MAURICIO LEON COMMERCIAL DIRECTOR PERFORMICS SIMON NUDDS DIRECTOR OF UK MEDIA ANALYTICS NIELSEN DORON WESLY HEAD OF MARKET STRATEGY TREMOR VIDEO

MAURICIO LEONCOMMERCIAL DIRECTOR PERFORMICS

SIMON NUDDSDIRECTOR OF UK MEDIA ANALYTICS NIELSEN

DORON WESLYHEAD OF MARKET STRATEGYTREMOR VIDEO

IS VODWITH BENEFITS?

VOD IS A LEAN-FORWARD MEDIUM WITH LESS CLUTTER THAT CAN:

AMPLIFY AWARENESS GENERATE MORE EFFICIENT & EFFECTIVE

CAMPAIGNS

COMPLEMENT A TV BUY

OBJECTIVE:HOW DOES VOD COMPLEMENT

PHASE ONE:VOD CONTRIBUTION TO TV’S INCREMENTAL REACH

PHASE TWO:VOD CONTRIBUTION TO TV'S AWARENESS AND MESSAGE ASSOCIATION

PHASE ONE:VOD CONTRIBUTION TO TV’S INCREMENTAL REACH

OCT. 2011 - DEC. 2011

TV + VOD INCREMENTAL REACH

a. FMCG Beverage Alcohol 1.33%

b. FMCG Beverage 0.33%

c. Finance 0.44%

d. Retail (ce) 0.19%

e. Tech 0.45%

a. FMCG Beverage Alcohol A16-34 ~41%

b. FMCG Bev ABC1 Women ~14%

c. Finance ABC1 ~20%

d. Retail (ce) ABC1 ~10%

e. Tech A16-34 ~15%

10-41% OF PEOPLE ONLINE WERE NOT EXPOSED TO TV

METHODOLOGY

FUSION OF TV AND VOD (ONLINE) PANELS

MEASURE REACH AND FREQUENCY ACROSS SINGLE CAMPAIGN

MEASUREMENT PERIOD: OCT. 2011 – DEC. 2011

5 BRANDS ACROSS 4 CATEGORIES FMCG BEVERAGE (x2) RETAIL FINANCE TECH

STEP 1

TAG

STEP 2

VISUALISE

STEP 3

EXTRACT

STEP 4

COMBINE

METHODOLOGY

BARBRespondent Level Data

Nielsen OnlineRespondent Level

Data

To isolate the impact of online activity when combined with TV, we utilize Nielsen-IMS’ CampaignRF fusion tool

METHODOLOGY



Data

We link respondents from one dataset to another by using the common variables (i.e. demos, geo demos, etc.) that exist on the BARB panel, Nielsen NetView panels and a hub where the reach results are reported.

On-the-fly fusionUsing common demo

variables

METHODOLOGY

These linking variables were validated by a series of statistical tests and analyses to ensure they closely match to produce an accuracy level of 95% or higher.



Data

On-the-fly fusionUsing common demo

variables

“Fused result of TV and online viewing”

METHODOLOGY

64.6%

65.93%

FMCG BEVERAGE ALCOHOL A16

TV Only TV + VOD

VOD Effect Incrementalto Base of Campaign

% Reach70%

25 150

+1.33

Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011

FMCG BEVERAGE ABC1W 15+

87.56% 87.89%

TV Only TV + VOD


% Reach

90%

50 550

+0.33


% Reach

FINANCE ABC1 ADULTS

78.46% 78.9%

TV Only TV + VOD


80%

50 250

+0.44


% ReachRETAIL (CONSUMER ELECT) ABC1 15+

89.72% 89.91%

TV Only TV + VOD


% Reach

90%

50 600

+0.19


TECH 16-34S

87.38% 87.83%

TV Only TV + VOD


% Reach

90%

50 550

+0.45


UK DIGITAL VIDEO VIEWERS

Digital Viewers(millions)

–% change

–% of internet users

–% of population

2012

32.6

8.9%

69.9%

51.4%

2013

34.4

5.5%

71.7%

53.8%

2014

36.3

5.8%

74.1%

56.4%

2015

37.8

4.1%

75.6%

58.3%

2016

39.1

3.3%

76.7%

59.7%

2017

40.0

2.4%

77.4%

60.6%

Digital Viewers(millions) 32.6 34.4 36.3 37.8 39.1 40.0

Source: eMarketer, Feb 2013

VOD PENETRATION

PHASE TWO:VOD CONTRIBUTION TO TV'S AWARENESS AND MESSAGE ASSOCIATION

VOD AMPLIFIES

VOD INCREASE RETURN ON BRANDING+

VOD EXTENDSIMPACT

METHODOLOGY

EXPERIMENTAL DESIGN (TEST VS. CONTROL)

NATIONAL REP. SAMPLE FOR ABC1 TARGET

TV EXPOSURE (OTS) BASED ON MEDIA CONSUMPTION REPORTING (12 MIN. SURVEY)

VOD EXPOSURE BASED ON COOKIE FILE

AVIVA

MEASUREMENT PERIOD: AUG.-NOV. 2012

MEDIA CONSUMPTION QUESTIONS

Do you watch commercial TV?

Thinking about your commercial TV viewing habits, on average, what time of day

do you watch TV?

On average, how many hours of commercial TV do you

watch a day?

Which, if any, of the following TV shows have you watched

since 1st of Sep. 2012?

Source: Nielsen, Tremor VideoWave 1 = Last month, Wave 2 since Sep 1 2012

SPOT SCHEDULE

ITV / ITV+1• Downton Abbey• Coronation Street• X-factor

Station Day Time Sec Programme

ITV London

Sun 9:45:00 PM

:30 Downton Abbey

Before Campaign

Sep.-Oct.TV

Sep.-Oct.TV + VOD

Nov.No VOD

Nov.VOD

Nov. Carry Over

33%

39% 37.7% 35.9%

41.4%

2.6%

Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug-Nov 2012

VOD AMPLIFIES TV DOMINANT STRATEGY


TV is off-air: VOD sustains and increases viewers’ brand awareness(Unaided Awareness)

+5.5%

Before Campaign

Sep.-Oct.TV

Sep.-Oct.TV + VOD

Nov.No VOD

Nov.VOD

Nov. Carry Over

29.2%

43.6%

48%

26.1%

31.7%

-3.1%

Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012

VOD AMPLIFIES TV DOMINANT STRATEGY


+5.6%

TV + VOD (vs. TV alone): A higher percentage of viewers connected the core message with the brand (Message Association)

Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week

Cost to Raise Awareness per Person (Index)

RETURN ON BRANDING INVESTMENT

TV TV + VOD

Unaided Awareness 100 171

Message Association 100 101.1

It appears that TV + VOD are less cost efficient at increasing awareness and message association. But the story is very different for light TV viewers (1/4 of ABC1 Target).

Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week; *Calculated % x TV Pop; **Calculated based on nationally rep data; ***Light TV Viewers x % Exposed to VOD

ABC1

Aviva TV: Heavy, Medium, Light 39.5%

Aviva TV Light 48.4%

Aviva VOD 55.5%

Heavy, Medium, and Light TV Viewers

TV + VOD REACH OVERLAP

Even though light TV viewers are ¼ of ABC1 Target, they only compromise 15% of TV viewing.

26M VIEWERS ABC1 hrs./day

LIGHT0 – 1.5

LIGHT-MED1.6 – 2.2

MEDIUM2.3 – 3.6

MED-HEAVY3.7 – 5

HEAVY5.1 – 5.7

14.9% of TV viewing 55.5% of TV viewing

Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week; *Calculated % x TV Pop; **Calculated based on nationally rep data; ***Light TV Viewers x % Exposed to VOD

ABC1

Aviva TV: Heavy, Medium, Light 71%

Aviva TV Light 31.5%

Aviva VOD 77.7%

Heavy, Medium, and Light TV Viewers

TV + VOD REACH OVERLAP

Even though light TV viewers are ¼ of ABC1 Target, they only compromise 15% of TV viewing.

26M VIEWERS ABC1 hrs./day

LIGHT0 – 1.5

LIGHT-MED1.6 – 2.2

MEDIUM2.3 – 3.6

MED-HEAVY3.7 – 5

HEAVY5.1 – 5.7

14.9% of TV viewing 55.5% of TV viewing

TV

Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week/>2 hours per day, TV light = <14 hours/week/<2 hours/day

RETURN ON BRANDING INVESTMENT: TV HEAVY/MEDIUM VS. TV LIGHT

Cost to Raise Awareness per Person (Index)

Unaided Awareness 100 58.7108.6

Message Association 100 63.8528.3

TV Heavy/Medium + VOD TV Light + VOD

PHASE 2: MESSAGE ASSOCIATIONDecay

ONAIR

WK 1 WK 2 WK 3 WK 4

TV

VOD

M

ess

age A

ssoci

ati

on

+2.5

-3.1


TV OFF-AIR VOD ON-AIRONAIR

WK 1 WK 2 WK 3 WK 4

TV

VOD

WK 5 WK 6 WK 7 WK 8

M

ess

age A

ssoci

ati

on

+2.5

-3.1

y = -22.81ln(x) + 48.202R2 = 0.86996

PHASE 2: MESSAGE ASSOCIATIONDecay


HYPOTHESISVOD is a lean-forward medium with less clutter that can:

• Amplify awareness and reach

• Generate more efficient and effective campaigns

• Complement a TV buy

TV + VOD = TV WITH BENEFITSIncremental Reach: VOD + TV increases by up to 1.33%

When TV goes dark: VOD bolsters brand awareness by 5.5%, extending campaign

Light TV Viewers: TV + VOD (vs. TV alone) delivers almost 2x the return on branding

Brand Performance: TV + VOD drive higher brand performance

FRIENDS WITH BENEFITS INDEED

MAURICIO [email protected]@mozleon

SIMON [email protected]

DORON [email protected]@sabredutch

THANK YOU

Documents

MAURICIO LEON COMMERCIAL DIRECTOR PERFORMICS SIMON NUDDS DIRECTOR OF UK MEDIA ANALYTICS NIELSEN DORON WESLY HEAD OF MARKET STRATEGY TREMOR VIDEO