MAURICIO LEON
COMMERCIAL DIRECTOR
PERFORMICS
SIMON NUDDS
DIRECTOR OF UK
MEDIA ANALYTICS
NIELSEN
DORON WESLY
HEAD OF MARKET STRATEGY
TREMOR VIDEO
IS VOD
WITH BENEFITS?
VOD IS A LEAN-FORWARD
MEDIUM WITH LESS
CLUTTER THAT CAN:
AMPLIFY AWARENESS
GENERATE MORE
EFFICIENT & EFFECTIVE
CAMPAIGNS
COMPLEMENT
A TV BUY
OBJECTIVE:
HOW DOES VOD COMPLEMENT
PHASE ONE:
VOD CONTRIBUTION TO TV’S
INCREMENTAL REACH
PHASE TWO:
VOD CONTRIBUTION TO TV'S
AWARENESS AND MESSAGE
ASSOCIATION
PHASE ONE:
VOD CONTRIBUTION TO TV’S
INCREMENTAL REACH
OCT. 2011 - DEC. 2011
TV + VOD
INCREMENTAL REACH
10-41% OF PEOPLE ONLINE WERE
NOT EXPOSED TO TV
a.
b.
c.
d.
e.
a.
b.
c.
d.
e.
FMCG Beverage Alcohol 1.33%
FMCG Beverage 0.33%
Finance 0.44%
Retail (ce) 0.19%
Tech 0.45%
FMCG Beverage Alcohol A16-34 ~41%
FMCG Bev ABC1 Women ~14%
Finance ABC1 ~20%
Retail (ce) ABC1 ~10%
Tech A16-34 ~15%
METHODOLOGY
FUSION OF TV AND VOD (ONLINE) PANELS
MEASURE REACH AND FREQUENCY ACROSS SINGLE CAMPAIGN
5 BRANDS ACROSS 4 CATEGORIES
FMCG BEVERAGE (x2)
RETAIL
MEASUREMENT PERIOD: OCT. 2011 – DEC. 2011
FINANCE
TECH
METHODOLOGY
COMBINE
EXTRACT
VISUALISE
TAG
STEP 1
STEP 2
STEP 3
STEP 4
METHODOLOGY
BARB
Respondent
Level Data
Nielsen Online
Respondent Level Data
To isolate the impact of online activity when
combined with TV, we utilize Nielsen-IMS’
CampaignRF fusion tool
METHODOLOGY
On-the-fly fusion
Using common demo
variables
BARB
Respondent
Level Data
Nielsen Online
Respondent Level Data
We link respondents from one dataset to another
by using the common variables (i.e. demos, geo
demos, etc.) that exist on the BARB panel, Nielsen
NetView panels and a hub where the reach results
are reported.
METHODOLOGY
On-the-fly
fusion
“Fused
result of
TV and
Using
common
demo
online
viewing”
variables
BARB
Respondent
Level Data
Nielsen Online
Respondent Level Data
These linking variables were validated by a series
of statistical tests and analyses to ensure they
closely match to produce an accuracy level of 95%
or higher.
FMCG BEVERAGE ALCOHOL A16
% Reach
70%
65.93%
64.6%
TV Only
TV + VOD
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
VOD Effect
Incremental
to Base of
Campaign
25
150
FMCG BEVERAGE ABC1W 15+
% Reach
90%
87.56%
87.89%
VOD Effect
Incremental
to Base of
Campaign
TV Only
TV + VOD
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
50
550
FINANCE ABC1 ADULTS
% Reach
80%
78.46%
78.9%
VOD Effect
Incremental
to Base of
Campaign
TV Only
TV + VOD
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
50
250
RETAIL (CONSUMER ELECT)
% ReachABC1 15+
% Reach
90%
89.72%
89.91%
VOD Effect
Incremental
to Base of
Campaign
TV Only
TV + VOD
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
50
600
TECH 16-34S
% Reach
90%
87.38%
87.83%
VOD Effect
Incremental
to Base of
Campaign
TV Only
TV + VOD
Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
50
550
VOD PENETRATION
UK DIGITAL VIDEO VIEWERS
2012
2013
2014
2015
2016
2017
Digital Viewers
(millions)
32.6
34.4
36.3
37.8
39.1
40.0
–% change
8.9%
5.5%
5.8%
4.1%
3.3%
2.4%
–% of internet users
69.9%
71.7%
74.1%
75.6%
76.7%
77.4%
–% of population
51.4%
53.8%
56.4%
58.3%
59.7%
60.6%
Source: eMarketer, Feb 2013
PHASE TWO:
VOD CONTRIBUTION TO TV'S
AWARENESS AND MESSAGE
ASSOCIATION
VOD AMPLIFIES
VOD +
INCREASE RETURN
ON BRANDING
VOD EXTENDS
IMPACT
METHODOLOGY
EXPERIMENTAL DESIGN (TEST VS. CONTROL)
NATIONAL REP. SAMPLE FOR ABC1 TARGET
VOD EXPOSURE BASED ON COOKIE FILE
TV EXPOSURE (OTS) BASED ON MEDIA
CONSUMPTION REPORTING (12 MIN. SURVEY)
AVIVA
MEASUREMENT PERIOD: AUG.-NOV. 2012
MEDIA CONSUMPTION QUESTIONS
Do you watch
commercial TV?
Thinking about your commercial
TV viewing habits, on average,
what time of day do you watch
TV?
On average, how many hours of
commercial TV do you watch a
day?
SPOT of
SCHEDULE
Which, if any,
the following TV
showsITVhave
/ ITV+1 you watched since 1st
• Downton Abbey
of Sep. 2012?
• Coronation Street
• X-factor
Station
Day
Time
Sec
Programme
ITV
London
Sun
9:45:00
PM
:30
Downton Abbey
Source: Nielsen, Tremor Video
Wave 1 = Last month, Wave 2 since Sep 1 2012
VOD AMPLIFIES TV DOMINANT STRATEGY
TV is off-air: VOD sustains and increases viewers’ brand awareness
(Unaided Awareness)
39%
41.4%
37.7%
35.9%
33%
VOD Effect
Incremental
to Base of
Campaign
2.6%
Before
Campaign
Sep.-Oct.
TV
Sep.-Oct.
TV + VOD
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug-Nov 2012
Nov.
No VOD
Nov.
VOD
Nov. Carry
Over
VOD AMPLIFIES TV DOMINANT STRATEGY
TV + VOD (vs. TV alone): A higher percentage of viewers connected the core message with the brand
(Message Association)
48%
43.6%
31.7%
29.2%
VOD Effect
Incremental
to Base of
Campaign
26.1%
-3.1%
Before
Campaign
Sep.-Oct.
TV
Sep.-Oct.
TV + VOD
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012
Nov.
No VOD
Nov.
VOD
Nov. Carry
Over
RETURN ON BRANDING INVESTMENT
It appears that TV + VOD are less cost efficient at increasing awareness and message association.
But the story is very different for light TV viewers (1/4 of ABC1 Target).
Cost to Raise Awareness per Person (Index)
Unaided Awareness
100
171
Message Association
100
101.1
TV
TV + VOD
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week
TV + VOD REACH OVERLAP
Even though light TV viewers are ¼
of ABC1 Target, they only 26M
compromise 15% of TV viewing.
VIEWERS ABC1 hrs./day
ABC1
Heavy, Medium, and
Light TV Viewers
Aviva TV: Heavy,
Medium, Light 39.5%
LIGHT
0 – 1.5
LIGHT-MED
1.6 – 2.2
14.9% of TV viewing
MEDIUM
2.3 – 3.6
MED-HEAVY
3.7 – 5
HEAVY
5.1 – 5.7
55.5% of TV viewing
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week;
*Calculated % x TV Pop; **Calculated based on nationally rep data; ***Light TV Viewers x % Exposed to VOD
Aviva TV Light 48.4%
Aviva VOD 55.5%
TV + VOD REACH OVERLAP
Even though light TV viewers are ¼
of ABC1 Target, they only 26M
compromise 15% of TV viewing.
VIEWERS ABC1 hrs./day
ABC1
Aviva TV: Heavy,
Medium, Light 71%
Heavy, Medium, and
Light TV Viewers
Aviva TV Light 31.5%
LIGHT
0 – 1.5
LIGHT-MED
1.6 – 2.2
14.9% of TV viewing
MEDIUM
2.3 – 3.6
MED-HEAVY
3.7 – 5
HEAVY
5.1 – 5.7
55.5% of TV viewing
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week;
*Calculated % x TV Pop; **Calculated based on nationally rep data; ***Light TV Viewers x % Exposed to VOD
Aviva VOD 77.7%
RETURN ON BRANDING INVESTMENT:
TV HEAVY/MEDIUM VS. TV LIGHT
Cost to Raise Awareness per Person (Index)
Unaided Awareness
100
108.6
58.7
Message Association
100
528.3
63.8
TV
TV Heavy/Medium + VOD
TV Light + VOD
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week/>2 hours per day, TV light = <14 hours/week/<2 hours/day
PHASE 2: MESSAGE ASSOCIATION
-3.1
Message Association
+2.5
Decay
VOD
ON
AIR
TV
WK 1
WK 2
WK 3
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012
WK 4
PHASE 2: MESSAGE ASSOCIATION
Decay
-3.1
Message Association
+2.5
y = -22.81ln(x) + 48.202
R2 = 0.86996
VOD
ON
AIR
TV OFF-AIR VOD ON-AIR
TV
WK 1
WK 2
WK 3
Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012
WK 4
WK 5
WK 6
WK 7
WK 8
FRIENDS WITH BENEFITS INDEED
HYPOTHESIS
TV + VOD = TV WITH BENEFITS
VOD is a lean-forward medium with less
clutter that can:
Incremental Reach: VOD + TV increases
by up to 1.33%
•
Amplify awareness and reach
•
When TV goes dark: VOD bolsters brand
awareness by 5.5%, extending campaign
Generate more efficient and effective
campaigns
•
Complement a TV buy
Light TV Viewers: TV + VOD (vs. TV alone) delivers
almost 2x the return on branding
Brand Performance: TV + VOD drive higher brand
performance
THANK YOU
MAURICIO LEON
mauricio.leon@performics.co.uk
@mozleon
SIMON NUDDS
simon.nudds@nielsen.com
DORON WESLY
dwesly@tremorvideo.com
@sabredutch