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Full video here: http://www.catchtalk.tv/events/digitalmediastrategies?video=how-to-use-media-measurement-to-prove-audience-reach-and-quality-to-advertisers-julian-flavin-channel-4 Sam Tomlinson is a director in PwC’s media assurance practice. He leads our award-winning assurance work on audience measurement and advertising effectiveness. Julian Flavin joined Channel 4 as a Viewer Insight Manager in 2013 where he works with the Data Science team to design and deliver solutions for a variety business areas e.g. Digital Sales, CRM, advertising operations and Finance. Prior to working at Channel 4 Julian was a Consultant at McKinsey & Co specialising in the use of data driven insight in Marketing & Sales projects and prior to that was a data and insight analyst for both Aimia and Capital One Bank.
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Media measurementProving audience reach and quality to sceptical advertisers
Sam Tomlinson, PwCJulian Flavin, Channel 4
March 2014
PwC
The growth of data
• Moore’s Law: chip performance doubles every 18-24 months
• IBM: “Every day, we create 2.5 quintillion bytes of data...90% of data in the world today has been created in the last two years”
• Disney: “In one year today, we generate more data than Walt Disney Co did in its first 80 years”
• Google: since 2010, acquired more than one company per week
• Every organisation wants to show it is harnessing the power of data....
PwC
The medium is not the message
Website
Smartphones
Tablet
PwC
Multi-platform audience
Smartphone app
Tablet appWeb
PwC
Evolution of the multi-platform audience
FT Average Daily Global Audience assured by PwC: print + web only
2009 Spring 2011 Autumn 2011 Spring 2012 Autumn 2012 2013..
FT / PwC ADGA:extended to cover print, web, tablet, smartphone
News Intl: Sun; Times;Sunday Times: Multi-Platform Audience assured by PwC
UBM Weekly Audience Measure assured by PwC: 3 titles
FT / PwC ADGA wins IAB Europe award;UBM / PwC WAM short-listed British Media Awards
Centaur MPA assured by PwC:6 titles
MPA wins British Media Awards May 2013
ABC: new B2B industry standard June 2013
International growth: Germany – spring 2013 Holland – autumn 2013 Others…?
PwC
Exhibitions and events
• Event marketing budgets growing >5% CAGR
• But <20% of exhibitors/sponsors satisfied with RoI/RoO metrics
• “Building a community”…who is this audience?
• …and what are they doing?
• Case studies
PwC
Not all eyeballs are equal
It starts with a single customer view
Who you are What you are
What you say What you do
Our statistical models convert ‘impressions’ into BARB audiences
PwC independently validated model accuracy
Models validated:ABC1 – 83% accuracy rateHousewife – 77% accuracy rate
Which delivers great value to advertisers
Impressive results compared to standard 4oD campaigns:
• Double the Click Through Rate (+109%)
• Uplifts in spontaneous ad awareness(+39%) and ad recognition (+67%)
• Double the uplift in Top of mind brand awareness (+11%)
Seven trial advertisers:
Any questions?
[email protected]+44 20 7804 0726www.pwc.co.uk/proveit
[email protected]+44 20 7306 8590
© 2014 PricewaterhouseCoopers LLP. All rights reserved. In this document, “PwC” refers to PricewaterhouseCoopers LLP (a limited liability partnership
in the United Kingdom) which is a member firm of PricewaterhouseCoopers International Limited, each member firm of which is a separate legal entity.