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2
Effective audience measurements in the multi media environment – Challenges and opportunities: The Total Video Trading Currency in Sweden.
Magnus Anshelm@MMS Cape Town 23 th of February 2016
3
Audience measurements and
solutions required in
a increasingly fragmented
media market in Europe
- The Case of Sweden
Background: The Swedish Media Market 2016
4
Ad spend per capita/year
TV €72
Online video € 8
Mobile €17
Online total €84
130 TV channels
90% BB penetration
40% SVOD access
35% YouTube reach
90% 90%
88%
62%
Screens/household = 9.
Age 9-99
Daily times spend:
TV = 2,5 hour.
Online video = 1,5 hour.
YouTube = 17 min
Age 9-99
Source: IRM and MMS
Background: Our Vision
5
“To launch and maintain a fully accepted media currency covering
all TV and online video viewing on all platforms, screens and
situations”
ATAWAD
(Any Time, Any Where, Any Device
7
MMS has tags on every player and app to get data. In total more than 60 different players and apps are measured.
Tags 60+
Players and apps having SDK:s
The Online Video Trading Currency: The input
ComScore tags are key
8
Copy code
The video ad is delivered to the publicist that then ad the film in there ad server booking system. As a key we have the copy code
which is the same as for linear TV
The Online Video Trading Currency: The input
Copy Codes on all Video ads are also key!
10
14%
6% 5%
8% 7% 7%
15%
9% 8% 7%
0%2%4%6%8%
10%12%14%16%
Linear TV
13% 10%
6% 3%
7%
23%
11%
5% 7%
3%
0%
5%
10%
15%
20%
25%
Online Video
TRP and impressions in different segments Q4 2015
The Output: Linear and Online
11
6% 5%
4%
13%
5%
8% 7%
10%
7% 7%
0%
2%
4%
6%
8%
10%
12%
14%
Linear TV
Media Agency
5% 3%
8%
11%
5% 4%
10%
5% 6%
4%
0%
2%
4%
6%
8%
10%
12%
Online Video
Media Agency
Top ten media agencies based on TRP and impressions Q4 2015
The Output: Linear and Online
14
25%
48%
22% 5%
Linear TV
MTG
TV4
Discovery Networks
Other commercialchannels
TRP and impressions for major media companies Q4 2015
33%
38%
18%
11%
Online Video
MTG
TV4
Aftonbladet
Discovery Networks
Case 1: A major commercial broadcaster
50%
9%
8% 67%
Total Reach
Unique reach
online
Overlap linear
and online
Unique reach linear channel
A Major Commercial Broadcaster linear TV and online video – Average campaign reach across platforms Q4 2015
52%
60%
67%
Ad awareness
linear and
online
Ad
awareness
linear
Ad awareness
online
A Major Commercial Broadcaster linear TV and online video – Average campaign ad awareness across platforms Q4 2015
18
24%
23%
1%
22%
30%
TRP - TV
Telia
Telenor
Halebop
HI3G
Tele 2
23%
22%
8%
30%
17%
Impressions - Online Video
Telia
Telenor
Halebop
HI3G
Tele 2
TRP and impressions for 2015-10-01 – 2015-12-31
Case 2: A major Telco company
53%
9%
10% 72%
Total Reach
Unique reach
online
Overlap linear
and online
Unique reach linear channel
A major Telco company linear TV and online video
– Average campaign reach across platforms Q4 2015
38%
60%
55%
Ad awareness
linear and
online
Ad
awareness
linear
Ad awareness
online
A major Telco company linear TV and online video
– Average campaign ad awareness across platforms Q4 2015
Yes, firstly two testimonials
23
“The work MMS is doing is extremely important to secure that the measurement for online video continues to be open and transparent. It is necessary for advertisers to be safe in their transaction. Increased transparency will benefit the whole industry and will, both in short and long term, deliver higher value to the advertisers and greater opportunities. To have MMS as an independent part is a strength for those publishers that have chosen to be measured. This counts for both content and commercials” Gabriel Ashman, Head of Digital, TV4
“As a Client Service Director at a media agency you are highly dependent upon the data given from a third party to measure your media investments. MMS has taken an ownership upon measuring online video in Sweden and has proven a high quality in measurements and guaranteeing that the data is valid. I would say that MMS is an important part when I recommend online video to my clients.” Fredrik Lagerström, CSD, Tre Kronor Media Agency
Yes, secondly some things related to trust
24
• Trust based on is the fundamental business driver:
• Quality
• Stability
• Transparency
• Comparability
• Independence
• Consensus
Yes, finally the proof in terms of growth
25
• Media with standardised measurements performes better:
• Growth figures 2015 vs 2014:
• Offline Media – 10% • Radio + 6%
• TV – 4%
• Dailies – 13%
• Magazines – 9%
• Online Media + 18% • Mobile + 46%
• Video + 43%
• Other display + 13%
• Search + 25%
26
Some final advice: Come together and set it all up
based on the demands in the business.
Big data are already there waiting for You!
If You would need support,
we are more than willing to support You.