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Media Audience Measurement & Online Audience Measurement. 2 nd July 2010. Content. Introduction Essence Of Media Planning Expectations From Media Investments Measurement - The Key To Informed Decision Making Various Forms of Media Measurement Online Media Measurement

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Media Audience Measurement & Online Audience Measurement

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Media Audience Measurement & Online Audience Measurement

2nd July 2010


Content

  • Introduction

    • Essence Of Media Planning

    • Expectations From Media Investments

    • Measurement - The Key To Informed Decision Making

  • Various Forms of Media Measurement

  • Online Media Measurement

  • Media Measurement Data Sources In Nigeria


The Art of Reaching out to the right audience in the right frame of mind at the right place in the best possible manner & at the best possible cost

Media Planning


Measurements - The Key To Accountable Media Planning

  • Pre - Investment Decision Making

    • Objective Setting

    • How much & In which media to invest

    • Target Consumer, P priority Markets, Competitive Behavior

  • Post - Investment Analysis

    • Delivery against set objectives


Objective Setting – AIDA Model


Measurement Metrics – Audience Measurement

  • Demographics -

    • Gender

    • Age

    • Socio Economic Classification (SEC)

    • Geographic Location

  • Psychographics

  • Exposure to Media

  • Product Consumption


Measurement Metrics - TV & Radio

  • Coverage – Penetration of a TV / Radio Station

  • Television / Radio Rating Points (TRP/RRP)- Percentage of Target Audience exposed to a program or time band

  • Reach – Percentage of Target Audience exposed to a station, time band, program or Advertising Schedule

  • Frequency – Average number of times the advertising has been seen

  • Gross Rating Point (GRP) – The sum total of advertising exposures

  • Cost per Rating Point (CPRP) - A measure of cost efficiency. The cost of 1 TRP

  • Cost per Thousand (CPT) – A measure of cost efficiency. The cost of a 1000 exposures


Measurement Metrics – Print

  • Circulation – The average daily net sales of a newspaper over a period of 6 months

  • Readership – The percentage of a given Target Audience who have read a particular newspaper

  • Reach – The percentage of a given Target Audience exposed to a particular newspaper or an advertising schedule

  • Frequency – Average number of times a particular ad was seen

  • Cost per thousand (CPT) – A measure of Cost efficiency. Cost of a 1000 impressions


Measurement Metrics - OOH

  • Daily Circulation – No of people exposed to a given billboard daily

  • Cost per thousand (CPT) - A measure of cost efficiency. The cost for a 1,000 exposures


Measurement Metrics – Digital

  • Impressions – Exposure to an ad message. An impression is complete when the ad loads fully.

  • Click Through – When a person clicks on an ad it is called a click through

  • Click Through Rate - The number of Click Through achieved for a campaign as a percent of the total impressions

  • CPT – A measure of cost efficiency. Cost per 1000 impressions.

  • Cost Per Click (CPC) - A more accountable measure of cost efficiency. The advertiser only pays if the consumer clicks on the ad

  • Conversion – A factor like sales, clicks, sign ups, etc. measured as a percentage of total impressions

  • Cost Per Acquisition - Cost of a sale or a sign up to an offer


Tools for Measurement – Television & Radio Diaries

  • Basic and most cost effective way of measuring TV viewership and Radio listenership

  • Diaries are placed with a panel of consumers

  • Consumers record their viewing / listening behaviour on a daily basis

  • Diaries are collected from the respondents on a weekly basis and reported on a monthly basis

  • Viewership / listenership is reported in 15 minute time bands

  • Based on Consumer Recall


Tools for Measurement – Television People Meter

  • Advanced measurement system of Television Viewership

  • A people meter is placed in every household on the panel

  • The people meter collects minute by minute viewership behaviour and transmits it online back to central server

  • More accurate since it is based on behaviour and not recall

  • A parallel collection of broadcast material enables estimation of Ad viewership


Tools for Measurement – Radio Portable People Meter

  • Advanced measurement system of Radio Listenership

  • Portable people meter is carried on the respondents person

  • Records the radio listening behaviour of the respondent

  • Data collected in 1 minute intervals and can be reported on a daily basis

  • A parallel collection of broadcast material at the central server enables estimation of advertising listenership


Tools for Measurement – Print Audience Research

  • A large scale research exercise

  • Has a large sample size

  • Usually done twice a year

  • Uses the mast head method

  • Respondents are shown the mast head of various publications and asked if they have read the publication within the duration of its periodicity

  • ABC compliments this.


Tools for Measurement – OOH Site Classification & Rating

  • Site classification involves a thorough listing of the universe of billboards in a town and their classification based on parameters such as

    • Distance from road

    • Height

    • Size

    • Lit/Unlit

    • Angle from road

    • Clutter

  • Site rating involves physical measurement of number of people that pass the site on an average day. Includes pedestrian and vehicular traffic


Tools for Measurement - Online

  • 3rd party Ad server data– 3rd party ad servers add links to your digital ads to be able to collect cookie based information on consumer online behaviour.

  • The ad server data allows us to -

    • Measure all connection points along the path to purchase - how often a consumer has been exposed, did he click on the ad, what was his behaviour after reaching your brand website, did he purchase online, after how many exposures did he purchase , etc. The cookies enable tracking a consumers behaviour over a period of time enabling analysis of the link from impressions to purchase

    • Deliver sequential messaging – Different messages can be delivered at different points of the user session by site or placement and at different stages of the path to purchase

    • Optimisation – By creative, site, placement, time of day or day of week

  • Popular 3rd party ad servers include Double Click and Tag man


Media Measurement Of Delivery Against Set Objectives – Offline Media

  • Offline media measurement systems offer metrics that allow for measurement of exposure to the ad campaign.

  • Exposure is one step before awareness and is the most commonly used measurement metrics for offline media


Media Measurement Of Delivery Against Set Objectives – Online Media

Loyalty

  • Online measurements are more sophisticated and allow for measurement right from exposure to purchase and even post-purchase

  • Impressions are an equivalent of Exposures

  • Click throughs are an equivalent of Consideration and Preference

  • Online sign up or purchase are equivalents of Purchase

  • Social media even enables measurement of consumer loyalty


Current Data Sources In Nigeria


AMPS – All Media & Products Survey

  • Survey commissioned by Media Planning Services

  • Research conducted by Media Research Consultancy

  • 20,750 respondents pan-Nigeria

  • Covers Urban & Semi-urban locations

  • Readership of all major print titles covered

  • Consumption of more than 120 product categories covered

  • All respondents above the age of 7 years


Television & Radio Diaries (MPS Diaries)

  • Survey commissioned by Media Planning Services

  • Research conducted by Media Research Consultancy

  • 20,680 respondents across 15 locations

  • Monthly studies in Lagos, PH, Abuja & Kano. Other locations quarterly

  • Data collection using daily diaries

  • Provides TV Viewership and Radio Listenership in 15 minute breaks

  • Enables choice of station and specific programs


Media Monitoring (MediaTrak/MMS)

  • Monitoring of brand activities on TV, Radio, Print and OOH

  • Covers media activity across 80% of Nigeria and almost all state capitals

  • TV and Radio activity monitored using automated picture and audio matching technologies

  • Enables monitoring of brand activities and

  • Analysis of competitor’s media activities


Way Forward – Offline Media

  • TV & Radio – People meters are expensive to implement. Invest gradually focusing on the big markets as a start. Use diaries for national coverage in the interim

  • Print – AMPS is already providing the required data. Continue research without gaps. Start ABC with advertisers’ demand

  • Out of Home – Expensive to implement and needs frequent updating. Updating involves a recurrence of entire spend

    • Invest starting with Lagos


Way Forward – Online Media

  • World standard tools and processes are available to advertisers in Nigeria

  • Training is key

  • Need is for both advertisers and media agencies to access international experience and start operating at international standard


Thank You


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