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Presentatie Bas de Vos MWG Themamiddag 'het meten van videocontent'
Presentatie Bas de Vos
Presentatie Bas de Vos MWG Themamiddag 'het meten van videocontent'
- 1. VIDEO METRICS FORTHE DUTCH MARKET WHERE ARE WE GOING? WHERE ARE WE NOW? PRESENTATIE VOOR MWG 18 NOVEMBER 2014 AMSTERDAM
- 2. MY AGENDA FORTODAY - Recap of the SKO goal for the Dutch Video Metrics - (International) trends and issues that influence our future? - Where are we now with SKO-Videodata Integration Model (SKO-VIM) - Future of video metrics – Impact to user
- 3. THE ADCONTRARIAN (BOBHOFFMAN); ASI CONFERENCE 2014 ADCONTRARIAN.BLOGSPOT.NL
- 8. WE RESEARCHERS ARETHE ONES THAT HAVE TO HELP THE MARKET BEYOND THE BULLSHIT!
- 9. TV METRICS NOW? Yes there are things changing, but still most money is in the “old fashioned” TV. So: Priority number one is safeguarding the Metrics we have and use on a daily basis to buy and sell 1 billion Euro’s - >
- 10. TELEVISION AUDIENCE MEASUREMENT Contract SKO-GfK extended until end 2017 Big improvements to keep up; details in Jan. ‘15
- 11. THE SKO-VIM PROJECT,RECAP Reality is: -> the offer to the consumer and -> consumer behaviour are changing. So we are now future proofing our operation
- 12. RESEARCH AND MEASUREMENTAGENCIES – Media Standard Survey (establishment survey, all JICS) – TAM PANEL – Registration, classification and harmonization of TV broadcasts and commercials – Census measurement OTV – Online Media Panel – Data integration – Online commercials census – Online census reporting – Harmonization of Online Commercials + Certification
- 13. COMPLEXITY SKO Project Director KMA Spring Team Leaders Frank Dritter/ TNS NIPO Project/Panel Manager Karin Pijnaker KMA Project Architects Rohit Mattoo Sushmita Jain
- 14. PRIVACY Conten t/Player owner Consumer Online Panel order data/reporting Measu-rement agency data order data SKO Research agency TAM Panel
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- 16. CENSUS ONLINE TVAND VIDEO STREAMS
- 17. CENSUS OTV REPORTINGSINCE 2008 Daily report nStreams TV broadcasts - SKO website- Sept 2008 Monthly report nStreams - SKO website Online analysis tool for broadcasters /agencies - Jan 2009 WEB-TV Playing time report – SKO Website and tool- Jan 2012 WEB-TV Segments report -SKO Website- Feb 2013 WEB- Previews of TV broadcasts in Online analysis tool - Aug 2013 WEB aggregated programme data files - Oct 2013 OTV Devices report in Online analysis tool - Feb 2014 OTV raw data - Sept 2014
- 18. AVERAGE SHARE MOBILEFROM 20% TO 40% N STARTS, 19% TO 35% PLAY TIME 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% % MOBILE AND TABLETS (TOTAL) 10 2013 11 2013 12 2013 01 2014 02 2014 03 2014 04 2014 05 2014 06 2014 07 2014 08 2014 09 2014
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- 20. LINEAR STREAMING •Cable providers and telco’s linear TV broadcast streaming offering – Interactive TV van KPN, Ziggo TV, Horizon UPC, Telfort Online, etc… – Double or Triple play: Internet access via provider (wifi) – Stream to a device in the household, but also outdoors(Horizon Go) – Content can be accessed via dedicated app • Measurement by providers, SKO Certification • Census reporting comparable to SKO OTV • Contract SKO/providers • Again privacy issues
- 21.
- 22. GOAL 1: NEWTRADING CURRENCY • The online video market is “not really” as we are used to in TV – Different reports and metrics – From different publishers/ad servers/tracking servers – Not for all campaigns • For advertisers…. Combine different reports on totals only to some sort of a campaign analysis? • There is an market need for a independent, transparent, market report on play-out of online commercials
- 23. PROCESS – NEWWAYS OF DATA ACQUIREMENT
- 24.
- 25. DATA Row Labels01 impression 02 start 03 firstQuartile 04 midpoint 05 thirdQuartile 06 complete Grand Total 20141103 615193 688848 680902 671200 666525 660609 3997985 0 13 18 13 7 2 1 54 222884303 2564 2563 2469 2387 2333 2397 14740 223109303 27310 26868 26431 26223 26200 133618 223111463 12886 12789 12551 12492 12505 63441 225331583 247 250 254 248 251 253 1507 225510143 14083 14101 14008 13818 13755 13729 83730 227242703 12401 24877 24859 24675 24576 24517 136310 230883623 968 967 962 955 951 952 5761 231458903 1 1 1 3 232685303 2166 2159 1991 1898 1859 1839 11975 234039983 2 3 1 1 2 2 11
- 26. EXAMPLE OF TRANSPARENCY Product Rtl100% Sanoma100% YT100% Brandd100% abcdefg 110.000 30.000 122.000 90.000 qwerty 50.000 10.000 60.000 0 Agency Rtlviews% Sanomavws% YTviews% Brandviews% xcvbnn 20% 10% 44% 16% bgbgbgb 10% 20% 30% 40%
- 27. GOAL 2: ONLINEGRP’S ONLINE PANEL AND PANELLISTS’ DEVICES IDENTIFICATION IN CENSUS DATA
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- 29. ONLINE PANEL •Recruitment of households with internet access (90% of Dutch hh) • Net reporting on 3000 individuals 6+ as start • Individual-based cell matrix (including Internet usage and access to OS/mobile devices) • Recruitment from NIPOBase, through gatekeeper • Household and individual questionnaire • Registration of all devices through web portal and/or app • On-going identification each time the page/app is opened/launched • Allows panellists individual identification when online video streaming/ surfing
- 30. PANELLISTS’ DEVICES IDENTIFICATIONIN CENSUS DATA
- 31. DATA INTEGRATION ANDREPORTING
- 32. CENSUS DATA •EXACT ACCOUNT • TOTAL MINUTAGE • ALL PROGRAMMES • ALL COMMERCIALS • ALL BREAKS PANEL DATA • REACH ESTIMATES • DEMO PROFILES • CROSS-PLATFORM BEHAVIOUR AT HOUSEHOLD / INDIVIDUAL LEVEL • CO-VIEWING
- 33. PLANNING 1. Onlinepanel 2. Census measurement for online commercials 3. Data integration Online panel and Census data 4. Daily fusion TAM-Online Video Hope to deliver reports: A. September 1st 2015 Online Video Currency B. December 1st 2015 VideoTotal
- 34. CONSEQUENCES FOR THEUSER 1. Data on online video usage -> use it! 2. Online commercial market data – the numbers -> be prepared? Independent and QC Transperancy! Harmonized by Nielsen 3. Online integrated data -> new reporting Online campagn Reach/Freq and GRP’s (are you ready?) Online audiences to be combined with offline audiences Audience shares are nonsense in a “video total” report.
- 35. SEE YOU NEXTYEAR That is no Bullshit. Bas de Vos Bas.de.vos@kijkonderzoek.nl +31-6-55788452 @kijkonderzoek
Editor's Notes
- #12 For those who missed the presentation last year, here a recap of SKO’s VIDEO DATA MODEL IN THE SO CALLED RATINGS FACTORY
- #13 Thsi are research agencies working with SKO since 2011 IN JULY THIS YEAR we signed new contracts for the VIM projects NEW CONTRACTS including Kantar Media Audiences and TNS NIPO for the Online Panel and Data Integration model And Kantar Media in Germany for the Census measurement Online Commercials And Nielsen Online Commercials harmonization WE EXTENDED CONTRACTS FOR THE ONLINE VIDEO CENSUS PROJECTS with gfK panel reporting ComScore, And introduced a system of certification, allowing other agencies to provide census measurement And we also renewed the TAM contract with GFK for the period until including 2017 Other GfK
- #14 THERE ARE DIFFERENT, NEW AND COMPLEX ASPECTS OF THE VIM PROJECT 1) WORKING WITH NEW AGENCIES AND INTERNATIONAL GROUPS WITHIN THE AGENCIES, so it takes a lot of conference calling and skyping 2) WORKING WITH NEW PEOPLE FROM ONLINE TEAMS AT BROADCASTERS AND COORDINATION WITH SKO WORKING GROUPS WORKING WITH IDIFFERENT AGENCIES, ORGANIZING DATA FLOW AND REPORTING ON DIFFERENT LEVELS WORKING IN NEW GROUPS and publishers WORKING WITH OTHERS jics, mocs, gorilla’s
- #15 AND PRIVACY DIFFERENCE BETWEEN COUNTRIES NEW AWARENES OF DA AND REPERCUSIONS FOR THE CONSUMER PUBLIC BROADCASTERS UNDER FIRE POLITICS 1. (CE) Content Eigenaar/verspreider; het contactpunt met de consument; de partij die data verzamelt of toelaat dat data wordt verzameld. 2. (MB) Meetbureau: het meetbureau dat data verzamelt en verwerkt in opdracht van CE of SKO; levert op instructie van SKO data door aan Onderzoeksbureau. 3. (OB) Onderzoeksbureau; het onderzoeksbureau dat data verrijkt, bewerkt, verwerkt, koppelt en rapporteert. 4. (SKO) Stichting KijkOnderzoek; eigenaar en/of opdrachtgever van de verschillende panels. Ook opdrachtgever ten opzichte van OB en/of MB voor de verwerking van data ten behoeve van CE.
- #16 Through my presentation I would likt to go briefluy on the VIM project and focus on What is new? What is different? Ik will concentrate in the online census mesurements of online video content and advertising And the Online panel And I wil comment on the Planning For data integration and reporting
- #18 Since 2008 Reporting on catch up of TV programmes online Full census report from dedicated tool to raw data files Scope changed to OTV
- #19 Control on players > scope on the project,we have 3 major broadcasters, we miss ca 30% for NPO, 15% for RTL and 1% SBS. Currently integrating the nl.ziet commonc on demand plaftorm from broadcasters Currently implementing on other broadcasters from SKO APPS We aim at 100%> app’s developed by producers, other broadcasters No shares, no totaal SCREEN and OS For reproting > the reality = what you measure
- #21 Linear Brodcast, competes with TV in the same time slots Undergo a proces of contract with the broadcasters and with SKO for the use of data and set up of reporiting Privay of clients is an add on to the privacy issues reviewed before linkting to online panel 2.0. Need for other types of report, simliar to those in OTV, measurement subject to certification TIMEING PROVIDERS OTV report to launch a test on linar straming website and apps from broadcasters, data should be treated the same ways
- #28 A single measurement for all online use (video and sites), not including smart tv, not panel overlaps Tagging solution/user centric solution > we believe that measurement of media consumption should in general happen as close to the viewer (device) as possible. # server logsThis is necessary because the user experience is influenced by many factors, including network protocols, buffering, rewind/pause and other events in the player, content classification We do not track URLS, but we track events in the player, according to the census measuements that are available Solution should include third party census data integration,which is already in place/ may be available Panellists’ devices and browsers are identified within the data coming from the full census measurement using common identifiers/ These “technical identifiers” are associated with the Panellist-IDs 3rd party cookies and HTML5 LSO for Web browsers (including mobile Safari), HTML 5 and Flash video players. Advertising ID for Apple iOS devices Android ID for Android devices These “technical identifiers” are associated with the Panellist-IDs using A web portal for web browsers, HTML 5 and Flash players Specialized “identification apps” for iOS and Android based devices Lifetime of cookies can be extended by “bridging” for panellist with KMS’ measurement system
- #30 It gives us easier access to children There will be shared devices in households and cooperation of other household members is necessary for multi-user devices It will increase commitment It’s a more efficient recruitment approach Initial Registration of the respondent and his devices • Refreshing the identifiers each time the homepage is opened. • Allow for the panel member to identify himself at the beginning of each “surfing session mobile application that will be installed on the iOS and Android devices of the panel member that will also facilitate the initial registration as well as the ongoing identification of the panel member
- #31 A single measurement for all online use (video and sites), not including smart tv, not panel overlaps Tagging solution/user centric solution > we believe that measurement of media consumption should in general happen as close to the viewer (device) as possible. # server logsThis is necessary because the user experience is influenced by many factors, including network protocols, buffering, rewind/pause and other events in the player, content classification We do not track URLS, but we track events in the player, according to the census measuements that are available Solution should include third party census data integration,which is already in place/ may be available Panellists’ devices and browsers are identified within the data coming from the full census measurement using common identifiers/ These “technical identifiers” are associated with the Panellist-IDs 3rd party cookies and HTML5 LSO for Web browsers (including mobile Safari), HTML 5 and Flash video players. Advertising ID for Apple iOS devices Android ID for Android devices These “technical identifiers” are associated with the Panellist-IDs using A web portal for web browsers, HTML 5 and Flash players Specialized “identification apps” for iOS and Android based devices Lifetime of cookies can be extended by “bridging” for panellist with KMS’ measurement system
- #33 Panel data provides an overview of online video usage across different platforms and devices; one of its key strengths is offering individual level data from a well-managed, well balanced panel, that is representative of the universe • Census data provides highly granular data through passive measurement, offering viewing totals for the platforms it measures The underlying assumption of the methodology proposed below is that panel data do adequately reflect individuals’ viewing to online video content as a whole but, by virtue of a limited sample size, the data is not sufficiently granular to properly represent individuals’ viewing to the multitude of programmes available. Thus Data Calibration is used to strengthen the panel measurement by using the highly granular census measurement, representing a step forward in the understanding of audiences, in particular the 'long tail’, whilst maintaining the strengths of a panel based measurement