Glenn Enoch of ESPN gives an account of the progress made to date in a project designed to provide for the first time continuous audience measurement across five platforms
This document discusses measuring the effectiveness of integrated cross-media campaigns. It outlines challenges in aligning research with client needs, measuring campaign integration and media duplication, obtaining basic campaign effectiveness measures, and modeling the entire communication flow. The document then provides examples of research conducted by Millward Brown and Dynamic Logic to evaluate how different media interact and affect brand metrics. It shows that magazines are generally the strongest driver of persuasion while maintaining awareness, and that combining magazines with online media can strengthen impact through synergy and increased exposure frequency. The document concludes by discussing opportunities for more advanced modeling and ongoing in-market cross-media measurement.
Cross-Media Information Systems - Quo Vadis?Beat Signer
This document discusses issues with existing digital documents and proposes an alternative approach using fluid cross-media information spaces based on the Representational State Transfer (RSL) model. It describes several research projects exploring interactive paper applications, cross-media authoring tools, and multimodal interfaces. The overall goal is to move beyond simulating paper documents on desktop computers towards more open and associative representations of information.
Digital Media Measurement | Brian D. SheltonBrian Shelton
Digital media measurement has shifted from multi-channel to cross-channel marketing, where customers are tracked across different channels. This requires listening to customers and engaging them with the right content on the right channel. While many organizations struggle with understanding cross-channel interactions and managing different technologies, key players in marketing/monitoring, PR software, and digital analytics are helping to drive more integrated measurement. The biggest challenges now involve interpreting large amounts of "big data" to inform strategies, rather than just collecting data.
Cross-media behavioral measurement is the analysis of multiple media channels in concert to quantify the impact each channel has. An insights piece by Havas Digital.
Cross media planning & how to target your audience using person typesMatthijs van Engelen
The document discusses developing a cross-media plan to effectively engage target audiences. It emphasizes understanding the audience by defining their needs, interests, and preferred media platforms. The document also provides an example media plan template to map how to reach, interest, engage, maintain, and activate audiences across different channels over time. Finally, it stresses the importance of understanding audiences at an individual level to meet their specific needs through the right content and media.
The combination of Magazine and Online advertising
seemed to have a synergistic effect, greater than the sum of
their individual impacts. This suggests that for this target
audience, the integrated use of these two media was more
effective than using them separately.
The study provided GM with guidance on how to optimize their
media mix for future campaigns promoting new models,
particularly around using magazine and online together to
reinforce messaging to heavy TV viewers.
18
Levi’s – Dockers Brand
Levi’s was promoting their Dockers brand of casual pants with a
multimedia campaign including TV, Print, Outdoor and Online.
The campaign featured lifestyle imagery of men wearing Dockers
This document discusses measuring the effectiveness of integrated cross-media campaigns. It outlines challenges in aligning research with client needs, measuring campaign integration and media duplication, obtaining basic campaign effectiveness measures, and modeling the entire communication flow. The document then provides examples of research conducted by Millward Brown and Dynamic Logic to evaluate how different media interact and affect brand metrics. It shows that magazines are generally the strongest driver of persuasion while maintaining awareness, and that combining magazines with online media can strengthen impact through synergy and increased exposure frequency. The document concludes by discussing opportunities for more advanced modeling and ongoing in-market cross-media measurement.
Cross-Media Information Systems - Quo Vadis?Beat Signer
This document discusses issues with existing digital documents and proposes an alternative approach using fluid cross-media information spaces based on the Representational State Transfer (RSL) model. It describes several research projects exploring interactive paper applications, cross-media authoring tools, and multimodal interfaces. The overall goal is to move beyond simulating paper documents on desktop computers towards more open and associative representations of information.
Digital Media Measurement | Brian D. SheltonBrian Shelton
Digital media measurement has shifted from multi-channel to cross-channel marketing, where customers are tracked across different channels. This requires listening to customers and engaging them with the right content on the right channel. While many organizations struggle with understanding cross-channel interactions and managing different technologies, key players in marketing/monitoring, PR software, and digital analytics are helping to drive more integrated measurement. The biggest challenges now involve interpreting large amounts of "big data" to inform strategies, rather than just collecting data.
Cross-media behavioral measurement is the analysis of multiple media channels in concert to quantify the impact each channel has. An insights piece by Havas Digital.
Cross media planning & how to target your audience using person typesMatthijs van Engelen
The document discusses developing a cross-media plan to effectively engage target audiences. It emphasizes understanding the audience by defining their needs, interests, and preferred media platforms. The document also provides an example media plan template to map how to reach, interest, engage, maintain, and activate audiences across different channels over time. Finally, it stresses the importance of understanding audiences at an individual level to meet their specific needs through the right content and media.
The combination of Magazine and Online advertising
seemed to have a synergistic effect, greater than the sum of
their individual impacts. This suggests that for this target
audience, the integrated use of these two media was more
effective than using them separately.
The study provided GM with guidance on how to optimize their
media mix for future campaigns promoting new models,
particularly around using magazine and online together to
reinforce messaging to heavy TV viewers.
18
Levi’s – Dockers Brand
Levi’s was promoting their Dockers brand of casual pants with a
multimedia campaign including TV, Print, Outdoor and Online.
The campaign featured lifestyle imagery of men wearing Dockers
This document discusses cross-media measurement and deduplicated reach. It summarizes Gemius' methodology for cross-platform audience measurement called Behavioral Panel Synthesis (BPS). BPS uses metrical clustering, logistic regression, and nearest neighbor merging to integrate panel data from PCs, mobile devices, and tablets. The document outlines plans to expand this methodology to fully integrated measurement of internet, television, radio, and print audiences. It encourages readers to prepare for cross-media measurement being the future industry standard.
Modeling the Customer Journey insights using Structural Equation Modelling. This provides a battery of insights into the causal relationships that exist for Brand X's marketing eco-system.
Porsha Graves is seeking a coaching position and has extensive basketball experience as both a player and coach. She has a bachelor's degree in business administration from UNC Greensboro and has been an assistant girls basketball coach at The Burlington School since 2013, where she helped establish a winning program. Graves has also been an assistant and head coach at Hugh M. Cummings High School and an assistant coach for the MERC Bulldogs youth team. She demonstrates strong leadership, communication, and teaching skills.
This document discusses InsightExpress' cross media measurement methodology. It begins by outlining the need for cross media measurement to understand the impact of advertising across multiple channels. It then describes InsightExpress' approach which combines opportunity to see (OTS) measurement for offline media with experimental design for online/mobile exposure tracking. Key deliverables include analyses of campaign performance by media, cost per branding effect calculations, frequency optimization recommendations, and brand equity metrics. The methodology provides an comprehensive solution for evaluating cross channel advertising campaigns.
The document discusses Cross Media, an interactive marketing solution that allows companies to create cross-channel marketing campaigns. It allows designing branded campaigns, leveraging customer data, and managing campaign logic and channels. The solution provides tools for campaign management, event management, online surveys, e-newsletters, and customer data management. It aims to create effective customer experiences, expand reach across channels, and deliver measurable results for justifying marketing investments.
This document summarizes the challenges facing digital media measurement from the perspective of marketers. It notes that while digital media offers unprecedented measurement capabilities, the many competing vendors and lack of standards makes it difficult to determine the reach and frequency of ad campaigns across sites and networks. This contrasts with traditional media where buyers and sellers agree on common metrics. The document advocates for the "Making Measurement Make Sense" initiative led by IAB, 4As and ANA to develop consistent, cross-platform metrics and establish governance to improve digital measurement and make the medium more attractive for large brand advertising campaigns.
Insight Address: "Cross-Media Marketing Synergies: Spreading Dollars Across C...iMedia Connection
iMedia Brand Summit - Sept 2010
With consumers adapting rapidly to a cross-media “way of life,” it is now more important than ever for traditional and digital advertisers to understand the value of leveraging multiple media channels to achieve the greatest impact and strongest ROI. In order for this to occur, marketers need to spread their branding budgets across channels to benefit from some of the cost efficiencies that the Internet provides, while capitalizing on the inherent synergies of cross-media advertising.
comScore EVP Erin Hunter, and Doug Chavez, director, digital marketing, Del Monte Foods, will present a brief overview of the current state of the advertising industry, and will highlight advertising across platforms to gain synergy, actively coordinating traditional and digital marketers to capture these incremental gains, and using sound, consistent measurement to evaluate the effectiveness of cross-media campaigns.
Hunter and Chavez will present a detailed analysis of cross-media effectiveness results from a recent campaign. The presentation will include an overview of study objectives, methodology/design and key findings, providing audience members with actionable cross-media insights and a strong argument for considering cross-media strategies.
GFK Case study: Putting people back into dataIAB Europe
Time Inc. partnered with GfK to enhance programmatic advertising by incorporating more robust consumer segmentation data. GfK surveyed Time Inc.'s Crossmedia Link panel in the UK and US to gather additional attitudinal and demographic information to create more detailed segments like "mums". This allowed Time Inc. to match behavioral data segments with insights into consumers' attitudes, essentially "putting people back into the data". Time Inc. integrated these enhanced segments into its ad exchange platform. The partnership aims to test targeting ads to these 3D segments in a campaign and compare results to behavioral targeting alone.
Retail Media Insights - Digital Retail Media Measurement & Metricsretailmediainsights
In this session, John Morgan covers the fundamentals of how advertising affects consumers' thoughts, intentions and behaviors, how each stage in the advertising process can be measured, and how media and campaign metrics can be applied to digital retail media.
Highlights include:
• Digital Retail Media Defined
• Value Propositions for Consumers, Retailers and Advertisers
• Digital Retail Media Measurement
• Measuring Advertising Campaign Effectiveness
About the Presenter:
John Morgan is the founder of Retail Media Insights and is a leading expert in media network marketing strategy and consumer insights. For more than 20 years, he has provided research expertise to clients in the advertising, media, retail and technology industries. Network operators, retailers and advertisers wanting to increase consumer engagement, ad revenue and ROI seek RMI's in-depth knowledge of placed based media. In addition, validation of revenue models is provided for the investment community through market research and campaign analytics.
This document discusses cross media storytelling and creating audience experiences across multiple media platforms. It describes how cross media involves audience interactivity through experiences across movies, novels, games and other media. It also discusses how cross media experiences engage audiences to be more interactive and participate across different delivery channels like TV, mobile devices, tablets and more.
The UNITAM system collects viewing data from meters in panel homes, identifies channels and activities through audio matching and IR key identification, and produces output for Nielsen's production and reporting systems. It has over 30 years of experience in audio matching and delivers daily data to over 20 countries. The audio matching process generates signatures from household audio streams and matches them to a reference database to identify channels, while IR keys are used as a secondary method to resolve ties or identify special activities like channel zapping. The crediting process merges meter data with audio and IR identification to validate viewing and produce output.
GfK NIS and nurago: Measuring Digital Consumer Journeysnurago
GfK NIS and nurago are measuring Digital Consumer Journeys across all media types and customer touchpoints.
We combine Network-centered measuring (NIS) with User-centered metering (nurago).
GfK Network Intelligence Solution’s methodology transfers anonymised, real-time IP traffic into fine-grained metrics to understand cross media and long tail consumer behaviour in motion.
GfK nurago‘s LEOtrace® technology measures and tracks individual user behaviour and application usage
on-device within controlled consumer panels.
Measuring and interpreting traffic on mobile network operator’s backbones helps understanding the long tail of Mobile. Currently, data from 5+ million unique users are anonymously evaluated. NIS is new and tested in 7 countries with 8 operators. Data is enriched with demographics, geographics, device features, and content categorisation into a fully consumer privacy proof solution.
nurago‘s LEOtrace® technology provides Holistic Measurement in smaller samples:
Events and data points measured at the point of origin: Web and App Usage, Communication, Location — then enriched with purchase information, attitudinal user feedbacks – and other media usage.
The combination of both results in multidimensional analysis and robust insights.
The presentation was held at M-Days 2012, Feb 1.
The document discusses multi-screen viewing trends and measurement. It provides data on how Americans consume content across TV, online, and mobile, totaling almost 39 hours per week. Traditional TV viewing remains consistent year-over-year, including live and time-shifted viewing. The document also discusses video viewing on demand, cross-platform viewing in Australia, significant time shifting beyond 7 days, the Twitter TV conversation and opportunities, and Nielsen's Twitter TV ratings which provide the first measure of Twitter TV reach.
2016 09 29 gf k the impact of mobile and tv advertisementFebelmar
Advertising effectiveness - Multi touch points 2016 09 29 Febelmar event @Vlerick Leuven The impact of mobile and TV advertisement by Bert Hendrickx GfK
The document summarizes research from a study called "Screen Life: TV in demand" which looked at video on demand behaviors and emerging TV technologies. It discusses how the researchers developed a needstates model to understand viewers' underlying motivations for consuming different types of video content. The model identifies 6 core needs - unwind, comfort, connect, experience, escape, and indulge. It describes each needstate and provides examples to illustrate the different types of content that fulfill each need.
Understanding behaviour in the new digital age - asi TV 2013Mike Sainsbury
Faced with a multitude of ways of finding and accessing television content, how do audiences find their way to content and how might that change in the future?
Media cell - it works - asi 2012 radio symposiumMike Sainsbury
The document summarizes the development and testing of MediaCell, a software solution developed by Ipsos MORI to passively collect radio and television audience measurement data from smartphones. It involved encoding broadcast audio, developing a decoding app, recruiting panels in London and Italy, and analyzing the data collected over time on listening patterns, compliance rates, and switching between stations. Testing showed the technique could accurately measure audiences both within and across platforms.
Moving towards the convergent media marketMike Sainsbury
The document discusses the benefits of meditation for reducing stress and anxiety. Regular meditation practice can help calm the mind and body by lowering heart rate and blood pressure. Making meditation a part of a daily routine, even if just 10-15 minutes per day, can have mental and physical health benefits over time by helping people feel more relaxed and focused.
The future of discovery in TV asi 2012 tv symposiumMike Sainsbury
The document summarizes a presentation on the future of discovery in television. It discusses how discovery is currently broken with too many channel options and insufficient filtering. It then outlines key trends like multitasking, binge viewing and social TV that are impacting television. Some challenges mentioned are distractions, limitations of smart TVs, and misaligned industry and consumer incentives. Finally, it presents six strategies like original content, implicit user preferences, curation and personalization that could help address these challenges and capture new opportunities.
This document summarizes the development of a model to measure the additional reach of Channel 4's video on demand (4oD) platform to traditional television campaigns. The model uses BARB panel data, 4oD server data, and a landscape survey to calculate an integrated reach and frequency analysis across TV and 4oD. It provides campaign planning and output to advertising agencies. The model fills an important need and its development allows Channel 4 to justify incremental 4oD investment to advertisers.
NBC's Billion Dollar Research Lab asi 2012 TV SymposiumMike Sainsbury
The document discusses research from NBC Universal's billion dollar research lab on consumer behavior during the 2012 London Olympics. Some of the key findings include:
1) Television viewing dominated Olympic consumption, accounting for 89% of viewing among enthusiastic viewers.
2) The use of multiple digital platforms like mobile, PC, and tablet increased total consumption of the Olympics, with more screens correlating to more TV viewing.
3) Over half of viewers engaged in simultaneous viewing of the Olympics on TV and digital platforms, referred to as "SimViewing."
4) Mobile and tablet usage grew significantly compared to previous Olympics, with tablets surpassing their device penetration in terms of usage.
5) Social media amplified awareness
Tony Twyman award paper 2012 ’Video across platforms’ - asi 2012 TV Sy…Mike Sainsbury
The document summarizes Bas de Vos's presentation at the 2012 asi Conference on measuring online video usage across platforms. It discusses SKO's work measuring online video streams and integrating the data with television viewership data. Some key points discussed include growing internet access and DVR usage in Dutch households, challenges in measuring online audiences and playing time accurately, and next steps to further test integrating TV and online video measurement and studying cross-platform viewing.
This document discusses cross-media measurement and deduplicated reach. It summarizes Gemius' methodology for cross-platform audience measurement called Behavioral Panel Synthesis (BPS). BPS uses metrical clustering, logistic regression, and nearest neighbor merging to integrate panel data from PCs, mobile devices, and tablets. The document outlines plans to expand this methodology to fully integrated measurement of internet, television, radio, and print audiences. It encourages readers to prepare for cross-media measurement being the future industry standard.
Modeling the Customer Journey insights using Structural Equation Modelling. This provides a battery of insights into the causal relationships that exist for Brand X's marketing eco-system.
Porsha Graves is seeking a coaching position and has extensive basketball experience as both a player and coach. She has a bachelor's degree in business administration from UNC Greensboro and has been an assistant girls basketball coach at The Burlington School since 2013, where she helped establish a winning program. Graves has also been an assistant and head coach at Hugh M. Cummings High School and an assistant coach for the MERC Bulldogs youth team. She demonstrates strong leadership, communication, and teaching skills.
This document discusses InsightExpress' cross media measurement methodology. It begins by outlining the need for cross media measurement to understand the impact of advertising across multiple channels. It then describes InsightExpress' approach which combines opportunity to see (OTS) measurement for offline media with experimental design for online/mobile exposure tracking. Key deliverables include analyses of campaign performance by media, cost per branding effect calculations, frequency optimization recommendations, and brand equity metrics. The methodology provides an comprehensive solution for evaluating cross channel advertising campaigns.
The document discusses Cross Media, an interactive marketing solution that allows companies to create cross-channel marketing campaigns. It allows designing branded campaigns, leveraging customer data, and managing campaign logic and channels. The solution provides tools for campaign management, event management, online surveys, e-newsletters, and customer data management. It aims to create effective customer experiences, expand reach across channels, and deliver measurable results for justifying marketing investments.
This document summarizes the challenges facing digital media measurement from the perspective of marketers. It notes that while digital media offers unprecedented measurement capabilities, the many competing vendors and lack of standards makes it difficult to determine the reach and frequency of ad campaigns across sites and networks. This contrasts with traditional media where buyers and sellers agree on common metrics. The document advocates for the "Making Measurement Make Sense" initiative led by IAB, 4As and ANA to develop consistent, cross-platform metrics and establish governance to improve digital measurement and make the medium more attractive for large brand advertising campaigns.
Insight Address: "Cross-Media Marketing Synergies: Spreading Dollars Across C...iMedia Connection
iMedia Brand Summit - Sept 2010
With consumers adapting rapidly to a cross-media “way of life,” it is now more important than ever for traditional and digital advertisers to understand the value of leveraging multiple media channels to achieve the greatest impact and strongest ROI. In order for this to occur, marketers need to spread their branding budgets across channels to benefit from some of the cost efficiencies that the Internet provides, while capitalizing on the inherent synergies of cross-media advertising.
comScore EVP Erin Hunter, and Doug Chavez, director, digital marketing, Del Monte Foods, will present a brief overview of the current state of the advertising industry, and will highlight advertising across platforms to gain synergy, actively coordinating traditional and digital marketers to capture these incremental gains, and using sound, consistent measurement to evaluate the effectiveness of cross-media campaigns.
Hunter and Chavez will present a detailed analysis of cross-media effectiveness results from a recent campaign. The presentation will include an overview of study objectives, methodology/design and key findings, providing audience members with actionable cross-media insights and a strong argument for considering cross-media strategies.
GFK Case study: Putting people back into dataIAB Europe
Time Inc. partnered with GfK to enhance programmatic advertising by incorporating more robust consumer segmentation data. GfK surveyed Time Inc.'s Crossmedia Link panel in the UK and US to gather additional attitudinal and demographic information to create more detailed segments like "mums". This allowed Time Inc. to match behavioral data segments with insights into consumers' attitudes, essentially "putting people back into the data". Time Inc. integrated these enhanced segments into its ad exchange platform. The partnership aims to test targeting ads to these 3D segments in a campaign and compare results to behavioral targeting alone.
Retail Media Insights - Digital Retail Media Measurement & Metricsretailmediainsights
In this session, John Morgan covers the fundamentals of how advertising affects consumers' thoughts, intentions and behaviors, how each stage in the advertising process can be measured, and how media and campaign metrics can be applied to digital retail media.
Highlights include:
• Digital Retail Media Defined
• Value Propositions for Consumers, Retailers and Advertisers
• Digital Retail Media Measurement
• Measuring Advertising Campaign Effectiveness
About the Presenter:
John Morgan is the founder of Retail Media Insights and is a leading expert in media network marketing strategy and consumer insights. For more than 20 years, he has provided research expertise to clients in the advertising, media, retail and technology industries. Network operators, retailers and advertisers wanting to increase consumer engagement, ad revenue and ROI seek RMI's in-depth knowledge of placed based media. In addition, validation of revenue models is provided for the investment community through market research and campaign analytics.
This document discusses cross media storytelling and creating audience experiences across multiple media platforms. It describes how cross media involves audience interactivity through experiences across movies, novels, games and other media. It also discusses how cross media experiences engage audiences to be more interactive and participate across different delivery channels like TV, mobile devices, tablets and more.
The UNITAM system collects viewing data from meters in panel homes, identifies channels and activities through audio matching and IR key identification, and produces output for Nielsen's production and reporting systems. It has over 30 years of experience in audio matching and delivers daily data to over 20 countries. The audio matching process generates signatures from household audio streams and matches them to a reference database to identify channels, while IR keys are used as a secondary method to resolve ties or identify special activities like channel zapping. The crediting process merges meter data with audio and IR identification to validate viewing and produce output.
GfK NIS and nurago: Measuring Digital Consumer Journeysnurago
GfK NIS and nurago are measuring Digital Consumer Journeys across all media types and customer touchpoints.
We combine Network-centered measuring (NIS) with User-centered metering (nurago).
GfK Network Intelligence Solution’s methodology transfers anonymised, real-time IP traffic into fine-grained metrics to understand cross media and long tail consumer behaviour in motion.
GfK nurago‘s LEOtrace® technology measures and tracks individual user behaviour and application usage
on-device within controlled consumer panels.
Measuring and interpreting traffic on mobile network operator’s backbones helps understanding the long tail of Mobile. Currently, data from 5+ million unique users are anonymously evaluated. NIS is new and tested in 7 countries with 8 operators. Data is enriched with demographics, geographics, device features, and content categorisation into a fully consumer privacy proof solution.
nurago‘s LEOtrace® technology provides Holistic Measurement in smaller samples:
Events and data points measured at the point of origin: Web and App Usage, Communication, Location — then enriched with purchase information, attitudinal user feedbacks – and other media usage.
The combination of both results in multidimensional analysis and robust insights.
The presentation was held at M-Days 2012, Feb 1.
The document discusses multi-screen viewing trends and measurement. It provides data on how Americans consume content across TV, online, and mobile, totaling almost 39 hours per week. Traditional TV viewing remains consistent year-over-year, including live and time-shifted viewing. The document also discusses video viewing on demand, cross-platform viewing in Australia, significant time shifting beyond 7 days, the Twitter TV conversation and opportunities, and Nielsen's Twitter TV ratings which provide the first measure of Twitter TV reach.
2016 09 29 gf k the impact of mobile and tv advertisementFebelmar
Advertising effectiveness - Multi touch points 2016 09 29 Febelmar event @Vlerick Leuven The impact of mobile and TV advertisement by Bert Hendrickx GfK
The document summarizes research from a study called "Screen Life: TV in demand" which looked at video on demand behaviors and emerging TV technologies. It discusses how the researchers developed a needstates model to understand viewers' underlying motivations for consuming different types of video content. The model identifies 6 core needs - unwind, comfort, connect, experience, escape, and indulge. It describes each needstate and provides examples to illustrate the different types of content that fulfill each need.
Understanding behaviour in the new digital age - asi TV 2013Mike Sainsbury
Faced with a multitude of ways of finding and accessing television content, how do audiences find their way to content and how might that change in the future?
Media cell - it works - asi 2012 radio symposiumMike Sainsbury
The document summarizes the development and testing of MediaCell, a software solution developed by Ipsos MORI to passively collect radio and television audience measurement data from smartphones. It involved encoding broadcast audio, developing a decoding app, recruiting panels in London and Italy, and analyzing the data collected over time on listening patterns, compliance rates, and switching between stations. Testing showed the technique could accurately measure audiences both within and across platforms.
Moving towards the convergent media marketMike Sainsbury
The document discusses the benefits of meditation for reducing stress and anxiety. Regular meditation practice can help calm the mind and body by lowering heart rate and blood pressure. Making meditation a part of a daily routine, even if just 10-15 minutes per day, can have mental and physical health benefits over time by helping people feel more relaxed and focused.
The future of discovery in TV asi 2012 tv symposiumMike Sainsbury
The document summarizes a presentation on the future of discovery in television. It discusses how discovery is currently broken with too many channel options and insufficient filtering. It then outlines key trends like multitasking, binge viewing and social TV that are impacting television. Some challenges mentioned are distractions, limitations of smart TVs, and misaligned industry and consumer incentives. Finally, it presents six strategies like original content, implicit user preferences, curation and personalization that could help address these challenges and capture new opportunities.
This document summarizes the development of a model to measure the additional reach of Channel 4's video on demand (4oD) platform to traditional television campaigns. The model uses BARB panel data, 4oD server data, and a landscape survey to calculate an integrated reach and frequency analysis across TV and 4oD. It provides campaign planning and output to advertising agencies. The model fills an important need and its development allows Channel 4 to justify incremental 4oD investment to advertisers.
NBC's Billion Dollar Research Lab asi 2012 TV SymposiumMike Sainsbury
The document discusses research from NBC Universal's billion dollar research lab on consumer behavior during the 2012 London Olympics. Some of the key findings include:
1) Television viewing dominated Olympic consumption, accounting for 89% of viewing among enthusiastic viewers.
2) The use of multiple digital platforms like mobile, PC, and tablet increased total consumption of the Olympics, with more screens correlating to more TV viewing.
3) Over half of viewers engaged in simultaneous viewing of the Olympics on TV and digital platforms, referred to as "SimViewing."
4) Mobile and tablet usage grew significantly compared to previous Olympics, with tablets surpassing their device penetration in terms of usage.
5) Social media amplified awareness
Tony Twyman award paper 2012 ’Video across platforms’ - asi 2012 TV Sy…Mike Sainsbury
The document summarizes Bas de Vos's presentation at the 2012 asi Conference on measuring online video usage across platforms. It discusses SKO's work measuring online video streams and integrating the data with television viewership data. Some key points discussed include growing internet access and DVR usage in Dutch households, challenges in measuring online audiences and playing time accurately, and next steps to further test integrating TV and online video measurement and studying cross-platform viewing.
Tony Twyman award paper 2012 ’Video across platforms’ - asi 2012 TV Sy…
Understanding consumers' cross media consumption - asi 2012 TV symposium
1. an
asi
conference
The 2012 European Television Symposium
Understanding consumers’ cross media consumption
Sponsored by:
8th – 9th November, 2012
@asi_radiotv
2. Cross-Platform Measurement in 2012
…and beyond
Glenn Enoch, VP Integrated Media Research, ESPN
European TV Symposium
November 8, 2012
1
5. 28% 44% 64%
Multiplatform Multiplatform Of Total
Users Users Minutes
2002 2010 2010
4 Source: ESPN All Day, Every Day (GfK/Knowledge Networks) Fall 2002, Fall 2010
7. If we’re looking for common metrics…
• How Many • How Often • How Long
– Reach – Frequency – Average Mins
– Cume – Occasions – Total Mins
– Uniques – Visits
– Circulation
Average Minute Audience
6
8. If all we want to do is look at time…
Daily Usage in Population
3% TV
1% 0%
Radio
4%
Internet
11%
Mobile
Magazine
21% 60%
Console VG
Online Gaming
7 Source: ESPN analysis of Nielsen, comScore, Arbitron, MRI (Q4 2012)
9. Reach is easy —
but duplication is hard
TV Mobile Internet
Audio Print
8
10. Things we need but don’t have
Number of persons consuming college
football content across all devices
Follow sports fans and their media
use throughout the day/week
Simultaneous use of TV and
tablet (or smartphone)
Reach
Freq Reach/frequency curves for cross-media
planning – based on actual exposure data
Gross Exposures
9
11. Combinations of media
Granularity of data
Limited Sample Size (non-Projectable)
Project Length
10
12. Nationally-Projectable
Five-Platform
Continuously-Operating
Persons-based
Content-Inclusive
Integrated Media Solution
11
13. Ad Measurement is Not Enough—
Content Measurement is Critical
“Ad impressions measure what has potentially
been seen or heard, but we also need content
measures to understand media behavior and
to identify new and best opportunities for
exposure in the future.”
— Artie Bulgrin, SVP ESPN Research+Analytics
12
14. Single-Source Data Integration
We Need
Too Expensive Better Granularity/Scale
Both Methods
Hard to Scale Needs Real-World Proof
13
16. • 500-person, single source panel
• Drawn from reactivated PPM® panelists
• Measured three-screen usage (TV, PC, Mobile)
• PPM® measured TV by code detection
Single-Source • PC meter/on-device meter measured Windows, Android,
Blackberry
• Measurement period November 2011-January 2012
• Recruited a 10,000-person multiscreen panel
• Households with TV service from a major
telecommunications company
• Measured three-screen usage (TV, PC, Mobile)
• TV measured via set-top box (return-path) data
• PC and Mobile measured using comScore technology -
Data Integration
both tablet and smartphones included
• Measurement period September-October 2011
15
19. • First-ever five-platform measurement initiative
– TV, Radio, PC, Smartphone, Tablet
• Both single-source and data integration methods
• Integrates the complementary resources of Arbitron
and comScore
– Census and panel-based PC, mobile and TV set-top box measurement
capabilities of comScore
– Persons-based, single-source radio and TV measurement capabilities
of the Arbitron Portable People Meter™
18
20. TV Viewing TV Demos Portable
TV STB Data + Arbitron PPM People Meter™
Radio
Radio Arbitron PPM
PC PC
PC comScore
Tagged Data
+ comScore
Panel Data Unified Data
Measurement™
Mobile Mobile
Mobile comScore
Tagged Data
+ comScore
Panel Data
19 comScore technology/input Arbitron technology/input
21. TV-PC
comScore panelists
within STB subscribers
TV PC
TV-Radio PC-Mobile
Arbitron PPM® Panel comScore Census Data
Radio Mobile
TV-PC-Mobile
comScore panelists
within STB subscribers
20
22. TV PC
PPM® Code Detection Download comScore cookie
(Measuring TV-Radio) (Measuring PC-Mobile)
Radio Mobile
2000 Arbitron PPM® Panelists
21
23. Platform Usage Platform Duplication
TV STB Duplication
PPM
Measures
Radio PPM
Client Interface
PC comScore
Calibration
Mobile comScore Panel
22
24. • Build duplication measures • Analyze Phase One results
• Create calibration panel • Confirm methodology
• Develop deliverable • Share general findings and
• ESPN collaborate on design methodology
• Data = ESPN, Total Usage • Seek input from measured
• Lay foundation for Phase 2 media sectors
23
25. • Syndicated cross-platform
measurement solution
• Calibration panel = 5000
• Common metrics
• Reach and duplication of each
media platform
24
26. “Now this is not the end. It is not
even the beginning of the end. But it
is, perhaps, the end of the beginning.”
— Sir Winston Churchill (1942)
25