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
BARBRespondent Level Data
Nielsen OnlineRespondent Level
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.
BARBRespondent Level Data
Nielsen OnlineRespondent Level
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
VOD Effect Incrementalto Base of Campaign
% Reach
90%
50 550
+0.33
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
% Reach
FINANCE ABC1 ADULTS
78.46% 78.9%
TV Only TV + VOD
VOD Effect Incrementalto Base of Campaign
80%
50 250
+0.44
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
% ReachRETAIL (CONSUMER ELECT) ABC1 15+
89.72% 89.91%
TV Only TV + VOD
VOD Effect Incrementalto Base of Campaign
% Reach
90%
50 600
+0.19
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
TECH 16-34S
87.38% 87.83%
TV Only TV + VOD
VOD Effect Incrementalto Base of Campaign
% Reach
90%
50 550
+0.45
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
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
VOD Effect Incrementalto Base of Campaign
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
VOD Effect Incrementalto Base of Campaign
+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
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012
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
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012
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