Tv+vod= friends with benefits
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Transcript of Tv+vod= friends with benefits
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SIMON NUDDSDIRECTOR OF UK MEDIA ANALYTICS NIELSEN
DORON WESLYHEAD OF MARKET STRATEGYTREMOR VIDEO
MAURICIO LEONCOMMERCIAL DIRECTOR PERFORMICS
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WITH BENEFITS?
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VOD IS A LEAN-FORWARD MEDIUM WITH LESS CLUTTER THAT CAN:
AMPLIFY AWARENESS GENERATE MORE EFFICIENT & EFFECTIVE
CAMPAIGNS
COMPLEMENT A TV BUY
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OBJECTIVE:HOW DOES VOD COMPLEMENT
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PHASE ONE:VOD CONTRIBUTION TO TV’S INCREMENTAL REACH
PHASE TWO:VOD CONTRIBUTION TO TV'S AWARENESS AND MESSAGE ASSOCIATION
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PHASE ONE:VOD CONTRIBUTION TO TV’S INCREMENTAL REACH
OCT. 2011 - DEC. 2011
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TV + VOD INCREMENTAL REACH
a. FMCG Beverage Alcohol 1.33%
b. FMCG Beverage 0.33%
c. Finance 0.44%
d. Retail (ce) 0.19%
e. Tech 0.45%
a. FMCG Beverage Alcohol A16-34 ~41%
b. FMCG Bev ABC1 Women ~14%
c. Finance ABC1 ~20%
d. Retail (ce) ABC1 ~10%
e. Tech A16-34 ~15%
10-41% OF PEOPLE ONLINE WERE NOT EXPOSED TO TV
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METHODOLOGY
FUSION OF TV AND VOD (ONLINE) PANELS
MEASURE REACH AND FREQUENCY ACROSS SINGLE CAMPAIGN
MEASUREMENT PERIOD: OCT. 2011 – DEC. 2011
5 BRANDS ACROSS 4 CATEGORIES FMCG BEVERAGE (x2) RETAIL FINANCE TECH
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STEP 1
TAG
STEP 2
VISUALISE
STEP 3
EXTRACT
STEP 4
COMBINE
METHODOLOGY
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BARBRespondent Level Data
Nielsen OnlineRespondent Level Data
To isolate the impact of online activity when combined with TV, we utilize Nielsen-IMS’ CampaignRF fusion tool
METHODOLOGY
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BARBRespondent Level Data
Nielsen OnlineRespondent Level Data
We link respondents from one dataset to another
by using the common variables (i.e. demos, geo
demos, etc.) that exist on the BARB panel, Nielsen
NetView panels and a hub where the reach results
are reported.
On-the-fly fusionUsing common demo
variables
METHODOLOGY
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These linking variables were validated by a series
of statistical tests and analyses to ensure they
closely match to produce an accuracy level of 95%
or higher.
Nielsen OnlineRespondent Level Data
On-the-fly fusionUsing common demo
variables
“Fused result of TV and online viewing”
METHODOLOGY
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64.6%
65.93%
FMCG BEVERAGE ALCOHOL A16
TV Only TV + VOD
VOD Effect Incrementalto Base of Campaign
% Reach70%
25 150
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
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FMCG BEVERAGE ABC1W 15+
87.56% 87.89%
TV Only TV + VOD
VOD Effect Incrementalto Base of Campaign
% Reach
90%
50 550
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
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% Reach
FINANCE ABC1 ADULTS
78.46%78.9%
TV Only TV + VOD
VOD Effect Incrementalto Base of Campaign
80%
50 250
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
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% ReachRETAIL (CONSUMER ELECT) ABC1 15+
89.72% 89.91%
TV Only TV + VOD
VOD Effect Incrementalto Base of Campaign
% Reach
90%
50 600
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
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TECH 16-34S
87.38% 87.83%
TV Only TV + VOD
VOD Effect Incrementalto Base of Campaign
% Reach
90%
50 550
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
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UK DIGITAL VIDEO VIEWERS
Digital Viewers(millions)
–% change
–% of internet users
–% of population
2012
32.6
8.9%
69.9%
51.4%
2013
34.4
5.5%
71.7%
53.8%
2014
36.3
5.8%
74.1%
56.4%
2015
37.8
4.1%
75.6%
58.3%
2016
39.1
3.3%
76.7%
59.7%
2017
40.0
2.4%
77.4%
60.6%
Digital Viewers(millions) 32.6 34.4 36.3 37.8 39.1 40.0
Source: eMarketer, Feb 2013
VOD PENETRATION
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PHASE TWO:VOD CONTRIBUTION TO TV'S AWARENESS AND MESSAGE ASSOCIATION
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VOD AMPLIFIES
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VOD +
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VOD + INCREASE RETURN ON BRANDING
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VOD EXTENDSIMPACT
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METHODOLOGY
EXPERIMENTAL DESIGN (TEST VS. CONTROL)
NATIONAL REP. SAMPLE FOR ABC1 TARGET
TV EXPOSURE (OTS) BASED ON MEDIA
CONSUMPTION REPORTING (12 MIN. SURVEY)
VOD EXPOSURE BASED ON COOKIE FILE
AVIVA
MEASUREMENT PERIOD: AUG.-NOV. 2012
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MEDIA CONSUMPTION QUESTIONS
Do you watch
commercial TV?
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Thinking about your commercial TV viewing habits, on average, what time of day do you watch
TV?
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On average, how many hours of commercial TV do you watch a
day?
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Which, if any, of the following TV shows have you watched since 1st
of Sep. 2012?
Source: Nielsen, Tremor VideoWave 1 = Last month, Wave 2 since Sep 1 2012
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Which, if any, of the following TV shows have you watched since 1st
of Sep. 2012?
Source: Nielsen, Tremor VideoWave 1 = Last month, Wave 2 since Sep 1 2012
SPOT SCHEDULE
ITV / ITV+1
• Downton Abbey
• Coronation Street
• X-factor
Station Day Time Sec Programme
ITV London
Sun 9:45:00 PM
:30 Downton Abbey
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Before Campaign
Sep.-Oct.TV
Sep.-Oct.TV + VOD
Nov.No VOD
Nov.VOD
Nov. Carry Over
33%
39%37.7% 35.9%
41.4%
2.6%
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug-Nov 2012
VOD AMPLIFIES TV DOMINANT STRATEGY
TV is off-air: VOD sustains and increases viewers’ brand awareness
(Unaided Awareness)
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Before Campaign
Sep.-Oct.TV
Sep.-Oct.TV + VOD
Nov.No VOD
Nov.VOD
Nov. Carry Over
33%
39%37.7% 35.9%
41.4%
2.6%
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug-Nov 2012
VOD AMPLIFIES TV DOMINANT STRATEGY
TV is off-air: VOD sustains and increases viewers’ brand awareness
(Unaided Awareness)
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Before Campaign
Sep.-Oct.TV
Sep.-Oct.TV + VOD
Nov.No VOD
Nov.VOD
Nov. Carry Over
33%
39%37.7% 35.9%
41.4%
2.6%
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug-Nov 2012
VOD AMPLIFIES TV DOMINANT STRATEGY
TV is off-air: VOD sustains and increases viewers’ brand awareness
(Unaided Awareness)
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Before Campaign
Sep.-Oct.TV
Sep.-Oct.TV + VOD
Nov.No VOD
Nov.VOD
Nov. Carry Over
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug-Nov 2012
VOD AMPLIFIES TV DOMINANT STRATEGY
VOD Effect Incrementalto Base of Campaign
TV is off-air: VOD sustains and increases viewers’ brand awareness
(Unaided Awareness)
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Before Campaign
Sep.-Oct.TV
Sep.-Oct.TV + VOD
Nov.No VOD
Nov.VOD
Nov. Carry Over
29.2%
43.6%
48%
26.1%
31.7%
-3.1%
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012
VOD AMPLIFIES TV DOMINANT STRATEGYTV + VOD (vs. TV alone): A higher percentage of viewers connected the core message with the brand
(Message Association)
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Before Campaign
Sep.-Oct.TV
Sep.-Oct.TV + VOD
Nov.No VOD
Nov.VOD
Nov. Carry Over
29.2%
43.6%
48%
26.1%
31.7%
-3.1%
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012
VOD AMPLIFIES TV DOMINANT STRATEGYTV + VOD (vs. TV alone): A higher percentage of viewers connected the core message with the brand
(Message Association)
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Before Campaign
Sep.-Oct.TV
Sep.-Oct.TV + VOD
Nov.No VOD
Nov.VOD
Nov. Carry Over
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012
VOD AMPLIFIES TV DOMINANT STRATEGY
VOD Effect Incrementalto Base of Campaign
TV + VOD (vs. TV alone): A higher percentage of viewers connected the core message with the brand
(Message Association)
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Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week
Cost to Raise Awareness per Person (Index)
RETURN ON BRANDING INVESTMENT
TV TV + VOD
Unaided Awareness 100 171
Message Association 100 101.1
It appears that TV + VOD are less cost efficient at increasing awareness and message association.
But the story is very different for light TV viewers (1/4 of ABC1 Target).
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Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week; *Calculated % x TV Pop; **Calculated based on nationally rep data; ***Light TV Viewers x % Exposed to VOD
ABC1
Aviva TV: Heavy, Medium, Light 39.5%
Aviva TV Light 48.4%
Aviva VOD 55.5%
Heavy, Medium, and Light TV Viewers
TV + VOD REACH OVERLAP
Even though light TV viewers are ¼
of ABC1 Target, they only
compromise 15% of TV viewing.
EFFECTIVE REACH
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Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week; *Calculated % x TV Pop; **Calculated based on nationally rep data; ***Light TV Viewers x % Exposed to VOD
ABC1
Aviva TV: Heavy, Medium, Light 39.5%
Aviva TV Light 48.4%
Aviva VOD 55.5%
Heavy, Medium, and Light TV Viewers
TV + VOD REACH OVERLAP
Even though light TV viewers are ¼
of ABC1 Target, they only
compromise 15% of TV viewing.
EFFECTIVE REACH
26M VIEWERS ABC1 hrs./day
LIGHT
0 – 1.5
LIGHT-MED
1.6 – 2.2
MEDIUM
2.3 – 3.6
MED-HEAVY
3.7 – 5
HEAVY
5.1 – 5.7
14.9% of TV viewing 55.5% of TV viewing
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Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week; *Calculated % x TV Pop; **Calculated based on nationally rep data; ***Light TV Viewers x % Exposed to VOD
ABC1
Aviva TV: Heavy, Medium, Light 71%
Aviva TV Light 31.5%
Aviva VOD 77.7%
Heavy, Medium, and Light TV Viewers
TV + VOD REACH OVERLAP
Even though light TV viewers are ¼
of ABC1 Target, they only
compromise 15% of TV viewing.
TOTAL REACH
26M VIEWERS ABC1 hrs./day
LIGHT
0 – 1.5
LIGHT-MED
1.6 – 2.2
MEDIUM
2.3 – 3.6
MED-HEAVY
3.7 – 5
HEAVY
5.1 – 5.7
14.9% of TV viewing 55.5% of TV viewing
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TV
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week/>2 hours per day, TV light = <14 hours/week/<2 hours/day
RETURN ON BRANDING INVESTMENT:TV HEAVY/MEDIUM VS. TV LIGHT
Cost to Raise Awareness per Person (Index)
Unaided Awareness 100 58.7108.6
Message Association 100 63.8528.3
TV Heavy/Medium + VOD TV Light + VOD
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PHASE 2: MESSAGE ASSOCIATIONDecay
ON
AIR
WK 1 WK 2 WK 3 WK 4
TV
VOD
Me
ssa
ge
Asso
cia
tio
n +
2.5
-3.1
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012
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TV OFF-AIR VOD ON-AIRON
AIR
WK 1 WK 2 WK 3 WK 4
TV
VOD
Me
ssa
ge
Asso
cia
tio
n +
2.5
-3.1
PHASE 2: MESSAGE ASSOCIATIONDecay
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012
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TV OFF-AIR VOD ON-AIRON
AIR
WK 1 WK 2 WK 3 WK 4
TV
VOD
WK 5 WK 6 WK 7 WK 8
Me
ssa
ge
Asso
cia
tio
n +
2.5
-3.1
y = -22.81ln(x) + 48.202
R2 = 0.86996
PHASE 2: MESSAGE ASSOCIATIONDecay
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012
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HYPOTHESISVOD is a lean-forward medium with less
clutter that can:
• Amplify awareness and reach
• Generate more efficient and effective
campaigns
• Complement a TV buy
TV + VOD = TV WITH BENEFITSIncremental Reach: VOD + TV increases
by up to 1.33%
When TV goes dark: VOD bolsters brand
awareness by 5.5%, extending campaign
Light TV Viewers: TV + VOD (vs. TV alone) delivers
almost 2x the return on branding
Brand Performance: TV + VOD drive higher brand
performance
FRIENDS WITH BENEFITS INDEED