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Topics, Learnings, Insights, Tendences By Wout Dockx, GFK Audimetrie
November 2012
Program: 4 half days
1. Redefining TV
2. Challenges TV research
3. Opportunities & challenges for advertisers
4. Measuring online video and streaming
REDEFINING TV
Peter Mac Avroc - EBU
The future development of hybrid TV and 2nd screen apps
Peter Mac Avroc - EBU
The future development of hybrid TV and 2nd screen apps
Peter Mac Avroc - EBU
The future development of hybrid TV and 2nd screen apps
TV Other scrreens
TV not linear
Other screens Not linear
social
Peter Mac Avroc - EBU
The future development of hybrid TV and 2nd screen apps
“classic TV” Linear viewing
1. Redefining TV
BELGIUM South : high & stable North : lower but rising
Redefining TV in a mobile world
Other screens
2nd screen
Content discovery
Socal TV
5 key trends
hybrid TV and 2nd screen apps
hybrid TV and 2nd screen apps
hybrid TV and 2nd screen apps
Content discovery
hybrid TV and 2nd screen apps
HbbTV
The future of discovery on tv
hybrid TV and 2nd screen apps
Does Facebook
work on TVs
Acces network is a problem here !
Content discovery
REDEFINING TV
The billion dollar lab : insights
#1 : TV is still king
The billion dollar lab : insights
#2 : More screens = more use
The billion dollar lab : insights
#3 : Mobile & tablets
The billion dollar lab : insights
#3 : Mobile & tablets
The billion dollar lab : insights
#3 : Mobile & tablets
Social engagement with TV
• Twitter is open => measurable
• Twitter is immediate => timestamp
• # hashtag can link to programs
•Quantitative measurement of engagement
=> This calls for a dashboard
Social engagement with TV
Social engagement with TV
Class of 2015 : summary
TV RESEARCH CURRENT CHALLENGES
TV research Current challenges
TV research Current challenges
TV research Current challenges
COMBINED USE OF SCREENS
Multi platform initiatives
Coalition for Innovation in Media Measurement TV (RPD) + PC/Mobile (Comscore) / 5 weeks / 10.000p
Billion Dollar Lab for NBC at London Olympics TV (RPD+Ediaries) + PC/Mobile (Comscore) / 2 weeks / 720p
Single source with PMP + PC/Device-meter / 3 month/ 700p
Project Blueprint = Comscore + Arbritron TV+Radio+PC+Mobiel - First stage to complete in 2013
Single source panels in 6 countries (Europe = UK, FR, GE, Nl) TV-meters, PC/Tablet (routers +prompts), Smartphone meters
Multi platform initiatives
Learnings
Learnings
Learnings
Learnings - methodology
Learnings - methodology
Learnings
From measurement to tools
From measurement to tools
From measurement to tools
From measurement to tools
From datafusion to single source
From datafusion to single source
From datafusion to single source
From datafusion to single source
Steve Wilcox – RSMB
In VOD we trust
• Channel 4’s VOD offer
• Originally online, now on all platforms
• Online industry captures only half of 4oD views
• Look for complete picture
• Look for combined reach&frequency
=> solution : modeling
Steve Wilcox – RSMB
Multiplatform solutions
Multiplatform solutions
The long tail
Learnings from RPD panel
Learnings from RPD panel
Matt O’Grady & Pete Doe – Nielsen
RPD initiatives in 8 countries
RPD initiatives in 8 countries
Modeling RPD data
NEW OPPORTUNITIES AND CHALLENGES FOR ADVERSITERS
Social
Paid Owned Earned
Paid Owned Earned
Paid Owned Earned
Paid Owned Earned
MEASURING ONLINE VIDEO AND STREAMING
Web-TV meter (virtual meter)
Soundmatching as in TV audience measurement
Web-TV meter (virtual meter)
Web-TV meter (virtual meter)
Web-TV meter (virtual meter)
Providing total video currency
Soundmatching as in TV audience measurement
Providing total video currency
TV audimeter panel
Web meter panel
Providing total video currency
Net reach
Video across platforms
Online panel
Horodatage
Video across platforms
Video across platforms
MEASURING ONLINE VIDEO AND STREAMING
In Belgium
TV on other screens
• online questionnaire
• 10.665 respondents 18 +
• 1-10 october 2012
• “kijkt u TV-programma’s op PC/Tablet/Smartphone”
• last time : live ?
• Platforms
• Place
TV on other screens
50% is LIVE viewing
85% is at home
TV on other screens
TV on other screens
Classic TV versus Other screens
Noord Zuid
TV
scherm*
Andere
schermen
TV
scherm*
Andere
schermen
Dagelijks bereik 18+ 73,0% 6,0% 72,0% 6,5%
Totaal bereik 18+ 96,0% 15.4% 95,1% 14,3%
* Bron : Space NV, CIM TV- 1/10 - 31/10/2012, 02-26h, Live
± 1% of volume (on other screens)
TV on other screens
Reach % total Reach % total
TOTAL live viewing (18+) 7,7% 100% 6,7% 100%
Platforms Yelo (Telenet) 3,7% 48% 0,1% 1%
TV Overal/TV Partout (Belgacom) 1,0% 13% 1,8% 27%
Mobistar Mobile TV 0,2% 3% 0,3% 5%
TV Nomade (RTBF) 0,1% 1% 1,5% 22%
VOOmotion 0,0% 0% 0,1% 1%
TNT/DVB-T 0,0% 1% 0,1% 1%
Cable card 0,0% 0% 0,0% 0%
Browser 2,6% 34% 2,8% 42%
SOUTHNORTHPlatforms
THANK YOU !
http://plustvplus.wordpress.com/
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@woutdockx
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