MADE TO MEASURE - mediafinance.org · made to measure: evolving to fit the ever-changing media...
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MADE TO MEASURE: EVOLVING TO FIT THE EVER-CHANGING MEDIA LANDSCAPE JEFF WENDER MANAGING DIRECTOR, LOCAL
Transcript of MADE TO MEASURE - mediafinance.org · made to measure: evolving to fit the ever-changing media...
MADE TO MEASURE:EVOLVING TO FIT THE EVER-CHANGINGMEDIA LANDSCAPE
JEFF WENDERMANAGING DIRECTOR, LOCAL
THE ASK
CONFIDENTIAL — UNDER NDACONFIDENTIAL — UNDER NDA
Copyright ©2016 The Nielsen Company. Confidential and proprietary.
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THE EVER CHANGING WORLD
CONFIDENTIAL — UNDER NDACONFIDENTIAL — UNDER NDA
Copyright ©2016 The Nielsen Company. Confidential and proprietary.
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TV
VIE
WIN
G R
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IST
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IC H
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LEV
ELS
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1949-1950
1951-1952
1953-1954
1955-1956
1957-1958
1959-1960
1961-1962
1963-1964
1965-1966
1967-1968
1969-1970
1971-1972
1973-1974
1975-1976
1977-1978
1979-1980
1981-1982
1983-1984
1985-1986
1987-1988
1989-1990
1991-1992
1993-1994
1995-1996
1997-1998
1999-2000
2001-2002
2003-2004
2005-2006
2007-2008
2009-2010
2011-2012
2013-2014
Av
era
ge
Da
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iew
ing
(h:m
m)
So
urce
: Nie
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2014-2015
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CHOICE BEING DRIVEN BY TECHNOLOGY/SERVICES
Source: Nielsen National Panel (Scaled Installed Count) 15th of each month in quarter, averaged across quarter
HD TV (93%) Smartphone (80%)
SVOD (48%)
DVD (78%)
Game Console
(44%)
VOD (63%) Tablet (56%)
Multimedia Device
(22%)
Enabled Smart TV
(20%)
+4% +11% -4% +3% +17%
+2% +17% -4% +22% +43%
YOY Diff%
Penetration in Q4 2015 and change from Q4 2014
DVR (50%)
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THERE ARE MORE MEDIA OPTIONS FILLING UP A CONSUMER’S DAYWeekly Time Spent in the Total US Population – Based on Qtr 4, P18+
Source: Nielsen Total Audience Report and Audience Insights Analysis
0
6
12
18
24
30
36
42
48
54
60
66
72
2002 2005 2010 2015
Tablet
Smartphone
PC
Multimedia Device
VCR
Game Console
DVD / Blu-Ray
Time-Shifted TV
Live TV
Radio
Ho
urs
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ee
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Newscast live on TV
Live streaming on tablet/phone
Mentions on Twitter Video clips on Facebook
Set top box VOD with Local adsGame watching at the bar
ADS & CONTENT ARE DIFFERENT THAN BEFORE
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OVERALL CHANGING MEDIA LANDSCAPE
• Media Fragmentation
• More technology, more access, overall media minutes increasing
• New Advertising Models
• Reach vs. Precision
• Wide Net vs. Pinpoint
• Traditional vs. Programmatic
• Behavioral Changes continues
• Traditional TV viewing decreasing/ TV-connected device usage increasing
• Days with TV-connected devices usage increasing
• Device use becoming larger part of consumers day
• Changes in TV viewing part of a larger consumer trend – not just TV-connected devices but
also smartphones, tablets
CHANGING MEDIA MEASUREMENT TO CAPTURE
IT ALL
CHANGING MEDIA MEASUREMENT
IT ALL
CHANGING MEDIA MEASUREMENT
IT ALL
(…OH, INCLUDING ADS & CONTENT FOR
MANY, MANY CREATIVE AD MODELS)
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BUILDING FROM MANY TO ONE
big brand advertising
PLATFORM
AUDIENCE
THE
NEED
great ad experience
sound and motion
population-based audience
age/gender
provide currency for trading
Accurately reflect population
measurement + census
targeted audience buys
digital environment
and personalized screens
targeting model
reaches specific consumer
right time, right message
precision targeting
requires people-based data
assets + programmatic
activation
THE
TOTAL
AUDIENCE
CONFIDENTIAL — UNDER NDACONFIDENTIAL — UNDER NDA
TOTAL
AUDIENCE
CONFIDENTIAL — UNDER NDACONFIDENTIAL — UNDER NDA
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TOTAL AUDIENCE CONSISTS OF THESE FOUR THINGS
Measuring
Consumer Media
Exposure Across
Platform
Creating
Comparable
Measurement
Measuring Ads
and Content
Separately
A Ratings Solution
for Video, Audio,
and Text
Total Ad Ratings
Total Content Ratings
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ADDRESS A CLEAR INDUSTRY NEEDExample of a Broadcast Drama at Telecast/Episode Level: September 2015
Source: Nielsen Total Audience Ratings (various Nielsen sources across Linear and Digital measurement platforms) , Digital is computer/mobile, Aug/Sep 2015
0
1,000
2,000
3,000
4,000
5,000
Gro
ss A
ve
rag
e A
ud
ien
ce P
roje
ctio
n
(00
0s)
P18+
Total Audience
Connected TV (1-35)Additional
viewing not currently in ratings
6%
VOD (1-35)
Digital (1-35)8%
7%
DVR (8-35)2%
Live
DVR (1-7)
Ratings
32%
45%
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#1: MEASURING CONSUMER MEDIA EXPOSURE ACROSS PLATFORMGrossed and de-duplicated total reporting across all devices, access points and business models
Programs
& Ads
Content
AdsDy
na
mic
Lin
ea
r
C3
/C7
/AQ
H
TV CONNECTED DEVICE PC TABLET SMARTPHONE
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#1: MEASURING CONSUMER MEDIA EXPOSURE ACROSS PLATFORMGrossed and de-duplicated total reporting across all devices, access points and business models
Programs
& Ads
Content
AdsDy
na
mic
Lin
ea
r
C3
/C7
/AQ
H
TV CONNECTED DEVICE PC TABLET SMARTPHONE
In Home Out of Home
+
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#2: CREATING COMPARABLE MEASUREMENT
Programs
& Ads
Content
Ads
TV CONNECTED DEVICE PC TABLET SMARTPHONE
Dy
na
mic
Lin
ea
r
C3
/C7
/AQ
H
The alignment of all metrics between linear and digital
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#3: MEASURING ADS AND CONTENT SEPARATELY
Total Ad Ratings
TOTAL AUDIENCE
Includes:
Digital Content Ratings
+
TV Program Ratings
Includes:
Digital Ad Ratings
+
Live/Live + Same Day/C3/C7
Total Content Ratings
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#4: CREATING A RATINGS SOLUTION FOR VIDEO, AUDIO AND TEXT
Video Ratings Audio Ratings Text Ratings
printed press websites
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VIEWING BUILDS AFTER WEEK ONEEven without digital contribution, average audience grows substantially
Source: TCR AA (11/8/2015 to 12/26/2015) includes DVR, RT VOD and CP VOD audiences
0.0
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2.0
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0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48
Mil
lio
ns
Rolling Avg Audience Delivery (P18-49)
Live DVR VOD
Beyond 7 DaysLive+7
Copyright ©2016 The Nielsen Company. Confidential and proprietary. 23
THE TOTAL AUDIENCE FRAMEWORK
PLANNING
NIELSEN
MEDIA IMPACTNIELSEN
ADINTEL
ACTIVATION
NIELSEN ONLINE
SEGMENTS
NIELSEN DATA
MANAGEMENT
PLATFORM
MEASUREMENT
NIELSEN
RATINGS SUITE
NIELSEN
EFFECTIVENESS
SUITE
NIELSEN TOTAL AUDIENCE
NIELSEN MARKETING CLOUD
NIELSEN
OFFLINE
SEGMENTS
QUESTIONS
MADE TO MEASURE:EVOLVING TO FIT THE EVER-CHANGINGMEDIA LANDSCAPE
JEFF [email protected] OR @JBWENDER
