Heading towards a digital future - an update on international e-book markets
Heading towards a total video currency
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Transcript of Heading towards a total video currency
Cómo poner en marcha y mantener una moneda de medios totalmente aceptada que cubra toda la televisión y la visualización de vídeo en todas las plataformas, pantallas y situaciones.
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The MMS visionATAWAD (Any Time, Any Where, Any Device)
• “To launch and maintain a fully accepted media currency covering all video consumption on all platforms, screens and situations”
The MMS road map towards a total video currency
2014 2015 2016 2017
total video (GfK)
online panel, big
online panel, mobile
online panel, desktop
census commercials/video ads (Adobe)
census content. programs and clips (ComScore)
TAM-panel (Nielsen)
Improvements:
Meters in Secondary Homes
Consolidation 28 days
Netsight meter in all new homes
Netsight meters in Non-TV
homes
RFP – future measurement –
new contract April 2017
Tests:
MediaCell TV-measure – Ipsos
MediaCell OOH and second
homes – Ipsos
RPD
PPM to measure OOH viewing –
TNS/Kantar
MMS Road Map – improving the TV currency
Improvements:
Site centric, census, SDK measurement: Change to one vendor Ensuring full accessibility of data
in external tools
Expanding the currency: Large national publishing
houses in the currency online ads – first publisher launched last week
Tests:
Ad sales networks in test, not tagging solution
Adding platform info, full screen and complete in reports
MMS Road Map – the online currency
Building an Online Video Trading Currency Content – Top 100
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Building an Online Video Trading Currency Content – daily data
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Building an Online Video Trading Currency Content – program data
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Building an Online Video Trading Currency Content – long tail
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Building an Online Video Trading Currencyonline.mms.se
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Building an Online Video Trading Currency Campaign report
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Building an Online Video Trading Currency Market share
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Building an Online Video Trading Currency Share among advertisers
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Building an Online Video Trading Currency Share among agencies
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Using panel to follow the user, not only the content
Next Step: From Devices to People
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• Time spent on Online video• Share & Reach per ”channel”
and site• Who? Target groups• R&F, GRP for campaigns• R&F, Rating for programs/clips
What we want to receive?Online panel
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Online panel total consumptionViewing on sites with video contentSept 28-Oct 4 2015
Average daily reach 15-64Facebook 34,2%
Aftonbladet 17,5%Youtube 14,9%
Expressen 12,3%SVT 7,6%Msn 5,9%
Yahoo 4,3%SVD 4,3%TV4 3,8%DN 3,6%
Netflix 2,7%MTG 2,1%
Nyheter24 1,7%Newsner 1,7%
Discovery Networks 0,5%UR 0,2%
*Note MMS onlinepanel, only desktopNot launched figures
3000 panelists Today desktop Test in mobile devices, IOS Measure all sites including
Netflix, Youtube URL Will be launched in separate
tool
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Online panel next step - detailed
Panel size
No of valid sites
No
of v
alid
site
s
Reach & Frequency, GRP for campaignsReach & Frequency, rating for programs/clips Panel size really matters!
Finding new ways, new solutions, new partners
From todays´ silos to ...
A “Final step”: Total Video Ratings
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Total Video Currency
TAM Panel
Daily, Event Granularity
Census: Commercials Online
Daily, Event Granularity
Census: Programs/Clips Online
Daily, Aggregated Granularity
Online Panel
Daily, Event Granularity
Metadata: Commercials
Daily
Metadata: Program
Daily
MMS setup: data sources
A “Final step”: Total Video Ratings
... an integrated trading currency
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The MMS Road Map – Finally, the Total Video CurrencyPartnership with GFK: GFK delivers core metric functions Totally flexible process for different
measurements No “black box”, transparent Built in Sweden for MMS Netsight meter as a bridge/hook Weighting and modelling included
in the hubWill be embedded in MMS
calculation engine
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Prep-phaseDevelopment phase Test phase
Production phase
Phases of the project:
Step by step to a Total Video Currency
1 2 3
Quality Assurance and Data Cleaning
Hybrid Introduction
Transformation
Integration
Production Environment
Final Evaluation
Setup Production
Handover
Daily Production9 Milestones:
Total video currency - MMS model
Census:
• From two to one vendor for census
• Delivering “over night”
Demographics incl. all devices and levels
Learnings, further developments of the online trading currency
Technical: Create measurements with overlaps:
• TV-panelist, Netsight meter • Non-TV panelists, Netsight
meter• Online panels – find panelists
in the census measurement
• Change of the golden rules, toolsand harmonizing the metadata
• Create a flow and a system for advertising codes online
• Challenge with the deliveries
Market: Political issues: Help the broadcasters
to widen their perspective
Online clients and publishers need to learn how to deal with the data transparency and openness
Online clients also need to adopt the same coding used
Deal with the needs for different markets in the same measurement –different perspectives
Conclusion - Challenges
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