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Effective audience measurements in the multi media environment – Challenges and opportunities: The Total Video Trading Currency in Sweden.

Magnus Anshelm@MMS Cape Town 23 th of February 2016

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Audience measurements and

solutions required in

a increasingly fragmented

media market in Europe

- The Case of Sweden

Background: The Swedish Media Market 2016

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Ad spend per capita/year

TV €72

Online video € 8

Mobile €17

Online total €84

130 TV channels

90% BB penetration

40% SVOD access

35% YouTube reach

90% 90%

88%

62%

Screens/household = 9.

Age 9-99

Daily times spend:

TV = 2,5 hour.

Online video = 1,5 hour.

YouTube = 17 min

Age 9-99

Source: IRM and MMS

Background: Our Vision

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“To launch and maintain a fully accepted media currency covering

all TV and online video viewing on all platforms, screens and

situations”

ATAWAD

(Any Time, Any Where, Any Device

Background: Our model for Total Video

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MMS has tags on every player and app to get data. In total more than 60 different players and apps are measured.

Tags 60+

Players and apps having SDK:s

The Online Video Trading Currency: The input

ComScore tags are key

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Copy code

The video ad is delivered to the publicist that then ad the film in there ad server booking system. As a key we have the copy code

which is the same as for linear TV

The Online Video Trading Currency: The input

Copy Codes on all Video ads are also key!

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The Online Video Trading Currency: The Output

MMS tools at work

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14%

6% 5%

8% 7% 7%

15%

9% 8% 7%

0%2%4%6%8%

10%12%14%16%

Linear TV

13% 10%

6% 3%

7%

23%

11%

5% 7%

3%

0%

5%

10%

15%

20%

25%

Online Video

TRP and impressions in different segments Q4 2015

The Output: Linear and Online

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6% 5%

4%

13%

5%

8% 7%

10%

7% 7%

0%

2%

4%

6%

8%

10%

12%

14%

Linear TV

Media Agency

5% 3%

8%

11%

5% 4%

10%

5% 6%

4%

0%

2%

4%

6%

8%

10%

12%

Online Video

Media Agency

Top ten media agencies based on TRP and impressions Q4 2015

The Output: Linear and Online

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What are the implications

for broadcasters

and advertisers?

- The case from Sweden

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The Total TV and Video currency: The Output

Two cases

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25%

48%

22% 5%

Linear TV

MTG

TV4

Discovery Networks

Other commercialchannels

TRP and impressions for major media companies Q4 2015

33%

38%

18%

11%

Online Video

MTG

TV4

Aftonbladet

Discovery Networks

Case 1: A major commercial broadcaster

Evaluating Synergies

for a major commercial broadcaster by:

50%

9%

8% 67%

Total Reach

Unique reach

online

Overlap linear

and online

Unique reach linear channel

A Major Commercial Broadcaster linear TV and online video – Average campaign reach across platforms Q4 2015

52%

60%

67%

Ad awareness

linear and

online

Ad

awareness

linear

Ad awareness

online

A Major Commercial Broadcaster linear TV and online video – Average campaign ad awareness across platforms Q4 2015

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24%

23%

1%

22%

30%

TRP - TV

Telia

Telenor

Halebop

HI3G

Tele 2

23%

22%

8%

30%

17%

Impressions - Online Video

Telia

Telenor

Halebop

HI3G

Tele 2

TRP and impressions for 2015-10-01 – 2015-12-31

Case 2: A major Telco company

Evaluating Synergies

for a major telco company by:

53%

9%

10% 72%

Total Reach

Unique reach

online

Overlap linear

and online

Unique reach linear channel

A major Telco company linear TV and online video

– Average campaign reach across platforms Q4 2015

38%

60%

55%

Ad awareness

linear and

online

Ad

awareness

linear

Ad awareness

online

A major Telco company linear TV and online video

– Average campaign ad awareness across platforms Q4 2015

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Are standardised audience

measurements systems

the way forward?

Yes, firstly two testimonials

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“The work MMS is doing is extremely important to secure that the measurement for online video continues to be open and transparent. It is necessary for advertisers to be safe in their transaction. Increased transparency will benefit the whole industry and will, both in short and long term, deliver higher value to the advertisers and greater opportunities. To have MMS as an independent part is a strength for those publishers that have chosen to be measured. This counts for both content and commercials” Gabriel Ashman, Head of Digital, TV4

“As a Client Service Director at a media agency you are highly dependent upon the data given from a third party to measure your media investments. MMS has taken an ownership upon measuring online video in Sweden and has proven a high quality in measurements and guaranteeing that the data is valid. I would say that MMS is an important part when I recommend online video to my clients.” Fredrik Lagerström, CSD, Tre Kronor Media Agency

Yes, secondly some things related to trust

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• Trust based on is the fundamental business driver:

• Quality

• Stability

• Transparency

• Comparability

• Independence

• Consensus

Yes, finally the proof in terms of growth

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• Media with standardised measurements performes better:

• Growth figures 2015 vs 2014:

• Offline Media – 10% • Radio + 6%

• TV – 4%

• Dailies – 13%

• Magazines – 9%

• Online Media + 18% • Mobile + 46%

• Video + 43%

• Other display + 13%

• Search + 25%

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Some final advice: Come together and set it all up

based on the demands in the business.

Big data are already there waiting for You!

If You would need support,

we are more than willing to support You.

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Thanks for Your time!