Multiscreen Era Value of Multiscreen Spending

Transcription

1 Multiscreen Era Value of Multiscreen Spending Su Bencai Research Director CTR Media Intelligence September 16, 2015 Shanghai

2 Agenda 一.Multiscreen Era Has Come 二.Budget Allocation of Multiscreen 三.Case Study

3 一 Multiscreen era has come

4 1 Trend of New Media Development

5 Era of Digital Media : Four Screens

6 Technical Subversion:4G network speeds up mobile video development 2G-3G is quantitative change; 3G-4G is qualitative change Speed difference: 30times 2G 3G 4G 4G makes watching video anytime & anywhere become possible.

7 Media integrate mobility, portability and digital Titlei nher e Mobility Anywhere Anytime Title Digital Title inhe re Portability Follow your heart Appear of computer & Internet Solve the problem of digitizng media, makes the audiences shift from traditional to new media Appear of Tablet Smartphone Make mobile & portable reading of digtial media become possible Solve the problem of mobility & portability

8 2 Welcome Multiscreen Era

9 Different multiscreen exposure habits of different groups Grandpa & Grandma: TV-90%;PC-64% Mobile phone-43%;tablet-39% Parents TV-91%;PC-77% Mobile Phone-50%;Tablet-39% New Generation: TV-71%;PC-79% Mobile phone-59%;tablet-43%

10 Different screens attracts different segments Can watch with family Large screens Smooth Large screens and clear, together with family Highlights living room as entertainment centre Can watch anytime & anywhere Can watch with any posture comfortably Can watch anytime following my schedule Anywhere Anytime Significant features of mobility and portability Can watch anytime following my schedule Can select contents freely Abundant contents available Allow forward and backward Can watch with any posture comfortably Can watch anytime & anywhere Can watch anytime following my schedule Watch freely, select content freely, operate freely Outstanding advantage of content and operation Can select contents freely Fast startup, convenient usage With any posture comfortably, fast startup, convenient Contain advantages of both computer and mobile phone

11 Multiscreen computation become mainstream Majority of media consumption is based on SCREEN 90% Consumer shift among multiple devices to achieve their goals 90% People often use the screen in order Media interaction is based on screen Popular multiscreen activities includes 81% 67% 46% 43% Internet Browsing/ Online Shopping/ Finance/ Travel Planning Searching is the method for consumer to shift from a device to other devices

12 TV, computer and mobile are the top 3 marketing tools for advertisers 2014 Marketing Tools % Internet PC Internet Mobile In-store Campaign TV Media Sponsorship Marketing Campaign Traditional Outdoor Outdoor Digital Radio Magazines Newspaper % 2015 Marketing Tools Use Not Sure N=69

13 3 Difficulty:How to evaluate the effect of multiscreen advertising?

14 Although digital media develop rapidly, it is facing crisis of confidence 7.58 Media Confidence (10pt scale) Radio Mobile Magazines Building LCD Cinema Bus Newspaper Traditional Outdoor Internet Metro Airport TV Sample Size: N= CTR MI Audiences Media Contact Survey

15 How to develop digital marketing strategy? How to allocate marketing budget? What digital marketing tools should I use? Which digital media should I select? Ad Format Display ad: Picture flash rich media Search ad: Keywords, brand zone Video ad: in-stream watermark EDM: push Classified ad Media Selection Portal site: Netease, Sohu Social Media: Weibo, Wechat Video site: Youku, Tudou Search Engine: Baidu, Sogou Bidding Form RTB CPM PPC Brand Zone

16 How to monitor & evaluate digital media? Develop a scientific, objective & effective advertising monitoring & evaluation system Fans+Comments+Forward+Activity Digital social media ad performance Control & Performance Monitoring Measure Interactive Accurate Value for Money Price Source: CTR MI Trend of Advertisers Marketing Survey 2013: N=49

17 2 Budget Allocation of Multiscreen

18 The demand of the market is not just 1. OTV ad monitoring 2. Assessment of multiscreen reach 3. SP planning tools The true demand of client is 1. Multiscreen TP tools between TV channels and online video 2. Scientific and objective effectiveness evaluation Our target Develop industry-wide standard for multiscreen effect evaluation, create multiscreen TP tool between TV and online video, and integrate it into infosys as one of the modules.

19 How to satisfy client? The continuous monitoring about multiscreen reach with same samples CTR:Multiscreen effectiveness evaluation and planning tools Independent rating data for whole industry (not single client) Strict method of data fusion(fusion of online and TV sample) Our Advantages Market Situation Audiences Multiscreen Media Contact Overlapping Oneoff Survey Audiences TV/Online Reach & Frequency Oneoff Survey CTR:CNRS Miaozhen:mixreach Admaster:CSR

20 Meter: Integration of Internet flow data and TV rating data TV Data Internet Data Data Integrate Multiscreen Data Traditional Methods: Sample in Outcome Level Infosys TV-Reach Tagging +cookie panel Online-Reach Estimate the overlapping via the oneoff survey data & probability caculation Multiscreen Reach Our Methods: Fusion in Sample Level TV Panel TV-Reach Direct Integration of meter single source continuous behavior data Multiscreen Reach Meter Panel Online-Reach 20

21 Strict Survey Method with Single Source Methodology : Recruiting online sample; Records online behavior via meter, fill in TV diary card at the same time, obtain audience multiscreen contact behavior Meter sample match with TV sample according to their TV viewing behavior

22 CTR online panel (data donor) Professional Data Fusion Method CSM TV panel (data receiver)

23 Direct expansion of Infosys - adding video sites

24 Easy and quick pre-order planning

25 Perfect optimization function: GRP is given, and the maximum Reach is calculated.

26 3 Case Study

27 Case 1: Target:Calculate the purchase combination for maximum Reach under a fixed GRPs

28 Purchase combination for maximum Reach under a fixed GRPs In Beijing, there are many media combination for purchasing GRP , the best purchase combination shows that Beijing TV Satellite is the main media, but the advantage of strong Hunan TV website in Beijing has not been reflected Reach Target:GRP Target Media: iqiyi, Hunan TV.com, Sohu Video, Tencent Video, Beijing TV Satellite Target Audience:P14-29 Market:Beijing Channel GRPS Coverage(000) Coverage% Min Max Opt Min Max Opt Min Max Opt Total iqiyi Hunan TV.com Sohu Video Tencent Video Beijing Satellite TV

29 Case 2: Target:Calculate the purchase combination for maximum Reach within budget

30 Fixed GRPs, lower budget, the highest Reach Target media: iqiyi, Hunan TV.com, Sohu TV, Tencent TV, Beijing Satellite TV Target: P14-29 Market: Beijing GRPs Beijing Satellite TV Tencent TV Sohu TV Hunan TV.com iqiyi Reach% 35% 38% 40% Package1 Package2 Package3 Spending 34,875 32,325 31,125 Beijing Satellite TV Tencent Video Sohu Video Hunan TV.com iqiyi % 40% 35% 30%

31 Case 3: Limited TV resources, determine the additional online video spending effectively

32 Limited TV resources, determine the additional online video spending effectively Buy fixed 300 GRP in BJ Satellite TV, and select online video as compensation, in order to cover more target population. Package3 invest more on Hunan TV.com than Package2, and the Reach% of target population increased by 5%. Target: P20-34 Beijing Satellite TV GRP:300 Market: Beijing Beijing Satellite TV Tencent Video Sohu Video Hunan TV.com iqiyi Reach% 35% 40% 50% 20% GRPs 0 Package1 Package2 Package3 GRP Beijing Satellite TV Tencent Video Sohu Video Hunan TV.com iqiyi %

33 Thank you 34