Download pdf - X-Series: Metrics 2014: Smart Data and Social Media

Confidentiel © Copyright Seevibes 2011 - 2014

v

December 4th, 2014

FRANZ FONTAINE

Vice-President Strategy

SMART DATA & SOCIAL MEDIAHow can digital specialists help TV planners and buyers

become more efficient and what are the retargeting

opportunities derived from that same Data

vBeyond The TV Audience @Seevibes

Social Media Key figures

15M active users*

20 millions users*

*Source Facebook Ads (not included Québec) / **Seevibes: Jan/March 2014 *Source Twitter Ads / **Seevibes: Jan./March 2014

18%

Brands**

35% TV** 65% TV**

7 Millions users*

23%

Brands**


The opportunity behind Social Media

#

@

keywords

#

@keywords

@

#

@keywords

#

@

keywords

#

@

# @#

@

##

keywords

#@@

#

@

#@

#

Gender

Geo Influence

Engagement

Brand

Affinity

TV

Show

Device

Persona


Key Performance Indicators : The Data Analysis

Dragon’s

Den

Social

Audience

Brands

Social

Audience

Affinity

Rate

Intersection of social audience X and Y

Social Audience X

22%Financial Services Affinity


Key Performance Indicators : Deriving the Index

Average Affinity Rate of all audiences

relative to audience Y

Affinity Rate of audience X

relative to audience Y

173Financial Services Affinity Index


TV Shows & Other Brand Categories Examples

TV Show Channel Affinity Index

1 The Mom Show Slice 541

2 Entertainment Tonight GlobalTV 455

3 Redemption HBO Canada 452

4 Chopped Food Network 436

5 The Real Housewives of NYC Slice 392

TOP 5 TV Shows Food Category

ON TWITTER


TV Shows & Other Brand Categories Examples

TV Show Channel Affinity Index

1 IndyCar Racing Sportsnet / CityTV 459

2 NASCAR Racing TSN 365

3 Fast N’ Loud Discovery Channel 303

4 Canada AM CTV 225

5 CBC News CBC 163

TOP 5 TV Shows Automobile Category

ON FACEBOOK


TV Show & Brand example

LPGA Tour Golf

Recipe to riches

Power &

Politics

F1 Racing

Kevin Newman Show

Chasing The

Saturdays

Dr. House

Degrassi

Around the

horn

People Choice

Awards

29

25

292

315

19

25

30 451

2,507651

@Seevibes ”Actionable insight to better

invest on TV”


Detailed Airings - 04/24/2014 [Access-Prime]

17h30 18h00 18h30 19h00 19h30 20h00 20h30 21h00 21h30 22h00

TF1125

96 102 92 114

M6131

160 160 68

BFM92

109 92 104

iTélé91

105 24 104

Use Case: L’Oréal France Volume million de cils So couture | March 12th > May 26th

40% of the TV spots have an affinity index

higher than 100 with the brand L’Oréal


Top 5 TV Shows (invested during the campaign)

Show Channel Affinity Indexx

airing

1 Gossip Girl HD1 265 1 X

2 Charmed 6Ter 236 7 X

3 Revenge TF1 200 1 X

4 Glee W9 162 5 X

5 100% Mag M6 160 1 X

Top 5 TV Show (All)

Show Channel Affinity Indexx

airing

1 Cannes 2014 Canal+ 400 0 X

2Nouveau look pour

une nouvelle vieM6 251 0 X

3 La Matinale 6Ter 209 0 X

4 50min Inside TF1 158 0 X

5 Bones M6 156 0 X

Use Case: L’Oréal France Volume million de cils So couture | March 12th > May 26th

@Seevibes ”Maximizing TV dollars with brand affinity data”


Leveraging Social TV aAudience Data for RetargetingTailored Audience

Profiles are delivered in

CSV format

Media buys can be executed by any

parties designated by the client

TV Audience

Targeting

Brand

AdvertiserAgency


Key take aways

@Seevibes ”Close to 50% of what is being talked about in social media is TV”

@Seevibes ”2015: smart data is part of key decision making process > more implication of

digital specialists”

@Seevibes ”Media planning with absolute numbers & real time smart data > TV buying more

proactive, creative & optimized”

@Seevibes ” Social TV audience preferences > key success driver in social media retargeting”