WINNING IN A WORLD THAT CAN WATCH ANYWHERE - Nielsen Global Media · of your audience uk breakfast...
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KEYS TO UNLOCKING THE TRUE POTENTIAL OF YOUR AUDIENCE UK Breakfast Briefing 13 June, 2014 WINNING IN A WORLD THAT CAN WATCH ANYWHERE
Transcript of WINNING IN A WORLD THAT CAN WATCH ANYWHERE - Nielsen Global Media · of your audience uk breakfast...
KEYS TO UNLOCKING THE TRUE POTENTIAL OF YOUR AUDIENCE
UK Breakfast Briefing 13 June, 2014
WINNING IN A WORLD THAT CAN WATCH ANYWHERE
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1950’s &
1960’s
1970’s &
1980’s
1990’s - 2005
BLACK & WHITE TV
FIRST SATELLITE
BROADCAST
2006 - Present
SMART- PHONES
HDTV TABLETS OVER-THE-TOP DISTRIBUTION
SMART TV WITH SOCIAL
CAPABILITIES
APP DRIVEN DIGITAL WORLD
CORE CHANGES IN THE MEDIA LANDSCAPE
DIGITAL AND INTERNET
REVOLUTION
DVD DVR VOD
RISE OF CABLE
TV
MORE ADVERTISER-SUPPORTED NETWORKS
VIDEO GAMES
VCR
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IN Q1 UK CONSUMER CONFIDENCE SPIKED Highest level in 6 years
97
91 94
79
74
65
72
75 77
80 78
75 77
67
72 73
71
77 75
77 79
75
79
87 84
87
60
70
80
90
100
Q3, 06
Q1, 07
Q3, 07
Q1, 08
Q3, 08
Q1, 09
Q2, 09
Q3, 09
Q4, 09
Q1, 10
Q2, 10
Q3, 10
Q4, 10
Q1, 11
Q2, 11
Q3, 11
Q4, 11
Q1, 12
Q2, 12
Q3, 12
Q4, 12
Q1, 13
Q2, 13
Q3, 13
Q4, 13
Q1, 14
Global* Average
GB
Source: Nielsen Global Consumer Confidence Survey Survey is based on respondents with internet access.
91
79
65
80
67
77 75
87
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HIGHER CONFIDENCE IS LEADING TO GROWTH U
K %
GD
P G
RO
WTH
-2.5
-2
-1.5
-1
-0.5
0
0.5
1
1.5
2008 Q1
2008 Q2
2008 Q3
2008 Q4
2009 Q1
2009 Q2
2009 Q3
2009 Q4
2010 Q1
2010 Q2
2010 Q3
2010 Q4
2011 Q1
2011 Q2
2011 Q3
2011 Q4
2012 Q1
2012 Q2
2012 Q3
2012 Q4
2013 Q1
2013 Q2
2013 Q3
2013 Q4
2014 Q1
% GDP Growth
Mirroring Consumer Confidence’s upward movement we can see another quarter of projected GDP growth
Source BOE GDP figs
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MORE MEDIA CHOICES ARE ACCELERATING TRENDS
Source: Ofcom Tech Tracker Q3, 2013
PC/Laptop/ Netbook at Home
Mobile Phone
Games Consoles
Portable Media Player
E-Book reader (added 2012)
Smart TV (added 2013)
2009
67%
2013
78%
2009
28%
2013
59%
2009
10%
2013
13%
2013
10%
2009
6% 2013
6%
2013
30%
2013
5% 2013
9%
Tablet Computer
(2010)
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MEDIA ENGAGEMENT IS CHANGING
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YOUNG PEOPLE ARE LESS ENGAGED WITH PROGRAMMING
35-49 years 50+ years 18-24 years 25-34 years
Source: Nielsen TV Brand Effect
41% 48% 57% 67%
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AND IT’S NOT JUST ABOUT CONTENT Advertising is less effective to younger audiences
Remember the ad
Remember the brand
35-49 years 50+ years 18-24 years 25-34 years
46%
33%
56%
39%
62%
44%
70%
54%
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ADVERTISING SPEND IS MAKING A COMEBACK
Source: AdDynamix
Delivered strongest quarter for ad spend in over 3 years in Q4 2013
Ad spend up by 11% in 2013
Source IAB report
TELEVISION DIGITAL
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ADVERTISERS WANT TO KNOW IF THEIR CAMPAIGNS ARE LANDING ONLINE
Source Nielsen Online Camoaign Ratings, UK
AUTOMOTIVE : 61%
COMPUTERS & ELECTRONICS : 58%
FINANCIAL : 61%
FMCG : 52%
MEDIA/ENTERTAINMENT : 68%
SHOPPING/RETAIL : 62%
TELECOM : 82%
TRAVEL : 67%
600
650
700
750
800
850
900
950
1,000
1,050
1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 5,500 6,000
UN
IQU
E A
UD
IEN
CE
PER
PU
BLI
SHER
Th
ou
san
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SIZE OF CAMPAIGN IMPRESSIONS PER PUBLISHER
Thousands
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AND WHETHER ONLINE DELIVERS INCREMENTAL AUDIENCES TO TELEVISION
Source: Nielsen Online Campaign & Cross Media Ratings Benchmarks Database
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ONLINE NOW CRITICAL FOR REACHING MILLENIALS
12
In general,
Source: Nielsen Online
Source: Nielsen Online Campaign & Cross Media Ratings Benchmarks Database
Demographic Group
Incr
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l Rea
ch
aver
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THE OPPORTUNITY
Increasing Consumer confidence
Accelerating demand for new media vehicles
Increased access within households to content
Media budgets picking up
Different approaches to consuming media
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BEGIN WITH A FRAMEWORK FOR SUCCESS
REACH The right people
RESONANCE Influence their opinion
REACTION Impact their behaviour?
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WHAT WE’LL COVER AHEAD
REACH • Uncovering new viewing genres
• Connecting data to better understand the true value of your audiences
RESONANCE • The importance of building engaging content build impactful advertising
connections
REACTION • Understanding how to optimise your promotional activities for greater
programme engagement
• How TV helps to drive & amplify ROI
REACH
Uncovering new viewing genres
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REDEFINING PROGRAM TYPES USING VIEWING ANALYSIS Unscripted TV: a fast-growing, diverse genre
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TURNER’S CHALLENGE TO NIELSEN
CREATE A ”DEWEY DECIMAL” SYSTEM
MAKE IT BEHAVIOURALLY
DRIVEN
MAKE IT AS BROAD-BASED AS
POSSIBLE
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ENTERTAINMENT: HIGH-LEVEL CATEGORIES
ALL UNSCRIPTED
INFORMATION ORIENTED
REAL ACTION
REAL DRAMA
COMEDY
COMPETITION
ENTERTAINMENT ORIENTED
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STYLE & TONE STAND DIFFERENTIATE MORE THAN SUBJECT MATTER
• FOCUS ON CONFLICT BETWEEN STAFF & CUSTOMERS
• OFTEN GETS PHYSICAL
• REAL ACTION
• FOCUS ON OBJECTS AND THEIR BACK-STORY
• DRAMA DRIVEN BY THE APPRAISAL
• REAL DRAMA
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NOW TURNER CAN CONTINUOUSLY...
1. TRACK TRENDS WITHIN UNSCRIPTED PROGRAMMES
2. IDENTIFY PROGRAMMING OPPORTUNITIES
3. CRAFT MARKETING STRATEGIES
REACH Connecting data to better understand
the true value of your audiences
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THE IMPORTANCE OF “SUPER CONSUMERS”
$47
$19
DEMOGRAPHIC TARGET
HEAVY BUYER TARGET
Impact of 20% Increase in Media Delivery Dollars per Thousand
Exposed Households
Based on 18 Nielsen Catalina Buyer Studies
x2.5
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“A significant driver of sales” - MARKETSHARE
“ (10% WOM) Predictive of new sales, only ad expenditure is more predictive (30%)”
– AT&T and ACCCENTURE
“3 billion brand impressions via WOM per week (93% offline)1” – KELLER FAY
THE IMPORTANCE OF “TALKERS”
“Revenue growth of the brands with the highest advocacy levels is far above the industry average.”- BOSTON CONSULTING
1.Source: Keller Fay Group's TalkTrack® Britain -12 months to March 2014
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TV STILL STIMULATES THE MOST WOM
% of past day brand WOM citing selected marketing or media
2.5% 2.7%
2.9%
3.0%
3.0%
3.1%
3.3%
3.4%
3.9%
4.1%
4.3%
4.9%
5.1%
6.8%
7.0% 8.0%
Newspaper Ad
Email Or Text From A Business
Newspaper Article
Online Price Comparison Website
Coupon
Product Sample
Online Article
Social Media
Online Consumer Reviews
Shopping Website
Internet Ad
Product Package
In Store Display Or Video
A Brand Or Company Website
Television Ad/Sponsorship
Television Programme
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18%
27%
27%
29%
32%
34%
35%
38%
42%
42%
44%
46%
46%
52%
61%
63%
Children's Products
Beauty/Personal Care
Household Products
Energy & Utilities
Automotive
The Home
Financial
Health/Health Care
Travel Services
Telecom
Technology
Shopping, Retail & Fashion
Sport/Recreatn/Hobbies
Drinks
Media/Entertainment
Food/Dining
UK CONSUMERS TALK ABOUT MANY CATEGORIES % of Respondents Having at Least 1 Conversation Daily in Category
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NEW FOR 2014 |WOM + TV DATA
BARB Panel
HOW MANY PEOPLE WATCH A MATCH
Keller Fay TalkTrack®
HOW MANY PEOPLE ENGAGE IN WOM ACROSS 16 PRODUCT
CATEGORIES
A unique new fusion from Nielsen & Keller Fay Group
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WOM IN NUMBERS
40.7mn TV viewers had a
WOM conversations in a typical day
of which with whose 13.4mn viewers
27.1mn talked about food & dining
ROYAL VARIETY PERFORMANCE
being the top programme to connect
with WOM foodies
. . .
136mn weekly brand
impressions about food & dining
generated
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10.0
11.6
16.4
17.4
18.0
Downtown Abbey
Mad Dogs
Strike Back
Moonfleet
Arrow
IMPRESSIONS % of Viewing Audience Size
57.7%
65.7%
66.6%
69.2%
69.9%
MOONFLEET
DOWNTON ABBEY
ARROW
MAD DOGS
STRIKE BACK
THINK EXPRESSIONS, IN ADDITION TO IMPRESSIONS Moonfleet and Arrow viewers stand out for food & dining WOM expressions.
Note: Analysis is among adults. Impressions analysis is based on viewing program at least once in DEc 2013. Expressions factors in average conversations per person, applied to the programs audience size. This analysis examined results among primetime programming on broadcast networks.
Source: Nielsen BARB / TalkTrack® Fusion, Dec 2013
EXPRESSIONS Projected Weekly Food & Dining Brand Impressions
MOONFLEET
Impressions: 5th
Auto WOM Expressions: 2nd
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OTHER NIELSEN BARB FUSIONS
CPG MOVIEGOERS ONLINE MOBILE SHOPPERS
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USED FOR ALL STAGES OF THE PLANNING CYCLE
PLAN MEASURE BUY OPTIMISE
Media Planning/ Allocation
Media Optimization
Post Buy Analysis/ROI
Ad Delivery
RESONANCE The importance of building engaging content
build impactful advertising connections
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KEY INSIGHTS PE just as key at driving ad recall
Source: Nielsen TV Brand Effect Source: Nielsen TV Brand Effect
PLACEMENT, 4%
MEDIA WEIGHT, 14%
OTHER, 27% PROGRAMMING FACTORS,
29%
CREATIVE FACTORS, 26%
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25%
30%
35%
40%
45%
50%
55%
60%
65%
70%
75%
25% 30% 35% 40% 45% 50% 55% 60% 65% 70% 75% 80% 85% 90% 95%
Ge
ne
ral R
ec
all
(W
ith
all
no
n-P
E fa
cto
rs R
em
ove
d
by
Mo
de
lin
g)
Program Engagement
General Recall by Program EngagementFor 3000 Random High Sample Placements 10/2009 - 6/2012
(After Models Remove All Non-PE Factors)
General Recall by Program Engagement(3000 Random High Sample Placements 2009 - 2012)
Regression Line:GR = (.476 * PE) + .145 Correlation = 83%
Increased Program
Engagement
Greater Ad Effectiveness
=
AND DRIVES AD RECALL
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the impact of multi-screen exposure on video ad effectiveness
SIMULATED ENVIRONMENT,
CONTROLLED SETTING
COMBINATION TESTING
700 RESPONDENTS
ADULTS
18-49
BRAND IMPACT ACROSS SCREENS
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biggest incremental gains in brand recall, consideration and recommendation
innovative informative
positive trustworthy
The Power of 3
keep it fresh with multi-screen exposure
THE FINDINGS
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COMBATING AD FATIGUE
CONTEXT DEPENDENT
MEMORY
TRIGGERS FORWARD
ENCODING
NEUROSCIENCE AND ADVERTISING
REACTION Understanding how to optimise your promotional
activities for greater programme engagement
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BROADCASTERS ARE UTILISING OTHER MEDIA CHANNELS TO CONNECT WITH POTENTIAL VIEWERS
A Typical Marketing Plan For a New Show/Premiere/Event
€ spend
• Broadcasters promotional spend against TV Programmes has grown by 48%* since
2009 on paid for media channels
Source: *Nielsen AdDynamix
5 10 years ago Today
Other
Cinema
Online
Off Air
On Air
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0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0
Total On Air Cross Channel
Online Print
WHAT WE HAVE LEARNT OVER THE PAST 5 YEARS
% TUNE IN
0 5 10 15 20
Small
Ave
Large
OPTIMAL FRQUENCY
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New Returning H-M Light H-M Light
Average 40% 36% Average 83% 73%
FOR NEW SHOWS OFF-AIR IS KEY
On-Channel Only Share of Tune-In Percentage of those that viewed On Channel Only and saw the premiere
out of everyone that saw the premiere and any promotion
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1. Offline word-of-mouth (5-10 times stronger) 2. Show promos 3. Social media 4. Digital 1-to-1
-0.20%
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
Digital 1-to-1
Offline WOM
Promos Related Content
Social Media
INFREQUENTS
-0.50%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
Digital 1-to-1
Offline WOM
Promos Related Content
Social Media
Repeaters
1. Digital 1-to-1 2. Social media 3. Offline word-of-mouth 4. The effect of promos can be negative
The overall average percentage point gain in probability of watching for one more encounter/exposure
Sourced from CRE presentation: Talking Social TV given at ARF 2013
WOM AND SOCIAL MEDIA PERFORM DIFFERENT ROLES
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DRAMA PREMIERE REACH TUNE-IN EXAMPLE
Exposure Proximity Segment F18-49
Launch Wk Only During Launch Week 6.2%
Premiere Date Only on Premiere Day 6.5%
3 Hr Proximity Only 3 Hrs before Premiere starts 14.2%
RECENCY OF EXPOSURE MATTERS
Not Exposed 1.4%
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New / Lapsed Viewers
Exposed
3% -12%
SUCCESSFUL CAMPAIGNS RECRUIT & RE-ENGAGE VIEWERS
Impact on Viewing the new show | New/Lapsed v Current Viewers
REACTION How TV helps drive and amplify ROI
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0%
10%
20%
30%
40%
50%
60%
OTHER MEDIA
TV TV NORTH
TV SOUTH
OTHER MEDIA
TV TV NORTH
TV SOUTH
TV REMAINS KEY FOR NEW PRODUCT LAUNCHES
R2 = 0.56R2 = 0.56
Maximum % Awareness
Yea
r I T
rial
Rat
e
Low High
High
Low
Trial Rate vs. Awareness
Volume vs. Trial Rate
Low High
High
Low Year I Trial Rate
Un
it V
olu
me
Per
100
Ho
use
ho
lds
R2 = 0.84
Year I Trial Rate
Un
it V
olu
me
Per
100
Ho
use
ho
lds
R2 = 0.84
Source: Nielsen BASES learnings
Source: Nielsen MMM for RTL Belgium
AWARENESS IS KEY TO DRIVING NEW PRODUCT SALES
TV WORKS BEST FOR NPD & LINE EXTENSIONS
ESTABLISHED BRANDS
NPD & LINE EXTENSIONS
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~70% OF TOTAL MEDIA VOLUME IS
FROM TV < >
TV REMAINS THE BIGGEST AMPLIFIER OF ROI
Digital typically outperforms TV in terms of ROI , but does so on a much smaller
scale.
On average, TV provides better ROI than other traditional media (Radio, Press,
Outdoor, Cinema).
TV both delivers good ROI and improves ROI of other parts of Marketing Mix
Key Principle: As long as a brand can afford minimum TV GRP thresholds, TV spend should be prioritised ahead of other media.
VOD
DISPLAY
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TV & DIGITAL DIRECTLY & INDIRECTLY INFLUENCE SALES
1. Increasing TV GRPs will lead to more Facebook impressions. 2. Increasing Facebook impressions drive Google search clicks. 3. Amplify interaction by giving digital with a similar look & feel to traditional media
o TV GRPs drive social impressions & search clicks
o Search clicks drive Facebook impressions
o Google Search clicks drive sales (Users on path to purchase)
Direct & Indirect Media sales drivers
Others (VOD,Search, OOH, Cinema) Online/Mobile Social Media Add.incr. from TV Interaction with Digital TV
Total Media Volume by vehicle (’12-13)
10%
9%
8%
4% 69%
VOD
DISPLAY
TV
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FOCUS ON THE METRICS THAT REALLY MATTER
REACH The right people
RESONANCE Influence their opinion
REACTION Impact their behaviour?
