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The total video currency for TV and online video: An advanced hybrid model

Magnus Anshelmmagnus@mms.se

Firstly, the context: The landscape 2017

Ad spend per capita/year (forecast):

Linear TV €70 (€67)

Online video €20 (€15)

Online total €95 (€85)

Daily reach:

Linear TV = 64%.

Online video = 60%.

SVOD = 22%.

YouTube = 42%.

90%

91%

89%

67%

Screens/household = 9.

Age 9-99

Daily time spend:

Linear TV = 148 min.

Online video = 66 min.

SVOD = 16 min.

YouTube = 22 min.

Age 3-99 & 9-99

Source: IRM and MMS

Age 3-99 & 9-99

Secondly, The MMS Mission

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“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)

May 2011

Online VideoPrograms/clips

May 2014

Online VideoAds

December 2016

Online Video ads in Target Groups

June 2017

Pre-LaunchTotal Video

September 2017

Launch

Total Video

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Thirdly, MMS Road Map

Online Video - The Scope

Online Video - The Scope

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SDKs60+

apps & players

Daily control: - All players

- All apps- Fraud Control

- Cross check - ad server data

Daily matching viewing data - unique film codes:- All contents are matched with viewing data

Daily publishing: - MMS tools

- Other tools inthe market

Online Video – Daily data input

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July 2017: All advertising

Online Video – Daily data output

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July 2017: Coca Cola

Online Video – Daily data output

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July 2017: Media Agencies

Online Video – Daily data output

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Total TV and online video

However, we still have data silos!

Fourthly, MMS hybrid model

Total TV and video currency”Some bricks in the currency wall”

Nielsen GTAM Nielsen Streaming Meter

comScore SDK:s

comScore SDK:s

comScore SDK:s

Core Panel - Kantar

Reach Panel - Nepa

Sociodemographic info

Behavioral info

- Gender- Age- etc

- Online consumption

- TV consumption

- Claimed Online consumption

Sociodemographic info

Behavioral info

- Gender- Age- etc

- Online consumption

- TV consumption

- Claimed TV consumption

TV panelists Online panelists

Fused panel

The fusion

- Statistical matching – every panelist

- Basered on consumption and behavioral info

Sociodemographici nfo

- Gender- Age- etc

- Online consumption

- TV consumption

Behavioral info

Total TV and video currencyThe fusion built together with GfK

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

Total TV and video currency”The glue”

Total TV and video currencySome preliminary results:

Coca Cola campaign reach

539671

459181

580951 590320

0

100000

200000

300000

400000

500000

600000

700000

M 3-34 W 3-34

TV TV+ONLINE

Incremental reach

8 %

29 %

Total TV and video currencySome preliminary results:

TUI campaign reach

828721

927359

848988

963246

0

200000

400000

600000

800000

1000000

1200000

M 35-54 W 35-54

TV TV+ONLINE

Incremental reach

2 %

4 %

Finally, is this relevant for Africa?

Alt. 1 – Set up a JIC and build Your model

I think so, what do You think?

Alt. 2 – Using RPD and a router meter data

Alt. 3 – Using Ad server data - modelling with survey data

What more alternatives do You see?

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Thanks!