Measuring audiences across media in today's complex digital landscape
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The document discusses the shift from a one-to-many media world to a many-to-many world where consumers access media across multiple devices. It notes that while this allows for more flexible campaigns and building customer relationships across platforms, it also increases complexity due to fragmented data and difficulty determining unduplicated audiences. The document advocates for a human-centric approach to measurement that integrates different methods to provide comprehensive cross-platform data updated daily.
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Measuring audiences across media in today's complex digital landscape
- 2. The One-to-Many World Confidential Retail Readership VIDEO TEXT WEB
- 3. The Many-to-Many World Confidential VIDEO Video Game Console PC Smartphone Tablet Retail Readership TEXT PC Smartphone Video Game Console PC Smartphone Video Game Console Tablet WEB Tablet
- 4. The Many-to-Many World Confidential 2% 9% 13% 18% 21% 30% 33% 42% 59% 94% 0% 20% 40% 60% 80% 100% Wearable Computer eReader Streaming Media Player Smart TV Portable Media Player Game Console Cell Phone Tablet Smartphone PC Reach (%) Source: Verto Analytics Inc., Platform Survey Time Period: September 2014 Country: United States Target: 18+ Sample (n): 5,029 (US)
- 5. The Many-to-Many World 10/24/2014 Confidential 0% 5% 10% 15% 20% 25% 30% 35% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 %ofInternetusers Number of all devices owned US UK Source: Verto Analytics Inc, Platform Survey Time Period: September 2014 Country: United States, Great Britain Target: 18+ Sample (n): 5,029 (US) 2,865 (GB)
- 6. The Many-to-Many World On the one hand… Leverage creative across different media. Construct campaign “narratives” across different media. Build customer relationship across different platforms with different tools. Increased plan flexibility without sacrificing reach/frequency campaign goals. On the other hand… Complexity can be daunting. Fragmented & unintegrated audience measurement data. Fragmented & unintegrated campaign data. Difficult to determine net (unduplicated) campaign audience. Confidential
- 7. The ARF 360 Model 10/24/2014 Confidential HUMAN Category Content Vehicle Access & Information Acquisition Advertising Access Brand Meaning Acquisition Experience Consumer Reaction Source: The ARF 360 Model: Update to a Human-centric Approach, Jenni Romaniuk & Craig Gugel
- 8. The Many-to-Many World: Media-centric Confidential VIDEO Video Game Console PC Smartphone Tablet Retail Readership TEXT PC Smartphone Video Game Console PC Smartphone Video Game Console Tablet WEB Tablet
- 9. The Many-to-Many World: Content-centric Confidential VIDEO Video Game Console PC Smartphone Tablet Retail Readership TEXT PC Smartphone Video Game Console PC Smartphone Video Game Console Tablet WEB Tablet
- 10. The Many-to-Many World: Content-centric Confidential Media Company VIDEO TEXT WEB ►Content-centric measurement on its own faces coverage, scalability, comparability challenges.
- 11. Today’s Research Methods Confidential Surveys Content-centric Analytics Panels Estimates Attribution ►There is no silver bullet. ►No single solution: Covers all media platforms Covers all content types Covers all audience groups ►Current solutions have long- standing architectural limitations.
- 12. Today’s Research Methods: Implications for Clients Confidential Surveys Content-centric Analytics Panels Estimates Attribution
- 13. Tomorrow’s Research Methods: Human-centric ►Integrate the latest measurement methods. ►Cover the entire digital environment. ►Deliver integrated data across the environment connected to demographics with hourly, daily, weekly & monthly granularity. ►Publish every 24h. Confidential Surveys Content-centric Analytics Panels Estimates Attribution
- 14. Confidential Thank you! Chris Modzelewski, Chief Research Officer chris.modzelewski@vertoanalytics.com Tel. +1 201-506-4554
Editor's Notes
- Distribution of campaigns directly tied to the distribution of media content. Measurement of campaign distribution therefore equivalent to measurement of media content. Over time, measurement has increasingly shifted towards measuring campaigns as well as media content.
- One piece of content can now be accessed using an unprecedented number of devices. The variety of content that each of those devices can access has increased exponentially. Advertisers now have to take into account direct marketing (email), social media, search, video, apps, web sites, micro-sites, display – the media mix is getting more and more complicated, and has become recursive. For example, web display ads can be delivered within a web browser embedded into a mobile app like Twitter.
- And consumers are actually using all of these different media platforms.
- Average US Internet user owns about 4.5 devices. Average UK Internet user owns about 4.6 devices. And this number is growing – not as fast as some boosters would have you believe, but it is growing.
- Where does the complexity come from? History, mainly. For one thing, the measurement platforms available today weren’t built with holistic measurement in mind. Certain media platforms that need to be taken into account today didn’t even exist five years ago. And others? Well, their measurement was built in a focused, platform-specific way: Let’s measure web usage on PCs, let’s measure mobile usage, let’s measure TV viewership, etc.
- Where does the complexity come from? History, mainly. For one thing, the measurement platforms available today weren’t built with holistic measurement in mind. Certain media platforms that need to be taken into account today didn’t even exist five years ago. And others? Well, their measurement was built in a focused, platform-specific way: Let’s measure web usage on PCs, let’s measure mobile usage, let’s measure TV viewership, etc.
- Where does the complexity come from? History, mainly. For one thing, the measurement platforms available today weren’t built with holistic measurement in mind. Certain media platforms that need to be taken into account today didn’t even exist five years ago. And others? Well, their measurement was built in a focused, platform-specific way: Let’s measure web usage on PCs, let’s measure mobile usage, let’s measure TV viewership, etc.