Delving deeper into viewer experiences - How combined date collection technologies can lead to more robust - RealityMine

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Delving deeper into viewer experiences - How combined date collection technologies can lead to more robust - RealityMine

  1. 1. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by
  2. 2. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  3. 3. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  4. 4. Delving deeper into viewer experiences: How combined data collection technologies can lead to more robust
  5. 5. Co-founder, Reality MineRolfe Swinton Head of Analytics, Reality MineChris Shaw www.realitymine.com @RealityMineTech VP Director, Research, Spark SMGAdam Weiler
  6. 6. What messages reach whom when?
  7. 7. When do we reach whom on the go?
  8. 8. What we do – best of the different disciplines Passive Data (Mobile / Tablet / Listening) Emotional Data (Behavioral) Respondent Self-Report Single Source
  9. 9. Some of RealityMine’s Clients
  10. 10. Our Data Capture System
  11. 11. Road Tested eDiary Where MediaActivities EmotionsWith Whom Life context … Cross-Media … Passive Mobile … UK & USA 2,500+ Person Nationally-Projectable Sample
  12. 12. Deep Insights Into Daily Life Comprehensive And Granular 20 Self-Reported Locations All Major Media 23 Activities including Path To Purchase 10 Social Settings 22 Emotional Mindsets USA TouchPoints 2013, wave 4 data, September
  13. 13. Device Connection Event Activity Location Advertising & Media WiFi / Network Speed / Strength 2G / 3G / 4G Operating System / Model Network Battery / Charging Browser / In-app Ads Music, Video Creation / Consumption Ad Replacement & A/B Testing In / Out of Home & Specific Locations Behavioral Context Event Triggers Calls Made / Received Detailed Web Usage App Usage SMS In/Out & Other IM Formats Now More Powerful With Hyper-Granular Passive Mobile Active Surveys Event based triggers E-Diaries
  14. 14. RealityMine In Action • Blending different types of data to enrich consumer profiles • Combining real-time survey data, passively monitored mobile device data and demographic modelling • Understanding how sports events can effect media behavior and impact advertising effectiveness Data collected during NCAA March Madness between March 14-26 2014, with a sample size of 500 people, using USA TouchPoints with Passive and MediaTrak with Passive
  15. 15. Who are they watching with and where? The majority of time spent watching March Madness was when people were alone and at their own home. 8% of the time, March Madness viewers were watching with a pet in the room! USA TouchPoints 2014 data, March 14 to March 26
  16. 16. The best way to engage viewers throughout the day… USA TouchPoints 2014 data, March 14 to March 26
  17. 17. How did advertising during March Madness games change your opinion of a brand? Advertising during March Madness had a positive impact on brands, with the most obvious gain being that these brands seemed more nationally available and competitive.
  18. 18. What does their mobile home screen look like? Skype is heavily used by March Madness viewers. Yahoo Sports and ESPN Streak are used more by March Madness viewers, supplementing their viewing by reading news, analysis and prediction of results. Candy Crush Saga ranked lower in people who watched the tournament than those that didn't. The top news, weather and sport apps used by March Madness fans are all sport related apps. USA TouchPoints 2014 data, March 14 to March 26
  19. 19. Mobile Web Search Queries? Sports Internet searches by people watching March Madness shows sports during March Madness is on their minds.
  20. 20. Spark Media: Turning insight to action We found out:  Everyone’s crazy about March Madness.  Engagement tips off bigtime before any teams take the court.  Mobile phones are a tourney viewer’s favorite companion  Content must aim at engaging, not just entertaining.  Social transcends social networks.  “Madness” is actually relaxing
  21. 21. 84% 16% TV Viewing – Mostly Live, But Considerable Amount of Streaming Selection Sunday First Four ® 18TH – 19TH Second and Third Rounds 20TH – 23RD Engagement Starts Early – TV Viewing Excitement before the action starts!
  22. 22. Mobile phones are a great tournament companion
  23. 23. Email has the largest share of engagement. 0 50 100 150 200 250 300 350 MobileEngagements Communications Capabilities Viewer Non-Viewer
  24. 24. Concurrent Activities Show Viewers’ Mindsets
  25. 25. Conclusions • Be aware that your target is just part of a larger audience. • Consumers are interested and invested before the broadcast begins. • Surround your target on multiple platforms including mobile, social and display to reinforce your on-air message • Second screens may mean secondary content, so don’t limit your plan to just contextually relevant content • Be a good host. Your target is tuning in to relax, so think about how to indulge them
  26. 26. Custom • Ability to set up within 72 hours • Live in 20 languages and over 30 countries • We can launch projects on demand – New projects can be live in 72 hours – Can include: • eDiary • Passive Mobile & Tablet Metering • MediaTrak Passive Listening • Whole home measurement • Behavior / location triggered surveys Syndicated • Life context and cross-media measured through TouchPoints eDiary accessible on iOS and Android devices • Scalable sample • 2,500, nationally representative sample sourced through online panels – Passive mobile meter data – Web management dashboard – Online access back data – Delivery of data to 3rd party processors – Plans for sample growth - 5,000 by 2015; 20,000 by 2016 And Clients Can Use this On Custom or Syndicated Basis
  27. 27. 9pm is peak time for playing CandyCrushSaga. 45% of people playing have stayed up past midnight to finish their game. 25% are still playing at 2am! CandyCrushSaga – depriving a nation of sleep?! USA TouchPoints 2014 data, March 14 to March 26
  28. 28. Thank You! rolfes@realitymine.comRolfe Swinton chriss@realitymine.comChris Shaw www.realitymine.com @RealityMineTech adam.weiler@sparksmg.comAdam Weiler
  29. 29. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  30. 30. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  31. 31. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by

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