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© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 1
GfK Crossmedia Link,
Unlocking new insights
Helsinki, February 5th 2015
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 2
Changing Consumer Behaviour
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 3
Consumers used to face simple choices…
TV SHOW
NEWSMAG
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 4
But today they have access to an increasing amount
of content available anytime anywhere
TV SHOW
NEWS
Flexibility of access
MAG
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 5
This digital revolution leads to dramatic changes in
consumers’ behavior
5
• Today technology is an integral
part of everyday life and has a
dramatic impact on consumers’
shopping behavior, the way
they interact with and what
they expect of brands.
• Media owners, agencies and
advertisers need to understand
consumers’ media usage
across all media (paid, earned
and owned) to help optimize
advertising space and
maximize the reach (impact) of
consumers’ experience points
with the brand for highest ROI.
Mobile Shopping
Price
Social Media Network
Online
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 6
So Brands need to have a clear understanding of
consumers’ cross-platform journey
Watch morning
sports news on web
Buy tickets for next
week’s game
Catch the big match
preview
Watching the big game live
in a pub And
highlights of other games on catch-up
TV
Re-tweeting players’
predictions
Tuning to sports radio
en route
Research soccer
tickets on train home
On social media,
planning to meet with
friends
Check train timetable in
pub
…to maximise the impact of their campaign and their ROI
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 7
GfK’s heritage in audience measurement
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 8
GfK. Growth from Knowledge We turn research into smart business decisions
EXPERTISE
Passion, creativity, and expertise
at service for our clients
TRUST
Active protectors of consumer privacy
with longstanding customer
relationships
GfK makes research matter by delivering the
future. In a digitized world, we are the trusted
source
of relevant market and consumer information
that empowers our
clients to make smarter decisions.
As thought leaders in our industry,
we have a deep understanding of consumer
experiences and choices.
We are 13,000 passionate experts
with more than 80 years of data science
experience and German heritage. We deliver
globally with
vital insights into local markets in
100 countries.
We turn research into business opportunities.
Through innovative systems and partnerships,
we integrate on- and off-line data to support
Growth from Knowledge. Our goal is simple:
Enable our clients to create winning strategies
to enrich consumers’ lives.
INNOVATION
Delivering smart data through
innovation
WINNING STRATEGIES
Understanding market dynamics and
consumer behaviors to enable clients
to create winning strategies
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 9
Strong Worldwide Player from
Europe
• GfK is No 3 audience measurement player in the world.
• European leader in Audience Measurement and Market Research.
• Strong position in the US market thanks to GfK-MRI (Study on American
Consumer, Starch).
Focus on New Markets
• Intensive business development activities.
• Focus on BRIC, LatAm, Middle East and Africa.
• Win in APAC, Latam, MENA
• Developing global digital panel capabilities.
Networked Expertise
• Our strong presence in most advanced EU markets gives us solid ground for
ongoing innovation.
• Innovative pilot projects like hybrid radio research, media efficiency panel and
mobile solutions.
• This knowledge is made available to new countries via internal competence
centers and business development teams.
GfK Audience Measurement is speeding up
its global pace
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 11
As an end to end provider, GfK develops its own
technologies to measure media.
UMX
Best in class currency meter
To measure:
digital broadcasting, incl.
Time-Shift.
TV Logger
To measure: TV (second
homes or simpler TV
configurations). Simplified
installation with microphone
SENSIC stream agent
To measure:
Census based number
and duration of streams.
Integration with cookie
panel for profiling
STB Agent and RPD Management
To measure:
- Census level digital TV activity
- Permission based panel to
integrate viewer profiles
Evogenius SW Suite
GfK has 25 years’ heritage of audience measurement system development. We have a range of solutions to measure exposure and
experience of broadcast, IP streaming, mobile media on behalf of our clients.
MediaWatch
To measure:
Exposure to radio,
audio
Mobile & Location Insights
To measure:
server-centric measure of
all location and mobile
use across all platforms
LEOtrace®
To measure:
user-centric
measurement of
online behaviour
To measure:
GPS tracking to
measure OOH
media
EMT (OOH)
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 12
GfK’s view on the new world
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 13
Efficiency & effectiveness of media
Increasing need for measuring media effects
Media reach
Increasing need to measure audiences
across different media
Big data
Increasing possibilities of data federation
The below three trends offer each their opportunities,
it is however the combination that holds the answer
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 14
Increase the possibility of effect analysis of media & digital client interaction
Enhance the value of big data by linking the right data via data federation
GfK Crossmedia Link is the platform
for unlocking these new insights
GfK Crossmedia Link will be introduced by a phased approach which is different by country
GfK Crossmedia Link, enabling cross media measurement
3rd party data
GfK Consumer Panel
Digital transaction data …
Network
centric data
Agency planning data
…
Loyalty card data
Cross-media exposure Incremental reach Advertising Reach Digital journey
Advertising effectiveness
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 15
GfK Consumer Panel
GfK Crossmedia Link
TV measurement
Mobile measurement share
grows as mobile advertising
grows nurago metering is a unique
GfK digital technology
.
Exact panel sizes to be
determined by media
concentration and
penetration of top brands
GfK Crossmedia
Link can be set up
independent of
Consumer Panel,
but will use
Consumer Panel
where ever
possible
GfK Crossmedia Link set-up
Example Turkey
2,000 households
3,400 TV meters
3,000 nurago meters
4,000 individuals with
nurago meters
Online Measurement
Mobile 1,000 nurago meters
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 16
GfK Crossmedia Link is available in 7 countries,
Brazil and Indonesia are in roll-out phase.
Available
In roll out phase
Under investigation
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 17
Our single source
cross media panels
offer unique source
of media
measurement
GfK uses best in class and innovative measurement
processes and technology to ensure high data quality
Our workflow and data management software
platform supports data quality & accountability,
increases automation and allows rapid turnaround
of data delivery
Our central and regional operational and coding
hubs allow scaling of our services across
the globe
Our audience
measurement
solutions are adapted
to each device
ensuring robust data
collection with
minimal human
interaction 1 2
4 3
Vector Devices
Bulgaria
APAC
LATAM
META
Process Code Monitor Report Query Collect
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 18
GfK Crossmedia Link services
Campaign
Performance Analysis
Marketing Mix
Evaluator
Mid-term Analysis
Exposure Effects
Social Media
Intelligence
Facebook Impact
Analyser
Enrichment of third party
tools
Enrichment of third party
data sets
Purchase Journey
Cross Media Touchpoints
Market Experience
Social Media Intelligence
Audience Profiles
Delivery Check
Real-time Effects
Site Experience
Cross Media
Landscaping Report
Crossmedia
Visualizer:
Web Usage Profiler
Mobile Usage Profiler
Homepage Usage
Profiler
Strategic Cross Media
Planning
Social Media
Intelligence
Campaign efficiency and effectiveness
Data service
Experience optimization
In flight campaign optimization
Consumer Journey
Audience understanding
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 19
• Entry level incremental reach data for
strategic insight
• Customizable for product managers to
specific target groups
• Case studies and reports prepared for
clients
• Example: Financial services purchase
journeys in the Netherlands
• Respondent level data for media
planning applications, for example
digital platforms or agencies
• Used to create new data products for
the market, such as online metrics
comparable to TV GRP
• Also available to fuse with purchasing
and other data
GfK Dashboard GfK Case studies Respondent data
Ways of delivery of Crossmedia Link insights
1 2 3
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 20
Example online planning software GfK Probe
Overlap analyses: added reach% of mobile on fixed
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 21
Learnings from Crossmedia Link
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 22
Since 2008, 115 campaign evaluations conducted at
leading FMCG companies and retailers
22
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 23
General Learnings from GXL projects –
Characteristics of Successful Campaigns
Ad placement within relevant content is more efficient than reach portals
Content which attracts attention is key: Impression works !
Positive interaction effects of TV & digital video ads
Digital video ads compensate diminishing TV reach
Bigger brands achieve more attention and higher ROI
Online ROI is less driven by budget level. Format, message and placement are more important
Customer Value (Brand Affinity) of consumers reached online is above average
Online impact is NOT limited to younger consumers
Online sells better among loyal buyers – analog media is better for customer recruitment
Positive interaction effects of TV & digital video ads
Digital video ads compensate diminishing TV reach
1
2
Customer Value (Brand Affinity) of consumers reached online is above average 3
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 24
Cross Media Contacts TV / Online
show superior uplifts
Average uplift factors from studies in benchmark database with significant interaction
Uplift is much higher than expected
= advertising effect “for free”
0,54
1,26
Additional Interaction Effect
Expected Uplift TV & Online
Example:
On average, a combined TV and online contact results in an uplift of 1,8
(vs. no contact), while expectation would be 1,26 only
Source: GXL campaign Evaluations in Germany, 2008-2012, Number of cases: Total (115), TV (115), Print (93), Banner (72), Video (68), Youtube (13), SEM (22), Facebook (7)
1
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 25
Additional consumers can be
reached online (fill TV gaps)
% average incremental reach vs. TV
27,7
Video incl. You Tube
25,1
Banner only
27,4
Online total
27,2 27,3
You Tube only Google Ads
Source: GXL campaign Evaluations, 2008-2012, Number of cases: Total (115), TV (115), Print (93), Banner (72), Video (68), Youtube (13), SEM (22), Facebook (7)
Example:
27% of all contacts with banners were not in contact with TV campaign =
exclusive contacts
2
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 26
Online channels offer better targeting
Average brand affinity (brand penetration of consumers reached vs. total universe)
Google Ads
108
164
You Tube
133
Online (Banner
& Video)
128
114
TV
160
Homepage
Example:
Consumers reached by online channels are more often buying the brand – higher
customer value of reached audience
Source: GXL campaign Evaluations, 2008-2012, Number of cases: Total (115), TV (115), Print (93), Banner (72), Video (68), Youtube (13), SEM (22), Facebook (7)
3
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 27
Conclusion
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 28
To succeed in the crossmedia world
companies need to
Connect and integrate data from multiple sources to make your
data smarter and generate insights and business decisions not
possible before
Translate Smart Data and industry insights into action
Apply proven market research approaches in
innovative ways
Gain a ‘full picture’ market view and granular consumer insights
to understand consumers’ demand and media consumption
behavior, today and tomorrow
© GfK 2015 | Intro GfK Crossmedia Link | Helsinki, February 5th, 2015 29