presentatie martin hehrne mwg themamiddag 'het meten van videocontent
TRANSCRIPT
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Lessons learned from the launch
of the worlds first
online video trading currency
Martin Hehrne, Online Director, MMS Sweden
• JIC (Joint Industry Committee)
• Measuring TV since 1993
• Measuring online video since 2011
• Owned by the industry
• ~25 employee
About MMS
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EXPERT IN MEASURING
MOVING CONTENT
REPORTS AND
COMPILATIONS
MEASURE CONSUMPTION
OF MOVING CONTENT
PREPARE FOR FUTURE
MEASURMENT
MMS Objectives
A selection of JIC’s in Europe
• Accepted by the industry
• Open and transparent
• Develop and adapt!
A media currency
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Short facts about the Swedish market
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TV
Online video
Online
€650 000 000
€58 000 000
€830 000 000
17 channels
28% SVOD
89% bb penetration
92% 87%
79%
52%
None: 1,0%
Age 9-99
70% daily reach TV
31% daily reach online video (70% 9-19 y.o)
Age 9-99
Source: IRM and MMS
The challenge
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The MMS Vision
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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
But it all comes down to…
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Our definition of “the world”
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Online
Broadcast
Why different ”worlds”
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Who is responsible?
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What we know about the audience
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Broadcast
Online
Next step for Broadcast
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Broadcast
Current status for Online in Sweden
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Online
Census
What we measure and how
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Content – Top 100
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Content – Long tail
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MMS Ad measurement version 1.0
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”MMS measures all ads showed on online video services for TV4, MTG and SBS Discovery and shows them in an open system. All campaigns that
started 12th of May this year and forward will be measured in this system.
The ”deal”
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Deal between advertiser and publisher that regulates the volume (in general the number of impressions), time period and other conditions
Planning and booking
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Copy code
The film is delivered to the publicist that then ad the film in there ad server booking system. As a key we have the copy code
Start of campaign
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Copy code
The campaign starts and in the process the copy code is the key in the measurement
Data collection – Tagging and code
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MMS has tags on every player and app to get data. In total over 50 different players and apps are measured.
Tag 50+
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Data in
MMS receives and process user data in most detailed level. Millions of rows of event data is processed and audited every day.
Quality controls – Overall level
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Real time Daily
Total| Platform | Day | Week Total | Platform
Daily controls to guarantee the final and official numbers.
Real time monitoring is for immediate discover if any player or app malfunctions regarding the
measurement
Quality controls – Detailed level
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Control against secondary source on copy code level. Both historical data but also secondary (for example ad server or 3 party measurements)
• Comparing with
secondary source too
identify abnormality
Quality control – Level of acceptance
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Levels of acceptance
Total | Platform | Copy code | Day | Week
Larger campaign
=
Stricter levels
MMS has a set of level of acceptance to identify when an investigation are to be activated. The levels depend on period and size of the campaign
Action when over the acceptance levels
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• Investigation Establish the cause If necessary replacement
Replacement of data can be from alternative data sources and will in the majority of the cases disadvantages the publisher when the replaced levels will be lower
Action when over the acceptance levels
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• Investigation Establish the cause If necessary replacement
Replacement of data can be from alternative data sources and will in the majority of the cases disadvantages the publisher when the replaced levels will be lower
Output
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Share of voice
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Share of voice
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Share of market
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”Share of agencies”
The process of creating the currency
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Phase 1: Preparing the launch
• Involving the whole market • Media companies, ad-servers, media agencies, advertisers,
service providers and other partners
• Involving people at all levels in the companies
• Building the control system • Setting up an own system for daily controls
• Using reference data from ad-servers
• Ensuring sustainable measurements • Starting with impressions
• Prepared to move on to “time based”
• Implementing tracking codes/tags • On players and apps
Building an Online Video Trading Currency
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Phase 2: The launch
• Preparing the media agencies
• Preview of MMS tools and data
• Feedback from pre-users
• Educating the users
• Building the PR case
Building an Online Video Trading Currency
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Phase 3: Implementing the currency
• Delivering “over two nights”
• Ensuring full accessibility
• In Non-MMS tools
• In MMS tools
Building an Online Video Trading Currency
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Phase 4: Further development of the currency
• From impressions to “time based” currency?
• Expanding the Currency
• Large national publishing houses
• Ad sales networks
• International publishers
• Mid-size publishing houses
Building an Online Video Trading Currency
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Next step for Online
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Online
Panel/Panels
The challenge!
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• Time spent on Online video
• Share & Reach per ”channel” and site
• Who? Target groups
• Reach & Frequency (GRP) for campaigns
• Reach (Rating) for programs/clips
What we want to know
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The “final” step
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Broadcast
Online
To make it easier to set a new standard:
• Sign off from the whole organization
• Involvement from the market
• Flexible and dynamic approach
• Control, control, check and then check again
Summarize
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