UPDATE ON GLOBAL CROSS-PLATFORM MEASUREMENT: Fusion … · 2017-02-16 · UPDATE ON GLOBAL...
Transcript of UPDATE ON GLOBAL CROSS-PLATFORM MEASUREMENT: Fusion … · 2017-02-16 · UPDATE ON GLOBAL...
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UPDATE ON GLOBAL CROSS-PLATFORM MEASUREMENT:
Fusion vs. Single Source around the World
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6,000+employees
32,000clients
Tracking
3 millionbrands
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Audience intelligence in 57 markets
North America
Canada
USA
EuropeDenmark
Estonia
Finland
France
Germany
Georgia
Iceland
Kazakhstan
Latvia
Lithuania
Netherlands
Norway
Portugal
Romania
Middle East & Africa
Angola
Egypt
Israel
Kenya
Nigeria
South Africa
Turkey
United Arab Emirates
Asia & Australia
China
Hong Kong
India
Indonesia
Malaysia
Mongolia
New Zealand
Pakistan
Philippines
Singapore
South Korea
Sri Lanka
Thailand
Vietnam
Latin America
Argentina
Brazil
Chile
Colombia
Costa Rica
Ecuador
Guatemala
Mexico
Panama
Paraguay
Peru
Uruguay
Venezuela
Russia
Slovakia
Spain
Switzerland
Sweden
UK
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From
TeleVision to
TotalVideo
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TV to Total Video
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One size does not fit all…
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RETURN
PATH DATA
SET METER
PANEL
ONLINE CENSUS
DATA
© Kantar Media
FIRST AND
THIRD PARTY
DEMOGRAPHICSCORE PANEL
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Not forgetting real time ratings…
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Models for Cross-Media Measurement
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Model A: Fusion
TV Panel
Internet
Currency
Fusion & Calibration
TV Currency
Online Panels
Apps Tags
Page Tags
TV Video Tags
Non-TV Video Tags
Server-Server
Panel-informed
Census
Demographics Model A: Fusion
Cross
Media
TGI/ Survey
Overlap
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Cross Media Model B: + Single Source
TV Panel
Internet
Currency
Fusion & Calibration
TV Currency
Online Panels
Apps Tags
Page Tags
TV Video Tags
Non-TV Video Tags
Server-Server
Panel-informed
Census
Demographics Model B: + Single Source
Cross
Media
PC & Mobile Virtual Meters on
Subset of TV Panel + option of
Total Home (Focal) Meter
Single
Source
Overlap
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Cross Media Model C: +RPD
TV Panel
Internet
Currency
Fusion & Calibration
TV Currency +
RPD
Online Panels
Apps Tags
Page Tags
TV Video Tags
Non-TV Video Tags
Server-Server
Panel-informed
Census
Demographics
PC & Mobile Virtual Meters on
Subset of TV Panel + option of
Total Home (Focal) MeterPerson
Viewing Return Path Data
Model C: + RPD
Cross
Media
Single
Source
Overlap
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Breaking New GroundCross-media measurement case studies
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The UK
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The TV Player Report
First cross-broadcaster measure of online player consumption
Each broadcaster had their own internal metrics.
Some publish them. Most did not.
All their metrics were slightly different.
For the first time we were able to see the players
side by side on a like for like basis.
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The TV Player Report
How does it work?
Broadcasters implement our tags, to our specification. The implementation is
audited independently.
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The TV Player Report
New Metrics
Average programme streams
meant to be the device equivalent of average audience. It
takes the total playtime and divides it by the duration of the
programme to give the average number of devices viewing
in a minute of the programme.
Total viewing time
the total number of minutes that devices have received
content.
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Source: BARB
*Estimated rating based census data
47%
16%
24%
7%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Live VOSDAL Time shift 1-7 Time shift 8-28 On Demand*
Note: on demand figures are estimated based on Average Programme
Streams for the episode multiplied by 1.5 to estimate people from the
devices
The Night Manager
Final episode (27 March 2016) Individuals 4+
47% of the viewing came from Live.
On Demand adds 5% to the total viewing, less than time shift 8-28 days
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Britain’s Got Talent
Season 10 final (28 May 2016) Individuals 4+
Source: BARB
*Estimated rating based on census data
69%
14%
14%
1% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Live VOSDAL Time shift 1-7 Time shift 8-28 On Demand*
Note: on demand figures are estimated based on Average Programme
Streams for the episode multiplied by 1.5 to estimate people from the devices
Watched Live by 69% of the viewers.
On Demand contributes with 2% to the total viewing
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Calibration Engine
Panel data with
viewing totals adjusted
Census totals with
Demographics appended
Panel
Census
Data integration
Combining Panel & Census Data
Catch-upOn demand
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Calibration principle
Adjust the panel so that viewing, demographic and reach targets are met
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Calibration Targets
using Census Data
Calibrated
Panel
Targets met
Usage behaviour
Increased granularity
Corrected reach
Demographics respected
Soft targets met
BARB Dovetail Fusion: Hybrid Futures 6 February
Panel
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Norway
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Panel A Panel B
Online
Census
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ContentID
Unique identifier for programmes and spots
Included in tags for linear and On Demand
content
Included in linear transmission logs
Enables summaries across time, channels,
platforms and publication forms.Kantar Media
Tag
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Stop Press !
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Real time
ratings
Extended
time-shift
Programmatic
API
Cross-media
measurement
Buy &
why
Audience
engagement
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Proprietary model e.g. Google UK
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A reminder about what the panel is
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All household members
1,000 ‘Gold’ homesand 2,000 from Kantar WorldPanel
All TVs
All internet connected devices
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Google analyses the web data, Kantar the TV data
UK Cross-Screen Panel
Cross-screen media usage from 3,500
UK online households
A single view of TV
and Internet usage
A single source research panel operated
by Kantar and Google
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Router
in-home http traffic &
devices
Mobile appsAndroid & iOS
Browser extensions
○ Internet Explorer
○ Chrome
○ Firefox
The web meters
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A few words about progress towards change
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Everything is measurable…
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Legacy business models – why change if it ain’t broken
Sicker shock for digital measurement ie, the ratio of
measurement cost to incremental audience/ad dollars
When discussing investment in digital, forgot to mention
Investment in measurement?
Technical gatekeepers
Barriers to adoption of cross media audience measurement
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Both are buying TAM data and have active dialogues with us about cross platform measurement
With one or two exceptions they have not been measured in the “TAM system” and are feeling left out
The solution is probably that they need to move in the direction of the TV stakeholders if they want to be included – ie. accept metrics that
currently apply in the field of TV measurement
The issues with video reporting in the last year will only have served to push them closer to the measurement companies and the JIC’s
The “Inappropriate question”?
Facebook and Google
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There is no single model that woks for all markets
The variables that might impact the model chose will be economic and recognise local availability of panels
The new technologies by which content and ads are distributed will continue to fragment the measurement business such that solutions will by
definition be hybrid
The future for the measurement of video across platforms has never been more exciting (both in terms of head counting and advanced targeting)
Summary
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THANK YOU!