SlideShare a Scribd company logo
1
Market Research
meets Big Data
Maximising Media ROI for Advertiser
March 2017
2
ID DRIVEN &
EVIDENCE LED
THE X
THAT CHANGES
YOUR WORLD
3
CHALLENGE
T
H
E
Connect TV & Digital
Unique cross-media execution system
Optimisation of reach & frequency
Cross-media reporting
4
WHY X-CROSS?
Situation: Change of media behavior, multi screen is daily routine for consumer
Challenge: Advertisement on all screens and integration of planning, execution and reporting
Idea: Combination of TV & Online, scalable and automatic campaign attribution system
Objective 1: Tactic
Maximising net reach and optimisation of
contacts and frequency across TV and Online
Objective 2: Strategy
New and unique opportunities for story telling
across TV and Online with regards to the
customer journey
More Efficiency and Effectiveness = Higher ROI
5
– Revolution in TV & Online attribution
• Identification of TV campaign contacts and online
behavior within GfK Crossmedia Link Panel
(GLX), TV and Online single source
measurement.
• Cookie tracking within GfK GXL and matching to
full cookie database.
• Analysis of best prediction factors for TV ad
contact probability.
• Syndicated data modelling by using best in class
attribution modelling and extrapolation.
• Implementation of TV ad contact probabilities
within the ad server.
• Campaign execution based on strategic and
tactical objectives.
• Additional combination with other targeting criteria
• Automatic and scalable optimization of media plan
• Innovative, valid and reliable ex-post reporting
system by combining all data by a unique statistical
process
Data Sources:
• AGF TV channel & campaign data
• AGOF Online publisher data
• GfK GXL Single source TV & Online data
• Nielsen DAR Online campaign data
• Research Now Demo & ad effect data
6
RaboDirect
X-Cross Incremental & Multiply Approach
Client: bank
Campaign period:
December 2016 to January 2017
7
Multiplying Strategy
TV Contact(s): Yes
TV Contact: No
OLV
Net reach maximization
on top of TV
Non-TV Viewer
A 30-59
Big-sized DisplayTargeting
TV Views
Incremental Strategy TV OV
Target Group E30-59 M30-59
Time Period 02.12.16 –
15.01.17
07.12. –
15.01.17
GRPs/AIS 559 9,20 Mio.
Budget k€
(n/n)
1.758 220
Display
TG M30-59
Period 02.01. –
31.01.17
GRPs/AIS 12,2 Mio.
Budget k€
(n/n)
115
1
2
TV Viewer A 30-
59
Campaign Objectives & Overview
8
Source: AGF and Nielsen DAR; Basic population: German speaking people
Calculation of reach per media
channel on the basis of the GfK
overlaps
Net reach Contacts
TV 12.206.698 89.047.561
Online 1.850.319 4.572.940
TV+OV 365.769 3.572.253
Overall reach:
87,85%
Audience:
Men 30-59
X-Cross generated 11,27 PP
incremental net reach on top
of TV
TV Total
76,58%
2,23%
OV
11,27%
Crossmedia Reach for Incremental Approach
9
Reach build-up for TV and Online Video per calendar week
Source: AGF, Nielsen Digital Ad Ratings, GfK Crossmedia Link Panel 2017
Audience:
Men 30-59More than 83% of Online Video Users have incremental contacts over the course of time!
0,88%
1,46%
4,24%
7,32%
9,51%
11,27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
48 49 50 51 52 1 2
Increm. Reach
OV
TV total
Share of
Multiplying
Effects
Share of
increm. Reach
X-Cross OV
Crossmedia Reach Curve
10
Calculation of reach per media
channel on the basis of the GfK
overlaps
Overall reach:
83,81%
Audience:
Men 30-59
X-Cross increased 4,07 PP
reach in CC 2+
TV Total
76,58%
4,07%
Display
7,22%
Net reach Contacts
TV 11.905.087 86.847.319
Online 1.185.829 3.388.148
TV+Display 667.380 6.775.357
Crossmedia Reach for Multiplying Approach
Source: AGF and Nielsen DAR; Basic population: German speaking people
11
Reach build-up for TV and Online Video per calendar week
Source: AGF, Nielsen Digital Ad Ratings, GfK Crossmedia Link Panel 2017
Audience:
Men 30-59Overview of multiplying effects within frist 5 weeks of 2017.
Crossmedia Reach Curve
2,61%
4,47% 5,85% 6,81% 7,22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
48 49 50 51 52 1 2 3 4 5
Increm. Reach
Display
TV total
Share of
Multiplying Effects
Share of increm.
Reach
X-Cross OV
12
Result for RaboDirect
X-Cross Efficiency
Efficiency increase of more than 0.48 Mio. €
compared to a normal TV and Online campaign
TV ONLY X-CROSS
Savings*
X-Cross
OV+Display
TV
TV
1.758 K€
TV
1.758 K€
Savings
480 K€
X-Cross 335 K€
*Efficiency calculation based on additional 11,3 pp incremental net reach in the
OLV campaign and 4,1 pp in CC2+ within display campaign
Online 815 K€
13
Source: AGF, Nielsen Digital Ad Ratings, GfK Crossmedia Link Panel, Research Now 2017
X-CROSS NET REACH 1+
UPLIFT
+ 11,3 PP
X-CROSS BUDGET
335 K€ N/N
MONETARY BENEFIT TOTAL
0.48 MIO € N/N
INCREASE OF REACH IN CC 2+
+ 4,1 PP
Incremental Approach:
 X-Cross achieved outstanding performance with 11,3 PP incremental net
reach, which is 400% better than Random Duplication (without X-Cross
optimisation)!
 We boosted the total video net reach 1+ (TV+OLV) to 88%!
Multiply Approach:
 X-Cross successfully targeted TV viewers and pushed the display messages to
optimize the conversion.
 X-Cross could generate extra 4,1% net reach in CC 2+.
Media Efficiency:
 Substantial cost savings through efficient cross-media optimization: 11,3 pp
incremental net reach and 4,1 pp net reach uplift in CC 2+ are equivalent to ca.
0,48 mill € monetary benefit compared to normal booked TV and Online
campaigns.
Executive Summary
14
CosmosDirekt
X-Cross Multiply Approach
Client: insurance company
Campaign period:
December 2016
15
ObjectivesTime: December 2016
OV: Week 48-50
Maximisation of net reach
Optimisation of frequency
Consumer Centric
TV: Week 48-50 TV
OV
Media implication:
Extension of CosmosDirekt TV campaign by maximisation impact
with online video
 Increase net reach within contact class 4-6
 Incremental reach within contact class 1+
 Including Facebook within online video plan and identfiy
Facebook media impact
Targeting
TV-Viewer
Contacts Class 1-3
Campaign Objectives and Overview
TV* OV
Target
group
E 20-49
Income
2500+
E 20-49
Income 2500+
Campaign
period
01.12.-
18.12.2016 +
25.12.-
31.12.2016
01.12.-
31.12.2016
GRPs/AIS 388 21,46 Mio.
Budget
Share
91% 9%
16
Calculation of reach per media
channel on the basis of the GfK
overlaps
Net reach Contacts
TV 19.308.628 124.845.609
Facebook 810.814 3.800.262
OV X-Cross 768.135 2.056.633
TV+FB 865.050 9.678.940
FB+OV 82.031 604.107
TV+OV 812.849 7.461.420
TV+FB+OV 89.488 1.240.868
Total Video Reach:
78,42%
Target group: 20-49
Multiplying effect
TV and FB and/or OV
= 6.10 %
TV
66.60%
Online
2.65%
2.80%
Facebook
2.80%
0.28%
0.31%
Crossmedia Reach for Multiply Approach
Overall reach:
78,42%
2.98%
Source: AGF and Nielsen DAR; Basic population: German speaking people
17
1,76%
2,92%
4,35% 5,36%
6,10%
0,75%
1,29%
1,84% 2,31%
2,65%
0,88%
1,48%
2,18%
2,70%
3,08%
0%
10%
20%
30%
40%
50%
60%
70%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
48 49 50 51 52
Increm. Reach
Facebook
Increm. Reach
OV
Multiplying
Effects TV
TV exclusive
Reach build-up for TV and Online Video per calendar week
Source: AGF, Nielsen Digital Ad Ratings, GfK Crossmedia Link Panel 2017
Audience:
20-49
Crossmedia Reach Curve
Online Video Reach of 11,8% and more than 50% of users have had a mulitply contact
18
Source: AGF, Nielsen Digital Ad Ratings, GfK Crossmedia Link Panel, Research Now 2017
X-CROSS NET REACH 1+
UPLIFT
+ 5,7 PP
MONETARY BENEFIT TOTAL
25% OF TV €
INCREASE OF REACH IN CC 2+
+ 6,1 PP
Multiply Approach:
 6.1 PP of all users have had a multiply contact.
 Increase contacts within 4-6 contact class by 4.0.
Incremental Approach:
 X-Cross achieved additional 5.7 PP incremental net reach.
 We generated more than 11.8 PP Online Video net reach with the campaign.
Media Efficiency:
 We have generated a media efficinecy impact of 25% against the overall TV
media budget allocation during the planning process
Executive Summary
19
Summary
1. X-Cross Suite connects market research with big
data to get TV and Online connected
2. Highest media ROI by increasing media efficiency
and effectiveness from day one for multiscreen
campaigns (more than 20% efficiency increase)
3. Generated an ROI of close to 69€ with regards to
every € we have invested in market research

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Publicis Media GmbH: The X that changes the Media World

  • 1. 1 Market Research meets Big Data Maximising Media ROI for Advertiser March 2017
  • 2. 2 ID DRIVEN & EVIDENCE LED THE X THAT CHANGES YOUR WORLD
  • 3. 3 CHALLENGE T H E Connect TV & Digital Unique cross-media execution system Optimisation of reach & frequency Cross-media reporting
  • 4. 4 WHY X-CROSS? Situation: Change of media behavior, multi screen is daily routine for consumer Challenge: Advertisement on all screens and integration of planning, execution and reporting Idea: Combination of TV & Online, scalable and automatic campaign attribution system Objective 1: Tactic Maximising net reach and optimisation of contacts and frequency across TV and Online Objective 2: Strategy New and unique opportunities for story telling across TV and Online with regards to the customer journey More Efficiency and Effectiveness = Higher ROI
  • 5. 5 – Revolution in TV & Online attribution • Identification of TV campaign contacts and online behavior within GfK Crossmedia Link Panel (GLX), TV and Online single source measurement. • Cookie tracking within GfK GXL and matching to full cookie database. • Analysis of best prediction factors for TV ad contact probability. • Syndicated data modelling by using best in class attribution modelling and extrapolation. • Implementation of TV ad contact probabilities within the ad server. • Campaign execution based on strategic and tactical objectives. • Additional combination with other targeting criteria • Automatic and scalable optimization of media plan • Innovative, valid and reliable ex-post reporting system by combining all data by a unique statistical process Data Sources: • AGF TV channel & campaign data • AGOF Online publisher data • GfK GXL Single source TV & Online data • Nielsen DAR Online campaign data • Research Now Demo & ad effect data
  • 6. 6 RaboDirect X-Cross Incremental & Multiply Approach Client: bank Campaign period: December 2016 to January 2017
  • 7. 7 Multiplying Strategy TV Contact(s): Yes TV Contact: No OLV Net reach maximization on top of TV Non-TV Viewer A 30-59 Big-sized DisplayTargeting TV Views Incremental Strategy TV OV Target Group E30-59 M30-59 Time Period 02.12.16 – 15.01.17 07.12. – 15.01.17 GRPs/AIS 559 9,20 Mio. Budget k€ (n/n) 1.758 220 Display TG M30-59 Period 02.01. – 31.01.17 GRPs/AIS 12,2 Mio. Budget k€ (n/n) 115 1 2 TV Viewer A 30- 59 Campaign Objectives & Overview
  • 8. 8 Source: AGF and Nielsen DAR; Basic population: German speaking people Calculation of reach per media channel on the basis of the GfK overlaps Net reach Contacts TV 12.206.698 89.047.561 Online 1.850.319 4.572.940 TV+OV 365.769 3.572.253 Overall reach: 87,85% Audience: Men 30-59 X-Cross generated 11,27 PP incremental net reach on top of TV TV Total 76,58% 2,23% OV 11,27% Crossmedia Reach for Incremental Approach
  • 9. 9 Reach build-up for TV and Online Video per calendar week Source: AGF, Nielsen Digital Ad Ratings, GfK Crossmedia Link Panel 2017 Audience: Men 30-59More than 83% of Online Video Users have incremental contacts over the course of time! 0,88% 1,46% 4,24% 7,32% 9,51% 11,27% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 48 49 50 51 52 1 2 Increm. Reach OV TV total Share of Multiplying Effects Share of increm. Reach X-Cross OV Crossmedia Reach Curve
  • 10. 10 Calculation of reach per media channel on the basis of the GfK overlaps Overall reach: 83,81% Audience: Men 30-59 X-Cross increased 4,07 PP reach in CC 2+ TV Total 76,58% 4,07% Display 7,22% Net reach Contacts TV 11.905.087 86.847.319 Online 1.185.829 3.388.148 TV+Display 667.380 6.775.357 Crossmedia Reach for Multiplying Approach Source: AGF and Nielsen DAR; Basic population: German speaking people
  • 11. 11 Reach build-up for TV and Online Video per calendar week Source: AGF, Nielsen Digital Ad Ratings, GfK Crossmedia Link Panel 2017 Audience: Men 30-59Overview of multiplying effects within frist 5 weeks of 2017. Crossmedia Reach Curve 2,61% 4,47% 5,85% 6,81% 7,22% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 48 49 50 51 52 1 2 3 4 5 Increm. Reach Display TV total Share of Multiplying Effects Share of increm. Reach X-Cross OV
  • 12. 12 Result for RaboDirect X-Cross Efficiency Efficiency increase of more than 0.48 Mio. € compared to a normal TV and Online campaign TV ONLY X-CROSS Savings* X-Cross OV+Display TV TV 1.758 K€ TV 1.758 K€ Savings 480 K€ X-Cross 335 K€ *Efficiency calculation based on additional 11,3 pp incremental net reach in the OLV campaign and 4,1 pp in CC2+ within display campaign Online 815 K€
  • 13. 13 Source: AGF, Nielsen Digital Ad Ratings, GfK Crossmedia Link Panel, Research Now 2017 X-CROSS NET REACH 1+ UPLIFT + 11,3 PP X-CROSS BUDGET 335 K€ N/N MONETARY BENEFIT TOTAL 0.48 MIO € N/N INCREASE OF REACH IN CC 2+ + 4,1 PP Incremental Approach:  X-Cross achieved outstanding performance with 11,3 PP incremental net reach, which is 400% better than Random Duplication (without X-Cross optimisation)!  We boosted the total video net reach 1+ (TV+OLV) to 88%! Multiply Approach:  X-Cross successfully targeted TV viewers and pushed the display messages to optimize the conversion.  X-Cross could generate extra 4,1% net reach in CC 2+. Media Efficiency:  Substantial cost savings through efficient cross-media optimization: 11,3 pp incremental net reach and 4,1 pp net reach uplift in CC 2+ are equivalent to ca. 0,48 mill € monetary benefit compared to normal booked TV and Online campaigns. Executive Summary
  • 14. 14 CosmosDirekt X-Cross Multiply Approach Client: insurance company Campaign period: December 2016
  • 15. 15 ObjectivesTime: December 2016 OV: Week 48-50 Maximisation of net reach Optimisation of frequency Consumer Centric TV: Week 48-50 TV OV Media implication: Extension of CosmosDirekt TV campaign by maximisation impact with online video  Increase net reach within contact class 4-6  Incremental reach within contact class 1+  Including Facebook within online video plan and identfiy Facebook media impact Targeting TV-Viewer Contacts Class 1-3 Campaign Objectives and Overview TV* OV Target group E 20-49 Income 2500+ E 20-49 Income 2500+ Campaign period 01.12.- 18.12.2016 + 25.12.- 31.12.2016 01.12.- 31.12.2016 GRPs/AIS 388 21,46 Mio. Budget Share 91% 9%
  • 16. 16 Calculation of reach per media channel on the basis of the GfK overlaps Net reach Contacts TV 19.308.628 124.845.609 Facebook 810.814 3.800.262 OV X-Cross 768.135 2.056.633 TV+FB 865.050 9.678.940 FB+OV 82.031 604.107 TV+OV 812.849 7.461.420 TV+FB+OV 89.488 1.240.868 Total Video Reach: 78,42% Target group: 20-49 Multiplying effect TV and FB and/or OV = 6.10 % TV 66.60% Online 2.65% 2.80% Facebook 2.80% 0.28% 0.31% Crossmedia Reach for Multiply Approach Overall reach: 78,42% 2.98% Source: AGF and Nielsen DAR; Basic population: German speaking people
  • 17. 17 1,76% 2,92% 4,35% 5,36% 6,10% 0,75% 1,29% 1,84% 2,31% 2,65% 0,88% 1,48% 2,18% 2,70% 3,08% 0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80% 48 49 50 51 52 Increm. Reach Facebook Increm. Reach OV Multiplying Effects TV TV exclusive Reach build-up for TV and Online Video per calendar week Source: AGF, Nielsen Digital Ad Ratings, GfK Crossmedia Link Panel 2017 Audience: 20-49 Crossmedia Reach Curve Online Video Reach of 11,8% and more than 50% of users have had a mulitply contact
  • 18. 18 Source: AGF, Nielsen Digital Ad Ratings, GfK Crossmedia Link Panel, Research Now 2017 X-CROSS NET REACH 1+ UPLIFT + 5,7 PP MONETARY BENEFIT TOTAL 25% OF TV € INCREASE OF REACH IN CC 2+ + 6,1 PP Multiply Approach:  6.1 PP of all users have had a multiply contact.  Increase contacts within 4-6 contact class by 4.0. Incremental Approach:  X-Cross achieved additional 5.7 PP incremental net reach.  We generated more than 11.8 PP Online Video net reach with the campaign. Media Efficiency:  We have generated a media efficinecy impact of 25% against the overall TV media budget allocation during the planning process Executive Summary
  • 19. 19 Summary 1. X-Cross Suite connects market research with big data to get TV and Online connected 2. Highest media ROI by increasing media efficiency and effectiveness from day one for multiscreen campaigns (more than 20% efficiency increase) 3. Generated an ROI of close to 69€ with regards to every € we have invested in market research