Hybrid Audience Measurement Here to Stay Jennie Beck, PAMRO 2015
Contents 1 What is Hybrid Audience Measurement? 2 Is it new? 3 How does it work/what do we need to do it? 4 Show us an example 5 Hybrid in Africa 2
What is Hybrid Audience Measurement? Of mixed character, composed of different elements, cultures or traditions Deployment or integration of multiple data sources to produce: A more complete picture of audience behaviour A more granular level of measurement A greater understanding of the audience 3
Is it new? 4
How does it work? A more complete picture of audience behaviour A more granular level of measurement A greater understanding of the audience User-centric panel data Site-centric server data TAM RPD RPD 3 rd party data Why? Why? Why? It s the only way Cost-effective Cost-effective Adds granularity Ad effectiveness Ad serving 5
What do we need to do it? 6
TV cross-platform, cross-device hybrid Option 1 TAM TV + Virtual Meter Online TV streaming data from broadcast players TV Player report - Census data for TV viewing through all computer devices, including tablets To be integrated with TAM data to produce a hybrid measurement currency
SKO Video Integration Model Option 2 A Case Study
SKO s Ambition : The Ratings factory TAM 9
Overview of the solution o o o o o Collaboration involving Kantar Media, TNS, comscore, GfK and Nielsen Census online video measurement of all participating sites Measurement and reporting of online commercials to the VAST standard A representative household panel of 3,000 individuals measuring all (or close to all) devices used The integration and fusion of the panel to the census data and the goal of integrating this final dataset with the TAM currency 10
SKO s Ambition : The Ratings factory A tag/library based measurement solution for PCs, Tablets and Smartphones (a dedicated app is deployed to the panelist s mobile devices) Uses existing comscore implementations Avoids issues with meter based video measurements Measurement requires the active cooperation of the participating broadcasters (tag and library integration) TAM 11
SKO s Ambition : The Ratings factory A nationally representative panel of Dutch households with all those aged 6+ participating All devices in the household registered on panel s online portal Our solution has been designed in line with TAM panel requirements - in terms of both recruitment method and panel management All panel member viewing is identified and attributed to a specific individual with no modelling TAM 12
SKO s Ambition : The Ratings factory TAM We start with two data sets one deep, one wide. Panel data gives us a deep dive into individual behaviour, describing who is viewing and how they re viewing, but is not large enough to give us everything. Census data gives us all usage of all websites/players but is not detailed enough to give us anything beyond the numbers. So to produce an integrated online video currency, we need to take the best of both. 13
SKO s Ambition : The Ratings factory TAM Now extended to provide one online measurement system covering all sites/apps; all text/video 14
Hybrid in Africa? Measuring the long TV tail Small peoplemeter panel, expanded by RPD National TV & Radio measurement Portable meter panel in metro areas measuring TV and radio Mobile diary measurement Mobile diary measurement Paper diaries for non-mobile users 15
Hybrid Audience Measurement Here to Stay Jennie Beck, PAMRO 2015