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MAURICIO LEON COMMERCIAL DIRECTOR PERFORMICS

MAURICIO LEON COMMERCIAL DIRECTOR PERFORMICS. SIMON NUDDS DIRECTOR OF UK MEDIA ANALYTICS NIELSEN. DORON WESLY HEAD OF MARKET STRATEGY TREMOR VIDEO. IS VOD. WITH BENEFITS?. VOD IS A LEAN-FORWARD MEDIUM WITH LESS CLUTTER THAT CAN:. AMPLIFY AWARENESS.

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MAURICIO LEON COMMERCIAL DIRECTOR PERFORMICS

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  1. MAURICIO LEON COMMERCIAL DIRECTOR PERFORMICS SIMON NUDDS DIRECTOR OF UK MEDIA ANALYTICS NIELSEN DORON WESLY HEAD OF MARKET STRATEGYTREMOR VIDEO

  2. IS VOD WITH BENEFITS?

  3. VOD IS A LEAN-FORWARD MEDIUM WITH LESS CLUTTER THAT CAN: AMPLIFY AWARENESS GENERATE MORE EFFICIENT & EFFECTIVE CAMPAIGNS COMPLEMENT ATV BUY

  4. OBJECTIVE: HOW DOES VOD COMPLEMENT

  5. PHASE ONE: VOD CONTRIBUTION TO TV’S INCREMENTAL REACH PHASE TWO: VOD CONTRIBUTION TO TV'S AWARENESS AND MESSAGE ASSOCIATION

  6. PHASE ONE: VOD CONTRIBUTION TO TV’S INCREMENTAL REACH OCT. 2011 - DEC. 2011

  7. TV + VOD INCREMENTAL REACH 10-41% OF PEOPLE ONLINE WERE NOT EXPOSED TO TV • FMCG Beverage Alcohol 1.33% • FMCG Beverage 0.33% • Finance 0.44% • Retail (ce) 0.19% • Tech 0.45% • FMCG Beverage Alcohol A16-34 ~41% • FMCG Bev ABC1 Women ~14% • Finance ABC1 ~20% • Retail (ce) ABC1 ~10% • Tech A16-34 ~15%

  8. METHODOLOGY FUSION OF TV AND VOD (ONLINE) PANELS MEASURE REACH AND FREQUENCY ACROSS SINGLE CAMPAIGN 5 BRANDS ACROSS 4 CATEGORIES FMCG BEVERAGE (x2) RETAIL FINANCE TECH MEASUREMENT PERIOD: OCT. 2011 – DEC. 2011

  9. METHODOLOGY COMBINE EXTRACT STEP 4 VISUALISE STEP 3 TAG STEP 2 STEP 1

  10. METHODOLOGY BARB Respondent Level Data To isolate the impact of online activity when combined with TV, we utilize Nielsen-IMS’ CampaignRF fusion tool Nielsen Online Respondent Level Data

  11. METHODOLOGY On-the-fly fusion Using common demo variables BARB Respondent Level Data We link respondents from one dataset to another by using the common variables (i.e. demos, geo demos, etc.) that exist on the BARB panel, Nielsen NetView panels and a hub where the reach results are reported. Nielsen Online Respondent Level Data

  12. METHODOLOGY On-the-fly fusion Using common demo variables “Fused result of TV and online viewing” BARB Respondent Level Data These linking variables were validated by a series of statistical tests and analyses to ensure they closely match to produce an accuracy level of 95% or higher. Nielsen Online Respondent Level Data

  13. FMCG BEVERAGE ALCOHOL A16 % Reach 70% +1.33 64.6% VOD Effect Incremental to Base of Campaign 65.93% TV Only TV + VOD 25 150 Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011

  14. FMCG BEVERAGE ABC1W 15+ % Reach +0.33 90% 87.89% 87.56% VOD Effect Incremental to Base of Campaign TV Only TV + VOD 50 550 Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011

  15. FINANCE ABC1 ADULTS % Reach 80% +0.44 78.46% VOD Effect Incremental to Base of Campaign 78.9% TV Only TV + VOD 50 250 Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011

  16. RETAIL (CONSUMER ELECT) ABC1 15+ % Reach +0.19 90% 89.91% 89.72% VOD Effect Incremental to Base of Campaign TV Only TV + VOD 50 600 Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011

  17. TECH 16-34S % Reach +0.45 90% 87.83% 87.38% VOD Effect Incremental to Base of Campaign TV Only TV + VOD 50 550 Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011

  18. VOD PENETRATION 2012 2013 2014 2015 2016 2017 UK DIGITAL VIDEO VIEWERS Digital Viewers (millions) Digital Viewers (millions) 32.6 34.4 36.3 37.8 39.1 39.1 40.0 32.6 34.4 36.3 37.8 40.0 8.9% 5.5% 5.8% 4.1% 3.3% 2.4% –% change 69.9% 71.7% 74.1% 75.6% 76.7% 77.4% –% of internet users 51.4% 53.8% 56.4% 58.3% 59.7% 60.6% –% of population Source: eMarketer, Feb 2013

  19. PHASE TWO: VOD CONTRIBUTION TO TV'S AWARENESS AND MESSAGE ASSOCIATION

  20. VOD AMPLIFIES

  21. + VOD INCREASE RETURN ON BRANDING

  22. EXTENDS VOD IMPACT

  23. METHODOLOGY • EXPERIMENTAL DESIGN (TEST VS. CONTROL) • NATIONAL REP. SAMPLE FOR ABC1 TARGET • VOD EXPOSURE BASED ON COOKIE FILE • TV EXPOSURE (OTS) BASED ON MEDIA CONSUMPTION REPORTING (12 MIN. SURVEY) • AVIVA • MEASUREMENT PERIOD: AUG.-NOV. 2012

  24. MEDIA CONSUMPTION QUESTIONS Do you watch commercial TV?

  25. Thinking about your commercial TV viewing habits, on average, what time of day do you watch TV?

  26. On average, how many hours of commercial TV do you watch a day?

  27. Which, if any, of the following TV shows have you watched since 1st of Sep. 2012? SPOT SCHEDULE • ITV / ITV+1 • • Downton Abbey • • Coronation Street • • X-factor Source: Nielsen, Tremor Video Wave 1 = Last month, Wave 2 since Sep 1 2012

  28. VOD AMPLIFIES TV DOMINANT STRATEGY TV is off-air: VOD sustains and increases viewers’ brand awareness (Unaided Awareness) +5.5% 35.9% 41.4% 37.7% 2.6% 39% 33% VOD Effect Incremental to Base of Campaign Before Campaign Sep.-Oct. TV Sep.-Oct. TV + VOD Nov. No VOD Nov. VOD Nov. Carry Over Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug-Nov 2012

  29. VOD AMPLIFIES TV DOMINANT STRATEGY TV + VOD (vs. TV alone): A higher percentage of viewers connected the core message with the brand (Message Association) 48% +5.6% 43.6% 31.7% VOD Effect Incremental to Base of Campaign -3.1% 29.2% 26.1% Before Campaign Sep.-Oct. TV Sep.-Oct. TV + VOD Nov. No VOD Nov. VOD Nov. Carry Over Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012

  30. RETURN ON BRANDING INVESTMENT It appears that TV + VOD are less cost efficient at increasing awareness and message association. But the story is very different for light TV viewers (1/4 of ABC1 Target). Cost to Raise Awareness per Person (Index) Unaided Awareness 100 171 Message Association 100 101.1 TV TV + VOD Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week

  31. EFFECTIVE REACH TV + VOD REACH OVERLAP Even though light TV viewers are ¼ of ABC1 Target, they only compromise 15% of TV viewing. 26M VIEWERS ABC1 hrs./day ABC1 Heavy, Medium, and Light TV Viewers Aviva TV: Heavy, Medium, Light 39.5% LIGHT 0 – 1.5 LIGHT-MED 1.6 – 2.2 MEDIUM 2.3 – 3.6 MED-HEAVY 3.7 – 5 HEAVY 5.1 – 5.7 Aviva TV Light 48.4% Aviva VOD 55.5% 14.9% of TV viewing 55.5% of TV viewing Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week; *Calculated % x TV Pop; **Calculated based on nationally rep data; ***Light TV Viewers x % Exposed to VOD

  32. TOTAL REACH TV + VOD REACH OVERLAP Even though light TV viewers are ¼ of ABC1 Target, they only compromise 15% of TV viewing. 26M VIEWERS ABC1 hrs./day ABC1 Heavy, Medium, and Light TV Viewers Aviva TV: Heavy, Medium, Light 71% LIGHT 0 – 1.5 LIGHT-MED 1.6 – 2.2 MEDIUM 2.3 – 3.6 MED-HEAVY 3.7 – 5 HEAVY 5.1 – 5.7 Aviva TV Light 31.5% Aviva VOD 77.7% 14.9% of TV viewing 55.5% of TV viewing Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week; *Calculated % x TV Pop; **Calculated based on nationally rep data; ***Light TV Viewers x % Exposed to VOD

  33. RETURN ON BRANDING INVESTMENT: TV HEAVY/MEDIUM VS. TV LIGHT Cost to Raise Awareness per Person (Index) Unaided Awareness 100 108.6 58.7 Message Association 100 528.3 63.8 TV TV Heavy/Medium + VOD TV Light + VOD Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week/>2 hours per day, TV light = <14 hours/week/<2 hours/day

  34. PHASE 2: MESSAGE ASSOCIATION Decay VOD Message Association +2.5 ON AIR TV -3.1 WK 1 WK 2 WK 3 WK 4 Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012

  35. PHASE 2: MESSAGE ASSOCIATION Decay y = -22.81ln(x) + 48.202 R2 = 0.86996 VOD Message Association +2.5 TV OFF-AIR VOD ON-AIR ON AIR TV WK 5 WK 6 WK 7 WK 8 -3.1 WK 1 WK 2 WK 3 WK 4 Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012

  36. FRIENDS WITH BENEFITS INDEED HYPOTHESIS TV + VOD = TV WITH BENEFITS • VOD is a lean-forward medium with less clutter that can: • Amplify awareness and reach • Generate more efficient and effective campaigns • Complement a TV buy • Incremental Reach: VOD + TV increases by up to 1.33% • When TV goes dark: VOD bolsters brand awareness by 5.5%, extending campaign • Light TV Viewers: TV + VOD (vs. TV alone) delivers almost 2x the return on branding • Brand Performance: TV + VOD drive higher brand performance

  37. THANK YOU MAURICIO LEON mauricio.leon@performics.co.uk @mozleon SIMON NUDDS simon.nudds@nielsen.com DORON WESLY dwesly@tremorvideo.com @sabredutch

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