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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 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
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
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