In this presentation, the speaker will talk about how digital consumption is forcing the media researchers to think differently about how the research methods and will present some examples and case studies in how NBCUniversal did that.
Measuring the media effectiveness, by ESPN, for luxury brands in Latin America.
The future of the television begins and ends with measurement. This paper will go through the challenges and opportunities with programmatic TV and the new data sources that fuel the programmatic opportunity. Beatgrid's has a single-source approach to measure Tv & video advertising exposure across screen and platform, at the respondent level. It is now a long-awaited reality to better understand incremental Reach & Frequency across platform and to understand creative effectiveness, campaign efficiency and effectiveness, by platform.
The future of the television begins and ends with measurement. This session will go through the challenges and opportunities with programmatic TV and the new data sources that fuel the programmatic opportunity.
The digital revolution has transformed the way that media is provided and people are now viewing content on their TVs, tablets and mobiles. These shifts have huge implications for advertisers, media planners and research companies who all need to understand what this means for media measurement. How is this being managed, what are the implications and who are the new players?
Social media are hot - Facebook, Twitter or YouTube- everyone can share viewer experiences. Rather than focus on the influence that 'new' social media have on television viewers, this paper stresses the importance of 'old' social viewing: watching television together within a household as well as outside the home (work place, pub, school). Although television is often experienced in the physical company of others, surprisingly little attention has been paid to the social impact by researchers. The 2010 FIFA World Cup illustrates the importance of television as a social medium.
The mobile phone has become an indispensable tool during the course of our daily activities. Development of 3G networks combined with that of smartphones has accelerated the use of the mobile internet. This media's success in meeting the need for instantaneous searches for information, recreational activities and communications has been an incentive for developing new content offers especially suited for the mobile screen. The Telephony and Mobile Services Survey conducted by telephone with 11,500 individuals representative of a population aged 11 years and over, permits measurement of the rapid expansion of mobinautes in France.
To researchers, measuring traditional TV viewing through a TV set is less sexy than finding new ways of measuring on-demand TV-viewing ('anytime, anywhere'), made possible by growing PVR ownership and on demand services. It is striking, as time shifted viewing accounts for an estimated for less than 10% of average TV viewing time. TAM researchers must start capturing new ways of TV viewing: Time Shifted TV and WEB-TV. This presentation describes measurement and trend results from the Dutch TV market regarding time shifted viewing via the TV set and through the Internet.
The paper illustrates the use of a new research approach to measure the effects of the 2010 FIFA World Cup via three multi-media screens; TV, internet and mobile devices. It will illustrate the benefits gained through the convergence of multiple modes of data collection and analysis, discuss key findings and draw out the challenges with respect to media measurement in an era of mobility. The paper is divided into three sections; The first section discusses the three-screen research technique utilised to measure and understand audience engagement and explains the rationale for this new approach. The second section presents the key findings and discusses their implication for marketers and researchers. The third section illustrates the workflow for the three-screen measurement plan.
This paper will offer a unique view of the Chinese media marketplace, that of the Chinese retail consumer. We present data from a 2009 study of 7,000+ Chinese consumers, age 18 to 34, who have reported on what media they use, i.e., consume, not what marketers and media organizations report as having distributed. Drawing on data from the BIGresearch online "Chinese Quarterly Media Studies" reports, which have been gathered four times per year since 2006, we report on the media forms Chinese consumers report using the most, the time spent with each media form and which media form or forms are reported as having the greatest influence on their purchasing decisions in a number of product categories. These prior-to-the-store media exposures (22 external media forms, both online and offline) are then correlated to the Chinese consumer's reported exposure to in-store media. The combining of the external-to-the-store and in-store promotional activities provides a unique, holistic view of how media actually is consumed in China among a very critical market segment. Since the same type of data has been gathered in the same way in the U. S. since 2001, we are also able to compare media consumption patterns for the U.S. and Chinese consumers.
Today, marketers have a choice of market research studies from different vendors to provide them with the above described information about mass media and new contact points. These multimedia studies use consumer survey data to measure the relative reach, consumption frequency, and strengths and weakness, etc. of a vast array of contact points (including mass media) and are designed to inform the development of a marketing communication plan.at The coca- cola company, an internal measurement study called optimix is used to measure the effective-ness of multiple contact points. optimix uses consumer surveys to measure several dimensions/attributes of up to 25-35 different contact points. some of the contact dimensions measured includes Weekly reach, consumption frequency, relative strengths, as well as appropriateness for specific communication objectives, etc.