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SRP Spain_ Metacase Insights into Youtube & GDN potential to reach harder-to-reach TV targets
Analysis based on the research on 25 multiscreen (TV+YT & GDN) campaigns
March 2.014
Google Confidential and Proprietary
CONTEXT
2
1 Research summary
2 Methodology and scope
3 Research results
3.0 Context_ Media audiences and online video consumption in Spain
3.1 Incremental reach generation
3.2 YouTube&GDN efficacy to reach lighter TV viewers
3.4 Impact on media planning cost efficiency
4 Testimonials
Google Confidential and Proprietary
Research summary_ Key insights
4
1 YouTube & GDN generated relevant extra reach to TV; only YouTube added on average 6 incremental reach points to effective TV reach (5+ TV OTS)
2 TV allows advertisers to generate massive reach but in a really unbalanced way: TV concentrates almost 70% of GRP´s on only one third of audience
3 Youtube is effective to reach lighter TV viewers: more than 70% of its GRP´s served out of high TV viewers with an equilibrated contact distribution among different TV groups
4 Light TV viewers prove to be a valuable hard-to-reach target: they are younger, wealthier and more educated
5 Inclusion of Youtube & GDN optimizes media planning in terms of cost efficiency: cost saving on average was 12.9%
Google Confidential and Proprietary
KANTAR WORLPANEL households (n: 8.400)
KANTAR WORLDPANEL individuals (n: 4.863)
Exposure to Digital based on impression tags
KANTAR MEDIA TV PANEL (n: 11.912)
Official Spain TV currency
Exposure to TV based on fusion to TV currency panel
(Kantar Media)
FIXED FUSION
Methodology How to accurately measure TV+Web exposure
• Fusion process is based on similarities among Kantar Media (TV) and Kantar Worldpanel (online) panelists.
• “Twins” are created based on socio-demographics, attitudes, TV channel profile, day band profile (multidimensional reduction) and 200 additional exclusive clusters.
6
Google Confidential and Proprietary
Methodology Media exposure is not based on declarative data
KANTAR WORLPANEL (DIGITAL) KANTAR MEDIA TV PANEL
CROSS MEDIA EXPOSURE
ONLINE YOUTUBE TV
7
Google Confidential and Proprietary
• 25 multiscreen (TV+YT & GDN) campaigns measured with top advertisers between July 2012 and September 2013. Wide range of different media plans, targets and verticals
Methodology Research scope
8
Google Confidential and Proprietary
Methodology Research scope (I)
Industry Announcer Target
(onliners) TV GRP
Total online impressions
Online planning
AUTO FORD Individuals 30-45 362 40.105.359 YouTube&GDN
AUTO SEAT Men 25-44 354 15.047.325 Youtube
AUTO CITROEN Individuals 30-45 533 14.954.751 YouTube&GDN
AUTO VOLKSWAGEN Men 25-50 569 11.948.684 YouTube
BEAUTY ARBORA Women 15-35 1760 12.551.780 Youtube
CPG NESCAFÉ Households 25-44. 1.344 24.506.704 YouTube&GDN
CPG LISTERINE Women 20-54 757 35.662.053 YouTube&GDN
CPG CPG BRAND Housewives +55 1315 65.076.968 GDN
CPG MCDONALDS Individuals 18-44 663 10.013.771 YouTube&GDN
CPG BRAUN Women 15-40 474 32.274.811 YouTube&GDN
CPG WIPP Women 25-45 660 7.880.863 YouTube
ENTERTAINMENT XBOX Men 18-49 411 9.211.278 Youtube
9
Google Confidential and Proprietary
Methodology Research scope (II)
Industry Announcer Target (onliners) TV GRP Total online impressions
Online planning
FINANCE BANCO POPULAR Individuals +30 1204 130.298.997 GDN
FINANCE BBVA Individuals 25-54 1707 8.924.800 Youtube
INSURANCE RASTREATOR Individuals 30-50 876 36.328.897 YouTube&GDN
INSURANCE GÉNESIS Individuals 30-55 312 68.991.922 YouTube&GDN
RETAIL IKEA Women 25-45 464 12.530.118 Youtube
RETAIL WORTEN Individuals +16 239 8.014.272 Youtube
RETAIL IKEA Women 25-45 483 35.095.957 YouTube&GDN
RETAIL DECATHLON Individuals 16 - 44 298 22.189.342 YouTube&GDN
RETAL EL CORTE INGLES Women 30-45 1139 28.308.498 YouTube&GDN
TECH ARSYS Individuals 25-45 748 51.296.086 YouTube&GDN
TECH MOVISTAR Individuals +16 2880 55.341.290 YouTube&GDN
TECH VODAFONE Individuals 25-45 787 41.449.865 YouTube&GDN
TECH ONO Individuals 25-54 1282 3.380.299 Youtube
10
Google Confidential and Proprietary
Media exposure in Spain Internet penetration evolution
26.9 32.4 34.3
37.5 41.1
45.4 49.3
53.0 57.1
61.4 66.5
13.6 16.8
19.7 22.2
26.2 29.9
34.3 38.4
42.5 48.2
56.4
20
03
20
04
20
05
20
06
20
07
20
08
20
09
20
10
20
11
20
12
20
13
Monthly Dialy
More than 65% of total Spanish population (15+ y.o) are onliners and almost 55% connect daily
Source: EGM (III wave 2013); Base: Total spanish population 15+ 13
Google Confidential and Proprietary
Media exposure in Spain Internet penetration evolution
% of internet daily connection is growing particularly fast (+17% YoY)
Source: EGM (III wave 2013); Base: Total spanish population 15+ 14
8.3% 17%
Monthly Connection Daily Connection
Evolution of internet connection (% YoY _2.013 vs 2.012)
Google Confidential and Proprietary
Media exposure in Spain Total audience by media
34,246
26,151 23,926 23,563
16,772
12,181
5,824
1,242
Television Internet Radio Outdooradvertising
Magazines Newspapers Suplements Cinema
Although TV remains dominant, Digital is growing fast. In fact, Internet is just currently the second media that collects a highest audience volume in Spain
Source: EGM (III wave 2013); Base: Total spanish population 15+ 15
Google Confidential and Proprietary
Media exposure in Spain TV vs YouTube & GDN audience´s profile
Attending to demographic characteristics, YouTube & GDN audience is wealthier and younger than TV.
19.4
31.5
49.1 48.6 51.4
11.6
16.6 16.8
21.9
33.1 29.3
48.9
21.8
53.8
46.2
19.5 23.7 24.7
18.5
13.6
29.8
48.7
21.5
51.6 48.4
17.2
22.6 25.8
19.4 15.0
Uppermiddleclass
Middleclass
Lowermiddleclass
Male Female Persons:15-24
Persons:25-34
Persons:35-44
Persons:45-54
Persons:55+
TV audience GDN audience YouTube audience
Sources: Kantar (TV data_December 2013), Comscore (YouTube&GDN_December 2013); Base: Total spanish population 15+ 16
Social class (%) Age(%) Gender (%)
Google Confidential and Proprietary
Media exposure in Spain Monthly reach among total population (15+)
Only YouTube reaches more than 40% of total Spanish population (15+ y.o)
Sources: Kantar (TV data_December 2013), Comscore (YouTube&GDN_December 2013); Base: Total spanish population 15+ 17
9.2%
41.0%
45.1%
56.3%
58.4%
70.8%
73.5%
86.0%
93.6%
94.0%
95.1%
95.6%
96.3%
CANAL+ 1
YouTube
INTERECON…
TELEDEPORTE
GDN
DIVINITY
NEOX
La2
LA SEXTA
CUATRO
T5
La1
A3
Total monthly reach (Total population 15+ y.o.)
Google Confidential and Proprietary
Media exposure in Spain Monthly reach among population 15-34 y.o.
YT reach goes near to 60% if we focus on 15 to 34 y.o spanish population
Sources: Kantar (TV data_December2013), Comscore (YouTube&GDN_December 2013); Base: Total spanish population 15- 354y.o. 18
8.9%
32.9%
58.2%
75.6%
76.2%
76.4%
89.8%
91.8%
91.9%
92.3%
94.5%
CANAL+ 1
INTERECONOMIA
YouTube
La2
NEOX
GDN
LA SEXTA
La1
CUATRO
T5
A3
Total monthly reach (Total population 15-35 y.o.)
Google Confidential and Proprietary
Media exposure in Spain Online video consumption
More than 19MM of Spaniards watch online videos regularly in YouTube (monthly average of 80.6 videos watched per viewer)
Sources: Comescore Videometrics (December 2013)
Online video metrics (December 2013)
Total Internet Audience
Total YouTube
Unique viewers (000) 23.373 19.926
Videos per viewer 242.2 80.6
Watched Videos (000) 5.661.151 1.607.333
Minutes per video 4.6 5.7
19
Google Confidential and Proprietary
December 2.013
Vs
April 2.013
Watched Videos
+53%
Minutes per video
-11%
Media exposure in Spain Online video consumption in YouTube
Total watched videos in Youtube increased 53% in the last 6 months while average length per video decreased slightly. It is remarkable that Youtube gained +12% penetration in population 55+ y.o
Sources: Comescore Videometrics (December 2013) 20
15-34 y.o. 35-54 y.o. +55 y.o.
+3,9% +9,4% +12,4%
Evolution of YouTube Audience
2.013 vs year ago
Google Confidential and Proprietary
Overlap TV + YT & GDN
19.1%
Only TV
62.9%
Exclusive YT & GDN reach :
+3.7 p%
Average TV reach (1+)
82.0%
Average YT & GDN reach (1+)
22.8%
Incremental reach generation YouTube&GDN additional reach to TV
YT & GDN added an average of 3.7 extra reach points to TV
Source: Kantar Worldpanel– internet users Base: 25 TV+YouTube&GDN campaigns measured in 2012/2013 22
Google Confidential and Proprietary
Tech Retail Finance Auto CPG
30.4% 16.5%
3.2% 4.4%
20.7%
5.2%
20.2%
3.5%
23.3%
2.8% Exclusive Youtube &GDN reach
Average Youtube &GDN reach
Incremental reach generation YouTube & GDN additional reach to TV_ Split by verticals
Source: Kantar Worldpanel cross media analysis– internet users Base TV+Youtube&GDN campaigns Telecom: 5; Retailers: 5; Finance: 4; Auto: 4; CPG: 7
20.695.088 27.377.657 61.136.154* 21.227.637 32.135.764 Av. YT & GDN Impressions
* Finance includes an only GDN (no YouTube) digital campaign of more than 130M of impressions
87.4% 71.8% 83% 81.1% 85.1% Average TV reach
23
Google Confidential and Proprietary
Overlap TV + YouTube
10.1%
Only TV
71.3%
Exclusive Youtube reach:
+2.0 p%
Average TV reach (1+)
81.4%
Average YT reach (1+)
12.1%
Incremental reach generation Only YouTube additional reach to TV
Only YouTube added an average of 2 extra reach points to TV
Source: Kantar Worldpanel– internet users Base: 23 TV+YouTube campaigns measured in 2012/2013 24
Google Confidential and Proprietary
Tech Retail Finance Auto CPG
Incremental reach generation Only YouTube additional reach to TV _Split by verticals
87.4% 71.8% 83% 81.1% 85.1% Average TV reach
14.8% 9.4%
2.3% 2.8%
9.1%
1.5%
11.8%
1.9%
13.9%
1.6% Exclusive Youtube reach
Average Youtube reach
11.161.276 8.459.042 7.119.529 9.081.040 8.640.898 Av. YT Impressions
Source: Kantar Worldpanel cross media analysis– internet users Base TV+Youtube campaigns measured Telecom: 5; Retailers: 5; Finance: 4; Auto: 4; CPG: 7 25
Google Confidential and Proprietary
Incremental reach generation YT & GDN additional reach on effective TV reach
TOTAL TV REACH
(+1 OTS)
TOTAL WEB REACH
(+1 OTS)
6.0 p% 4.3 p% 2.0 p% 12.1% 81.4%
TOTAL YouTube&GDN
82.0%
26
10.7 p% 7.6 p% 3.7 p% 22.8%
1+ OTS TV 3+ OTS TV 5+ OTS TV
Exclusive Digital reach by effective TV reach (%)
YouTube added an average of 6 additional points to effective TV reach (5+TV OTS)
Source: Kantar Worldpanel– internet users Base: 25 TV+YouTube&GDN campaigns measured in 2012/2013
Google Confidential and Proprietary
Incremental Youtube reach
14.8% 10.7% 12.5% Average Youtube reach
+ 3 p% +1.3 p% +2.3 p%
Incremental reach generation YouTube&GDN additional reach to TV_ Split by targets
Rate of incremental reach was slightly higher for campaigns targeted to males
Campaign target: 100% Males
Source: Kantar Worldpanel cross media analysis– internet users Base TV+ Youtube campaigns measured Men: 3; Women: 8; Individuals: 12
Av. TV reach 82.4% 83.4% 81%
Av. Impressions 12.069.096 9.725.087 8.226.017
Campaign target: 100% Females
Campaign target: Individuals (no gender segmentation)
27
Google Confidential and Proprietary
Incremental reach generation YouTube&GDN share of incremental reach
Attending to TV reach it is possible to calculate estimated share of incremental reach for YouTube&GDN (a regression analysis was run to confirm linear relation between both variables, and not significance outliners were detected among all 25 TV+Digital campaigns measured)
Av. Share of IR (16.7%)
On
line
(Yo
uTu
be&
GD
N) s
har
e o
f in
crem
enta
l rea
ch
TV reach
28
TV Reach
Source: Kantar Worldpanel– internet users Base: 25 TV+YouTube&GDN campaigns measured in 2012/2013
The lower TV reach , the higher the YT share
of exclusive reach
Google Confidential and Proprietary
Incremental reach generation YouTube & GDN share of incremental reach
17.6 of total Youtube reach was exclusive (not double up with TV) and 50% of Youtube exposed received less than 5 TV OTS
Source: Kantar Worldpanel– internet users Base: 25 TV+YouTube&GDN campaigns measured in 2012/2013 29
16.7
34.8
48.5
0%
100%
1+ TV OTS 3+ TV OTS 5+ TV OTS
YT & GDN share of incremental reach (100= Total YT & GDN reach)
17.6
36.1
50.1
0%
100%
1+ TV OTS 3+ TV OTS 5+ TV OTS
YT share of incremental reach (100= Total YT reach)
% of exclusive reach
% of double up reach with TV
Google Confidential and Proprietary
YouTube&GDN efficacy to reach lighter TV viewers Tercile analysis
Tercile analysis consists in splitting the audience in groups depending on level of exposure to TV campaign
TOTAL TV EXPOSED AUDIENCE NON TV EXPOSED AUDIENCE
× 1/3
High TV exposed
The 33% of TV exposed who
received the most TV contacts
1/3 1/3 Medium TV
exposed
Light TV exposed
The 33% of TV exposed who
received the least TV contacts
Non TV exposed
Those who were not exposed to
the TV campaign at all
31
Google Confidential and Proprietary
YouTube&GDN efficacy to reach lighter TV viewers TV OTS distribution
32
TV shows an unbalanced contacts distribution: the highest 3rd had x7.3 TV OTS more than the lowest 3rd
100
1/3 0.0
1/3
1/3
Non TV exposed Total High TV exposed Medium TV exposed Low TV exposed
The 1/3 of those exposed to Tv
campaigns that were most exposed to them
The 1/3 of those exposed to TV campaigns
that were medium exposed to them
The 1/3 of those exposed to TV
campaigns that were less exposed to them
Exposed to TV campaigns
Non exposed to TV campaigns
19.6 TV OTS
7.8 TV OTS
2.7 TV OTS
The highest 3rd had x7.3 TV OTS more than the lowest 3rd
OTS = Opportunity To See = one single contact with the ad in a given media
Source: Kantar Worldpanel– internet users Base: 25 TV+YouTube&GDN campaigns measured in 2012/2013
Google Confidential and Proprietary
YouTube&GDN efficacy to reach lighter TV viewers OTS distribution by media
33
TV contacts distribution tends to concentrate on “High exposed” audience while impact of technology (frequency capping, negative RMKT…) allows YouTube to show a much more equilibrated distribution
11.4
19.9
7.8
2.7
0.0
3.4 3.1 3.2 3.1 3.7
Total High TV exposed Medium TV exposed Low TV exposed Non TV
OTS by different levels of TV exposure (Average)
Total TV YouTube
Total Youtube&GDN (av.) 4.2 4.1 4.0 4.6
Source: Kantar Worldpanel– internet users Base: 25 TV+YouTube&GDN campaigns measured in 2012/2013
Google Confidential and Proprietary 34
Youtube proved to be particularly effective at delivering additional GRP´s among lighter TV viewers
100
64.8
25.8
9.2
0
100
26.3 27.9 27.2
18.2
100
27.2 26.1 27
19.3
Total High TV exposed Medium TV exposed Low TV exposed Non TV
Media GRPs distribution by different levels of TV exposure (%)
Total TV Youtube&GDN Only YouTube
Almost 70% of TV GRP´s delivered to 1/3
of audience
More than 70% of YouTube GRP´s delivered out of high TV viewers
Source: Kantar Worldpanel– internet users Base: 25 TV+YouTube&GDN campaigns measured in 2012/2013
YouTube&GDN efficacy to reach lighter TV viewers GRP´s distribution by media
Google Confidential and Proprietary
YouTube&GDN efficacy to reach lighter TV viewers Light TV viewer´s profile
Light TV viewers are more likely to be younger, wealthier and more educated.
Light TV viewers TV viewing (less than 160 min
day)
High TV viewers TV viewing (+ 320 min/day)
% Upper middle class
% population aged 25-54 y.o
% employed (currently working)
% higher education (university degree)
% Daily internet connection
100
100
100
100
100
130
140
148
228
149
35 Sources: Kantar (TV data 2013); Base: Total spanish population 15+
Indexed data (100= High Tv viewers)
Google Confidential and Proprietary
Impact on media planning cost efficiency
How much would it have cost to achieve total TV+Internet campaign reach with an only TV planning strategy?
100 87.7
12.3
TV Multiscreen (TV+Internet)
YouTube&GDN
TV
Average budget distribution (23 campaigns measured): • Internet: 12% • TV: 88%
37 Source: Kantar Worldpanel– internet users Base: 23 TV+YouTube&GDN campaigns measured in 2012/2013
Google Confidential and Proprietary
Impact on media planning cost efficiency TV reach curve (av.)
TV investment
TV reach
38
The last points of TV reach prove to be really expensive
Cost per reach point
INDEX: 39
Cost per point
INDEX: 607 Cost per point INDEX: 179
The last 4 points of reach are 6 times more
expensive than average TV reach
TV cost per reach point INDEX=100
Source: Kantar Worldpanel– internet users Base: 23 TV+YouTube&GDN campaigns measured in 2012/2013
Google Confidential and Proprietary
Impact on media planning cost efficiency How much would it have cost to achieve total campaign reach with an only TV planning strategy?
39
On average, to attain the equivalent reach of the multiscreen campaign (TV+YT & GDN) with an only TV planning strategy a 12.9% spending increment would have been required (6% for only YouTube)
Source: Kantar Worldpanel– internet users Base: 23 TV+YouTube&GDN campaigns measured in 2012/2013
Efficiency analysis TV + Youtube&GDN Efficiency analysis TV + Youtube (only)
Google Confidential and Proprietary
Impact on media planning cost efficiency
TV ONLY TV + Youtube & GDN
Share Shift
TOTAL CAMPAIGN NET REACH
40 Source: Kantar Worldpanel– internet users Base: 23 TV+YouTube&GDN campaigns measured in 2012/2013
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Testimonial_ NESTLE
“The research help us to confirm that online media is effective at generating incremental reach to TV, and give us the opportunity to impact the lightest tv viewers, which are
really hard to impact with standard advertising campaigns”.
Beatriz Ortiz de Zárate_
Media & Consumer Management Director Nestle Spain
42
Google Confidential and Proprietary
Testimonial_ Ford
“The main insights we obtained from the research is the online media potential to optimize TV campaigns in terms of both GRP´s and frequencies distribution. As a consequence, It was also proved its positive impact on media planning cost efficiency”.
Santiago Sainz Marketing Director Ford Spain
43
Google Confidential and Proprietary
Testimonial_ IKEA
“The research showed us how by including Youtube into the media mix, we can take advantage of both massive and
targeted communication. That kind of tests really encourage us to be even more creative to develop effective
and efficient media planning strategies!”.
Miguel Angel Orbaneja_ IKEA Digital Media Manager
44
Google Confidential and Proprietary
Testimonial_ Johnson & Johnson
“The research truly put into value real potential of online video. Online media not only efficiently generated relevant extra reach, but also contributed to a better distribution of total campaign GRP´s allowing us to increase impact on those lightest TV viewers” Ignacio Entrena Media & Digital Manager Johnson & Johnson
45
Google Confidential and Proprietary
Testimonial_ BBVA
"The study proves the relevancy of including Youtube in ambitious media planning strategies, not only due to the fact that it impact exclusive segments of target that would be almost impossible to reach with TV, but also because it allows advertisers to be more cost efficient“
Carlos Pérez Beruete BBVA Director of Brand Strategy
46