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Applying data in today’s multi screen world

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Applying data in today’s multi screen world

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Multi-screening is no longer a new phenomena, but the data challenge in multi-screen media planning is still very real. We need to look beyond using multi-screen media as an efficiency buy. OMD discusses their point of view and methodology for effective multi-screen planning.

Multi-screening is no longer a new phenomena, but the data challenge in multi-screen media planning is still very real. We need to look beyond using multi-screen media as an efficiency buy. OMD discusses their point of view and methodology for effective multi-screen planning.

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Applying data in today’s multi screen world

  1. 1. | p. INSIGHTS•IDEAS•RESULTS Applying data in today’s multi-screen world 多屏格局下的数据应用
  2. 2. | p. AGENDA 目录 2 1.Multi-screen Evolution and Challenges 多屏革命和挑战 2.Evaluating and applying data in multi-screen planning 多屏计划需求下对数据的评估与应用 3.Moving from Efficiency to Effectiveness of screens 从投放效率到投放效果的转变 4.Future of Multi-screen Planning –OMD POV 多屏计划的未来展望:OMD观点 5.Upcoming Trend 未来趋势 © 2014. Proprietary and confidential.
  3. 3. | p. INSIGHTS•IDEAS•RESULTS Multi-screen Evolution and Challenges 多屏革命与挑战
  4. 4. | p. Multi-screen is now MAINSTREAM… 多屏接触是当下的主流趋势 5 •Media fragmentation is greater than ever! 媒介分流加剧 •Advertisers have started to embraced multi-screen planning in response to this changing media behaviors. 为了应对媒体接触行为的变化,广告主开始要求多屏计划 All people 全国受众总体 2009 2010 2011 2012 TV 电视 73% 72% 66% 60% Office LCD 楼宇液晶电视 11% 19% 19% 18% Bus LCD 公交液晶电视 22% 23% 26% 37% Metro LCD 地铁液晶电视 2% 2% 4% 8% Online Video 在线视频 10% 19% 32% 43% Video on Mobile 手机视频 2% 6% 17% 26% Video on Tablet 平板电脑视频 - - 3% 9% © 2014. Proprietary and confidential.
  5. 5. | p. Each screen media has different measurement data source 每一种屏幕媒体都有不同数据源的衡量标准 6 Media 媒体 Data Source 数据来源 Currency “行业货币” 电视 Infosys TV (CSM) TV GRP 电视GRP 楼宇LCD Infosys OOH (Kantar Media) OOH GRP 户外GRP 在线视频 艾瑞/秒针/AdMaster 等等 Impressions 曝光度 Data source for each media 各媒体的数据依据 From single data source (TV only) 从单源数据 To multiple data source 到多源数据 © 2014. Proprietary and confidential.
  6. 6. | p. However, the lack of a single source currency has been the key challenge faced in multi-screen planning… 但是,缺乏作为行业货币的同源数据是多屏计划的核心挑战 7 With data of different sources & currencies… How do I make use of them? 当数据是不同来源的“货币”时, 我该如何使用? © 2014. Proprietary and confidential.
  7. 7. | p. INSIGHTS•IDEAS•RESULTS Evaluating and applying data for multi-screen planning 多屏计划需求下数据评估与应用
  8. 8. | p. | While Internet penetration saw significant growth, TV is still a key REACH driver in China… 尽管互联网的渗透率增长迅速,电视依然是当下国内 日到达最高的媒介 9 Source: CNRS-TGI2012 数据来源:CNRS-TGI 2012 CNRS-TGIdata 日到达率 15岁以上 15-24岁 25-34岁 35-44岁 电视 互联网 在线视频 报纸 杂志 广播 户外 © 2014. Proprietary and confidential.
  9. 9. | p. | Online Video becomes an important screen to supplement reach… 在线视频成为一个很重要的提高到达率的补充媒介 10 26% 7% 2% 2% 43% 20% 20% 5% 2% 2% 49% 22% 0% 10% 20% 30% 40% 50% 60% TV Npp Mag Radio Internet OOH Time Spent % (Beijing P15-24) 每天时间花费比例%(北京15-24岁) 2011 2012 CNRS-TGIdata © 2014. Proprietary and confidential.
  10. 10. | p. 11 There are multiple research and tracking vendors available in the market… 市面上有多家公司在进行在线视频的数据追踪 and etc… All have own research panel base… 他们都有自己的研究样本库 © 2014. Proprietary and confidential.
  11. 11. | p. However, data provided by tracking agencies should be used with caution when it comes to multi-screen planning… 但是,从调查公司拿到的数据需要谨慎使用,因为数据 要用于多屏计划: 12 2 key things to note 两点需要注意的: 1.Rely heavily on Online cookies data gathered from each tracked campaign instead of population data, thus resulting in biased result (Online skewed). 如果高度依赖线上Cookie数据而不是调查总体的数据,会导致结果的失真 (向互联网用户倾斜) 2.Data source used is different from existing TV source, therefore it is not an apple to apple comparison when putting the two together. 数据来源不同于现有的电视数据来源,因此不同媒体数据放在一起看并不 具备可比性 © 2014. Proprietary and confidential.
  12. 12. | p. Online Video Reach comparison: CNRS-TGIvs. AdMaster& Miaozhen 在线视频到达率的比较:CNRS-TGI,AdMaster和秒针 Reach% 到达率 P20-34 20-34岁全体 F20-34 20-34岁女性 Internet 互联网 Online Video 在线视频 Internet 互联网 Online Video 在线视频 CNRS-TGI 85% 37% 84% 38% Ad Master 100% 78% 100% 77% Miaozhen 秒针 100% 73% 100% 69% © 2014. Proprietary and confidential. 13
  13. 13. | p. Different data source resulting in different impressions requirement… 不同数据来源对曝光度有不同的要求 Miaozhen& Ad master base population is much higher than TGRs base – potentially due duplicated cookies resulting in much higher impression requirement . 秒针和AdMaster的调查总量高于TGRs:因为有一些跟踪的Cookie不具备人口 信息,所以它们为达到100 GRP对曝光度有更高的要求。 Example: Impressions required to achieve 100 GRP 示例:为达到100GRP的曝光度需求 Shanghai上海 Impressions‘000 曝光度(千) 100 GRPs P15+ 15岁以上全体 Total 总量 F20-40 20-40岁女性 Total 总量 TGRs 10,403 10,403 2,413 5,067 Miaozhen秒针 10,602 15,035 3,236 15,178 Ad Master 14,733 19,456 4,218 21,125 © 2014. Proprietary and confidential. 14
  14. 14. | p. OMD POV from a planning standpoint: OMD从媒介计划角度出发的观点: 15 Data from Research companies i.e. TGRs (CNRS-TGI+ CSM) 从调查公司得到的数据 例如TGRs(CNRS-TGI和CSM数据 的融合) Data from Tracking agencies i.e. Miaozhen/Ad Master 从数据追踪公司的数据 例如秒针和AdMaster Best used for overall multi-screen strategic planning 最好的应用点是总体上的多屏策略计划 Best used in digital buying optimization 最好的应用点是数字媒介购买优化 © 2014. Proprietary and confidential.
  15. 15. | p. INSIGHTS•IDEAS•RESULTS Beyond TV + Online Video 在电视和在线视频之外
  16. 16. | p. Multi-screen is not just about TV + Online Video… 多屏,不仅仅是电视和在线媒体 18 One should not overlook the huge potential of OOH screens, especially in Tier 1, which has higher reach then Online Video. 我们一定不能忽视户外媒体的影响, 特别是在一线城市,户外屏幕的影响 是大过网络视频的 Given the high inflation of Online Video, OOH screens might have better CPRP in some cities. 鉴于在线视频的刊例价上涨较快, 户外屏幕在某些城市的CPRP会更低 © 2014. Proprietary and confidential.
  17. 17. | p. Using Infosys OOH for plan optimization 使用Infosys OOH做计划优化 19 •Reach saturates at 50% 让3+到达率达到50% •Higher frequency boosts the reach in a shorter period 高频次播出会让目标到达率在更短时间内实现 © 2014. Proprietary and confidential.
  18. 18. | p. INSIGHTS•IDEAS•RESULTS TGRs data (fusion of CNRS-TGI & CSM) to find out actual TV delivery for TV campaign… TGRs的数据(CNRS-TGI和CSM数据的融合) 可以帮助我们找到电视广告投放的实际到达 群体
  19. 19. | p. | F15-34 (Hangzhou) 15-34岁女性杭州 GRP 1+ 2+ 3+ 4+ 5+ Light viewers 轻度观众 54 30% 11% 6% - - Medium viewers 中度观众 249 71% 58% 49% 16% 8% Heavy viewers 重度观众 1080 98% 97% 89% 84% 82% H+M+L 所有观众 479 67% 57% 49% 35% 32% With TGRs, we know TV delivers mostly amongst heavy viewers for Olay TV campaign… TGRs告诉我们,电视的重度观众更多看到了ONLY的电视广告 数据来源: TGRs 2012.7 TGRs data F15-34 LightTV viewers (Hangzhou) 15-34岁女性电视轻度观众(杭州) Reach % 到达率 TV 电视 25% TV + Online Video 电视+在线视频 57% TV + Online Video + OOH ad 电视+在线视频+ 户外广告 92% 数据来源: CNRS-TGI 2012, 杭州 Non-TV media is needed to build reach amongst Light TV viewers 对于电视的轻度观众,我们需要辅助其 它媒体形式来提高到达率 Olay campaign, July 2012 © 2014. Proprietary and confidential. 21
  20. 20. | p. Budget Allocation –FMCG category Female Target 预算配置:以女性为目标的快消品 22 1.Different Markets by tier have quite different media budget split. 不同级别的城市会有不同的媒介预算分配 2.Tier-1 market TV budget share will continue declining due to consumer behavior change in multiple media touch points environment. 一线城市的电视广告预算份额会持续减少,因为在多媒体接触的环境下消费行为已经改变 3.Potential in Lower tier markets for Multi-Screen Planning in coming future. 低线城市潜在的的多屏计划市场将在不久的将来爆发 64% 20% 16% 上海 电视 网络视频 楼宇LCD 71% 22% 7% 成都 电视 网络视频 楼宇LCD 80% 15% 5% 昆明 电视 网络视频 楼宇LCD © 2014. Proprietary and confidential.
  21. 21. | p. INSIGHTS•IDEAS•RESULTS From efficiency to effectiveness of screens 从投放效率到投放效果的转变
  22. 22. | p. Questions we often get from our clients: 客户经常问我们这样的问题: 24 Now we’re already doing multi-screen. So…what’s the impact these screens have on my business KPI? 我们现在已经做多屏投放了。 可是,多屏投放到底对我的KPI 有什么提高? © 2014. Proprietary and confidential.
  23. 23. | p. Multi-screen Planning 1.0 evolves to Multi-screen Planning 2.0 多屏计划1.0向多屏计划2.0演变 25 Learning from multi-screen 2.0 Finding: 从多屏计划2.0可以知道: •Online video seems less effective than other screens to drive Awareness especially in Tier 1 due to highly cluttered advertising space 因为广告形式多样化,在线视频在一线城市对品 牌认知度的唤醒效率不高 无提示品牌回忆 一线 二线 三线 电视 100 100 100 办公楼LCD 128 91 85 在线视频 65 116 107 公交LCD 85 116 85 地铁LCD 118 162 •Current model based on uniform copy across all screens 现有的模型是基于多屏一致性 •Does not determine impact of each screen on brand KPIs and how they can be maximized effectively. 没有确定不同屏对品牌KPI的影响以及它们如何 最大化效率 •Determine the impact of different screens on brand KPIs across markets/categories 确定不同屏幕对品牌KPI的特定影响 •Customize messaging across screens based on category responses. 基于品类在不同屏幕呈现个性化信息 Multi-screen Planning 1.0 –Focus on the medium not the message 多屏计划1.0 -关注媒介而不是信息 Multi-screen Planning 2.0 -Additional insights beyond Reach & Efficiency 多屏计划2.0-在到达率和效率 之外的洞察 © 2014. Proprietary and confidential.
  24. 24. | p. INSIGHTS•IDEAS•RESULTS Upcoming Trend 未来趋势
  25. 25. | p. 40% TV shipped in China were Smart TV… 中国出货的电视40%都是智能电视 Amongst all smart TV shipped worldwide, China topped the chart with nearly 3 million setsshipped in 2012. 在2012年全世界的智能电视市场来看,中国出货量居首,达300万台。 While Online content is readily available in China, but structured services have not yet arisen to take full advantage of this… 中国已经有足够的在线内容,但是现有的服务还不能让人们充分利用这些内容 Source: NPD Display Search Press Release, Oct 2012 & eMarketer2012. 数据来源:NPD显示搜索发布会,2012年6月和eMarketer2012年 © 2014. Proprietary and confidential. 27
  26. 26. | p. Some big digital players in China have started making its way into the smart TV living room… 一些中国数码巨头开始推广卧室智能电视 28 •Chinese E-Commerce titan Alibabahas also created its own smart TV OS boxQ3 this year, which claims to have not only video content but also with ability to allow users to shop online, pay bills etc. 中国电商巨头阿里巴巴在今年第三季度推出了自己的智能电视机顶盒, 不但可以播放视频内容,用户还可以在线购物,支付等等 •It is said it has acquired PPTV to beef up its content in smart TV OS 据说PPTV将加强智能电视系统中播放内容 •As an Online content provider, LeTVhas been selling its own smart TV OS box (with TV/movie content from China, Korea, Japan and the US), and has just launched its very own smart TV in this May 2013. 2013年5月,作为在线内容提供者,乐视将自己的机顶盒(包括中国、韩 国、日本、美国的电视电影节目)和智能电视捆绑销售 Alibaba’supcoming smart TV set-up box LeTVsmart TV © 2014. Proprietary and confidential.
  27. 27. | p. Content is becoming a two-way move across devices … 不同终端的内容正逐步融合… 29 1.Viewer ‘s attention is distributed among different screens, so Multi-screen is becoming more important… 观看渠道的多样化让多屏显得越来越重要 2.Smart TV combines TV and Online Video’s content, which will be the future trend. 囊括了传统电视和视频网站内容,智能电视有很好的前景 2012.03 2011.07 2010.11 甄缳传 中国好声音 半泽直树 晓说 唐顿庄园 China Drama China Singing Show Japanese Drama Local Online Original British Drama 2011.11 2012.07 2013.04 © 2014. Proprietary and confidential.
  28. 28. | p. Multi-screen is becoming more important… 多屏越来越重要 2014 Spring Festival Gala Example: all screen rate 2014 春晚的例子:全网收视率 30 •The rate in all screens (TV, Online Video, Mobile, Tablet)is 33.15% for 2014 Spring Festival Gala 马年春晚直播的全媒体收视率达33.15%. •Besides 5 CCTV, 202 channels broadcasted 2014 Spring Festival Gala. Total rate is 30.98%. 除央视五个频道外,全国有202家电视频道对春晚进行 了转播,全国总收视率达30.98%。 •CNTV, SINA, SOHU TV, TECENT, YOUKU,IQIYI,PPTV and LETV broadcasted 2014 Spring Festival Gala at the same time online. Total viewers is 110 million. Average watch time is 66 minutes 中国网络电视台、新浪、搜狐、腾讯、优酷、爱奇艺、 PPTV和乐视8家网站同步网络直播。网络视频直播累计 观看人数达1.1亿人,人均收视时长66 分钟. Data source: CNTV、CTR、CSM, Miaozhen © 2014. Proprietary and confidential.
  29. 29. | p. Content across devices are getting increasingly similar globally… 不同设备的功能终将趋同。 31 Device 设备 Video 视频 Live Broadcast 实时广播 SNS 社交 Web Browsing 网页浏览 TV 电视 YES是 YES是 Future ofSmart TV 未来在智能电视上可以实现 PC/Laptop 台式机/笔记本 YES是 Fullyavailable in 2014/2015 在2014-2015年可以 实现 YES是 YES是 SmartPhone 智能手机 YES是 YES是 YES是 Tablet 平板电脑 YES是 YES是 YES是 © 2014. Proprietary and confidential.
  30. 30. | p. 33 Future of smart TV – A single access point to TV and everything else Online 智能电视的未来——电视与互联网的无缝结合 ALL-IN-ONE 体化 •Not only users can watch TV programs/movies/live broadcasts on smart TV, they can also access to all things available on the web e.g. SNS, Search, Online shopping etc 用户不仅可以收看电视节目/电影/实时广播, 还可以做互联网上的任何事情:社交/搜索/在 线购物等等 © 2014. Proprietary and confidential.
  31. 31. | p. INSIGHTS•IDEAS•RESULTS OMD POV on the future of media… OMD对未来媒体的展望
  32. 32. | p. OMD POV: What is the future of media? OMD观点:媒体的未来是什么样子? 35 Importance of multi-screen continues in the near future 多屏组合越来越重要 Advertisers will become more sophisticated in multi-screen, which brings the data and methodologies used under greater scrutiny. 广告主会更加复杂地在多屏展现,对数据和方法的评估将更严谨 Multi-screen is more than just TV + Online Video 多屏不仅仅是电视和在线视频的组合 In some cases, OOH screens helps to build reach more efficiently than Online Video. 在某些情况下,户外广告会比在线视频更有效 Going beyond Reach and CPRP 关注到达率和覆盖面之外的指标 Advertisers will gradually move from using single copy across screens to customizing ad copies based on consumers’ responses to maximize KPI effectiveness on top of efficiency 广告主会逐渐从使用同一种资源分配转到基于顾客反应的个性化资源分 配,以在保证效率的基础上最大化KPI效 Growth of smartphones/tablet 智能手机和平板电脑的增长 This will call for a new measurement for multi-screen 这呼唤着新的针对多屏的测量手段 Rise of smart TV will change how consumers consume media 智能电视的增长会改变消费者的媒介接触 It is a potential single access point to TV and everything else Online. Advertisers will need to re-think of a way to interact with consumers on a single screen. 电视和互联网可能在这一部设备上无缝结合。广告主需要重新思考与消 费者互动的方式。 © 2014. Proprietary and confidential.
  33. 33. | p. Thank YouFor any enquiries contactBhasker Jaiswal, Managing Partner -Business IntelligenceBhasker.Jaiswal@omd.com 36

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