Philip's presentation from 'The Big Picture - 2015' event @ The Courthouse Hotel, Oxford Circus, London.

1. Faster, lighter,
brighter
Real-time insights to answer real world
questions
Philip Lynch
Kantar Media News Intelligence

2. © 2014 Kantar Media 2
Today’s Session
This man talks about how the demand for
information is moving to real time. How
can we deliver rapid insights to manage
campaigns and to improve impact?
Then…
We talk together about the pressures of
managing communications in real time,
and how faster data can support decision
making.
Philip Lynch – Director of Media
Evaluation
Works For: Diageo, Unilever, IOC,
GSK, Airbus Group

3. © 2014 Kantar Media 3
Today’s Session
Faster – at the same speed as the conversation. Deliver insights to
optimise campaigns, not to audit them.
Brighter – illuminate outcomes. Make recommendations clear and
actionable.
Lighter – targeted data. Make the
focus of analysis relevant to the question.

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A New Journey Into Media Analysis

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What is the most important indicator for a new movie?
The opening weekend box office $
Could media data help film studios run better release campaigns?
We think so
Pressure to get it right must be huge?
Absolutely
This is our take on a movie’s opening weekend – with faster, lighter research

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Decisions linked to success of WOM
Does the movie need more or less advertising support?
Investment in which media platforms delivers the best uplift in awareness?
Do potential new audiences become real new audiences?

7. Real time analysis of the power of word of mouth
18k Foursquare Check-ins
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209kTwitter posts
GoogleSearch Data
$80M of ad spend
1200+ features in newspapers and magazines
Segmentationof consumers who would see the movie, or had seen
the movie

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Star Date 17 May 2013: Advertising investment reaches a peak
immediately before the opening weekend, as ads saturate the national
networks.
The grey line shows earned media publicity arriving in force, just ahead
of opening weekend.
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Earned Media Ad Spend

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Now we take the advertising and PR and add a third dimension – the
buzz in social media. The yellow line shows a high level of social
amplification – let’s find out if this is genuine interest in seeing the
movie...
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Google Search Earned Media Social Buzz Ad Spend

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We isolate all expressions of intention to see the movie and there is a
very strong correlation with overall trends in buzz.
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Let’s measure how intention becomes action...
Going to See Social Buzz

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The green line measures check-ins made on foursquare once the
audience is at the cinema.
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Going to See Foursquare checkins

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So, the audience has checked in and watches the movie. This crowd is
now our post-exposure group. As the credits roll, they reach for their
iPhones. They are about to give a big collective thumbs up, or thumbs
down. Let’s see the verdict...
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Foursquare checkins I Saw

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“I have seen...”
Negative
“I have seen...” Positive
“I’m going to see...” Neutral

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• 250% uplift in buzz
• Viewers x3 more likely
to post a comment after
the show
• Four out of every five
recommendations
positive
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Post-Exposure
Positive Negative Google Search Going to See I Saw

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Recommendation Meets Search
Google Search Going to See I Saw
• 250% uplift in buzz
• Viewers x3 more likely
to post a comment after
the show
• Four out of every five
recommendations
positive
Post-Exposure
Positive Negative

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WOM Outcomes
• Amplification of Awareness and Recommendation
• Intention to see the movie
• Search demand for reviews
• Strong Supply of Positive Reviews and Recommendation
• Strong Social Impact
Large number of Sources (Amplification 250%)
Strength of Message (84% Positive)
Immediacy (Real time review updates)

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You can measure this stuff without breaking the bank
Define your objective
Keep data selection relevant to your objective
Focus your analysis on elements you can change
“Marketers want a full picture of what’s really
happening to their brand, right now. And they want
to know in time to do something about it.”
Kirk Ward
TNS

18. Philip Lynch
Philip.lynch@kantarmedia.com
www.kantarmedia.com