Sprint Digital Media Effectiveness Study - Sept 2011
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Transcript of Sprint Digital Media Effectiveness Study - Sept 2011
©2012 Vernon Slack & Associates, LLC CONFIDENTIAL 5/11/2015
©2012 Vernon Slack & Associates, LLC CONFIDENTIAL 5/11/2015
Average time spent in the 4 stores - 56 minutes Of the top 10 reasons to visit a store, these 4 stores measured:
Make a Payment - 32% Handset Repair - 22% Upgrade a Phone - 13% All Other – 33%
TEST STORE PROFILES
Store #Avg. Monthly
TrafficComments
9717,994
Pasadena, CA
50% Hispanic customers with the other 50% being African Americans and Caucasians
Split evenly between upper and lower income families
80% of the employees in this store speak Spanish
10827,873
Valley Steam, NY
Inside of a shopping mall in a lower income neighborhood
The highest volume of customers in the trial
31615,745
Coral Springs, FL
Affluent customers, many with multiple homes All demographics visit this store with Caucasians being the largest percentage
66614,084Iselin, NJ
A high concentration of middle to lower income individuals Evenly distributed between African Americans, Hispanics, and Caucasians Multiple Spanish speaking employees to handle the traffic
©2012 Vernon Slack & Associates, LLC CONFIDENTIAL 5/11/2015
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Thanksgiving Weekend
WeekendIMPRESSIONS – DAILY AUDIENCE
IMPRESSIONS & EXPOSURE – BY STORE
Average Exposure Time – 2.4 Seconds
©2012 Vernon Slack & Associates, LLC CONFIDENTIAL 5/11/2015
StoreAvg Monthly
TrafficAvg Daily
TrafficAvg Daily
Impressions% of AVG
Traffic
97 17,994 600 701 117%
108 27,873 929 439 47%
316 15,745 525 429 82%
666 14,084 469 356 76%
Average 631 481 76%
IMPRESSIONS – TIME OF DAY
©2012 Vernon Slack & Associates, LLC CONFIDENTIAL 5/11/2015
GENDER COUNT – BY STORE
Store 108 316 666 97 Total
Male 5,441 52% 6,046 70% 5,006 61% 11,753 73% 28,246 65%
Female 5,087 48% 2,536 30% 3,189 39% 4,367 27% 15,179 35%
Store 108 316 666 97 Total
Child 777 7% 415 5% 700 9% 776 5% 2,668 6%
Young Adult 4,926 47% 3,543 41% 3,707 45% 8,304 52% 20,480 47%
Adult 3,533 34% 3,452 40% 2,812 34% 5,439 34% 15,236 35%
Senior 1,292 12% 1,172 14% 976 12% 1,601 10% 5,041 12%
AGE BRACKETS – BY STORE
©2012 Vernon Slack & Associates, LLC CONFIDENTIAL 5/11/2015
Playlist DescriptionPlay
Duration(Sec)2011-06-24_BrandConnection 8
2011-10-30_PromoTakeover_HTC EVO Family_ 46
2011-10-30_BrandConnection Candy 8
2011-10.30_ServiceTips Drive First 25
2011-06-24_NowInsider EvoView 16
2011-06-24_NowInsider GeoQpons 29
2011-06-24_ServiceTIps Workforce_Locator 18
2011-10-30_PromoTakeover_Epic 4G Touch 61
2011-10.30_NowInsider Google Wallet Nexus S 27
2011-09-09_NowInsider Parcels 24
2011-09-09-_ServiceTips Sprint ID 25
2011-06-24_NowInsider Replenish 14
2011-10-30_PromoTakeover_Unlimited Data Run 47
2011-09-09_NowInsider Cut the Rope 24
2011-10.30_NowInsider Evo3D Games 37
2011-06-24_ServiceTips PlanOptimizer 20
2011-10-30_NowInsider Sprint Direct Connect Admiral 10
2011-10-30_PromoTakeover Corp Social Resp 55
Total494 sec
(8.2 min)
Playlist 18 spots - 8.2 minutes 27.4 sec average/spot 3 spots: < 10 sec - 9.0 sec average (6%) 10 spots: 10 - 30 sec – 22.2 sec average (45%) 5 spots: > 30 sec – 49.2 sec average (50%) The customers only view on average 9% of a spot
PLAYLIST ANALYSIS
©2012 Vernon Slack & Associates, LLC CONFIDENTIAL 5/11/2015
VIEWER EXPOSURE – BY TIME BRACKET
Time BracketExposure Time %
0 to 1 seconds 36.7%
1 to 2 seconds 23.3%
2 to 3 seconds 16.2%
3 to 4 seconds 8.7%
4 to 5 seconds 4.9%
5 to 6 seconds 3.1%
6 to 7 seconds 2.2%
7 to 8 seconds 1.6%
8 to 9 seconds 1.2%
9 to 10 seconds 0.8%
10 to 11 seconds 0.6%
11 to 12 seconds 0.4%
76%
24%
©2012 Vernon Slack & Associates, LLC CONFIDENTIAL 5/11/2015
PLAYLIST ANALYSIS SUMMARY NOVEMBER 18 – DECEMBER 5
Measurement Summary 44,000 impressions in 4 stores over 24 days
Audience Impressions On average, 76% of the shoppers glanced at the screen Peak viewer period is 2.00 pm to 7.00 pm
Audience Gender Distribution 65% of the shoppers are male
Audience Age Bracket Distribution 47% are young adults (18 – 35)
35% are adults (36 – 65) Audience Exposure Times
The average exposure time was 2.4 seconds Min – 1.5 sec / Max 3.7 sec 27.4 sec average length/spot 76% of the impressions were less than 3.0 seconds 23% of the impressions were more than 3.0 seconds but less than 12 seconds Less than 0.2% of the 44,000 impressions viewed a spot more than 12 seconds
©2012 Vernon Slack & Associates, LLC CONFIDENTIAL 5/11/2015
Playlist DescriptionPlay
Duration (Sec)
2011-06-24_BrandConnection 82011-10-30_PromoTakeover_HTC EVO Family 462011-06-24_BrandConnection 82011-10.30_ServiceTips Drive First 252012-01-08_NowInsider Sprint Music 402012-01-08_NowInsider Fooducate 372011-06-24_BrandConnection 82011-10-30_PromoTakeover_Unlimited Data Run 472011-06-24_BrandConnection 82011-10.30_NowInsider Google Wallet Nexus S 272012-01-08_NowInsider Endomondo 532011-10-30_NowInsider Sprint Direct Connect Admiral 102011-06-24_BrandConnection 82011-10-30_PromoTakeover_Epic 4G Touch 612011-06-24_BrandConnection 82011-06-24_ServiceTips PlanOptimizer 202012-01-08_NowInsider iTriage 342011-06-24_BrandConnection 82011-10-30_PromoTakeover Corp Social Resp 552011-06-24_BrandConnection 8
Total 519 sec(8.7 min)
Playlist DescriptionPlay
Duration (Sec)
2011-06-24_BrandConnection 8
2011-10-30_PromoTakeover_HTC EVO Family 46
2011-10-30_BrandConnection Candy 8
2011-10.30_ServiceTips Drive First 25
2011-06-24_NowInsider EvoView 16
2011-06-24_NowInsider GeoQpons 29
2011-06-24_ServiceTIps Workforce_Locator 18
2011-10-30_PromoTakeover_Epic 4G Touch 61
2011-10.30_NowInsider Google Wallet Nexus S 27
2011-09-09_NowInsider Parcels 24
2011-09-09-_ServiceTips Sprint ID 25
2011-06-24_NowInsider Replenish 14
2011-10-30_PromoTakeover_Unlimited Data Run 47
2011-09-09_NowInsider Cut the Rope 24
2011-10.30_NowInsider Evo3D Games 37
2011-06-24_ServiceTips PlanOptimizer 20
2011-10-30_NowInsider Sprint Direct Connect Admiral 10
2011-10-30_PromoTakeover Corp Social Resp 55
Total 494 sec (8.2min)
Playlist - January 8th to 23rdPlaylist – November 8th to January 7th
November 18th – January 7th Playlist 18 spots - 8.2 minutes 27.4 sec average/spot 3 spots: < 10 sec - 9.0 sec average (6%) 10 spots: 10 - 30 sec – 22.2 sec average (45%) 5 spots: > 30 sec – 49.2 sec average (50%) The customers only view on average 9% of a spot
January 8th – 23rd Playlist 20 spots - 8.7 minutes 26.0 sec average/spot 9 spots: < 10 sec - 8.2 sec average (14%) 3 spots: 10 - 30 sec – 24.0 sec average (14%) 8 spots: > 30 sec – 46.6 sec average (72%) The customers only view on average 15% of a spot
NEW PLAYLIST ANALYSIS
©2012 Vernon Slack & Associates, LLC CONFIDENTIAL 5/11/2015
FACIAL RECOGNITION ANOMOLY
2.4 sec
Without 666 – Iselin, NJ
Iselin, NJ Only
8.15 sec
AVA Facial Detection
©2012 Vernon Slack & Associates, LLC CONFIDENTIAL 5/11/2015
IMPROVING CUSTOMER EXPOSURE
The AVA data shows that the customer is glancing at the content for an average of 2.4 seconds
The content is high quality but it is only about product With a 45 to 60 minute wait time there needs to be some entertainment
value interlaced with product information For the other content, a bold change in content is needed and we have the
opportunity to test this in a limited number of stores We also believe that a magazine type format and interaction with one’s
phone will also help drive a better experience and reduce perceived wait time
©2012 Vernon Slack & Associates, LLC CONFIDENTIAL 5/11/2015
NEW MEDIA/PLAYLIST TEST PLAN
New media messages for the test Playlist Shorter/Bolder messages – Yes Entertain - Yes Break up the playlist look - Yes Reduce perceived wait time - Yes
©2012 Vernon Slack & Associates, LLC CONFIDENTIAL 5/11/2015
Playlist – April 16 - May 15, 2012
35,000 Impressions 30 spots – 49.8 minutes 27.4 sec average/spot 22 spots: < 30 sec 3 spots: 31 – 60 sec 5 spots: > 60 sec 59% Male/41% Female (Previously 65% Male/35%
Female)
Average Exposure: 3.9 sec (Previously 2.4 sec) Exposure: 1.9 sec Male/6.8 sec Female
PLAYLIST ANALYSIS
Media Name
No. of Times Played
per Loop
Ad Duration
(sec)
Total Ad Duration per Loop
(sec)
Greener_Lifestyle 7 45 315NBA_GMOneScreen 4 78 312Emoticon_Family 7 41 287NASCAR_GMOneScreen 3 82 246Unlimited_VQ 7 31 217LCD-S1 1 166 166LCD_S2 1 165 165
Consumer Transition 7 22 154LCD_S3 1 135 135Otterbox_VQ 7 18 126
NASCAR_Trivia_QA_1 4 28 112Flying_Devices_Transition 7 13 91
NASCAR_DYK_1 3 25 75NASCAR_DYK_3 3 20 60NASCAR_DYK_4 3 20 60NASCAR_DYK_2 3 20 60NASCAR_Trivia_QA_4 2 27 54NASCAR_Trivia_QA_3 2 26 52NBA_QA_6 1 26 26NBA_QA_9 1 26 26
NBA_QA_1 1 26 26
NBA_QA_5 1 26 26
NBA_QA_4 1 26 26
NBA_QA_3 1 26 26
TEP_VQ 1 26 26
NBA_QA_8 1 26 26
NBA_QA_7 1 25 25
NBA_QA_2 1 25 25
Buyback_VQ 1 20 20
JD_Power_VQ 1 20 20
Store% Male
Nov/Dec% Male
April/May
108 52% 38%
316 70% 62%
666 61% 25%
97 73% 69%
©2012 Vernon Slack & Associates, LLC CONFIDENTIAL 5/11/2015
Exposure Time Impressions Customers/Nov/Dec April/May Nov/Dec April/May Month
Store 108 2.5 sec 6.4 sec + 256% 9,500 10,700 27,900 NY - Lower Income Store 316 2.2 sec 3.0 sec + 136% 8,040 8,600 15,700 FL - Affluent Store 666 2.5 sec 3.1 sec + 124% 8,080 3,900 14,100 NJ - Middle Income Store 97 2.5 sec 2.6 sec + 4% 14,500 11,700 18,000 CA - Hispanic
2.4 sec 3.9 sec + 63% 40,120 34,900 75,700
IMPRESSION/EXPOSURE: NOV/DEC 2011 VS MAY 2012
©2012 Vernon Slack & Associates, LLC CONFIDENTIAL 5/11/2015
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
% OF TOTAL LOOP DURATION VS % OF TOTAL IMPRESSIONS(March 2012)
% of Total Loop Duration
% of Total of Total Impressions
©2012 Vernon Slack & Associates, LLC CONFIDENTIAL 5/11/2015
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
% OF TOTAL LOOP DURATION VS % OF TOTAL EXPOSURE(March 2012)
% of Total Loop Duration
% of Total Exposure
©2012 Vernon Slack & Associates, LLC CONFIDENTIAL 5/11/2015
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
% of Total Loop Duration
% of Total of Total Impressions
% OF TOTAL LOOP DURATION VS % OF TOTAL IMPRESSIONS(April/May 2012)
©2012 Vernon Slack & Associates, LLC CONFIDENTIAL 5/11/2015
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
% of Total Loop Duration
% of Total Exposure
% OF TOTAL LOOP DURATION VS % OF TOTAL EXPOSURE(April/May 2012)
©2012 Vernon Slack & Associates, LLC CONFIDENTIAL 5/11/2015
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
Exposure Time (sec) - Male
Exposure Time (sec) - Female
EXPOSURE TIME (SEC) BY FILE – MALE VS FEMALE (April/May 2012)
©2012 Vernon Slack & Associates, LLC CONFIDENTIAL 5/11/2015
The following actions improved the number of Impressions and Exposure Times in April/May Shorter/Bolder messages Break up the playlist look Entertaining
Shorter messages and more entertaining content helped improve the overall Exposure Time by 63% Impressions were 35,000 in April/May versus the average of 32,000 for Jan – March 2012 and similar to
Nov/Dec store impression except for Store 666
Exposure Time Impressions Customers/Nov/Dec April/May Nov/Dec April/May Month
Store 108 2.5 sec 6.4 sec + 256% 9,500 10,700 27,900 NY - Lower Income Store 316 2.2 sec 3.0 sec + 136% 8,040 8,600 15,700 FL - Affluent Store 666 2.5 sec 3.1 sec + 124% 8,080 3,900 14,100 NJ - Middle Income Store 97 2.5 sec 2.6 sec + 4% 14,500 11,700 18,000 CA - Hispanic
2.4 sec 3.9 sec + 63% 40,120 34,900 75,700
The Ad Level metrics can measure the effectiveness of each element in the playlist to optimize media Note that in some stores, the screen location may be as major an issue as the makeup of the playlist
New media messages in future playlists should also - Weight media demographically Help reduce perceived wait time Deliver individual messages for customers Offer Mobile and Social engagement
SUMMARY