Opening Pandor’s set top box - RSMB Ltd...Opening Pandor’s set top box: from concept to practice Todd Juenger (TiVo) Jim Kite (Starcom MediaVest Group) November 6th 2009 Today’s

OpeningPandor’s settop box:from conceptto practice

Todd Juenger (TiVo)Jim Kite (StarcomMediaVest Group)

November 6th 2009

Today’s Themes

• An overview of the current digital set top box mediameasurement landscape

• How the STB data debate is evolving in the US• MediaVest’s use of TRA data in 2010 Upfront• TiVo cross-media measurement with Quantcast• Conclusions and predictions

Digital Set Top Box data and media measurement:Who is doing what

Around the World

• TNS• UK Skyview (33k)• South Africa (4k)• South Korea (4k)• Australia (10k)• New Zealand (6.5k)

United States

• TNS• DirecTV (100k)

• RenTrak• AT&T U-verse (4mm)• Dish (11mm)

• TiVo• TiVo (375k)

• TRA• TiVo (1.7mm), Charter (300k)

• Google• Dish (5mm)

• TNS, RenTrak, Nielsen, TRA• Charter 300k

From Nielsen alternative to marketing effectiveness tool

Nielsen

• Age/Sex Demos(with NAD breaks)

• MxM & TimeShifted Data

• Panel Based

1st Gen.Set-Top-Box

• Sec x Sec Data

• LA Market Only-(300k homes)

• Household dataonly

Single Source

• Sec x Sec data

• National +….2MM Homes

• ‘matched’with same hh

level databases

The True ROI Accountability for Media (TRA) Architecture

MEDIA PURCHASE DEMOGRAPHIC

ADVERTISERS AGENCIES

Privacy Shield (no names/addresses)

1.5mm TV National HHs*Cable, Satellite, OTA

54mm HHs8 Supermarket Chains

100mm HHs250 fields of data

NETWORKS

Media TRAnalytics™ SaaS Reports (ISO 27001 certification)

data data data

AudienceMeasurement

MediaPlanning

Return onInvestment

370,000++ Single Source National HHs370,000++ Single Source National HHs

TRA lines up with currency

TRA/Nielsen Rank Correlation Overall Eight Broadcast Networks Applicable Programming National Broadcast Week of November 17, 2008(Broadcast Networks Include: ABC, CBS, FOX, NBC, CW, MNT, Univision, Telemundo)

TRA/IRI Rank Correlation - TOTAL U.S. – Food, Calendar Year 2008 ending Dec 28, 2008, Based on Volume Share

Ratings Correlation

Brand Correlation0.871 0.837

0.959 0.916 0.844 0.850 0.879

0.0

0.2

0.4

0.6

0.8

1.0

Coffee Hand & BodyLotion

LaundryDetergent

RTE Cereal Yogurt Shampoo Average

0.879 0.898 0.857 0.882 0.864 0.912

0.7670.870

0.000.100.200.300.400.500.600.700.800.901.00

17-Nov 18-Nov 19-Nov 20-Nov 21-Nov 22-Nov 23-Nov Weekly

MediaVest/TRA Partnership

• Set-top box viewing data from nearly 2 million cable/TiVo Households• Robust demographic & psychographic data from Experian• A sub-set of 370,000 homes with real product purchasing data from

frequent shopper card data

• As charter subscribers, MediaVest has helped guide the selection of productcategories:

• Cereal - Hand & Body Lotion• Soft Drinks - Laundry Detergent• Beer - Candy/Chocolate• Coffee - Cookies/Crackers• Yogurt - Pet Food• Shampoo - Paper Towels/Tissue

Media Viewing Behavior

Purchase Behavior

Page 8

Audience Measurement(national + live + time shifted)

Media Selection:Using Purchaser Targeting

ROI Validationof Media Plan

Use ROI for improved media planLinear AdsAddressability

Delivering continuous insights

TRA changes three areas of media measurement

1. Audience &Advertising Analytics

2. Targeting

3. True ROI

Audience / Ad Analysis

• More granular audience analytics• Measurement beyond what Nielsen sample can measure• Also accounts for variables beyond min x min data

% Switch Away: Percentage of Households tuned at first frame of an ad who tunedaway before last frame of that same ad

% Perfect Play: Percentage of Households tuned at first frame of an ad whoremained tuned in to the last frame of this ad.

% Jump In: Percentage of Households not tuned at first frame of an ad who tunedin before last frame of an Ad

Audience Retention Report(Daypart Example)

Improved targeting potential

• Targeting that leverages two massive databases

• Experian• Robust household-level demographic, lifestyle, ownership data from

Experian’s National consumer database• E.g. car buyer behavior, pet ownership, home furnishing enthusiasts,

home value, type of residence, etc

• Shopper Data• Real purchase-based targeting via shopper-card data• Light/medium/heavy category users• Brand users v competitive users• Light brand users v heavy brand users• Geo-targeting down to the zip code level

Target Report (Example)

Top Broadcast Network Programs – Soft Drink Category

Network Program Index Avg. Rtg.

FOX Chaotic 169 0.87

CBS CBS Morning News 163 1.74

NBC Early Today 154 1.40

FOX Entertainment Studios.com 153 0.97

FOX This Week in Baseball 152 0.82

FOX Judge Mathis 150 2.29

CBS CBS Up to the Minute 149 1.46

FOX Frasier 146 1.40

FOX Sherlock Holmes in the 22nd Century 145 2.04

FOX Entertainment Studios.com 144 1.26

True ROI

• TRA provides real-world, accurate link between advertising exposure &changes in consumer behavior

• Measures same HH’s viewing/ad exposure against that HH’s purchasing

Advertising

They did notbuy Brand X, but they

did buy Brand Y

Theysaw advertising for

Brand X

We know that theybought Brand X after

seeing ads for Brand X!!

ROI Report Example

Brand: Cereal

Target Audience: Married Home Owners

In Tab Households: 1595

Of thosereached, 7%

bought more ofthis product inthe past month

This equatesto an ROI of

$6.10Those 7%,accountedfor $10,371

in sales

ABC’s ROI was8% higher than

the averagenetwork

What this all means

• Provide more granular TV audience data• Larger samples• Second by second data• Improved ad-viewing measurement

• More targeted TV inventory evaluation & selection• Find the inventory that reaches certain types of purchasers, multi-

layered demographic segments, etc.

• ROI/Effectiveness measurement & evaluation• Prove ROI delivery by schedule, station, target, etc.• Use past ROI data to guide inventory selection

2010 UpfrontTRA Swing-Purchaser Guarantee Parameters

• Network/MediaVest to use historical TRA data to establishTRP benchmarks among “Swing-Purchasers”• Based on network delivery – by network/daypart

• For each brand campaign, Network to deliver +20 pointindex improvement vs. historical norm

• 1+ reach equivalency – min. 100 index on 1+ reach vs.demo target reach

• Network/MediaVest agree to track & report on ROIperformance for each campaign• To set ROI norms/lay groundwork for future discussions

TRA Swing-Purchaser Guarantee Parameters

High category purchase (spend $8+ onRTE Cereal in selected timeframe); lowloyalty (<50% brand SOR)TV Buying Target = A45+

Top 10 indexing programs among Grape NutsSwing-Purchasers

Top 10 Based on Swing Purchaser Index* Ntwk HH Rtg Index*

Shark Attack : Megalodon SCFI 0.17 533.1

Dragonheart SCFI 0.15 379.4

Shadow Man USA 0.16 323.6

It Waits SCFI 0.12 317.7

Taxicab Confessions : All's Fare in Love & Vegas BRAV 0.10 271.2

Children of the Corn IV: The Gathering SCFI 0.15 266.9

Dungeons & Dragons: Wrath of the Dragon God SCFI 0.26 253.9

Debt to Wealth USA 0.13 235.1

Three Wise Guys USA 0.19 190.4

Supergator SCFI 0.13 190.1

*Index vs. HH Rtg**Notes: Minimum HH Rtg requirement = 0.10Excludes NBC Network, Telemundo, Sleuth

0.0

10.0

20.0

30.0

40.0

50.0

60.0

Swing Purchaser 1+ Reach

Buying demo 1+ reach

Swing Purchaser 1+ Reach 0.0 11.6 21.1 28.3 33.5 37.8 41.4 44.4 46.9 49.1 51.1 52.8 54.3 55.7 56.9 58.0 59.0 59.8

Buying demo 1+ reach 0.0 14.2 23.3 29.9 34.9 38.9 42.3 45.2 47.8 49.9 51.9 53.6 55.1 56.5 57.7 58.7 59.7 60.6

0 25 50 75 100 125 150 175 200 225 250 275 300 325 350 375 400 425

Source: TARDIIS / Nielsen Data 4 weeks starting week of 1/31/00 and 2/7/05

Increased TRP’s against Purchaser HH, whilemaintaining equal 1+ Reach

Primary & Secondary 1+ reach guarantees

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

Swing Purchaser 1+ReachBuying demo 1+ reach

Swing Purchaser 1+ Reach 0.0 11.7 21.1 28.5 34.8 40.2 44.5 48.2 51.6 55.6 59.0 62.4 65.1 67.2 69.1 70.7 72.3 73.5

Buying demo 1+ reach 0.0 14.3 23.5 30.3 35.3 39.6 43.3 46.5 49.2 51.5 54.0 56.1 57.9 59.6 61.1 62.6 64.6 66.0

0 25 50 75 100 125 150 175 200 225 250 275 300 325 350 375 400 425

Secondary Guarantee – Increased TRP’s againstPurchaser HH, and increased 1+ Reach

• Quantcast & TiVo, two leaders in online and TV media analysis arecombining forces

• New joint program offers unprecedented levels of measurability andaudience insights between television advertising and onlinecustomer activity, using anonymously joined sample

• Analysis measures cross-platform dynamics between TV andInternet, including: overlap (cannibalization?), and downstreamconsumption (i.e. exposed to promotion, does viewer take action?)

Cross-Platform Media Nirvana

21© Quantcast 2009. All Rights Reserved.Confidential

Panel intersections are tiny

TVUniverse

OnlineUniverse

The Challenge


TVPanel

OnlinePanel

Vanishingly small intersect

TVUniverse

OnlineUniverse

What if we used the entire online universe?

A Better Way


Intersect covers entire TV Panel!

TVPanel

TVPanel

TVPanel

Quantcast participants:all digital media consumption

and purchases for participatingmarketers and media companies

How it works


TiVo Power||Watch panel(35,000 hh’s, opt-in) with

complete TV/DVR programand advertising consumption

Anonymously joined,single-source cross-platform media set

World’s largest single-source TV and Internet panel

• Largest sample size to date – 35,000 homes measuring both TV and Internet• Eliminates “noise” – population is large enough that a few aberrant households

can’t swing the results one way or another• Precise measurement

• Large sample size with digital measurement techniques• Measurement of specific commercial exposures (on both tv and web)• Measurement of precise timeline of web activity

• Diverse panel reflecting digital tv household population• 37% > $100k income; 57% broadband; 37% w kids; 65% married; median age 39;

median hh size 2• Completely passive observation with no self-reported behavior

• No surveys – not a single question is asked• No software to install, buttons to push, or reports to fill out. Panelists just go about

their lives.

Key Attributes

25 © Quantcast, TiVo 2009. AllRights Reserved. Confidential

Power||Watch Details

Panel Composition• Median HH size is 2• 37% have children in the home• 37% HH income 100K+• 65% married/partnership• Median respondent age is 39• 78% employed full-time• 81% ethnicity caucasian• 57% have a broadband connected DVR

• 35,120 Households• Most recruited via on-box invitation/

recruitment• On-box recruitment via TiVo Central (main

menu)• Emails to random and targeted samples

of TiVo subscribers to recruit specific -characteristic households

• Incentive for each round of recruitmenttypically is a drawing for a TiVo HD unitwith service.

• Daily viewership log collection• Low touch panel: Panelists typically receive

one survey once or twice a quarter

• Understand interplay and correlation between TV and Internet advertisingand content consumption

• For AdvertisersOverlap: Combined versus independent Reach, frequency, GRP

of Internet and TV advertisingDownstream Behavior: How does TV and/or Web ad exposure

influence Internet behavior (i.e. “are people who saw my tv admore likely to go to my web site, or search for my keywords?”)

• For Networks/Media CompaniesOverlap: TV-only versus Web-only versus both TV & Web

household viewershipDownstream Behavior: How does TV consumption

predict/influence Internet behavior, and vice-versa

What you get: New Insights on Overlap and DownstreamBehavior


Networks: Example Reporting


Web-only TV-onlyWeb & TV Notexposed

Exposure to ProgramPromotion

• R/F/GRP

•TV-only, Web Only, TV + Webhousehold viewership

• Among demographic segments

• Live & time-shifted TV

Downstream Behavior• TV promo driving online behavior

• Online promo driving TV behavior

• By frequency of exposureWebsite activity

TV viewing

Advertiser: Example Reporting


Web-only TV-onlyWeb & TV

Exposure to Advertising

• R/F/GRP

• Among demographicsegments

• Live & timeshifted TV

Downstream Internet Behavior

• By frequency of exposure

• Across campaigns and specificcreative

•See previous slideWebsite activity

Notexposed

• What is my combined reach andfrequency?

• Daily, Weekly, Monthly timeperiods

• All campaigns, per campaign &per creative

• Live, Delayed, Fast-Forwarded

Example report: Overlap


• Attribution of TV advertising to downstream web activity (paid search, site visits,conversions)

Example Report: Downstream Behavior


Paid

Purchase

Brand AssetInteraction

Time to Convert Site Visits

1 hour 2,276

2 to 12 hour 1,515

13 to 24 hour 621

2 to 7 days 482

8 to 14 days 307

14+ days 522

Average 19.5 Hours

# of CommercialViews Reach Site Visit Site Visit Rate Site Conversion Site Conversion Rate

TV to ConversionRate

1 500,000 1,000 0.200% 150 15.00% 0.030%

2 1,200,000 8,000 0.667% 900 11.25% 0.075%

3 1,400,000 12,000 0.857% 1100 9.17% 0.079%

4 1,820,000 21,000 1.154% 2400 11.43% 0.132%

5+ 4,000,000 8,000 0.200% 1000 12.50% 0.025%

Final thoughts on Digital STB data

• Digital STB data is more than competition to panel audiencemeasurement

• Methodological deficiencies and industry inertia will hinderprogress into a trading currency

• Providing “nice to have” media effectiveness data is not abusiness model

• Separate efficiency and effectiveness metrics are now a reality• The future depends on media owners and advertisers• We are all waiting for that “tipping point”

Documents

Opening Pandor’s set top box - RSMB Ltd...Opening Pandor’s set top box: from concept to practice Todd Juenger (TiVo) Jim Kite (Starcom MediaVest Group) November 6th 2009 Today’s