Engagement is turning on a prospect to a brand idea enhanced by the surrounding context. Joe Plummer, ARF, 2006
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1 Engaging Audiences
2 Engagement is turning on a prospect to a brand idea enhanced by the surrounding context Joe Plummer, ARF, 2006
3 Types of engagement Are my audiences engaged with my brand? How are audiences consuming my content? Are my audiences engaged with my advertising? Media brand engagement Behavioural engagement Advertising engagement Equity, brand health, loyalty Time spent, quality of reading/ viewing etc. Impact studies, campaign specific
4 Types of engagement Are my audiences engaged with my brand? How are audiences consuming my content? Are my audiences engaged with my advertising? Media brand engagement Behavioural engagement Advertising engagement Equity, brand health, loyalty Time spent, quality of reading/ viewing etc. Impact studies, campaign specific
5 Why is engagement important? Will help you to understand your brand Key drivers behind performance How to build your audience Can help to sell advertising more effectively One summary score Can place you in your competitive context easily
6 Our aim To develop an approach to understanding media brands To understand how consumers engage with media brands
7 Overview of the Research Three pilot studies in the UK, US and France UK television channels and online video US magazines and online properties France across the news category Online with a sample 500 respondents for each category within each market (600 in France) Results were weighted by Internet use and controlled for gender within age Data collection was November 2009 in UK and US, March 2010 in France
8 Dependent variables Over 20 regression models, each using a different dependent variable to identify measures that correlate Recommend Trust.449 Loyalty Share Satisfaction.567 Loyalty shows moderate to strong correlation with all of the variables
9 Overview of model Credible Respected Perception Entertaining Sought out Connection Need fulfilment Wide range Advise to view Ipsos MediaCT Brand Engagement Emotional proximity Differentiation Positive WOM Word of mouth Referenced Quality Stature Relevance
10 Overview of results
11 Factors Credible Respected Perception Entertaining Sought out Connection Need fulfilment Wide range Advise to view Ipsos MediaCT Brand Engagement Emotional proximity Differentiation Positive WOM Word of mouth Referenced Quality Stature Relevance
12 Online players YouTube vs. BBC iplayer Need fulfilment Advise to view Word of mouth Mean Scores Emotional proximity Referenced Connection Positive WOM Sought out Relevance YouTube BBC iplayer Credible Quality Well respected Differentiation Perception Wide range Entertaining Brand stature Significant difference between brands (at 95% confidence level) highlighted with yellow box Base: All with >0% usage. YouTube n=315, BBC iplayer n=315
13 Engagement score Ipsos MediaCT Media Brand Engagement Score
14 Engagement scores Online video Index out of Base: All with >0% usage. YouTube n=315, BBC iplayer n=315, ITV Player n=202, 4oD n=142
15 Engagement scores - TV Index out of Base: Base: All with >0% usage. (BBC One n=358), (BBC Two n=311), (ITV1 n=353), (C4 n=319), (Five n=278), (Sky1 n=149)
16 Engagement scores Online video Engagement scores TV Engagement scores NB: Platforms / channels rated in relevant category context Base: All with >0% usage. YouTube n=315, BBC iplayer n=315, ITV Player n=202, 4oD n=142, Sky Player n=66* *!CAUTION SMALL BASE SIZE! Index out of 100 Base: All with >0% usage. BBC One n=358, BBC Two n=311, ITV1 n=353, C4 n=319, Five n=278, Sky1 n=149
17 Engagement summary Online video Online video - % of users who have % high / medium / low engagement scores % High % Medium % Low 45% 31% 24% 42% 35% 23% 34% 36% 30% 21% 45% 34% Circle denotes significant difference vs. YouTube scores Base: all with >0% recent usage. YouTube n=315, BBC iplayer n=315, ITV Player n=202, 4oD n=147
18 Engagement summary TV TV - % of users who have % high / medium / low engagement scores % High % Medium % Low 40% 33% 28% 33% 29% 38% 27% 37% 37% 26% 31% 43% 25% 33% 41% 16% 36% 48% Base: All with >0% usage. BBC One n=358, BBC Two n=311, ITV1 n=353, C4 n=319, Five n=278, Sky1 n=149
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