Human digital location placement value

INTRODUCTION

THE RELENTLESS PACE OF CHANGE

CONTENT VISIBILITY: TIP OF THE ICEBERG

500x bigger than the surface web

& unreadable by machines

CLIENTS

0%

10%

20%

30%

40%

50%

60%

THE SOCIAL TOURIST

DURING HOLIDAY AFTER HOLIDAY Sh

are

Blo

g p

ost

/Ne

w s

tory

Like

d t

he

Loca

tio

n

Wri

te R

evi

ew o

n F

oru

m

Ch

eck

-in

at

a D

est

inat

ion

Sign

up

fo

r a

Loya

lty

Pro

gram

Co

mm

ent

on

Lo

cati

on

s

Twee

t ab

ou

t Ex

per

ien

ce

Shar

e V

ideo

s/P

ho

tos

Co

mm

ent

on

rel

ated

new

s

Text

10

0 S

urv

ey 2

01

2

4,6

00

res

po

nd

ents

acr

oss

13

mar

kets

Shar

e B

log

po

st/N

ew

sto

ry

Like

d t

he

Loca

tio

n

Wri

te R

evi

ew o

n F

oru

m

Ch

eck-

in a

t a

Des

tin

atio

n

Sign

up

fo

r a

Loya

lty

Pro

gram

Co

mm

ent

on

Lo

cati

on

s

Twe

et a

bo

ut

Exp

erie

nce

Shar

e V

ideo

s/P

ho

tos

Co

mm

ent

on

re

late

d n

ew

s

“We stayed here partly because it was the filming location for the police station in the second season of Swedish Wallander films”

“The Blue Door from Notting Hill and a very excited Emma !”

“Photos I took from the Harry Potter Studio Tour in London”

“There are a good few Sherlock locations in London, so I put together a walk taking in some of the major filming spots”

-ontheluce.com (Blog)

QUANTIFYING LOCATION PLACEMENT VALUE

RESEARCH STATISTICS

LONDON PRODUCTIONS Harry Potter, 2001-11 Sherlock, 2010-present Notting Hill, 1999

APULIA PRODUCTIONS Mine vaganti (Loose Cannons), 2010 Braccialetti rossi (The Red Band Society), 2014 Che bella giornata (What a Beautiful Day), 2011

YSTAD PRODUCTIONS Wallander (both versions, excluding books), 2005-present Kyss mig (Kiss Me), 2011 Maria Larssons eviga ögonblick (Everlasting Moments), 2008

MALTA PRODUCTIONS Gladiator (2000) Game of Thrones (2011) Popeye (1980)

RESEARCH STATISTICS

TOTAL REACH (APPROX)

QUANTITY OF CONTENT

(SAMPLE SIZE)

CHANNELS ANALYSED

2,200,000

1,617 238

CHANNELS ANALYSED (EXAMPLES)

NUMBER OF SOCIAL PLATFORMS 12

LOCATION PLACEMENT VALUE

PERCENTAGE OF LOCATION MENTIONS

ONLINE

MINIMUM VIEWERS OFFLINE

DUNBAR’S NUMBER MEANINGFUL EXPOSURE

MINIMUM ADVERTISING COST

EXPOSURE VALUE

TIME SINCE RELEASE ANNUAL EXPOSURE VALUE

TODAYS PRODUCTIONS…

NOTTING HILL GAME OF THRONES

SHERLOCK

NOTTING HILL

NOTTING HILL

VALUE OF LOCATION CONVERSATION (ANNUAL) €24.9m

23% Location mentions cited some kind of positive desire to visit

63% Conversation topics concerned cityscapes

Location sentiment was almost entirely positive (Except for the odd complaint from locals)

77% 23%

25-35 YEARS OLD

PRODUCTION

55%

REASON FOR VISIT SATISFACTION

NOTTING HILL

AUDIENCE KNOWLEDGE IS STRONG The audience not only knows that this is set in London, but also clearly identifies the Notting Hill location as a specific area of London.

VISIT BECAUSE OF THE FILM Whilst they may subsequently visit London for other reasons as well (around 70%), their visit to Notting Hill specifically, is strongly inspired by the film (just over half of the audience who had visited London then visited Notting Hill as well).

LESSONS FROM SHERLOCK

LESSONS FROM SHERLOCK

SHRINING The idea that a scene or an artefact from a film or a television production becomes a tribute to that production.

GAME OF THRONES

GAME OF THRONES

68% of Fans knew it was filmed in Malta

32%

Malta Mentions in general Locations referred to included Medina (17%), Azure Window (9%) and both Valetta and Dwejra (4%)

Many tourists had visited Malta BEFORE they knew it was a filming location 40% 60%

25-35 YEARS OLD

PRODUCTION

15%

REASON FOR VISIT SATISFACTION

VALUE OF LOCATION CONVERSATION (ANNUAL) €1.3m

AUDIENCE LOCATION AWARENESS

LESSONS FROM GAME OF THRONES

BEAUTIFUL LANDSCAPES Lots of rich content, beautiful landscapes are often pictured, as are distinctive buildings. Locations that are particularly significant within the context of the production, such as little finger’s brothel, are also popular.

LESSONS FROM GAME OF THRONES

LOCATION AWARENESS The production attracted significant commentary, but many people didn’t know that the film was filmed in Malta until after visiting/after having left Malta.

“I was there back in October last year and never even knew they filmed it in Malta. Damn it.”

“I knew some parts were filmed in Malta, but had no idea I walked right pass some of them!”

TOTALS

LOCATION PLACEMENT VALUES

LONDON PRODUCTIONS LPV YSTAD PRODUCTIONS LPV

HARRY POTTER (2001-2011) €13.3M KYSS MIG (2011) €40,900

NOTTING HILL (1999) €24.9M MARIA LARSSONS EVIGA ÖGONBLICK (2008)

€260,800

SHERLOCK (2010-present) €13.7M WALLANDER (2005-Present) €22.8M

APULIA PRODUCTIONS LPV MALTA PRODUCTIONS LPV

BRACCIALETTI ROSSI (2014) €8.8M GAME OF THRONES (2011-present) €1.3M

CHE BELLA GIORNATA (2011) €1.1M GLADIATOR (2000) €1.1M

MINE VAGANTI €1.7M POPEYE (1980) €12.2M

CONCLUSIONS

Key Conclusions

1. SOCIAL WEB RESEARCH IS APPROPRIATE

Demonstrates the successful application of a social media-based methodology to the measurement of LPV in 12 unique

productions across multiple languages (including one series of films).

Key Conclusions

2. PRODUCTION SETTING IS RELATED TO EXPOSURE

Exposes the link between a production’s setting and subsequent location-based exposure and/or documented visits to a location. To what degree depends on the specificities of the production and the nature of the featured location (fictional,

recognisable, etc.).

Key Conclusions

3. TELEVISION AND FILMS BOTH PERFORM WELL

Shows that television series’ perform as well as feature films in their LPV – and often perform even better if the location is both contemporary or easily recognisable.

RECOMMENDATIONS

Tracking, Expansion & Data Blending

1. TRACK OVER TIME

Consider a ‘tracking’ programme to investigate how LPV may change over time (e.g. before, during, and after production releases) and adjust the scope of the research’s

timeframe accordingly.


2. LANGUAGE SUPPORT

Increase language support for productions that are only known within their country of

origin or are exported into markets with a different language.


3. DATA BLENDING

Consider integrating GDP and tourist value statistics if working in partnership with tourism agencies (e.g. place a value on the conversation/visitor origin to increase

granularity of the digital landscape’s value).


4. MEASURE COUNTRY LEVEL & FANTASY LOCATIONS

Structure and rank ‘location awareness’ for country as well as region. Also, consider incorporating and ranking fictional locations as well.

DATA VISUALISATION & ACCESS: DASHBOARD

http://dash.human-digital.com/euroscreen

Documents

Human digital location placement value