presentatie bas de vos mwg themamiddag 'het meten van videocontent
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VIDEO METRICS FOR THE DUTCH MARKET
WHERE ARE WE GOING?
WHERE ARE WE NOW?
PRESENTATIE VOOR MWG
18 NOVEMBER 2014
AMSTERDAM
MY AGENDA FOR TODAY
- Recap of the SKO goal for the Dutch Video Metrics
- (International) trends and issues that influence our future?
- Where are we now with SKO-Videodata Integration Model (SKO-VIM)
- Future of video metrics – Impact to user
THE ADCONTRARIAN (BOB HOFFMAN); ASI CONFERENCE 2014ADCONTRARIAN.BLOGSPOT.NL
WE RESEARCHERS ARE THE ONES THAT HAVE TO HELP THE MARKET
BEYOND THE BULLSHIT!
TV METRICS NOW?
Yes there are things changing, but still most money is in the “old fashioned” TV.
So: Priority number one is safeguarding the Metrics we have and use on a daily basis to
buy and sell 1 billion Euro’s - >
TELEVISION AUDIENCE MEASUREMENT
Contract SKO-GfK extended until end 2017
Big improvements to keep up; details in Jan. ‘15
THE SKO-VIM PROJECT, RECAP
Reality is:
-> the offer to the consumer and
-> consumer behaviour
are changing.
So we are now future proofing our operation
RESEARCH AND MEASUREMENT AGENCIES
– Media Standard Survey (establishment survey, all JICS)
– TAM PANEL
– Registration, classification and harmonization of TV broadcasts and commercials
– Census measurement OTV
– Online Media Panel
– Data integration
– Online commercials census
– Online census reporting
– Harmonization of Online Commercials
+ Certification
COMPLEXITY
SKO Project Director
KMA Spring Team Leaders
Frank Dritter/
TNS NIPO Project/Panel
Manager
Karin Pijnaker
KMA Project Architects
Rohit Mattoo
Sushmita Jain
PRIVACY Content/Playerowner
Co
nsu
mer
On
lin
e P
an
el
order
data/reporting
da
ta
order data
Measu-rementagency
SKOResearch
agency
TA
M P
an
el
PROGRESS SO FAR
CENSUS ONLINE TV AND VIDEO STREAMS
CENSUS OTV REPORTING SINCE 2008
Daily report nStreams TV broadcasts - SKO website- Sept 2008
Monthly report nStreams - SKO website
Online analysis tool for broadcasters /agencies - Jan 2009
WEB-TV Playing time report – SKO Website and tool- Jan 2012
WEB-TV Segments report -SKO Website- Feb 2013WEB- Previews of TV broadcasts in Online analysis tool - Aug 2013
WEB aggregated programme data files - Oct 2013
OTV Devices report in Online analysis tool - Feb 2014
OTV raw data - Sept 2014
AVERAGE SHARE MOBILE FROM 20% TO 40% N STARTS, 19% TO 35% PLAY TIME
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
10 2013 11 2013 12 2013 01 2014 02 2014 03 2014 04 2014 05 2014 06 2014 07 2014 08 2014 09 2014
% MOBILE AND TABLETS (TOTAL)
CENSUS LINEAR STREAMING
LINEAR STREAMING
• Cable providers and telco’s linear TV broadcast streaming offering
– Interactive TV van KPN, Ziggo TV, Horizon UPC, Telfort Online, etc…
– Double or Triple play: Internet access via provider (wifi)
– Stream to a device in the household, but also outdoors(Horizon Go)
– Content can be accessed via dedicated app
• Measurement by providers, SKO Certification
• Census reporting comparable to SKO OTV
• Contract SKO/providers
• Again privacy issues
CENSUS ONLINE COMMERCIALS
GOAL 1: NEW TRADING CURRENCY
• The online video market is “not really” as we are used to in TV
– Different reports and metrics
– From different publishers/ad servers/tracking servers
– Not for all campaigns
• For advertisers…. Combine different reports on totals only to some sort of a
campaign analysis?
• There is an market need for a independent, transparent, market report on play-out of
online commercials
PROCESS – NEW WAYS OF DATA ACQUIREMENT
TAG GENERATOR 1.0
DATA
Row Labels 01 impression 02 start 03 firstQuartile 04 midpoint05
thirdQuartile 06 complete Grand Total
20141103 615193 688848 680902 671200 666525 660609 3997985
0 13 18 13 7 2 1 54
222884303 2564 2563 2469 2387 2333 2397 14740
223109303 27310 26868 26431 26223 26200 133618
223111463 12886 12789 12551 12492 12505 63441
225331583 247 250 254 248 251 253 1507
225510143 14083 14101 14008 13818 13755 13729 83730
227242703 12401 24877 24859 24675 24576 24517 136310
230883623 968 967 962 955 951 952 5761
231458903 1 1 1 3
232685303 2166 2159 1991 1898 1859 1839 11975
234039983 2 3 1 1 2 2 11
EXAMPLE OF TRANSPARENCY
Product Rtl100% Sanoma100% YT100% Brandd100%
abcdefg 110.000 30.000 122.000 90.000
qwerty 50.000 10.000 60.000 0
Agency Rtlviews% Sanomavws% YTviews% Brandviews%
xcvbnn 20% 10% 44% 16%
bgbgbgb 10% 20% 30% 40%
GOAL 2: ONLINE GRP’SONLINE PANEL AND PANELLISTS’ DEVICES IDENTIFICATION IN CENSUS DATA
ONLINE PANEL
ONLINE PANEL
• Recruitment of households with internet access (90% of Dutch hh)
• Net reporting on 3000 individuals 6+ as start
• Individual-based cell matrix (including Internet usage and access to OS/mobile devices)
• Recruitment from NIPOBase, through gatekeeper
• Household and individual questionnaire
• Registration of all devices through web portal and/or app
• On-going identification each time the page/app is opened/launched
• Allows panellists individual identification when online video streaming/ surfing
PANELLISTS’ DEVICES IDENTIFICATION IN CENSUS DATA
DATA INTEGRATION AND REPORTING
CENSUS DATA
• EXACT ACCOUNT
• TOTAL MINUTAGE
• ALL PROGRAMMES
• ALL COMMERCIALS
• ALL BREAKS
PANEL DATA
• REACH ESTIMATES
• DEMO PROFILES
• CROSS-PLATFORM BEHAVIOUR
AT HOUSEHOLD / INDIVIDUAL LEVEL
• CO-VIEWING
PLANNING
1. Online panel
2. Census measurement for online commercials
3. Data integration Online panel and Census data
4. Daily fusion TAM-Online Video
Hope to deliver reports:
A. September 1st 2015 Online Video Currency
B. December 1st 2015 VideoTotal
CONSEQUENCES FOR THE USER
1. Data on online video usage -> use it!
2. Online commercial market data – the numbers -> be prepared?
Independent and QC
Transperancy!
Harmonized by Nielsen
3. Online integrated data -> new reporting
Online campagn Reach/Freq and GRP’s (are you ready?)
Online audiences to be combined with offline audiences
Audience shares are nonsense in a “video total” report.
SEE YOU NEXT YEAR
That is no Bullshit.
Bas de Vos
Bas.de.vos@kijkonderzoek.nl
+31-6-55788452
@kijkonderzoek
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