Know What’s Next€¦ · Source: Nielsen Total Audience Report Q2 2016 0:05 0:10 0:08 0:09 0:12...
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This artwork was created using Nielsen data. Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. Know What’s Next E-Business & Social Media World 21 Iουνίου 2018 Σπύρος Ζαβιτσάνος Διευθύνων Σύμβουλος
Transcript of Know What’s Next€¦ · Source: Nielsen Total Audience Report Q2 2016 0:05 0:10 0:08 0:09 0:12...
This artwork was created using Nielsen data.Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Know What’s NextE-Business & Social Media World
21 Iουνίου 2018
Σπύρος Ζαβιτσάνος
Διευθύνων Σύμβουλος
This artwork was created using Nielsen data.Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Content and Ad Measurement
#digitales – TALES FROM A DIGITAL ERA
21 Νοεμβρίου 2017
Σπύρος Ζαβιτσάνος
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CHANGING MEDIA USAGE IN THE US
AVERAGE TIME SPENT PER ADULT
PER DAY
Source: Nielsen Total Audience Report Q2 2016
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0:10
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0:12
0:07
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1:52
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0:57
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4:11
0:43
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1:53
0:29
4:19
0:48
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9:05 9:10
10:17
Q2 2014 Q2 2015 Q2 2016
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TOTAL AD SPEND GLOBALLYAd spend continues to grow although growth rates predicted to slow
Includes digital (desktop/laptop, mobile and other internet-connected devices), directories, magazines, newspapers, out-of-home, radio and TV Source: eMarketer, Sep 2016
TOTAL MEDIA AD SPEND WORLDWIDE
(2015-2020 in Billions)
% CHANGE
$513,56$550,51
$591,07
$642,86
$687,19$724,06
2015 2016 2017 2018 2019 2020
5,5%7,2% 7,4%
8,8%6,9%
5,4%
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AD SPEND PERCENTAGE BY MEDIA MIXAustralia and US digital ad spend is larger than TV
Source: PWC Media and Entertainment Outlook report 2016-202, 2015 ad spend numbers
36.2
5.1
18.3
28.6
7.7
40.4
17.4
21.7
33.9
2.9
24.1
7.6
17.8
44.7
10.7
19.1
2.17
18.9
45.7
5.5
27.2
4.9
15.4
35.3
8.2
Australia Japan Mexico Italy US
TV PRINT RADIO OOH DIGITAL
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©20
16
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PREDICTION
1:Time spent will continue to rise via multitasking, mobile access will grow and more channels will come to life
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PROLIFERATION OF IOT30 billion objects may be connected to the Internet of Things by 2020
Source: McKinsey & Company: The Internet of Things: Sizing up the Opportunity. Dec 2104. http://www.mckinsey.com/industries/high-tech/our-insights/the-internet-of-things-sizing-up-the-opportunity
7 billion – 10 billion
objects in 2013
26 billion – 30 billion
objects in 2020
~15-20%
growth
annually
~15-20%
growth
annually
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PREDICTION
2:Consumers will continue to watch live TV and managed carefully, will be more open to sharing personal information
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MILLENNIALS
TODAY
48% 40%2.75HOURS
Spent Daily
Watching Live TV
2.75HOURS
Spent Daily
Watching Live TV
LIVE TV
66
DVR
48%
Have Access
to DVR
VOD
40%
Use a TV
Connected Device
on Any Given Day
DEVICES
66%
Have Access to
Streaming Video
on Demand
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PREDICTION
3:
The world will go addressable
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THE WORLD IS GOING ADDRESSABLE
REGARDLESS OF AD MODEL
BRAND ADVERTISING
(MASS BUYS)
TARGETED ADVERTISING
(ADDRESSABLE)
AD AD AD ADAD
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MEASURING
THE MARKETPLACE
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THE MARKETPLACE IS INCREASINGLY COMPLEX
AUDIENCE
GRP
INTERACTION RATE
VIEWS
LISTENERS
CTR
READERS
ENGAGEMENT
RATE
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CAMPAIGNS ARE STILL MISSING KEY AUDIENCES
Source: Nielsen EU benchmarks (H2 2016) and Integral Ad Science H1 2016 benchmarks (average of EU countries)
47%
of impressions miss their target
demo
of impressions are not seen
Finding your audiences across digital devices is harder than it seems
40%47% 40%
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HOW DO WE CREATE COMPARABLE METRICS ACROSSDIGITAL AND TV ADS?
TV VOD OVER THE TOP COMPUTER TABLET MOBILE
PROGRAM & ADS SAME AD LOAD
CONTENT
ADS
CONTENT HAS DYNAMIC AD LOADS, OR NO ADS AT ALL
ADS CAN BE DYNAMIC – DIFFERENT VIEWER TO VIEWER
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COMPARABLE METRICS ACROSS PLATFORMS Align Digital Content Ratings data to TV data with comparable metrics
UNIQUE AUDIENCE (REACH)
UNIQUE COUNT OF
INDIVIDUALS WHO STARTED
WATCHING THE CONTENT
AVERAGE PERCENT OF INDIVIDUALS
WATCHING THE CONTENT OVER A GIVEN INTERVAL
AVERAGEAUDIENCE
AVERAGE FREQUENCY
AVERAGE NUMBER OF TIMES
CONTENT WAS VIEWED BY EACH UNIQUE PERSON
AVERAGE TIME SPENT
AVERAGE TIME SPENT
WATCHING VIDEO CONTENT PER UNIQUE USER
VIDEO VIEWS
TOTAL NUMBER OF VIDEO STARTS
GROSS RATING POINT
MEASURES THE SIZE OF THE
AUDIENCE FOR A PIECE OF
CONTENT (THE SUM OF ALL
RATINGS POINTS)
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NIELSEN TOTAL AUDIENCE FRAMEWORKConsistent, comparable, people-based metrics for content and ads that provide transparency for the media ecosystem
DIGITALAD RATINGS
TOTALAD RATINGS
DIGITALCONTENT RATINGS
TOTALCONTENT RATINGS
AD MEASUREMENT
CONTENT MEASUREMENT
DIGITALAD RATINGS
TOTALAD RATINGS
DIGITALCONTENT RATINGS
TOTALCONTENT RATINGS
CONTENT MEASUREMENT
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NIELSEN’S ANSWER TO THE MARKET CHALLENGE:
DIGITAL AD RATINGSprovides transparent and actionable audience
measurement across digital screens
Digital Ad Ratings
Audience demographicsReach/frequency/GRPs
Viewability by demographic
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WHAT
HOW…
And on top
…by day …by publisher …by placement …by demo
Reach Frequency Gross Rating Points
The firstMRC-accredited independent
measurement solution
Accuracy Speed and Granularity
Cross-PlatformComparability
This artwork was created using Nielsen data.Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
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HARDWARE METER
TOTAL AUDIENCE METHODOLOGY
SIGNATURES AND/OR
WATERMARKS
COMPARABLE OVERNIGHT RATINGS
TraditionalLinear Content
HARDWARE & SOFTWARE
METER
ONE CLIENT-SIDEIMPLEMENTATION
SDKs
+ METADATA
TWO TYPES OF CONTENT
Native Digital ContentHARDWARE &
SOFTWARE METER
BIG DATAENABLED MEASUREMENT
HIGH QUALITY REPRESENTATIVE
PANEL
HIGH QUALITY REPRESENTATIVE
PANEL
DigitalRatings
Cross Platform
LinearRatings
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33
THE BEST DATA FROM THE MOST TRUSTED SOURCES
MatchTag Calibrate ReportCount
3rd Party Data Providers
Nielsen Tag Nielsen Panel / Mobile Survey
Nielsen Mediaview / Reporting API
Nielsen Server
Age &Gender
Viewability by Demographic powered by your preferred
viewability provider
