Vision for media planning data. new concepts for intermedia research
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1 Vision for media planning data in the next decade: new concepts for intermedia research Christiane Korch, Media-Micro-Census GmbH, Germany (Media Director Radio,TV & Poster) Gabriele Ritter, Media-Micro-Census GmbH, Germany (Media Director Press & Online) Henrik Hansen, Media-Micro-Census Micro GmbH, Germany (Research Assistant Radio,TV & Poster) EMRO conference 29 May- 02 June 2010 Mallorca, Spain
2 Press Radio TV Posters Online Intramedia Intermedia? Press Radio TV Posters Online 2
3 Introduction I II 3
4 I II Until 1985: Press Radio single source TV Press Radio TV Since 1985: own survey own survey own survey 4
5 I II Since 1985: Press Radio TV own survey own survey data fusion own survey Consensually agreed currency parities overlap patterns for media usage in media mix ma Intermedia as a strategic planning element 5
6 I II Since 2008: Press Radio TV Posters own survey own survey own survey own survey data fusion Online own survey planned 6
7 I II ma 2009 / ma 2010 Intermedia Data fusion: Recipients from press survey Donors from radio, TV and posters surveys Allocating partners! Filter out attributes that best represent the overlap patterns in personal usage behaviour! 7
8 I II ma 2009 / ma 2010 Intermedia Usage probabilities, contact totals and variance for: Press (face-to-face, interviews) Radio (CATI, Interviews) TV (technical assessment, panel members) Posters (CATI + GPS measurement, cases) + + 8
9 I II 9
10 I II Demands on data fusion have grown! Optimization required? Data fusion process still capable? New Strategy needed? 10
11 I II Task of the Data fusion: Optimal representation of overlap patterns between various media! How deep? Strategic or Detailed planning planning?? 11
12 I II If data fusion presents the overlap patterns between various media at the greatest level of detail: + Presentable! Implications for the sample sizes! 12
13 I II Optimizing data fusion by using the existing i media datasets: Tests: to establish the fusion variables relevant for overlaps between media Aim: to identify the attributes prossessing the greatest influence per media in the fusion process Hope: to make improvements to the intermedial overlap patterns 13
14 I II Optimizing data fusion Tests: Correlation analysis to investigate the common, media category-related attributes of existing ma datasets and external market/media surveys Result: 14
15 I II ag.ma is discussing three models for a future ma Intermedia 15
16 I II 1. Optimum surveying of primary overlap patterns within existing media tranches: Including questions on media usage of other media categories in existing questionnaires Posters Press 25% Poste ers 25% Radio 25% Online 25% TV 25% Online 25% TV 25% Posters 25% Radio 25% Press Radio 25% TV 25% Press 25% Online Single sourced overlap patterns To improve the fusion process 16
17 I II 1. Optimum surveying of primary overlap patterns within existing media tranches: Single sourced fusion variables Evaluation on detailed d level l (on singular insertion unit) Comparatively lower costs 17
18 I II 1. Optimum surveying of primary overlap patterns within existing media tranches: More interviewing time Negative effects on response rate and representation Only a selection of advertising i media surveyed Represention of regional media? Implement methods for technical measured media (TV + Online)? 18
19 I II Press 2. HUB Survey TV Radio HUB Online Posters Self-contained survey across all media categories Single sourced overlap patterns Anchor study: intramedial reach surveys docked into 19
20 I II 2. HUB Survey Single source Eliminate questions from individual media surveys High costs!! 20
21 I II 3. HUB as time budget survey Electronic diary records media usage over time (PDAs, smartphones) + mapping data Single sourced overlap patterns To improve the fusion process 21
22 I II 3. HUB as time budget survey Single source (individual media + category level) Detailed info about time-based media usage High costs!!! Negative effects on response rate and representation 22
23 I II All approaches are still in discussion Currently the focus is: Single sourced usage data at category level Use for strategic channel planning Integration of online media? 23
24 I II What is the state of intermedia planning in your country? Intermedia data base existing? Which level? strategy or detailed? Ideas appreciated! 24
During last year's EMRO conference in Majorca, we presented various approaches of how the ag.ma could obtain improved intermedia data.
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