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Title: Nielsens A2M2


1
Nielsens A2/M2
  • July 21, 2006

2
Agenda
3
TelevisionsBrave New World
  • Measuring television audiencesAnytime, Anywhere
  • In Out-of-home
  • Live Time-Shifted
  • On TV, iPods, PDAs, Cell Phones, PCs
  • Place-Shifted (e.g., Slingbox)
  • Anytime, Anywhere
  • Consumers are in control
  • this is the future Nielsen
  • is preparing the address

4
A New Mission Follow the VideoSusan Whiting,
CEO, Nielsen Media Research
  • Whats out there today
  • Broadcast networks
  • Cable networks and multicasters
  • Satellite DirecTV, Dish Network plus large
    dishes
  • Broadband - streaming and downloaded
  • High Definition local and national
  • Gaming devices latest Nintendo, Xbox, etc.
  • Mobile Video Video iPods, SprintTV, MobiTV
    (mobisodes), others
  • Specialized video devices, SmartPhones (e.g.,
    PocketPC, Palm platforms)
  • The DVR stew
  • TiVo, Cable/Sat DVR, Media Center PCs, home-made
    PC DVRs, DVR recorders, dual decks, Network DVRs,
    Time-Warners Start Over service
  • Video On Demand paid and free content, a new
    marketing platform
  • Slingbox

5
Principles guiding the measurement
  • Follow the video, wherever it goes!
  • Optimize measurement technologies for different
    environments
  • DTV capabilities trigger a requirement for more
    accuracy, data granularity, and increasing
    importance of source detection/reporting
  • Internet is becoming an important media delivery
    alternative and adjunct to advertising and must
    be measured
  • No one size fits all measurement solution

what they didnt say?Prepare for 2-way TV
6
(No Transcript)
7
A multifaceted toolbox
  • Draws on extensive development efforts from
    Nielsen and outside
  • Ephasizes the technological underpinnings of the
    ratings system
  • Some solutions baked into the currency ratings
  • Others simply provide stand-alone research
    insights
  • Lets not forget a ratings service is more that
    its gizmo(s)

8
Technology Enablers
  • Plug-in Mailable Meter
  • Same as battery version, but adds People Meter
    function
  • Plug in wall power, no TV connection
  • IR detection - source of programming
  • Nightly data to Nielsen
  • In-home wireless to phone line
  • Cell wireless module
  • Engineering field testing underway
  • A/P 3.0
  • Same Active/Passive technology
  • Cost reduced hardware, faster field installation
  • Software driven - future flexibility
  • Adds in-home wireless measurement
  • Mailable Meters
  • Diary replacement - electronic 30 day set-meter
  • Battery operated, simple instructions
  • No connections to TV- just place 1 to 4 feet from
    TV
  • Mail back to Nielsen after 37 days
  • Uses A/P technology
  • Set on/off detection
  • Lowers Field install labor
  • Engineering test underway
  • Wearable Tags
  • Small wireless tag, battery 1 year
  • Multi-technology (patent pending)
  • Automatically logs in/out of audience

9
Technology Enablers
  • Out of Home
  • Three possible paths
  • License PPM technology
  • Cell phone meters
  • Nielsen personal device
  • Significant recent technology advancements
  • Especially in passive technology
  • Low power microprocessors
  • Smaller, lower cost memory
  • Better battery technology
  • Multi-purpose phones, MP3 devices
  • Broadband
  • A/P can measure encoded broadband content
  • Software meter can measure non-encoded and
    peer-to-peer content
  • Small plug-in downloads to device
  • No interference with normal operation
  • Detects media source, web address, session
    details
  • Periodic data transmission to Nielsen
  • Same functions as hardware meter
  • Loaded on microprocessor devices

10
Technology Enablers
  • Video iPod, Cell Phones
  • Software plug-ins
  • A/P technology stream meta-data
  • Very accurate
  • No impact on device
  • Works in lab

11
Nielsens Plan (so far)
  • Leverage current Nielsen assets (patents)
  • Digital TV measurement via active audio codes,
    passive signatures
  • Streaming video measurement on PCs
  • Tagging video so can be measured when viewed on
    computers
  • Build on recent initiatives
  • A/P Meter support for platform neutral
    measurement, time and place-shifting
  • Measurement of DVR viewing
  • Measurement of VOD viewing
  • Majority stake in Nielsen//NetRatings
  • Council for Research Excellence
    (www.researchexcellence.com)
  • Advertiser Advisory Council
  • Engagement Committee
  • Community outreach
  • More, better communications

12
Nielsens Plan (so far)
  • Develop and integrated measurement system
    encompassing
  • Traditional TV
  • Streaming Video
  • In and out-of-home
  • Viewed on broad range of platforms
  • and investigating
  • Supplemental set-top box data gtgt electronic
    measurement of more markets PLUS new forms of
    analysis
  • Building online research panels young adults
  • Technological underpinnings identified
  • Test to assure they work
  • Nielsen is accused of being slow, even stodgy.
    However, they are very deliberate in exercising
    due diligence a good thing!!

13
Nielsens Plan (so far)
  • Evaluate new technologies with
  • Test panels recruited in same way as the normal
    Nielsen panel
  • Exiting panel HH (forced turnover at 2 years)
  • A possible concern Past research with forced
    turnover HHs has not been especially promising
  • Rollout schedule
  • Some initiatives already underway
  • Introduce most new approaches by 08

14
Nielsens Plan (so far)
  • Integrated TV/Internet Measurement Addresses
    need for streaming and cross-platform
    measurement
  • Nielsen//NetRatings streaming video service
  • Streaming video and site usage
  • SiteCensus ping-back to confirm what is viewed
    online
  • Geodemographic reporting
  • This summer (statistical Fusion) - merging
    people meter and NetRatings data lets be
    careful out there
  • Will NOT be used in the currency service
  • Use in optimizing TV/internet campaigns, basic
    insights into cross-media usage

15
Nielsens Plan (so far)
  • Integrated TV/Internet Measurement Addresses
    need for streaming and cross-platform measurement
  • 2007/2008 - add Internet measurement in Nielsen
    people meter HH
  • Install software meters on PCs of existing and
    new PM panelists
  • 2008 Go Meter to capture at work/out of home
    usage
  • Creates convergence panel
  • Assess interaction of TV, streaming, online usage
  • Streaming with same content and commercials add
    to ratings currency (the current standard for
    VOD)
  • Evaluate ROI of TV Internet advertising

16
Nielsens Plan (so far)
  • Integrated TV/Internet Measurement Addresses
    need for streaming and cross-platform measurement
  • One benefit you might not be thinking about
  • Advertisers who incorporate URLs in their ads
    could measure response visits to their websites
    among panels HHs exposed to the ads
  • More direct that mathematical analyses
    correlating advertising/site activity where they
    cannot directly break out traffic from ads vs.
    traffic they might get anyway

17
Nielsens Plan (so far)
  • Out of Home
  • Testing new personal meters
  • Carry when leave the home
  • Different forms Cell Phones, Stand-alone
  • Reporting begins 2008 separate panel first,
    then integrated
  • Extended home 2007
  • First time measurement of college studies away at
    college (refusal does not disqualify their HH)
  • Complete out of home measurement beginning 2008
  • Mid 07 field tests

18
Nielsens Plan (so far)
  • Out of Home Go Meters
  • Cell phone
  • Alternate resembling MP3 player
  • Transmit data back to Nielsen
  • Report side-by-side with in-home ratings
  • Options tailored to experience and preference
  • Have / dont have cell phone
  • Will not likely give cell to someone who doesnt
    have one
  • Refusers remain in sample

19
Nielsens Plan (so far)
Potential impact Improved response. Ratings,
cpps, stability/reliability, real-time
measurement. A net win.
  • Expand local electronic measurement
  • Multiple fronts
  • Expand LPM to top 25 via 15 new markets
  • 07 Houston, Seattle, Tampa
  • Will raise penetration from 30 to 50
  • A/P 3.0 People Meters in set meter markets 26-60
    starting 2008
  • No internal connection to set
  • Collects on/off, program data
  • Persons via same technology used in LPM
  • Mailable Meters largest diary only markets
    61-125 (test to mid 07)
  • Meter tracks tuning, persons logs whos
    watching and what set 35 days
  • Researching Tags for personal measurement

20
Nielsens Plan (so far)
  • Cool, but were not done yet
  • Expand local electronic measurement
  • All remaining local markets targeted 2011 (126
    to 210, 9 U.S.)
  • Investigating STB data, internet diaries
  • Still continuing work on diary service while this
    is evaluated

21
Nielsens Plan (so far)
  • Portable Media Devices
  • Testing meters for MP3 players, cell phones,
    iPods
  • Engineering device independent technology
  • Bluetooth
  • Wired connection (in-line adapter between jack
    and headphones)
  • Tracking studies assessing penetration of devices
    and video usage
  • 400 person iPod panel have software download
    for iTunes and a smaller test number of test
    homes now
  • More RD re software being developed for cell
    phones and PCs that sync with other devices
  • Home Technology Reports
  • 1,000 person tracker will add portable media
    devices w/ Q3 06)
  • Fully populated by eary 07

22
Nielsens Plan (so far)
  • Engagement
  • New metrics (but are they new?)
  • Predict response to advertising looking for
    correlation between quantitative measures like
    length and frequency of tuning, qualitative
    audience involvement,,, and ad recall
  • Definition of engagement?
  • focused mental and emotional connection between
    a consumer, a media vehicle and a brands
    message
  • But if the benchmark of success is simply
    recalling the ad, what about how it makes the
    consumer feel about the brand?
  • Shouldnt we be looking at the consumer-brand
    relationship beyond ad recall???
  • Is recall an important intermediate measure, but
    not the end-game
  • Uses forced turnover HHs for 6 more weeks
    (recall earlier concern)
  • Pilot results September, 06

23
Nielsens Plan (so far)
  • Engagement
  • The analytical model
  • Viewing Behavior length of tuning, commercial
    break tuning, tuning before/after the break
  • Qualitative involvement, favorite program,
    appointment or casual viewing
  • Brand/Commercial attributes weight, pod
    position, commercial length
  • Consumer purchase intent, multitasking
  • Program media type, clutter

24
A New Mission Follow the VideoSusan Whiting,
CEO, Nielsen Media Research
Sneak peaks!
  • Slingbox
  • TiVo
  • Mobile Video SprintTV, MobiTV (mobisodes)

25
(No Transcript)
26
Future Topics
  • Nielsen 101
  • Nielsens A2M2
  • Future Topics?
  • Electronic media measurement
  • Engagement
  • Target Segmentation
  • Standard Error (good stewardship trumps
    statistics)
  • Radio Posting
  • Clear Channels Less is More
  • Message Exposure Sensitivity Analysis (MESA)
  • Media, Meters Measurement Techniques, Oh My
  • New Media Technologies
  • Channel Planning approaches (the right media mix)
  • Research services survey what they do/strengths
    weaknesses
  • Mix Models, Project Apollo the Holy Grail of
    marketing
  • Media Trends (your fathers childhood living room
    is but a distant memory)
  • New MMI resources Media Dynamics, Admap, JAR,
    others to come
  • Media Consolidation
  • Online Media
  • Out of Home
  • Commercial Audiences
  • Satellite Radio

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