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Paradigm Change:
Consumer & Media View
Launch Presentation
Oct 2011
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Todays Journey
1 Changing Consumer Media Habits
2 The Need for Cross Media Measurement
3 Bringing in Online Audience Measurement
4 CMV Case studies
5 Outcomes through Insights and Innovations
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3
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Consumers can be engaged across an ever growing
array of platforms and devices
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And often at the same time
67% of FilipinoDigital Consumers
watch TV and use
the Internet
Source: SEA DCR 2011
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ONLINE(Market
Intelligence)
TAM(TV Audience
Measurement)
RAM(Radio Audience
Measurement)
Media
Index
Consumer & Media View (CMV)
Market
Intelligence
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The Consumer needs to be at the centre:
What they think
What they do
What they buy
How they buy
What media they consume...
Where they live
Who are they
How they live
Yahoo! Marketing Summit 2011
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7
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Community
involvement
Social Trends
and Issues
Attitudes to
social issues
Volunteering and
donating
A week in
the life ofSports
participation
Going to events &
places
Holidays
and travel
Booking
overseas trips
Cruises
Segments of
travelers
Holiday
destinations
Shops bought from
in Last Month
Retail Select
Purchase decision-making
Recommenders for
Finance
Early Adopters
Choosing your
supermarket
Main and top-up
shoppers
Frequency of use in key categories
Store choice
Advertising &
Electronic Media
Social
Networking
Watching TV
or Video
Sourcing
News &
InformationCommunicating
with Individuals
& groups
Online
Gaming
Researching
products or
services
OnlineShopping
Consumer Action
Movie genres
FTA Channels
TV Listings Information
Social Networking Media multi-tasking
Media Engagement
Mobile
Technology
Health & Beauty
Motoring
Vehicle brandsChoosing your car
iPads & Tablets
Apps
Generations
Assets
Living arrangements
Relationships
Kids
Future
Intentions
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Confidential and proprietary.
Consumer Media View: Total Planning Solution
Yahoo! Marketing Summit 2011
The richest and
deepest view of the
Consumer across
Industry Currency
Media
Nielsen
IMS
Clear
Decisions
interface
Nielsen
IMS
Clear
Decisions
interface
Buyergraphics
Doergraphics
Demographics
Claimed Media
Client
ServiceFuture
Proofing
Fused TAMTV Ratings
FusedRAM Radio
Ratings
To be Fused
Digital Ratings
NielsenPrint
Readership
Cinema
Visits
Outdoor
Exposure
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Introducing
Digital Ratings for the Philippines
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Digital Ratings the OAM service for SEA
Digital Ratings based on hybrid methodology combines:
Consumer Media Viewand Market Intelligence
To build a people centric online audience measurement system, that provides;
the most accurate measure of Internet use available in SEA including OOH
detailed measures of audience demographics and their online behaviour
reach and frequency reporting for comparison against other media
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Digital Ratings (hybrid) how it works
detailed information on internet users,
including their preferred method of using
the internet (e.g. internet caf, mobile,
home)
demographics, technographics and
buyographics of Internet users
Our Consumer Media Viewtells us WHO the Internet users are, through:
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Confidential and proprietary.
Digital Ratings (hybrid) how it works
the sites they have visited by device
the time they spend on sites, and,
how often they return
Aggregate, for market ranking
drill down to specific days
demographics collected by on site surveys
Our Market Intelligence service tells us WHATInternet users are doing
through detailed information collected on behaviour:
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Confidential and proprietary.
Answering which sites/ mobile sites are
best fit for your target audience
Website Matched % UB Matched Index %
88db 0.76 2,655 685.23
Singapore Mirror 0.74 1,181 670.00
Hardwarezone Forum 0.31 1,576 282.66
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MI surveys
collected weekly for
users who have
completed surveys and
maintained a cookie
CMV surveys are
conducted monthly
Digital Ratings (hybrid) how it works
Linked by fusion ofMarket Intelligence andConsumer Media View
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Accurate tagging of sites to report on70%Internet audience
Fuse with Media Index
Integrate for cross media reach and frequency
Step 1
Step 3
Step 2
A three step process to Digital Ratings
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Captures data from all sources including
mobile and Internet caf not just home
and work
Daily UB data available for market ranking/
performance tracking
Monthly people measure not computers,browsers, devices
Future Cross-media measurement
Consistent market-wide rules ensures alevel playing field and trustworthy,
comparable data for advertisers
More accurate representation of ad
inventory and audiences
Client &
Industry
Benefits
The benefits of Nielsen Digital Ratings
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Case Studies from Taiwan Pilot
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Where are people who are planning to buy my product?
Flat screen TVs
Cars
Mobile Phones
Home loans
Energy drinks
Who are they demographically and what else do they like to do, see or consume so I
can have a well defined strategy or targeted creative?
What media do they consume?
How do they behave across media and how can I best combine media to get a
successful outcome?
For example
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Evaluation of specific consumer groups:
Target:- Interested in Financial Investments
20% more likely to be married
60% are Male
60% 30-50 years
44% know what they have spent their money on
Defined: 1.8 million usually read the newspaper sections onInvestment/Finance Management and the Stock Market
63% earn more than NT30,000 vs 37% for pop
Who are they:
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Confidential and proprietary.
Interested in Financial Investments:
What are their Financial Behaviours
% of type of Investments made in past 12 months
32.8
13.2
12
10.9
4.3
1.9
1.1
0.6
0.4
0.3
0 10 20 30 40
Taiwan currency deposit
Stock
Insurance
Domestic/ foreign fund
Foreign currency deposit
Gold
Domestic/ foreign real-estate
Diamond/ Jewelry/ Art
Futures/ Index futures
Structured Notes
Top 15 Banks currently haverelationship with.
%1 ChunghwaPostCO. 42.6
2 CHINATRUSTCO. 22.5
3 BANKOFTAIWAN 16.3
4 CATHAYUNITEDBANK 16.2
5 TAIWANCOOPERATIVEBANK 14.7
6 TAIPEIFUBONCOMMERCIALBANK 14.07 HUANANBANK 13.0
8 FIRSTCOMMERCIALBANK 11.1
9 TAISHINCOMMERCIALBANK 10.1
10 CHANGHWABANK(CHB) 9.5
11 CITIBANK 8.6
12 E.SUNCOMMERCIALBANK 8.3
13 LANDOFBANK 5.9
14 BANKSINOPAC 5.3
15 MegaInternationalCommercialBank 5.2
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Interested in Financial Investments:
Newspapers read in the Past 7 Days
55% have Read the Apple Daily News in the past 7 days
Both provide highly
targeted opportunities
d l
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Interested in Financial Investments:
TV Channels Viewed in Past Month
62% of those interested in Financial Investment have watched
TVBS-N in the past month between 6.00-8.00pm
MorelMore likely to watch TVB5
(109) and UBN (110)
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Interested in Financial Investments:
Websites Visited in Last 7 Days
68% have visited the Yahoo Homepage
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Media Fusion Highlights Media Strengths
1.2
6.2
1.9
2
1.1
2.6
2.6
2.6
1
2
2
2
1 Day
1 Week
1 Week
1 Week
Newspapers Television Online
36
49
33
40
11
35
35
35
67
74
74
74
1 Day
1 Week
1 Week
1 Week
Newspapers Television Online
Example Media Schedule:-100% Share for 1 Day on a combination of 3 top 20 sites
vs
Newspapers 1 insert in Apple Daily News & The Liberty News
vs
Television 4 spots 6.00pm to 8.00pm & 8.00 to 10.00pm on UBN, TVBSN & TVBS
Example Media Schedule:-100% Share for 7 Days on a combination of 3 Top 20 Sites
vs
Newspapers 2 inserts in Apple Daily News & The Liberty News
vs
Television 28 spots 6.00pm to 8.00pm & 8.00 to 10.00pm on UBN, TVBSN & TVBS
Reach % Average Frequency
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1.2
6.2
2
0
1.1
2.5
2.5
0
1
1.7
1.7
0
1 Day
1 Week 100%
Share
1 Week 20%
Share
Newspapers Television Online
36
49
45
0
11
37
37
0
67
74
43
0
1 Day
1 Week
100%
Share
1 Week
20%
Share
Newspapers Television Online
Reach % Average Frequency
How do we meet planning
criteria of Weekly Reach = 45%
and Average Frequency of 2.0
Reduce Newspaper usage to 2 insertions in
Apple Daily News only
Media Fusion Highlights Media Strengths.
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1.2
6.2
2
0
1.1
2.5
2.5
0
1
1.7
1.7
0
1 Day
1 Week 100%
Share
1 Week 20%
Share
Newspapers Television Online
36
49
45
0
11
37
37
0
67
43
43
0
1 Day
1 Week
100%
Share
1 Week
20%
Share
Newspapers Television Online
Media Fusion Highlights Media Strengths.
Reach % Average Frequency
How do we meet planning
criteria of Weekly Reach = 45%and Average Frequency of 2.0
Reduce Newspaper usage to 2 insertions in
Apple Daily News only
M di F i Hi hli ht M di St th
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1.2
6.2
2
1.1
2.5
2.5
1
1.7
1.7
1 Day
1 Week 100%
Share
1 Week 20%
Share
Newspapers Television Online
36
49
45
11
37
37
67
43
43
1 Day
1 Week
100%
Share
1 Week20%
Share
Newspapers Television Online
Media Fusion Highlights Media Strengths.
Reach % Average Frequency
Reduce Share of site down to 20% on all 3 Sites
Online = High Frequency MediumHow can we minimise and reduce cost?
Reach % Average Frequency
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37
51
43
69
64
82
0 10 20 30 40 50 60 70 80 90 100
2.4
2.1
1.7
2.9
2.6
3.3
Combined TV, Internet & Print
Combined TV & Print
Combined TV & Internet
Internet
TV
Interested in Financial Investments: Weekly Reach
Evaluating Audience across Media Platforms
% Target Reached
AverageOpportunityToSee
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Evaluation of specific consumer groups:
Target:- Taiwan Beer Drinkers (5.4m)
6.1 million Beer consumers in Taiwan
89% (5.4 million) usually drink Taiwan Beer ..
Who are they:
75% are Male
41% are between 30-49 years
58% work as Basic Level Managers
41% Agree they are very confident
T T i B D i k (5 4 illi )
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Target:- Taiwan Beer Drinkers (5.4 million)
15
19
36
18
108
1512
3
Totals Taiwan Beer
Top 3 Websites Most
Likely to visit
Past 7 days
Top 3 Weekly Magazines
Most Likely to read
Past 7 days
Top 3 Channels Most
Likely to visit
Past 7 days
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Media Fusion Highlights Media Strengths.
Reach % Average Frequency
4.6
0
0
1.31 Week
1 Week
1 Week
Magazines Yahoo
25.2
0
0
23.51 Week
1 Week
1 Week
Magazines Yahoo
Example Media Schedule:-
Yahoo websites 100% Share for 7 Days on Yahoo Sport, Yahoo Stock & Yahoo Auto
vs
One Insertion in Weekly Magazines - Next Magazine, Business Weekly & Business Today
Yahoo Buy
Higher Reach4 times more likely to
see the ad
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1
1.6
0
0
1
2
1 Day
1 Week
1 Week
1 Week
Television Yahoo
3.6
17
0
0
3.2
12
1 Day
1 Week
1 Week
1 Week
Television Yahoo
Example Media Schedule:-
Yahoo websites 20% Share for 7 Days on Yahoo Movie, Wretch Guestbook ,Wretch Homepage & Yahoo Sport
vs
Television 28 spots 6.00pm to 8.00pm & 8.00 to 10.00pm on MTV, Channel V, ANIMAX, GTV-C
Yahoo Buy
5% More Reach
than TV
Media Fusion Highlights Media Strengths.
Reach % Average Frequency
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Target:- Taiwan Beer Drinkers (5.4 million)
16
25
24
37
36
51
0 10 20 30 40 50 60 70 80 90 100
1.9
4.6
1.3
3.9
1.7
3.5
Combined TV, Internet & Print
Combined TV & Print
Combined TV & Internet
Internet
TVAverageOpportunityToSee
% Target Reached
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Nielsen Consumer & Media View enables
Assess the effectiveness of consumer targeting in multi-media
campaigns
Extract more value from advertising activity
Measure the quality of an audience, not just the quantity
Ensures media schedules are planned and bought usingindustry currency electronic audience data (like with like)
Analyse Online and assess in combination with other mainmedia
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Integrate media information with our rich source of consumer
lifestyle, attitudes and purchasing behaviour data
Interrogate this wealth of data with a new state of the art userinterface
Nielsen Consumer & Media View enables
Nielsen
IMS
Clear
Decisions
interface
Nielsen
IMS
Clear
Decisions
interface
Buyergraphics
Doergraphics
Demographics
Claimed Media
Client
ServiceFuture
Proofing
Fused TAM TVRatings
FusedRAM Radio Ratings
To be Fused
Digital Ratings
Nielsen Print
Readership
Cinema
Visits
Outdoor
Exposure