the new advanced ambient media...

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The New Advanced

Ambient Media Meter.

Daniel Tjondronegoro Co-founder Beatgrid Media

February 2017, IIeX EU, Amsterdam

NEW

AMBIENT CONTENT RECOGNITION

TECHNOLOGY

TV & Video Radio OOH Store traffic

Single SourceCross Media Measurement

WHY

THE CHALLENGE OF CROSS MEDIA

MEASUREMENT

Share of ad spend by medium

Source: ZenithOptimedia

CLEAR

CROSS PLATFORM

MEASUREMENT

HOW

A Revolutionary

Passive Ambient Media Meter

Geo-fencing

BEATGRID ADVANCEDGEO LOCATION TECHNOLOGY

Beacons

GPS

HOW IT WORKS

WHY IT WORKS WELL

Convenience is the new loyalty

“Start with the

customer experience

and work backwards to

the technology”

.

A new benchmark for

Automatic Content Recognition

For cross media metering

100% Passive background mode

8x more accurate than other technologies in several benchmark tests

1% battery usage

1:1Measurement

CASE STUDIES

Case study results Q4 2016

Effect of Sponsorships & Promotions

VS

Regular Airtime

Impact of combined exposure is clear

0

10

20

30

Non Exposed Airtime Exposed Airtime OR S&P Exposed

+12%

+14%

+5%

+20%

Impact of S&P continues with Consideration scores

"Yes, I would consider…”

0

10

20

30

40

Breakdown Cover Car Insurance

Non Exposed Airtime Exposed Airtime OR S&P Exposed

+6%

+10%

Frequency re-enforces positive perceptions

Non Exposed1-67-1212+

+13%

+11% +24%

1-6 versus 12+% uplifts

Case study results Q3 + Q4 2016

Australia’s most sophisticated brand & advertising tracker

Beatgrid exposurealigned better with GRP’S than survey based recall

48% 49%

54%51% 50%

55%

43%

55% 56%

25% 26% 24%

11%

6%9%

19% 19% 20%

3%

25%

33% 39% 41% 42%44%

47%

49%

51% 51%

W1 01/08 W2 08/08 W3 15/08 W4 22/08 W5 29/08 W6 05/09 W7 12/09 W8 19/09 W9 26/09 W10 03/10

Weekly Recall Discrete Exposure Cumulative ExposureRecall (Brand & Advertising survey) & Exposure (Beatgrid)

Rio Olympics

362 334 129 89 68 117

TVC TARPs

Exposure of social media video surpassing recall

9%11%

12%12%

9%10% 10%

12%

9%8%

10%

12% 14%15%

17% 17% 18%

18%18%

W1 01/08 W2 08/08 W3 15/08 W4 22/08 W5 29/08 W6 05/09 W7 12/09 W8 19/09 W9 26/09 W10 03/10

Survey based Recall Beatgrid Exposure

Recognition & Exposure

Social media video advertising

Rio Olympics

Cost Per Exposure & Average Frequency

Campaign / Media Exposure % Cost per Exposure Average Frequency

L3 Olympics Total 25% $0.44 6.9

L3 Olympics TVC 21% $0.31 5.3

L3 Olympics Online Video 8% $0.57 5.3

L1 Brand Campaign Total 45% $ 0.23 9.1

L1 Brand Campaign TVC 39% $0.20 8.5

L1 Brand Campaign Social / Online Video 17% $0.16 4.6

L4 Campaign 1 Total 34% $0.32 9.0

L4 Campaign 1 TVC / Online Video 27% $0.33 8.4

L4 Campaign 1 Radio 12% $0.18 6.6

L4 Campaign 2 TVC / Online Video 20% $0.38 6.9

L2 TVC / Online Video 51% $0.41 10.7

Subconscious exposure worked as well as conscious exposure

49%51%

Baseline

Not exposed, Not recognised

Subconscious consumption

Exposed, not recognised

Conscious Consumption

Exposed and recognised

Campaign (L1) 76% 69% 82%

Campaign (L2) 72% 77% 78%

Consideration – CUSTOMERS

Consideration – NON CUSTOMERS

Baseline

Not exposed, Not recognised

Subconscious consumption

Exposed, not recognised

Conscious Consumption

Exposed and recognised

Campaign (L1) 27% 40% 39%

Campaign (L2) 34% 30% 26%

HOW ITCHANGED MARKETING DECISIONS

Level 1

Brand

Level 2

Brand + Key differentiator

Level 3

Brand + Other differentiators

Level 4

Commercial Offers

Understand Media ROI per marketing

communication level

Each level incremental impact on

conversion

Ad spend was optimized to increase

performance on all levels

Optimized media spend per communication level

Are big brands ready to leverage more

efficient analytics processes?

“When you have the right Technology

that gives you more accurate information at the right time,

it enables you to manage your resources extremely efficient.”

+

+

+BEATGRID METER APP

Path

Brand Lift

Store traffic

Purchase

Media-to

R E S U L T S

The Full Picture

PURCHASE

STORE TRAFFIC

BRAND LIFT

1.Single source cross media touch points

2.Guard rail evaluation of media deployment

3.Understand incremental effect on other media

4.Understand effect per channel on:

Brand lift

Store traffic

Purchase

Value

The Opportunity

Media spend with higher effect

Daniel Tjondronegoro | daniel@beatgridmedia.com

Q&A