YOUR GUIDE TO WINNING THIS RAMADAN A holy month with a changing behaviour. Choueiri Group Data Science Team

Size: px

Start display at page:

Download "YOUR GUIDE TO WINNING THIS RAMADAN A holy month with a changing behaviour. Choueiri Group Data Science Team"

Esmond Bennett
6 years ago
Views:

1 YOUR GUIDE TO WINNING THIS RAMADAN A holy month with a changing behaviour Choueiri Group Data Science Team

5 TV DELIVERS QUALITY REACH, ACCOUNTING FOR ATTENTION MINUTES AS A CURRENCY REACH TIME SPENT 96% Saudi Arabia 6.4 hours Saudi Arabia Source: Ipsos TLM Ramadan 2015 Survey Copyright 2016 Digital Media Services. 5

6 HUGE CONSUMPTION OF TV CONTENT EVERYWHERE Medium Avg. Hours Spent Per Day - KSA Television Content Web Social Short Form Video More time spent with a medium equals more opportunity to hit your message Source: Ipsos KSA TLM Ramadan 2015 Survey / IPSOS 2015 Mobile Panel Ramadan / IPSOS Gemius Online Audience Measurement 2015 Copyright 2016 Digital Media Services. 6

7 Unduplicated Viewership UNINTERRUPTED CONSUMPTION Continuous Viewership Duration in KSA Prime Time (7:30 p.m to 10:30 p.m) 80% 72% 70% 63% 60% 50% 51% 40% 37% 33% 30% 26% 20% 10% 1/3 of the population in KSA watch TV 2.5 hours consecutively without interruption during prime time 0% 0.5 H 1 H 1.5 H 2 H 2.5 H 3 H 7:30 p.m 10:30 p.m Source: Ipsos KSA TLM Ramadan 2015 Survey during Prime Time (7:30 p.m to 10:30 p.m) Copyright 2016 Digital Media Services 7

8 TV VIEWERS ARE ENJOYING AN ACTIVITY THAT DEMANDS THEIR FULL ATTENTION Reach your consumers when they are at their most receptive and attentive mindset Source: Ipsos KSA TLM Ramadan 2015 Survey during Prime Time (7:30 p.m to 10:30 p.m) Copyright 2016 Digital Media Services 8

9 TELEVISION DRIVES BUZZ ON SOCIAL MEDIA DURING RAMADAN M 4.38 M 7.3 M The daily social media engagement with TV provides a huge opportunity for advertisers to truly CONNECT with their audience Source: DMS 2015 Internal Data Copyright 2016 Digital Media Services. 9

10 Total TV MBC1 Saudi Arabia Market DRIVING THE INDUSTRY: HIGHEST VIEWERSHIP, TIME SPENT AND SHARE OF CONTENT RAMADAN REACH RAMADAN TIME SPENT CONTENT 63.3% Compared to May 2015: +40% 186 min 100% 96% Compared to May 2015: -0.7% 385 min MBC Share from the top 10 programs in Ramadan 2015 Source: IPSOS TLM 2015 Ramadan Survey variation compared to May 2015 Copyright 2016 Digital Media Services. 10

11 SAUDI ARABIA POPULATION 30% OF THE POPULATION IN KSA WATCH MBC1 CONTINUOUSLY FOR 1.5 HOURS DURING PRIME TIME Source: IPSOS KSA TLM 2015 Ramadan Survey during Prime Time (7:30 p.m to 10:30 p.m) Copyright 2016 Digital Media Services. 11

06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00

CONTENT ON TV, WILL BE INDEED CATCHING UP ON SHAHID.NET 40.

0 140,000 120,000 100,000 80,000 It s all about the CONTENT 15.0 60,000 10.0 40,000 5.

15 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 00:00 01:00 02:00 03:00 04:00 05:00 WHOEVER IS NOT WATCHING RAMADAN CONTENT ON TV, WILL BE INDEED CATCHING UP ON SHAHID.NET 40.0 MBC1 Average Daily Shahid 160, , , ,000 80,000 It s all about the CONTENT , , , A PREMIUM CONTENT CONSUMPTION ON TVAND VOD Sources: Google Analytics KSA Ramadan 2015 / IPSOS KSA TLM 2015 Ramadan survey Copyright 2016 Digital Media Services. 15

16 Media Views Unique Users Media Views 36% Increase in Media Views compared to Ramadan % Increase compared to Pre-Ramadan MORE DESIRE FOR RAMADAN CONTENT 121% Increase compared to Pre-Ramadan Source: DMS/MBC 2015 internal Data Copyright 2016 Digital Media Services. 16

17 4 TYPES OF TV CONTENT VIEWERS IN RAMADAN Mostly MBC TV and some SHAHID Heavy viewer 52% Equally MBC TV and SHAHID Medium viewer 25% Mostly SHAHID and some MBC TV Light viewer 14% Only SHAHID Digital only 9% Source: DMS/MBC 2015 internal data INCREMENTAL & COMPLIMENTARY REACH PER EPISODE Copyright 2016 Digital Media Services.

18 BROADCASTER VOD HAS A CRUCIAL STRATEGIC ROLE FOR ADVERTISERS. IT S THE HOT PART OF THE MIX COMPLEMENTING A LINEAR TV CAMPAIGN WITH VOD ACTIVITY CAN PROVIDE INCREMENTAL 1+ AND OTHER LOW FREQUENCY REACH TO AN ADVERTISING CAMPAIGN Copyright 2016 Digital Media Services. 18

21 Daily Consumption Of Video UBs Saudi Arabia +180% Compared to Pre-Ramadan Ramadan HIGH DEMAND FOR VIDEOS DURING RAMADAN LONG AND SHORT FORM CONTENT 1-May-15 1-Jun-15 1-Jul-15 1-Aug-15 Source: Effective Measure Video Category 2015 data Copyright 2016 Digital Media Services. 21

22 SHORT-FORM NON-PREMIUM CONTENT (UGC) LONG-FORM CONTENT REACH Avg. TIME SPENT +144% Compared to Pre-Ramadan Mobile App +30% +28% Compared to Pre-Ramadan Avg time spent per day Ramadan: 61 mins Mobile App -5% Avg. time spent per day Ramadan: 46 mins VIDEO & RAMADAN: SIGNIFICANT DEMAND FOR LONG FORM CONTENT Desktop -2% EM June/July 2015 Desktop -5% Avg. time spent per day Ramadan: 24 mins Compared to Pre-Ramadan Sources: DMS KSA 2015 internal Data / Ipsos Mobile 2015 Panel KSA / Effective Measure 2015 Data Copyright 2016 Digital Media Services. 22

SHORT-FORM NON-PREMIUM CONTENT (UGC) LONG-FORM CONTENT Consumption Ramadan Pre-Ramadan Continuous increase in consumption Receptive 7:00 9:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 1:00 3:00 5:00

23 SHORT-FORM NON-PREMIUM CONTENT (UGC) LONG-FORM CONTENT Consumption Ramadan Pre-Ramadan Continuous increase in consumption Receptive 7:00 9:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 1:00 3:00 5:00 HOUR OF DAY Consumption Pre-Ramadan Ramadan Stagnant consumption CONTINUOUS VS STAGNANT VIEWING RECEPTIVE VS INTERRUPTED 7:00 9:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 1:00 3:00 5:00 HOUR OF DAY - Mobile Sources: DMS KSA 2015 internal Data / IPSOS Mobile 2015 panel KSA Copyright 2016 Digital Media Services. 23

24 USE EXPERTLY-CRAFTED STRATEGIES THAT REQUIRES BOTH SHORT FORM AND LONG FORM CONTENT. USE DATA FOR A DATA-DRIVEN VIDEO STRATEGY TO DRIVE AWARENESS ON LONG FORM AND ENGAGEMENT ON SHORT-FORM Copyright 2016 Digital Media Services. 24

RAMADAN & FOOTBALL OVERLAP THIS YEAR PREEMPTING EURO CUP & COPA AMERICA An

27 FOOTBALL FANS ARE EVERGREEN, THEIR PASSION DOESN T CHANGE IN RAMADAN. Sports Sites Traffic Ramadan and World Cup 2014 World Cup Avg. Session Duration Ramadan :10 min Ramadan :41 min 05/ /06/ /07/ /08/2014 Ramadan :36 min Source: Choueiri Group Bespoke Research done on all DMS Sites in Saudi Arabia March 2015 Q: how do you intend to watch Euro Cup games during Ramadan Source: DMS 2014 internal Data Sports Sites & World Cup and Ramadan 2014 Copyright 2016 Digital Media Services. 27

THE RULES OF CONSUMPTION DO Multi-Screening 33% Online consumption on sports platform and multiscreen Highly Increase TV + Digital Will watch the games on TV, catch-up with analysis and news on

28 THE RULES OF CONSUMPTION DO Multi-Screening 33% Online consumption on sports platform and multiscreen Highly Increase TV + Digital Will watch the games on TV, catch-up with analysis and news on Sports Sites Sports Platforms 28% Digital Only Will only watch and follow the games, analysis and news on digital platform Source: Choueiri Group Bespoke Research done on all DMS Sites in Saudi Arabia March 2016 Q: some of the games will fall at the same time of Ramadan Series, how do you intend to watch the high, mid and low importance games? List of statements Copyright 2016 Digital Media Services. 28

HIGH IMPORTANCE GAMES MID IMPORTANCE GAMES LOW IMPORTANCE GAMES 70% 64% 51% Game on TV Same time Analysis on SPORTS SITES Game on TV Same time Analysis on

FOOTBALL GAMES Catch-up Ramadan series on SHAHID.

29 HIGH IMPORTANCE GAMES MID IMPORTANCE GAMES LOW IMPORTANCE GAMES 70% 64% 51% Game on TV Same time Analysis on SPORTS SITES Game on TV Same time Analysis on SPORTS SITES Game on TV Same time Analysis on SPORTS SITES THERE IS A TV WAR WITH EVERY BIG GAME IN RAMADAN RAMADAN SERIES VS. FOOTBALL GAMES Catch-up Ramadan series on SHAHID.NET Source: Choueiri Group Bespoke Research done on all DMS Sites in Saudi Arabia March 2016 Q: some of the games will fall at the same time of Ramadan Series, how do you intend to watch the high, mid and low importance games? List of statements Copyright 2016 Digital Media Services. 29

30 MAINTAIN PRESENCE AND ADAPT YOUR MEDIA PLANNING ACCORDINGLY. REMEMBER, FOOTBALL FANS ARE EVERGREEN. BY ADVERTISING ON SPORTS SITES YOU RE TAPPING INTO A NUMBER OF AUDIENCES: THE ONES THAT ARE FOLLOWING UP ON TV AND MULTI-SCREENING THE AUDIENCE WATCHING THE RAMADAN SERIES AND CATCHING UP WITH THE HIGHLIGHTS OPPORTUNITIES DRIVE INCREMENTAL REACH ON DIGITAL SPORTS PLATFORMS DRIVE ENGAGEMENT WITH TV AUDIENCE ON DIGITAL PLATFORMS Copyright 2016 Digital Media Services. 30

31 CONTENT TIPS Fans want to LIVE THE GAME They do not want to miss a single exciting moment of the action Source: Choueiri Group Bespoke Research done on all DMS Sites in Saudi Arabia March 2016 Copyright 2016 Digital Media Services. 31

32 CONTENT TIPS Engage with the fanatics to become their LOYAL COMPANION whilst EXPERIENCING MATCHES together Bring the brand into their homes OWN and CAPITALIZE on the Football Fans desire to stay updated Invest behind sponsoring editorials 51% Called themselves Football Fanatics 89% Sport sites are crucial to getting updates & analysis Source: Choueiri Group Bespoke Research done on all DMS Sites in Saudi Arabia March 2016 Source: Choueiri Group Bespoke Research done on all DMS Sites in Saudi Arabia March 2016 Copyright 2016 Digital Media Services. 32

RAMADAN IS A CHALLENGING TIME TO PRACTICE EXERCISE ROUTINES, BUT FIT PEOPLE STILL MAKE IT A PRIORITY 90% Of DMS users who exercise, keeps exercising during Ramadan 54% Of them spend less time in

34 RAMADAN IS A CHALLENGING TIME TO PRACTICE EXERCISE ROUTINES, BUT FIT PEOPLE STILL MAKE IT A PRIORITY 90% Of DMS users who exercise, keeps exercising during Ramadan 54% Of them spend less time in exercising The intensity and duration of their workouts decrease Source: Choueiri Group Bespoke Research done on all DMS Sites in Saudi Arabia March 2016 Q: Does your exercising habits change during Ramadan? (Scale with frequency) Copyright 2016 Digital Media Services. 34

1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 0:00 PEOPLE'S FITNESS ROUTINES CHANGE DURING RAMADAN Workout Playlist

35 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 0:00 PEOPLE'S FITNESS ROUTINES CHANGE DURING RAMADAN Workout Playlist Consumption by Hour Of Day Pre-Ramadan Ramadan Post-Iftar consumption 73% Late night to early morning consumption Change their workout timings Base: people who exercise during Ramadan Sources: Choueiri Group Bespoke Research done on all DMS Sites in Saudi Arabia March 2016 Q: Did your exercising timings changed during Ramadan? Please specify. List of statements Anghami/DMS 2015 internal data Copyright 2016 Digital Media Services. 35

36 CONTENT TIPS For many people, staying fit and healthy throughout Ramadan is IMPORTANT but CHALLENGING Opportunity to connect with consumers through health & fitness related content 43% Try to maintain their diet, body shape & weight during Ramadan Source: Choueiri Group Bespoke Research done on all DMS Sites in Saudi Arabia March 2016 Copyright 2016 Digital Media Services. 36

CONTENT TIPS Brands need to provide FITNESS and EXERCISING tips How to train whilst you are fasting Brands need to focus on HEALTH and HEALTHY food tips Good food to eat this Ramadan Source: Choueiri

37 CONTENT TIPS Brands need to provide FITNESS and EXERCISING tips How to train whilst you are fasting Brands need to focus on HEALTH and HEALTHY food tips Good food to eat this Ramadan Source: Choueiri Group Bespoke Research Source: done Choueiri on all DMS Group Sites Bespoke in Saudi Research Arabia done March on 2016 all DMS Sites in Saudi Arabia March 2016 Copyright 2016 Digital Media Services. 37

COOKING COOKING TAKES THE CENTER STAGE DURING

40 HIGH INTEREST IN COOKING AND RECIPES Category Consumption - MENA +59% compared to May 2015 Ramadan 05/ /06/ /07/ /08/2015 EVEN ON Cooking Section Females Lifestyle Sites +33% compared to May 2015 FEMALES SITES. Ramadan 05/ /06/ /07/ /08/2015 Sources: Effective Measure 2015 Food & Drink category data DMS 2015 Internal data Copyright 2016 Digital Media Services. 40

3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000,000 500,000 0

41 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000, , Cooking Section - Females Lifestyle Sites Category /05/ /06/ /07/ /08/2015 THEIR INTEREST IS HIGHER DURING THE FIRST 2 WEEKS WHEN INVITING PEOPLE OVER FOR IFTAR 84% Invite people over during the first 2 weeks of Ramadan Source: Sources: Choueiri Group Group & Nielsen & Nielsen Bespoke Bespoke Cooking Research done done DMS on Females DMS Females Sites in GCC Sites March in GCC 2016 March 2015 Effective Measure Food Food & Drink & category Drink category data data DMS 2015 Internal Internal data data Copyright 2016 Digital Media Services. 41

42 IT S NOT ONLY TRADITIONAL DISHES, BUT ALSO MODERN FUSION CUISINE 67% Serve fusion food during Iftar. Not only traditional Source: Choueiri Group & Nielsen Bespoke Cooking Research done on DMS Females Sites in GCC March 2016 Copyright 2016 Digital Media Services. 42

43 FEMALES TRUST VIDEO BRANDED RECIPES IN RAMADAN IF THEY ARE RELEVANT & INFORMATIVE 81% Trust video branded recipes If the recipe is good and goes well with the brand (39%) If it teaches us how to use the brand in different ways (24%) Source: Choueiri Group & Nielsen Bespoke Cooking Research done on DMS Females Sites in GCC March 2016 Source: Choueiri Group & Nielsen Bespoke Cooking Research done on DMS Females Sites in GCC March 2016 Copyright 2016 Digital Media Services. 43

46 CONTENT TIPS When creating recipes, STAY TRUE TO WHO YOU ARE and be relevant When creating recipes, provide innovative recipes. INSPIRE HER Source: Choueiri Group & Nielsen Bespoke Cooking Research done on DMS Females Sites in GCC March 2016 Copyright 2016 Digital Media Services. 46

47 CONTENT TIPS Empower her creativity by showcasing how she can make a recipe HERS Show her how she can MODERNIZE A TRADITIONAL RECIPE Source: Choueiri Group & Nielsen Bespoke Cooking Research done on DMS Females Sites in GCC March 2016 Copyright 2016 Digital Media Services. 47

48 CONNECT WITH YOUR FEMALE AUDIENCES BY SUPPORTING THEM IN THE KITCHEN BY PROVIDING RELEVANT CONTENT. DO IT RIGHT: FOCUS ON RECIPE LED CONTENT WHERE THE BRAND PLAYS A SECONDARY/SUPPORT ROLE. THEN PEOPLE WILL FOLLOW. Copyright 2016 Digital Media Services. 48

IN 'DOING IT ALL, WOMEN IN RAMADAN DON T NEGLECT AN

Content Consumption Hour Of Day - MENA 90000 Me-time moment 16000 80000 14000

ASSIGN ME TIME EVERY DAY, MOSTLY LATE AT NIGHT 93% OF THE FEMALES TRY TO

Cooking Content LifeStyle Content Music Streaming Video On Demand What they

net) 37% Females Lifestyle Sites 21% Streaming Music (Mainly Ramadan Series

Sources: Choueiri Group & Nielsen Bespoke Cooking Research done on DMS

51 Content Consumption Hour Of Day - MENA Me-time moment THEY STILL ASSIGN ME TIME EVERY DAY, MOSTLY LATE AT NIGHT 93% OF THE FEMALES TRY TO ASSIGN ME-TIME MOMENT DURING THE DAY 53% OF THEM LATE AT NIGHT Cooking Content LifeStyle Content Music Streaming Video On Demand What they consume during their me-time % Video On Demand (Shahid.net) 37% Females Lifestyle Sites 21% Streaming Music (Mainly Ramadan Series Music) Social Media Less favored Time spent decreases on mobile by 38% Sources: Choueiri Group & Nielsen Bespoke Cooking Research done on DMS Females Sites in GCC March 2016 Ipsos Mobile Panel 2015 DMS internal data 2015 Copyright 2016 Digital Media Services. 51

52 WOMAN CHOOSE TO BE BEAUTIFUL EVERYDAY RAMADAN IS NO DIFFERENT 1. HEALTHY, BEAUTIFUL SKIN 71% mainly take care of their skin during Ramadan 2. COSMETICS & BEAUTY 42% Of the females mentioned: Females should take care of her beauty all year. Ramadan is no different Invites is a key reason When inviting people over for Iftar/Suhour or when invited to Ifar/Suhour, and mainly using cosmetic products such as make-up, lipsticks and perfumes (59%) Source: Choueiri Group & Nielsen Bespoke Cooking Research done on DMS Females Sites in GCC March 2016 Copyright 2016 Digital Media Services. 52

54 CONTENT TIPS Brands need to provide her with EDUCATIONAL & INFORMATIVE tips & tricks how to prevent your skin from dehydration during Ramadan Brands need to provide her with FASHION and STYLING tips for her to stand out amongst her peers 16 ideas on wearing earrings with your hijab 45% Research on skin & beauty care during Ramadan 61% Style themselves to stay elegant during Ramadan Source: Choueiri Group & Nielsen Bespoke Cooking Research done on DMS Females Sites in GCC March 2016 Copyright 2016 Digital Media Services. 54

CONTENT TIPS Brands need to CAPITALIZE into her PURCHASE BEHAVIOR Tips, Tutorials, Fashion, Style, Food, Décor, Gifts 78% Shop 2 to 3 times more during

55 CONTENT TIPS Brands need to CAPITALIZE into her PURCHASE BEHAVIOR Tips, Tutorials, Fashion, Style, Food, Décor, Gifts 78% Shop 2 to 3 times more during Ramadan Source: Choueiri Group & Nielsen Bespoke Cooking Research done on DMS Females Sites in GCC March 2016 Copyright 2016 Digital Media Services. 55

56 OPTIMIZE YOUR TARGETING AND YOUR CONTENT TO TIE IN EFFECTIVELY WITH HER LIMITED ME TIME. IDENTIFY WHERE YOUR BRAND HAS THE MOST RELEVANCE DURING HERE DAY, HER AM OR PM AND SPEAK TO HER IN THE RIGHT CONTEXT OF WHAT SHE S DOING. FOR CONTENT CREATION, DURING THE DAY THINK SNACKABLE, SHE S VERY BUSY. IN THE EVENING, SHE S GOT MORE TIME TO FOCUS ON YOUR MESSAGING. Copyright 2016 Digital Media Services. 56

58 THANK YOU

SUPER PANEL: A MULTI-SCREEN AUDIENCE MEASUREMENT

SUPER PANEL: A MULTI-SCREEN AUDIENCE MEASUREMENT Elie Aoun, Ipsos Connect Background The ever growing appetite of today s content-hungry consumer, accompanied with the evolution of digital devices, has