MMS 25 years Källhänvisning. Mediamätning i Skandinavien AB mms.se
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1 MMS 25 years Mediamätning i Skandinavien AB mms.se
2 MMS Vision To launch and maintain a fully accepted media currency covering all video consumption on all platforms, screens and situations
3 MMS in a digital world Currencies: TV Online Total video is still a complement to the currencies: a measurement Future currency/currencies?
4 MMS Joint Industry Committee, a JIC, owned by: Big media houses Media agencies Advertisers BARB SKO AGF Technical committees advising and preparing TV and online together: Reference group Develpoment group Technical group
5 Some of MMS partners.
6 The Swedish specialty new habits and behaviors Increasing young households without TV sets Quick adaption of new services Expansion of the market (publishers & telcos)
7 Outlook
8 1990s 2000s 2010s LAST YEAR 1993 Launch of TV-panel 700 hh Launch of TV-panel 800 hh Launch of Hotcollection Launch of TV-panel hh Teracom s mobil-test First edition of Rörliga Bilder First edition of webb-tv report Implement Timeshift 7 days Nr 1 in the to world measure online commercials Measure second homes Aftonbladet TV, first publisher in the world in MMS online. Expanded panel 3000 hh, new technique Router meter, devices and other services Non TV homes. Total video for commercials 2016 Measurement of programmatic, completes online. Telia in the online measurement, 1st telecom company in the world. Online demographics for programmes. Online demographics for commercials.
9 Summary MMS launches last year Expanded TV- panel 3000 households Total video for commercials Online demographics for commercials Online demographics for programmes Telia, first telecom in the world, in the online measurement
10 Online Clients
11 Telco Companies Telia First telco company in the measurement Today with commercials Telenor and Com Hem in agreement phase Special treatment of data Viewing is flagged with telco Viewing statements are moved to the site in the currency
12 Total Video Hybrid measurement including TV panel, online census, online panel and other sources Challenges with Overlap of consumption on different platforms reported Change of the golden rules, tools and harmonizing the metadata Daily deliveries The goal, market is not clear regarding the currencies
13 Total video Research design Passive measurement of linear TV content and ads TAM Panel Online Panel Passive measurement of PC, smartphone, tablet Measurement of content and advertisements across all devices. Census Measurement Data Integration & Modeling
14 Commercial campaign Ninja Casino Net reach, % October 1 October Target % nutv 6% Online 50% Total TV +4% addon to TV Target M % 8% 46% +7% addon to TV Target K % 15% 50% +10% addon to TV
15 Next step Total Video Coming features In parallel with the profiling we have been working on a PoC for AAM, the virtual panel as a method Virtual panel with boosted panel size by cloning panelists Profiling model, used today, still important in the model With AAM the possibilities is higher to reach the goal to have flexible reach measurement for online and Total Video as well as deliver data to different external tools used by the market
16 Findings and Learnings Findings MMS needed cross device consumption in the online panel to get it right We did not need the big cookie panel, panelists Census as core, keeps the model future proof Learnings Take our time Market needs time to change currency Make sure that data is including nessessary ingredients to be able to follow the new needs create different scenarios
17 Quality and GDPR Transparent measurement and models Daily quality checks by vendor and MMS QC of metadata Validation of the implementation of the online players Audits (flying and external) ISO certificat since 2001 GDPR DPA with all vendors GDPR- all data to and from MMS GDPR-compliant
18
19 Tack! Pirjo Svedberg
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