GfK Crossmedia Link, Unlocking new insights FMRA Crossmedia Lin… · cross media panels offer unique source of media measurement GfK uses best in class and innovative measurement

© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 1

GfK Crossmedia Link,

Unlocking new insights

Helsinki, February 5th 2015


Changing Consumer Behaviour


Consumers used to face simple choices…

TV SHOW

NEWSMAG


But today they have access to an increasing amount

of content available anytime anywhere

TV SHOW

NEWS

Flexibility of access

MAG


This digital revolution leads to dramatic changes in

consumers’ behavior

5

• Today technology is an integral

part of everyday life and has a

dramatic impact on consumers’

shopping behavior, the way

they interact with and what

they expect of brands.

• Media owners, agencies and

advertisers need to understand

consumers’ media usage

across all media (paid, earned

and owned) to help optimize

advertising space and

maximize the reach (impact) of

consumers’ experience points

with the brand for highest ROI.

Mobile Shopping

Price

Social Media Network

Online


So Brands need to have a clear understanding of

consumers’ cross-platform journey

Watch morning

sports news on web

Buy tickets for next

week’s game

Catch the big match

preview

Watching the big game live

in a pub And

highlights of other games on catch-up

TV

Re-tweeting players’

predictions

Tuning to sports radio

en route

Research soccer

tickets on train home

On social media,

planning to meet with

friends

Check train timetable in

pub

…to maximise the impact of their campaign and their ROI


GfK’s heritage in audience measurement


GfK. Growth from Knowledge We turn research into smart business decisions

EXPERTISE

Passion, creativity, and expertise

at service for our clients

TRUST

Active protectors of consumer privacy

with longstanding customer

relationships

GfK makes research matter by delivering the

future. In a digitized world, we are the trusted

source

of relevant market and consumer information

that empowers our

clients to make smarter decisions.

As thought leaders in our industry,

we have a deep understanding of consumer

experiences and choices.

We are 13,000 passionate experts

with more than 80 years of data science

experience and German heritage. We deliver

globally with

vital insights into local markets in

100 countries.

We turn research into business opportunities.

Through innovative systems and partnerships,

we integrate on- and off-line data to support

Growth from Knowledge. Our goal is simple:

Enable our clients to create winning strategies

to enrich consumers’ lives.

INNOVATION

Delivering smart data through

innovation

WINNING STRATEGIES

Understanding market dynamics and

consumer behaviors to enable clients

to create winning strategies


Strong Worldwide Player from

Europe

• GfK is No 3 audience measurement player in the world.

• European leader in Audience Measurement and Market Research.

• Strong position in the US market thanks to GfK-MRI (Study on American

Consumer, Starch).

Focus on New Markets

• Intensive business development activities.

• Focus on BRIC, LatAm, Middle East and Africa.

• Win in APAC, Latam, MENA

• Developing global digital panel capabilities.

Networked Expertise

• Our strong presence in most advanced EU markets gives us solid ground for

ongoing innovation.

• Innovative pilot projects like hybrid radio research, media efficiency panel and

mobile solutions.

• This knowledge is made available to new countries via internal competence

centers and business development teams.

GfK Audience Measurement is speeding up

its global pace


As an end to end provider, GfK develops its own

technologies to measure media.

UMX

Best in class currency meter

To measure:

digital broadcasting, incl.

Time-Shift.

TV Logger

To measure: TV (second

homes or simpler TV

configurations). Simplified

installation with microphone

SENSIC stream agent

To measure:

Census based number

and duration of streams.

Integration with cookie

panel for profiling

STB Agent and RPD Management

To measure:

- Census level digital TV activity

- Permission based panel to

integrate viewer profiles

Evogenius SW Suite

GfK has 25 years’ heritage of audience measurement system development. We have a range of solutions to measure exposure and

experience of broadcast, IP streaming, mobile media on behalf of our clients.

MediaWatch

To measure:

Exposure to radio,

audio

Mobile & Location Insights

To measure:

server-centric measure of

all location and mobile

use across all platforms

LEOtrace®

To measure:

user-centric

measurement of

online behaviour

To measure:

GPS tracking to

measure OOH

media

EMT (OOH)


GfK’s view on the new world


Efficiency & effectiveness of media

Increasing need for measuring media effects

Media reach

Increasing need to measure audiences

across different media

Big data

Increasing possibilities of data federation

The below three trends offer each their opportunities,

it is however the combination that holds the answer


Increase the possibility of effect analysis of media & digital client interaction

Enhance the value of big data by linking the right data via data federation

GfK Crossmedia Link is the platform

for unlocking these new insights

GfK Crossmedia Link will be introduced by a phased approach which is different by country

GfK Crossmedia Link, enabling cross media measurement

3rd party data

GfK Consumer Panel

Digital transaction data …

Network

centric data

Agency planning data

…

Loyalty card data

Cross-media exposure Incremental reach Advertising Reach Digital journey

Advertising effectiveness


GfK Consumer Panel

GfK Crossmedia Link

TV measurement

Mobile measurement share

grows as mobile advertising

grows nurago metering is a unique

GfK digital technology

.

Exact panel sizes to be

determined by media

concentration and

penetration of top brands

GfK Crossmedia

Link can be set up

independent of

Consumer Panel,

but will use

Consumer Panel

where ever

possible

GfK Crossmedia Link set-up

Example Turkey

2,000 households

3,400 TV meters

3,000 nurago meters

4,000 individuals with

nurago meters

Online Measurement

Mobile 1,000 nurago meters


GfK Crossmedia Link is available in 7 countries,

Brazil and Indonesia are in roll-out phase.

Available

In roll out phase

Under investigation


Our single source

cross media panels

offer unique source

of media

measurement

GfK uses best in class and innovative measurement

processes and technology to ensure high data quality

Our workflow and data management software

platform supports data quality & accountability,

increases automation and allows rapid turnaround

of data delivery

Our central and regional operational and coding

hubs allow scaling of our services across

the globe

Our audience

measurement

solutions are adapted

to each device

ensuring robust data

collection with

minimal human

interaction 1 2

4 3

Vector Devices

Bulgaria

APAC

LATAM

META

Process Code Monitor Report Query Collect


GfK Crossmedia Link services

Campaign

Performance Analysis

Marketing Mix

Evaluator

Mid-term Analysis

Exposure Effects

Social Media

Intelligence

Facebook Impact

Analyser

Enrichment of third party

tools

Enrichment of third party

data sets

Purchase Journey

Cross Media Touchpoints

Market Experience

Social Media Intelligence

Audience Profiles

Delivery Check

Real-time Effects

Site Experience

Cross Media

Landscaping Report

Crossmedia

Visualizer:

Web Usage Profiler

Mobile Usage Profiler

Homepage Usage

Profiler

Strategic Cross Media

Planning

Social Media

Intelligence

Campaign efficiency and effectiveness

Data service

Experience optimization

In flight campaign optimization

Consumer Journey

Audience understanding


• Entry level incremental reach data for

strategic insight

• Customizable for product managers to

specific target groups

• Case studies and reports prepared for

clients

• Example: Financial services purchase

journeys in the Netherlands

• Respondent level data for media

planning applications, for example

digital platforms or agencies

• Used to create new data products for

the market, such as online metrics

comparable to TV GRP

• Also available to fuse with purchasing

and other data

GfK Dashboard GfK Case studies Respondent data

Ways of delivery of Crossmedia Link insights

1 2 3


Example online planning software GfK Probe

Overlap analyses: added reach% of mobile on fixed


Learnings from Crossmedia Link


Since 2008, 115 campaign evaluations conducted at

leading FMCG companies and retailers

22


General Learnings from GXL projects –

Characteristics of Successful Campaigns

Ad placement within relevant content is more efficient than reach portals

Content which attracts attention is key: Impression works !

Positive interaction effects of TV & digital video ads

Digital video ads compensate diminishing TV reach

Bigger brands achieve more attention and higher ROI

Online ROI is less driven by budget level. Format, message and placement are more important

Customer Value (Brand Affinity) of consumers reached online is above average

Online impact is NOT limited to younger consumers

Online sells better among loyal buyers – analog media is better for customer recruitment

Positive interaction effects of TV & digital video ads

Digital video ads compensate diminishing TV reach

1

2

Customer Value (Brand Affinity) of consumers reached online is above average 3


Cross Media Contacts TV / Online

show superior uplifts

Average uplift factors from studies in benchmark database with significant interaction

Uplift is much higher than expected

= advertising effect “for free”

0,54

1,26

Additional Interaction Effect

Expected Uplift TV & Online

Example:

On average, a combined TV and online contact results in an uplift of 1,8

(vs. no contact), while expectation would be 1,26 only

Source: GXL campaign Evaluations in Germany, 2008-2012, Number of cases: Total (115), TV (115), Print (93), Banner (72), Video (68), Youtube (13), SEM (22), Facebook (7)

1


Additional consumers can be

reached online (fill TV gaps)

% average incremental reach vs. TV

27,7

Video incl. You Tube

25,1

Banner only

27,4

Online total

27,2 27,3

You Tube only Google Ads

Source: GXL campaign Evaluations, 2008-2012, Number of cases: Total (115), TV (115), Print (93), Banner (72), Video (68), Youtube (13), SEM (22), Facebook (7)

Example:

27% of all contacts with banners were not in contact with TV campaign =

exclusive contacts

2


Online channels offer better targeting

Average brand affinity (brand penetration of consumers reached vs. total universe)

Google Ads

108

164

You Tube

133

Online (Banner

& Video)

128

Print

114

TV

160

Homepage

Example:

Consumers reached by online channels are more often buying the brand – higher

customer value of reached audience

Source: GXL campaign Evaluations, 2008-2012, Number of cases: Total (115), TV (115), Print (93), Banner (72), Video (68), Youtube (13), SEM (22), Facebook (7)

3


Conclusion


To succeed in the crossmedia world

companies need to

Connect and integrate data from multiple sources to make your

data smarter and generate insights and business decisions not

possible before

Translate Smart Data and industry insights into action

Apply proven market research approaches in

innovative ways

Gain a ‘full picture’ market view and granular consumer insights

to understand consumers’ demand and media consumption

behavior, today and tomorrow


Documents

GfK Crossmedia Link, Unlocking new insights FMRA Crossmedia Lin… · cross media panels offer unique source of media measurement GfK uses best in class and innovative measurement