NEW PATH TO PURCHASE
  7. 7. Copyright©2016TheNielsenCompany.Confidentialandproprietary. 7 THE PATH TO PERFORMANCE Faster, smarter more confident decisions to improve performance SALES EFFECTIVENESS: Achieve better financial performance through superior plan activation and sales execution MARKETING EFFECTIVENESS: Engage consumers through effective and efficient marketing CONSUMERIZATION: Organize around consumers; build proprietary understanding about your most profitable consumer – then activate the entire organization. INNOVATION: Improve how companies innovate; integrated from white space to launch support
  8. 8. Copyright©2016TheNielsenCompany.Confidentialandproprietary. 8 GAIN A DEEPER UNDERSTANDING OF YOUR ADVERTISING INVESTMENTS OR MEDIA PERFORMANCE Advertising Effectiveness OUTCOME: Higher overall media ROI How did it change behavior? REACTION How did it change attitudes ? RESONANCE What audience did I reach? REACH MARKETING EFFECTIVENESS | A huge portfolio of solutions for Advertisers, media owners, agencies
  9. 9. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 9 I valori riportati si riferiscono a dati Nielsen Company con range temporale dal 11 gennaio al 17 gennaio 2016 (Nielsen Linear Time). Consumer Research Consumer & Retail Tracking Bases (Innovation Development) TV Audience Measurement WATCH BUY In Store Observation Online Measurement (Web/Mobile Media Tracking Reach cross platform) Advertising Intelligence NIELSEN SOLUTIONS AVAILABLE IN ITALY Data Fusion – Integration – Ad Hoc Analysis Social Tv Measurement Media Analytcs And cross platform
  10. 10. SOCIAL CONTENT RATINGS
  11. 11. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 11 TOWARDS THE TOTAL AUDIENCE MEASUREMENT http://sites.nielsen.com/totalaudience/
  12. 12. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 12 SOMETHING HAS CHANGED... Second screen and social network changed the way we watch television from familiar to social Television mantains it’s relevance, but we changed how we interact with it
  13. 13. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 13 SOCIAL TV IS LIKE AN EXTENDED COUCH Jared Goldsmith, VP marketing at NBC
  14. 14. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 14 4h22m per day 95% Source: Nielsen on Auditel and Audiweb, 2015 ITALY: THE PASSION FOR TV AND SOCIAL MEDIA Average time of Tv viewing per day ....among MILLENNIALS? • 69% is multiscreen (surf the web while watching Tv) • 72% are Social Networks users 26 Mn Italians on Social Media Every month % of social network users among mobile internet users
  15. 15. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 15 NIELSEN SOCIAL: AN HOLISTIC APPROACH TO SOCIAL TV Tracking of the mentions for +500 Brands in Italy: Overlap Brand/Program Authors - Social Effect Reports Real time monitoring: Real Time Engagement Top Metrics, tweets, authors, mentions, affinity among programs and brands… Data available overnight: + 10.000 progams e 230.000 episodes per year 120 networks + Netflix COMING SOON: Metrics about Instagram and Facebook as well. Different social media platforms measured with a consistent approach Social Content Ratings Available in US, Italy, Australia, Mexico
  16. 16. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 16 NIELSEN SOCIAL: HOW IT WORKS NIELSEN SOCIAL AD HOC SCR BIG DATA CLASSIFICATION MEASURED STREAMS SOLUTIONS SOCIAL CONTENT RATINGS AD HOC SOLUTIONS SOCIALGUIDE INTELLIGENCE NIELSEN SOCIAL AD HOC SCR BIG DATA CLASSIFICATION MEASURED STREAMS SOLUTIONS SOCIAL CONTENT RATINGS AD HOC SOLUTIONS SOCIALGUIDE INTELLIGENCE SCHEDULING: Daily updates for all the networks we’re tracking
  17. 17. Copyright©2016TheNielsenCompany.Confidentialandproprietary. 17 THE SOCIAL MEDIA ECOSYSTEM TV CONTENT AGENCIES M.agencies (€€€ allocation) Content Agencies
  18. 18. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 18 SOCIAL TV: THE VALUE FOR BROADCASTERS • REPORTING AND COMPETITIVE ANALYSIS • MARKETING AND COMMUNICATION • ENGAGEMENT IN REAL TIME AND PRE/POST • MONETIZATION (SALES HOUES) Why measuring Social Tv is so relevant
  19. 19. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 19 SOCIAL TV: THE VALUE FOR ADVERTISERS/AGENCIES • REPORTING AND MARKETING ANALYSIS • ANALYSIS FOR PLANNING AND POST EVALUATIONS • SOCIAL/TV CAMPAIGN MEASUREMENT (SOCIAL EFFECT) • REAL TIME ENGAGEMENT Why measuring Social Tv is so relevant BRANDING IN THE AGE OF SOCIAL MEDIA – HBR MARCH 2016
  20. 20. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 20 SOCIAL TV IN ITALY: KEY LEARNINGS 2015 Key Figures The social media presence in programs Marketing and Communications Advertising cross between social and Tv Research and Intelligence Some evidence from the italian Marketplace
  21. 21. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 21 SOCIAL TV IN 2015: TRENDS AND GENRES Note Metodologiche: Tweet relativi ai programmi postati durante la finestra temporale Linear (+/- 3 ore rispetto al programma on AIR). Specials: ES. Sanremo, MTV EMA, Miss Italia *Altri generi include: serie Tv, cinema, intrattenimento, factual. Q42015 vs Q42014: Authors and Audience flat. Tweets (+20%) and Impressions (+10%). 30% 19%26% 14% 9% Talent/Reality Specials Sport Live Events Talk/News Altri generi* % of tweets per Genres In 2015 44 Million Tweets, 2.3 billion impressions
  22. 22. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 22 SOCIAL TV: THE SEASONALITY 3,4 6,4 4,3 3,6 4,9 3,4 1,6 1,4 3,4 5,5 3,6 2,8 Gen Feb Mar Apr Mag Giu Lug Ago Sett Ott Nov Dic Millions of Tweets per month 293.000 382.200 334.000 302.000 353.000 275.300 179.000 177300 275.800 303.100 294.600 228.500 Feb Mar Apr Mag Giu Lug Ago Sett Ott Nov Dic Unique Author per month
  23. 23. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 23 SOCIAL MEDIA IN THE TV PROGRAMS STORYTELLING ....new opportunities for brands ...Stimulating conversations ...become content ...Aggregate communities
  24. 24. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 24 SOCIAL TV RATINGS FOR MKTG PURPOSES
  25. 25. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 25 SENTIMENT ANALYSIS. WHAT DO PEOPLE SAY? Are comments positive, negative, neutral? What about brands or talent?
  26. 26. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 26 THE REAL TIME OPPORUNITY Social Media Allows real time conversations: this brings risks and opportunities
  27. 27. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 27 CALCULATING AFFINITY AMONG DIFFERENT PROGRAMS OR NETWORKS Mapping the viewing beaviours among different networks/programs
  28. 28. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 28 0,0% 20,0% 40,0% 60,0% 80,0% 100,0% 120,0% EACH AUTHORS HAS A DIFFERENT VALUE 645 2.059Nr of authors (% on authors) ...... 12% of authors generated 80% of impressions on twitter for the program... (4%) (12%) Quantile Nr of auhtors 1 33 2 149 3 463 4 1.443 5 14.133 Who are the most influencing among my program-authors?
  29. 29. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 29 GOLDEN TV AUTHORS: WHY THEY ARE SO RELEVANT X 2.8 Tweet per episode +50% Followers X 3.8 Tweets about brands Compared to a simple program author, a Golden TV author generates... Source Nielsen Social: data related to 34 Tv programs on air in Italy between Sept 2014 to June 2015 Definitions Caratheristics Program Authors Authors who tweeted at least on 2 episodes of a program over the entire season Frequent Authors Authors who tweeted at least on 3 episodes of a program over the entire season Loyal Authors Authors who tweeted at least on the 25% of episodes of a program over the entire season Golden Authors Authors who tweeted at least on the 33% of episodes of a program over the entire season
  30. 30. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 30 SOCIAL TV AND ADVERTISERS 61% Twitter TV Authors: 1,1 Million Twitter Brand Authors: 818k Twitter Brand/TV Authors: 500k Fonte: Nielsen Social, dati relativi al 2015 www.nielsensocial.com 500.000 people - 61% of authors who tweeted about the brands, wrote about television programs during 2015
  31. 31. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 31 NUMBER OF TWEETS PER DAY. ENEL/#XF9 31/08/2015 02/09/2015 04/09/2015 06/09/2015 08/09/2015 10/09/2015 12/09/2015 14/09/2015 16/09/2015 18/09/2015 20/09/2015 22/09/2015 24/09/2015 26/09/2015 28/09/2015 30/09/2015 02/10/2015 04/10/2015 06/10/2015 08/10/2015 10/10/2015 12/10/2015 14/10/2015 16/10/2015 18/10/2015 20/10/2015 22/10/2015 24/10/2015 26/10/2015 28/10/2015 30/10/2015 01/11/2015 03/11/2015 05/11/2015 07/11/2015 09/11/2015 11/11/2015 13/11/2015 15/11/2015 17/11/2015 19/11/2015 21/11/2015 23/11/2015 25/11/2015 27/11/2015 29/11/2015 01/12/2015 03/12/2015 05/12/2015 07/12/2015 09/12/2015 11/12/2015 73% of the Tweets mentioning Enel posted by Brand&program Authors between Dec 10 to Dec. 12 Split between Brand&Program Authors vs Brand Authors Brand And Program Authors Brand Authors PRE-CAMPAIGN CAMPAIGN 2.630 Tweets (out of 3.588) between Dec 10 to Dec 12 posted by Brand&programs Authors

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