CROSSROADS REAL TIME CROSSMEDIA & CROSSDEVICE MEASUREMENT OF AUDIOVISUAL CONTENT AND RELATED BEHAVIORS

Transcription

1 CROSSROADS TM REAL TIME CROSSMEDIA & CROSSDEVICE MEASUREMENT OF AUDIOVISUAL CONTENT AND RELATED BEHAVIORS

2 2018 THE MEASUREMENT OF AUDIOVISUAL CONTENT AND PLATFORMS IT S FRAGMENTED AND NON SISTEMATIC

3 MOBILE IS THE MAIN DEVICE SHOWING VALUABLE INFO ABOUT INDIVIDUALS Where converge both on & off audiences

4 Presenting CROSSROADS TM WHERE ALL CHANNELS CROSS IN REAL TIME.

5 METHODOLOGY OPERATIONAL MATCHING IN REAL TIME POV OF CONTENT WHO IS WACHING/LISTENING POV OF MOBILE + APP SOCIO-DEMO PROFILE DDBB SPOTS, RADIO ADS, OTHER WHAT IS HE/SHE WATCHING/LISTENING TO FOR HOW LONG HOW MANY TIMES IN REAL TIME ALONGSIDE WHAT OTHER CONTENTS SIMULTANEOUS USE OF MOBILE TV & RADIO ACTING AS ANY OTHER ANALYTIC MEDIA USE OF APP-MSM USE OF OTHER APPS AND SERVICES SIMULTANEOUS / SUPPLEMENTARY USE USE OF SSMM YOUTUBE AND VIDEO ONLINE

6 VIDEO

7 WE CONNECTED ALL THE PIECES THROUGH A PANEL To obtain an holistic view of the user

8 CROSSROAD TM ROADMAP JUNE 17 PILOT TEST NOV 17-JAN 18 PANEL PANELISTS ACCEPTANCE OF MICROPHONE ACCESS SDK IMPLEMENTATION OPTIMIZATION OF MOBILE PERFORMANCE ANALYSIS OF BARRIERS PANELISTS INVITED 73% ACCEPT MICRO ACCESS N = REPRESENTATIVE NOV - 17 JAN (24/7) WATCHED TV: 94,7% WATCHED TV ADS: 93% CONF. LEVEL 99%, MARGIN OF ERROR +-2% CAMPAIGN TRACKING DATA-APPS INTEGRATION ANNALECT 360

9 DIMENSIONS OF MEASUREMENTS TOTAL AMOUNT OF MONITORED ADS TOTAL DAYS OF USAGE HOURS OF USAGE DAYS OF USE WEEK DAYS DAYS OF USE - WEEKENDS TOTAL AMOUNT OF ACCESSES ACCESSES WITH 3G/4G WEEKEND ACCESSES WORKING HOURS ACCESSES ACCESSES THROUGH WIFI WEEK DAYS ACCESSES HOURS OF USAGE WEEK DAYS HOURS OF USAGE - WEEKENDS HOURS OF USAGE WORKING HOURS HOURS OF USAGE - AFTERWORK HOURS OF USAGE WITH 3G/4G HOURS OF USAGE THROUGH WIFI TOTAL HOURS OF USAGE TOTAL AMOUNT OF ADS T TOTAL AMOUNT OF ADS A TOTAL AMOUNT OF ADS LA SEXTA TOTAL AMOUNT OF ADS CUATRO NO OF URLS BROWSING HISTORY NUMBER OF USED APPS NUMBER OF RELATED SEACHES AFTERWORK ACCESSES

10 CROSS-DEVICE MEASUREMENT OF AUDIOVISUAL CONSUMPTION

11 LINEAL TV / ON DEMAND MEASUREMENT OF BEHAVIOR AND ADDED CONSUMPTION OF GOT TALENT SPAIN CHAPTER 4 (V26 > X30)+ LINEAL TV 72% Total audience TV ON DEMAND 28% Total audience 45% 55% 81% 19% Prime Time Re-broadcasting & others On demand during linear Remainder On demand

12 LINEAL TV / ON DEMAND MEASUREMENT OF BEHAVIOR AND ADDED CONSUMPTION OF GOT TALENT SPAIN CHAPTER 4 (V26 > X30)+ LINEAL TV AUDIENCE 45% TV ON DEMAND AUDIENCE 81% 19% 8% 18% 13% 14% 2% On demand during linear Remainder On demand FRI26 22:00-01:15 Primetime SAT27 01:15-02:45 Momentazos SUN28 10:45-13:45 Re-broadcasting SUN28 23:45-02:30 Re-broadcasting WED30 22: Momentazos Zapping Cuatro

13 MOBILE ON DEMAND TV USERS WHO ACCESSED ON DEMAND TV VIA APPS MOBILE ON DEMAND TV AUDIENCE PROFILE 4,5% AUDIENCE SIZE AVERAGE AGE 2,3% 1,8% 1,8% 1,2% 1,2% On Demand Mobile 10% 47% 53% 38 YouTube 63% 52% 48% 37 WHEN DID THEY ACCESS: ON DEMAND APPS VS LINEAL TV 90,90%91,70% 88,60% 90,90% 85,80% 79,50% 75,20% 76,00% 77,20% 78,40% 81,50% 65,00% 68,50% 62,60% 54,30% 41,30% 36,60% 35,00% 36,40% 34,80% 35,40% 33,00% 35,00% 37,00% 37,50% 37,50% 41,20% 42,00% 42,50% 42,40% 40,70% 34,80% 36,50% 34,20% 30,70% 26,80% 28,30% 11,80% 26,10% 26,70% 27,30% 30,70% 32,90% 23,90% 18,10% 22,20% 18,20% 19,70% 7,40% 6,30% 3,60% 16,10% 28,60% 28,00% 30,10% 7,10% 4,70% 5,10% 6,20% 10,60% 6,20% 4,70% 5,30% 18,00% 15,50% 2,20% 14,60%14,00% 10,80% 9,70% 9,00% 5,50% TV YouTube On Demand

14 SECOND SCREEN PROFILE OF AUDIENCES USING A SECOND SCREEN SECOND SCREEN VS TV TIME SPENT AUDIENCE SIZE AVERAGE AGE + + % 84% 54% 46% 35 Second Screen 00:20:54 TV 00:39:32 % of SS during TV 53% WHEN DID THEY USED A SECOND SCREEN 90,90% 91,70% 88,60% 90,90% 85,80% 79,50% 75,20% 76,00% 77,20% 78,40% 81,50% 65,00% 68,50% 62,60% 36,60% 18,10% 9,50% 3,40% 54,30% 45,50% 47,30% 44,10% 41,30% 38,40% 35,00% 33,90% 30,70% 32,80% 28,70% 30,30% 30,20% 32,10% 19,70% 21,70% 18,30% 15,00% 17,10% 11,60% 7,10% 6,30% 5,10% 5,50% 3,40% 5,10% 0,90% 0,20% 0,00% 0,50% TV Second Screen

15 SECOND SCREEN TOP 10 MORE USED APPS IN SS 80,4% 73,4% 45,9% 39,9% 30,9% WhatsApp Browsers Facebook Calls & SMS Gmail AUDIENCE SIZE Photos 30,5% Instagram 29,6% 13,8% YouTube 12,2% Twitter & camera 10,0% Wallapop % OF USERS AND TIME SPENT USING SECOND SCREEN IN TV, BY AGE % OF TIME USING A SECOND SCREEN WHILE WATCHING TV 50% 57% 51% 59% % OF USERS USING A SECOND SCREEN WHILE WATCHING TV THERE WAS A DIRECT RELATION BETWEEN THE AGE AND THE PERCENTAGE OF PERSONS USING MOBILE WHILE WATCHING TV 88% 86% 83% 80% y.o y.o y.o. 45+ y.o.

16 HOW IS THIS APPLIED TO REAL CAMPAIGNS?

17 KRUSTY TELCO LTD MEASUREMENT OF THE IMPACT ON A REAL CAMPAIGN AIRED IN ANTENA3 & LA SEXTA Ad Audience AD AUDIENCE IN BOTH CHANNELS Ad Audience * 25% of total 34% 24% 28% * 18% of total population population % OF RECALL AFTER WATCHING THE COMMERCIAL 25% Recalls it in 25% Of people recalls it 29% Recalls it in Real names of the brands subject to non-disclosure agreements

18 KRUSTY TELCO LTD MEASUREMENT OF THE IMPACT ON A REAL CAMPAIGN AIRED IN ANTENA3 & LA SEXTA % OF RECALL AFTER WATCHING THE COMMERCIAL 1% Searched for related content in Google 3% Visited krustytelco.com 2% Used Krusty Telco App CLIENTS VS NON CLIENTS: BEHAVIORAL DATA AFTER WATCHING THE COMMERCIAL Searched for related content in Google visited krustytelco.com Used its app KRUSTY TELCO 7%* 6% 7% 65% KRUSTY TELCO 93% 94% 93% 35% * % of audience being clients and non clients of Krusty Telco Real names of the brands subject to non-disclosure agreements

19 ERASING THE FRONTIERS BETWEEN DIGITAL AND PHYSICAL WORLD A new path to conversion

20 KRUSTY BURGER: UNDERSTANDING USERS CONTEXTS A DEEP DIVE WITH TWO INDIVIDUALS KB KB PANELIST ID #95 29 th of october 20:34h AD VIEWING 29 th of october 21:12h USES THE APP 31 st of october 20:58h SEARCHES IN GOOGLE: KRUSTY BURGER 31 st of october 21:34h IS LOCATED AT A KRUSTY BURGER (BY COORDENATES AND BY USAGE OF ITS WIFI) PANELIST ID #2.037 KB 30 th of october 19:58h AD VIEWING 30 th of october 20:01h SEARCHES IN GOOGLE: DELIVERY FOOD 30 th of october 20:42h USES GLOVO APP Real names of the brands subject to non-disclosure agreements

21 EL KRUSTY INGLES HOLISTIC ON&OFF CUSTOMER JOURNEY OF THOSE WHO BOUGHT AT EL KRUSTY INGLES: WHAT DID THEY DO BEFORE? THE ANALYSIS OF THE CASES ACCORDING TO THE PREVIOUS VARIABLES HAVE DETERMINED THE 3 MOST FREQUENT CUSTOMER JOURNEYS BEHAVIORAL DATA AFTER WATCHING THE COMMERCIAL BUYS AT EL KRUSTY INGLÉS AD VIEWING 33% RECALL THE ADVERTISING 80% HAVE VISITED THE SHOP PREVIOUSLY 3,4% HAVE VISITED ITS WEB 8% ADS VIEWED 1,2 EXAMPLE: 13% OF THOSE WHO HAVE BOUGHT AT EL KRUSTY INGLÉS, HAD VIEWED MORE THAN 2 ADS ON TV, SPECIFICALLY IN ANTENA 3 Real names of the brands subject to non-disclosure agreements

22 A GLOBAL MEASUREMENT OF THE ROI

23 MEASUREMENT OF CROSS IMPACT. KPIS AS A WHOLE. THIS CAMPAIGN WAS MEASURED DURING BLACK FRIDAY EXPOSED FREQUENCY RECALL 45 % 3,6 79 % VISITED WEBSITE APP USAGE GOOGLE SEARCHS EXPENSE 32 % +81 % 6 % 134

24 AVERAGE EXPENSE DIFFERENCIATED BY PROFILE AVERAGE EXPENSE BY PROFILE IN TERMS OF GENDER, MEN MADE A HIGHER AVERAGE EXPENSE DURING BLACK FRIDAY, WITH NO MEANINGFUL VARIATIONS ACORDING TO AGE. THE MOST MEANINGFUL VARIATION IN AVERAGE EXPENSE IS OBSERVED AMONG MOBILE HEAVY USERS COMPARED TO THOSE OTHER USING IT LESS. HIGHLY DIGITALIZED LESS DIGITALIZED Y.O Y.O Y.O. 45+ Y.O AVERAGE EXPENSE BY TV CHANNEL NUMBER OF VIEWED ADS BY PERSON AVERAGE EXPENSE TELECINCO LOOKERS-ON SHOWED THE HIGHEST AVERAGE EXPENSE DURING BLACK FRIDAY AND THE HIGHEST NUMBER OF ADS VIEWED, WHILE LA SEXTA AUDIENCES FEATURED THE LOWEST AVERAGE EXPENSE.

25 MEASUREMENT OF INDIVIDUAL AUDIENCES

26 MEASUREMENT OF INDIVIDUAL AUDIENCES EXPOSURE OF A USER TO THE MULTIPLE CHANNELS/APPS AIRING ADVERTISING Panelist id # :30H 08:15H 11:37H 14:16H 18:44H 19:38H 19:57H 20:02H TV - ANTENA 3 TWITTER MARCA TV - LA SEXTA INSTAGRAM MIS MARCADORES TV - BEIN SPORTS WEB - BET 365 HE WAKES UP AND WATCHES A3-27 SESSION- HE OPENS THE APP WHILE ON THE SUBWAY ON HIS WAY TO WORK SESSION - HE OPENS MARCA APP DURING A BREAK SESSION - HE WATCHES LA SEXTA WHILE LUNCH BREAK AT WORK - 43 SESSION - BACK AT HOME HE USES INSTAGRAM SESSION - HE OPENS AN APP FEATURING BET ADVERTISING TURNS ON BEIN SPORTS TO WATCH THE GAME - 1H 58 SESSION- VISITS BET 365 ONLINE TO BET - 49 SESSION -

27 MEASURING AN AUDIENCE OF INDIVIDUALS BEYOND THE AUDIENCE OF MEDIA