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1
2
Effective audience measurements in the multi media environment
– Challenges and opportunities: The Total Video Trading C...
3
Audience measurements and
solutions required in
a increasingly fragmented
media market in Europe
- The Case of Sweden
Background: The Swedish Media Market 2016
4
Ad spend per capita/year
TV €72
Online video € 8
Mobile €17
Online total €84
1...
Background: Our Vision
5
“To launch and maintain a fully accepted media currency covering
all TV and online video viewing ...
Background: Our model for Total Video
7
MMS has tags on every player and app to get data. In total more than
60 different players and apps are measured.
Tags
60...
8
Copy code
The video ad is delivered to the publicist that then ad the film in there ad
server booking system. As a key w...
9
The Online Video Trading Currency: The Output
MMS tools at work
10
14%
6%
5%
8%
7% 7%
15%
9%
8% 7%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Linear TV
13%
10%
6%
3%
7%
23%
11%
5%
7%
3%
0%
5%
10%
15...
11
6%
5%
4%
13%
5%
8%
7%
10%
7% 7%
0%
2%
4%
6%
8%
10%
12%
14%
Linear TV
Media Agency
5%
3%
8%
11%
5% 4%
10%
5%
6%
4%
0%
2%...
12
What are the implications
for broadcasters
and advertisers?
- The case from Sweden
13
The Total TV and Video currency: The Output
Two cases
14
25%
48%
22%
5%
Linear TV
MTG
TV4
Discovery Networks
Other commercial
channels
TRP and impressions for major media compa...
Evaluating Synergies
for a major commercial broadcaster by:
50%
9%
8% 67%
Total ReachUnique reach
online
Overlap linear
and online
Unique reach
linear channel
A Major Commercial Broa...
52%
60%
67%
Ad awareness
linear and
online
Ad
awareness
linear
Ad awareness
online
A Major Commercial Broadcaster linear T...
18
24%
23%
1%
22%
30%
TRP - TV
Telia
Telenor
Halebop
HI3G
Tele 2
23%
22%
8%
30%
17%
Impressions - Online Video
Telia
Telen...
Evaluating Synergies
for a major telco company by:
53%
9%
10% 72%
Total ReachUnique reach
online
Overlap linear
and online
Unique reach
linear channel
A major Telco company ...
38%
60%
55%
Ad awareness
linear and
online
Ad
awareness
linear
Ad awareness
online
A major Telco company linear TV and onl...
22
Are standardised audience
measurements systems
the way forward?
Yes, firstly two testimonials
23
“The work MMS is doing is extremely important to secure that the
measurement for online v...
Yes, secondly some things related to trust
24
• Trust based on is the fundamental business driver:
• Quality
• Stability
•...
Yes, finally the proof in terms of growth
25
• Media with standardised measurements performes better:
• Growth figures 201...
26
Some final advice:
Come together and set it all up
based on the demands in the business.
Big data are already there wai...
27
Thanks for Your time!
Effective Audience Measurements in the Multimedia Environment; Challenges and Opportunities: The Total Video Trading Curre...
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Effective Audience Measurements in the Multimedia Environment; Challenges and Opportunities: The Total Video Trading Currency in Sweden

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Aim to create and sustain a new media currency with transcends all TV and online video across all platforms
Total Video vision: combine data output, data integration and data collection in order to tap into all areas of multimedia
Each player and app is tagged and their codes copied as input data for telecommunications presence of the organisation.
Ad campaign and awareness across all platforms is significantly more effective when engaging with the telecommunications online than not
If audience measurement systems are standardised, the accuracy of the success of certain mediums is guaranteed and can be utilised accordingly, with a total of 28% greater performance than offline media

Effective audience measurements, multimedia environment, Sweden
Standardised online video trading currency, Broadcasters and Advertisers
What can be learnt from Sweden; Broadcasters, Advertisers, Collective audience measurement tool
Media with standardised measurements greater performance MMS
Online video in Sweden, guaranteed valid data on audience effectivity
Importance of openness for online Video measurement
Media Currency for all TV and Video Viewing platforms for effective audience measurement
Sweden as an example for audience measurement systems for the globe
Standardised audience measurement platforms for the most quantified, valid data
Individual tags to gain invaluable data for broadcasters to tap into audience requirements

Publicado en: Marketing
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Effective Audience Measurements in the Multimedia Environment; Challenges and Opportunities: The Total Video Trading Currency in Sweden

  1. 1. 1
  2. 2. 2 Effective audience measurements in the multi media environment – Challenges and opportunities: The Total Video Trading Currency in Sweden. Magnus Anshelm@MMS Cape Town 23 th of February 2016
  3. 3. 3 Audience measurements and solutions required in a increasingly fragmented media market in Europe - The Case of Sweden
  4. 4. Background: The Swedish Media Market 2016 4 Ad spend per capita/year TV €72 Online video € 8 Mobile €17 Online total €84 130 TV channels 90% BB penetration 40% SVOD access 35% YouTube reach 90% 90% 88% 62% Screens/household = 9. Age 9-99 Daily times spend: TV = 2,5 hour. Online video = 1,5 hour. YouTube = 17 min Age 9-99 Source: IRM and MMS
  5. 5. Background: Our Vision 5 “To launch and maintain a fully accepted media currency covering all TV and online video viewing on all platforms, screens and situations” ATAWAD (Any Time, Any Where, Any Device
  6. 6. Background: Our model for Total Video
  7. 7. 7 MMS has tags on every player and app to get data. In total more than 60 different players and apps are measured. Tags 60+ Players and apps having SDK:s The Online Video Trading Currency: The input ComScore tags are key
  8. 8. 8 Copy code The video ad is delivered to the publicist that then ad the film in there ad server booking system. As a key we have the copy code which is the same as for linear TV The Online Video Trading Currency: The input Copy Codes on all Video ads are also key!
  9. 9. 9 The Online Video Trading Currency: The Output MMS tools at work
  10. 10. 10 14% 6% 5% 8% 7% 7% 15% 9% 8% 7% 0% 2% 4% 6% 8% 10% 12% 14% 16% Linear TV 13% 10% 6% 3% 7% 23% 11% 5% 7% 3% 0% 5% 10% 15% 20% 25% Online Video TRP and impressions in different segments Q4 2015 The Output: Linear and Online
  11. 11. 11 6% 5% 4% 13% 5% 8% 7% 10% 7% 7% 0% 2% 4% 6% 8% 10% 12% 14% Linear TV Media Agency 5% 3% 8% 11% 5% 4% 10% 5% 6% 4% 0% 2% 4% 6% 8% 10% 12% Online Video Media Agency Top ten media agencies based on TRP and impressions Q4 2015 The Output: Linear and Online
  12. 12. 12 What are the implications for broadcasters and advertisers? - The case from Sweden
  13. 13. 13 The Total TV and Video currency: The Output Two cases
  14. 14. 14 25% 48% 22% 5% Linear TV MTG TV4 Discovery Networks Other commercial channels TRP and impressions for major media companies Q4 2015 33% 38% 18% 11% Online Video MTG TV4 Aftonbladet Discovery Networks Case 1: A major commercial broadcaster
  15. 15. Evaluating Synergies for a major commercial broadcaster by:
  16. 16. 50% 9% 8% 67% Total ReachUnique reach online Overlap linear and online Unique reach linear channel A Major Commercial Broadcaster linear TV and online video – Average campaign reach across platforms Q4 2015
  17. 17. 52% 60% 67% Ad awareness linear and online Ad awareness linear Ad awareness online A Major Commercial Broadcaster linear TV and online video – Average campaign ad awareness across platforms Q4 2015
  18. 18. 18 24% 23% 1% 22% 30% TRP - TV Telia Telenor Halebop HI3G Tele 2 23% 22% 8% 30% 17% Impressions - Online Video Telia Telenor Halebop HI3G Tele 2 TRP and impressions for 2015-10-01 – 2015-12-31 Case 2: A major Telco company
  19. 19. Evaluating Synergies for a major telco company by:
  20. 20. 53% 9% 10% 72% Total ReachUnique reach online Overlap linear and online Unique reach linear channel A major Telco company linear TV and online video – Average campaign reach across platforms Q4 2015
  21. 21. 38% 60% 55% Ad awareness linear and online Ad awareness linear Ad awareness online A major Telco company linear TV and online video – Average campaign ad awareness across platforms Q4 2015
  22. 22. 22 Are standardised audience measurements systems the way forward?
  23. 23. Yes, firstly two testimonials 23 “The work MMS is doing is extremely important to secure that the measurement for online video continues to be open and transparent. It is necessary for advertisers to be safe in their transaction. Increased transparency will benefit the whole industry and will, both in short and long term, deliver higher value to the advertisers and greater opportunities. To have MMS as an independent part is a strength for those publishers that have chosen to be measured. This counts for both content and commercials” Gabriel Ashman, Head of Digital, TV4 “As a Client Service Director at a media agency you are highly dependent upon the data given from a third party to measure your media investments. MMS has taken an ownership upon measuring online video in Sweden and has proven a high quality in measurements and guaranteeing that the data is valid. I would say that MMS is an important part when I recommend online video to my clients.” Fredrik Lagerström, CSD, Tre Kronor Media Agency
  24. 24. Yes, secondly some things related to trust 24 • Trust based on is the fundamental business driver: • Quality • Stability • Transparency • Comparability • Independence • Consensus
  25. 25. Yes, finally the proof in terms of growth 25 • Media with standardised measurements performes better: • Growth figures 2015 vs 2014: • Offline Media – 10% • Radio + 6% • TV – 4% • Dailies – 13% • Magazines – 9% • Online Media + 18% • Mobile + 46% • Video + 43% • Other display + 13% • Search + 25%
  26. 26. 26 Some final advice: Come together and set it all up based on the demands in the business. Big data are already there waiting for You! If You would need support, we are more than willing to support You.
  27. 27. 27 Thanks for Your time!

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