5, 6, 7, 8… are we on the air? · there is a need: tv-set viewing young targets viewing time...
TRANSCRIPT
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5, 6, 7, 8… Are We On The Air?
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The Broadcast Schedule Todays show live from Cape Town
SKO and NOBO Let’s Get Digital Online Behaviour
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SKO and NOBO
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Where is online in the organisational frame?
SKO VINEX NLO
NEWS
NOM
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Collaborations in ‘digital’ Where we are and where we are heading
SKO VINEX
PANEL MEASUREMENT
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Collaborations in ‘digital’ Where we are and where we are heading
CENSUS MEASUREMENT CENSUS MEASUREMENT MD APPOINTED 1ST MAY
NLO
NEWS
NOM
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Let’s Get Digital
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Video Data Integration Model (SKO VIM)
Census
data
Online
panel
Online
Currency Cross
Platform
Unified coding of
programmes and online
commercials
Data
integration
Online
Panel
TAM currency
Data
integration
VIDEO
currency
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Data Architecture
Advertising metadata
VAST measurement
QC+Data cleaning
Video Census measurement
Panel management
Data transformation
Data integration
Modelling
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In the end….. it’s just a lot of hard working people
What people see
What people don’t see
Success
is an
iceberg!
Dedication
Hard Work
Good Habits
Disappointment
Sacrifice
Failure
Persistence
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Online Behaviour
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There is a need: TV-Set Viewing Young Targets
Viewing time
dropped among
13-19 YO by
17%
Penetration of
smartphones
and tablets >
75% and
growing
Internet in almost
100% of Dutch
households
TV Avg. viewing time 13-19 Source: SKO TAM
Device penetration 13+ Source: Establishment Survey MMS
0
50
100
150
200
250
300
1 5 9 13 17 21 25 29 33 37 41 45 49 53
2014
2015
2016
46% 72%
57% 27%
23%
11%
75%
0% 20% 40% 60% 80% 100%
Desktop/PC
Laptop/Netbook
Tablet
Game console
MediaPlayer
MediaCenter
Smartphone
2014
2013
2012
2015
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Online Behaviour Generic insights - learnings
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94
97
100
93
6
3
0
7
PC
laptop
smartphone
tablet
solo viewing co viewing
Co viewing across devices November 2015
Data: November 2015, number of starts in raw panel data.
35
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KPN outage on Friday November 20th 2015
803
744
1,171
785
781
During the KPN outage, many more people watched online TV content than on other Fridays. On November 20th there were
1.171 viewing sessions for online TV, on other Fridays in the same period on average 778.
On the evening of Friday November 20th, provider KPN had an outage for TV. We compared the level of online viewing on
this day with comparable Fridays .
39
Fri 6 Nov
Fri 13 Nov
Fri 20 Nov
Fri 27 Nov
Fri 4 Nov
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other Fridays
KPN outage
KPN outage: more older people use online video
% of the viewing statements
Other
Fridays
KPN
Outage
38% 62% 44% 56%
4%
2%
6%
4%
5%
4%
32%
25%
24%
23%
17%
19%
13%
22%
6-12 years 13-19 years 20-24 years 25-34 years 35-49 years 50-64 years 65+ years
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other Fridays
KPN outage
NPO RTL SBS
KPN outage: more NPO, more live
% of the viewing statements
57%
62%
35%
33%
8%
5%
other Fridays
KPN outage
live playback
20%
35%
80%
65%
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Is your PC a TV? Example long viewing, connected viewing statements
Start: 16:04:00
Stops: 24:20:00
Schaatsen ek allround 500 heren live
Politieke partijen live
Schaatsen ek allround 1000 heren live
Journaal 18:00 live
Eenvandaag live
Gesprek met de minister-president live
Gesprek met de minister-president live
De wereld draait door live
Journaal 20 uur live
Flikken rotterdam live
Hello goodbye live
Studio sport live
Jinek live
Journaal laat
& sport live
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Binge viewing online Example of long viewing and connected viewing statements
Start: 09:55:21
Stops: 17:34:07
Goeden Tijden Slechte Tijden playback
Tessa playback
Achter gesloten deuren- EP. 01 playback
EP. 02
EP. 03
EP. 04
EP. 07
EP. 08
EP. 09
EP. 05
EP. 06
Watched 9
episodes of “Achter
Gesloten Deuren”
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Online Behaviour Market use!
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Daily cross platform currency for
broadcaster video and commercials
Standard tools available to all market
participants
Alignment with TV calculation and
reporting
Output
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Online ratings; How small is it?
Adding minutes to broadcast viewing content Share of online and TV viewing time (%) in total viewing time Viewing time in minutes per month (online viewers)
Total 6+
Men 6+
Women 6+
Age 6-12
Age 13-19
Age 20-24
Age 35-49
Age 50+
50+
35-49
20-34
13-19
6-12
6+
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Online ratings; profiles
Viewers’ profile TV
per age category
In %
Viewers’ profile online
per age category
In %
3 4 12
20 61
6-12
13-19
20-34
35-49
50+
2 14
34 24
26
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Insights: broad and niche audiences
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Market use Publications and internal reporting
9.6 9.6 10.0
11.3
9.8
3.0 3.9
2.4 2.7 3.4
9.7 9.5 9.3 9.4 9.0
0
2
4
6
8
10
12
2016w10 2016w11 2016w12 2016w13 2016w14
Online viewing per week, 20-49 year olds (%) per exploitant
RTL SBS NPO
Week 10 Week 11 Week 12 Week 13 Week 14
2016
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Market use Publications and Internal Reporting
3.5 2.3
2.1 2.4
3.4 8.2
10.1 3.7
6.3 5.7
2.5 7.0
0.8 6.8
7.6 7.8
8.3 7.4
3.1 7.6
0.1 0.8
1.0 0.4
0.8 2.2
1.4 2.7
0.9 1.3
0.6 1.8
0.0 1.5
1.8 1.3
1.7 1.5
2.7 1.9
0.4 0.4 0.4
0.4 0.5
0.5 0.5
0.5 0.5
0.6 0.7
0.8 0.8
0.8 1.0
1.1 1.1
1.1 1.2
1.3
0 2 4 6 8 10 12 14
Voetbal inside - 4 apr
Spuiten en slikken op reis - 4 apr
Kvw - 7 apr
Hollands got talent - 8 apr
It takes 2 - 9 apr
Break free - 7 apr
Kerels met een kleintje - 5 apr
Goede tijden slechte tijden - 6 apr
Goede tijden slechte tijden - 4 apr
Temptation island - 7 apr
Top 20 titles TV & online, 20-49 year olds, (ranking obv online audience ratings) TV - Live
TV - UGK
Online
Temptation Island (7 April)
Goede Tijden Slechte Tijden (4 April)
Goede Tijden Slechte Tijden (6 April)
Kerels Met Een Kleintje (5 April)
Break Free (7 April)
It Takes 2 (9 April)
Holland’s Got Talent (8 April)
KVW (7 April)
Spuiten En Slikken Op Reis (4 April)
Voetbal Inside (4 April)
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Market use Example of a weekly program evaluation for internal use by AVROTROS
Programme: ‘Wie Is De Mol’ (a weekly top 10 programme)
54% 29% 1% 16%
Live Audience Time-shifted up to 6 days Time-shifted up to 27 days Online audience
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Next Campaigns, Cross Media, Websites & Apps
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What’s next Never a dull moment
Today! 1st September 1st October 1st December
Online campaign
data released to
market, for a
selection of
publishers
BranDeli
(Discovery,
FOX, VIACOM)
will be added
Media agencies will tag
non-participating
publishers and
programmatic
Crossplatform data by
fusion is to be signed
off
Online data for
websites and app’s to
be released by Sept 1st
(NOBO/VINEX)
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Campaign data; issued for the first time! Reach, GRP’s and contacts for targets and devices
Target
group
GRP’s
mobile %
Mobile
reach %
Computer
reach %
Mobile contacts
average
Computer
contacts average
6+ 55 24,7 21,4 17,0 15,8
20-34 56 40,3 32,1 19,9 19,0
20-49 56 34,9 27,6 17,3 17,2
M20-49 47 28,0 24,2 7,5 9,6
V20-49 58 41,6 30,9 23,6 22,9
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Campaign data: issued for the first time! Campaign and product-category evaluation
0 10 20 30 40 50 60 70 80 90 100
Online Grp's
Avg. Freq. Contacts
1 + Reach (min 25%)
Total Mobile/telecom Brand A Brand B
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Campaign data; issued for the first time! Starts -> Online reach in targets
0
1000000
2000000
3000000
4000000
5000000
6000000
Too
thpa
ste
s
Banks a
nd
Fin
ance
Co
mpa
nie
s Beer
TV
and
Rad
io C
ha
nne
ls
Gro
cery
Sto
res
Mo
bile
Tele
co
mm
unic
atio
n
Mo
bile
Ph
one
s
Ch
arities a
nd F
ou
nda
tio
ns
Icecre
am
Passe
nge
r C
ars
0
2
4
6
8
10
12
14
16
18
20
Reach %
Reach 20-49 Reach 20-34 Reach 6+ Stack (*1000)
Sta
rts
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Hope and fear…
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